Advertising Management

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Prof. Kiran Naik & Mrs. Aparna Nene 

BBA, KarnatakUniversity, Sixth Semester
Syllabus
 
BBA-6M4: ADVERTISING MANAGEMENT
 
Total Hrs: 50                                                                 Workload: 4 Hrs/Week
 
Module-I                                                                        (6 Hrs)
Nature of Advertising, Definition, Role of Advertising in the Marketing Mix, Evaluation of Advertising in India, Role of Advertising in Economic Development of India, Consumer Protection Act in Advertising, Type of Purchase Decision, Models of Behaviour, Howard and Sheth Modl DAGMAR, AIDA Models.
 
Module-II                                                                      (5 Hrs)
Types of Advertising, Product, Service, Institutional, Public Services, Financial and Industrial, Advertising and Society Ethics, Regulation and Social Responsibility.
 
Module-III                                                                  (10 Hrs)
Types of Media
Print Media: News Paper, Magazines, Out of Home Advertising, Directories, Broad Cast and Interactive Online Media, Broadcast Media, Television, Radio, Internet Media, Specialty Media, Point of Purchase.
 
Module-IV                                                                     (6 Hrs)
Media Planning: Setting Media Objective, Developing Media Strategies, Media Selection Procedure, Media Buying Function, Change in Media Buying.
 
Module-V                                                                       (6 Hrs)
Creativity in Advertising, Writing Message Design and Development Message, Positioning, Presentation, Visualization Difference, Effective Style, Advertisement Copy, Types of Copy and Appeals, Copy Writing and Layout Construction of Effective Advertisement.          
 

Module-VI                                                                     (5 Hrs)
Advertising Budget: The Advertising Budgeting Process Different Methods of Budgeting Percentage of Scale Method, Advertising Objectives and Test Method, All you an Afford Method, Comparative Parity Method, Incremental Concept Approach to Budget, Administering The Budget.
 
Module-VII                                                                   (8 Hrs)
Advertising Research: PACT Principles of Advertising, Types of Advertising Evaluation, Pre-Testing Methods for Media Message, Markets, Budgeting and Scheduling, Post Testing Methods for Media, Message, Market and Overall Results.
 
Module-VIII                                                                 (4 Hrs)
Ethical and Social Dimension of Advertising, Role of Computers in Advertising.

KUD/BBA/6/09
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