Advertising Management

Syllabus MM-301:  Advertising Management

Max. Marks:100                                                                                             External: 70

Time 3 Hour                                                                                                    Internal: 30

Understanding Advertising: Concept, Evolution, History, Classification, Objectives and Functions Advertising and Society: Ethical Issues in Advertising, Social Criticism of Advertising, Laws in Advertising, Advertising Statutory Bodies in India

Advertising Strategy and Planning Process, Consumer Behavior and Advertising Research, Advertising Agency; Types, Functions and Structure of Advertising Agency, Client-agency Relationship; Building of Advertising Programme - Message, Headlines, Copy, Logo, illustration, Appeal, Layout;

Media Planning and Strategy – Development of Media Plan, Establishing Media Objectives, Developing and Implementing Media Strategies, Evaluation and Follow up of Media Plan; Budgeting- Establishment and Allocation, Budgeting Approaches., Measuring the Effectiveness of the Promotional Program- Market Testing, Pre testing, Post testing, Laboratory Tests, Field Tests,

Online Advertising: Objectives, Importance, Types and Challenges of Online Advertising, Advertising on the Internet, Measuring Effectiveness of Internet