Advertising Management

                                                                      Syllabus

                                                                                                   Advertising Management

Unit 1: Introduction to Advertising: Introduction, Functions of Advertising, Advertising and its role in Marketing Process, Legal, Ethical & Social Aspects of Advertising; Rural Advertising, Integrated Marketing Communication – Role and Importance.

Unit 2: Theories & Context of Advertising: Theory of Cognitive Dissonance, Stimulation of Primary and Selective Demand , DAGMAR Approach to Setting Objectives, Advertising and Communication : Process of Communication, Wilbur Schramm’s Model, Two Step Flow of Communication.

Unit 3: Elements & Planning of Advertisement: Building of Advertising Programme – Campaign Planning; Advertising Elements - Message, Headlines, Copy, Logo, Illustration, Appeal, Layout, Advertising Budget, Factors Affecting Advertising Budget.

Unit 4: Types of Media and Advertising Agency: Advertising Media - Meaning, Types, Media Planning. Media Buying Houses. Advertising Agency - Introduction, Overview of an Advertising Agency; Departments of an Advertising Agency, Selection, Compensation and Appraisal of an Agency,

Unit 5: Sales Promotion: Nature and Importance of Sales Promotion; Role in Marketing, Difference between Sales Promotion and Advertising; Tools and Techniques of Sales Promotion; Trade Shows; Designing Sales Promotion Campaigns