Advertising Management

Syllabus

BBA 602 (Semester VI)

Advertising Management

UNIT-I

Introduction to Advertising: Definition, Nature, Scope, Objectives and Importance of Advertising, Role of Advertising in Marketing Mix. Types of Advertising,

Communication: Process and Mix, Role of Advertising in Social and Economic Development, Advertising Regulatory Bodies.

UNIT-II

Advertising Media Decisions: Media Planning, Types of Media, Factors Affecting Media Selection, Setting and Allocating Advertising Budget, Market Segmentation and Targeting, Advertising a New Product. Role of Advertising Agencies and Their Selection. Meaning and Importance of Personal Selling, Difference Between Personal Selling. Advertising and Sales Promotion. Methods and Procedure of Personal Selling.

UNIT-III

Advertising Message Design: Advertising Copy- Meaning, Components. Advertising Appeal, Unique Selling Proposition and Principles. Advertising Program. Advertising Campaign and its Management. Measurement and Effectiveness of Advertising Campaign

UNIT-IV

Integrated Marketing Communication: Core Concepts, Elements, Implementing IMC; Evaluating IMC, Barriers, the Communication Process. Ethics in Advertising.