Unit 1

Basics and Foundation
Evolution of Advertising as a Communication Process – Advertising as a Business Process – Advertising in Business and Society – What is IMC? Audience Categories and Geographical Factors, Promotion Mix, Classified Advertisements, Press Release, Product Review.

Unit 2

Modern Advertising and IMC
Synergy and Integration for Marketing Communication – Persuasion, Argument and Emotions
– Marketing and Consumer Behaviour – Integrating Advertising with other Elements – Design and Strategies – Cognitive and Affective Execution Frameworks: Animation and Demonstration. Effective Advertising – Market and Economic Effects and Intensity of Advertising. How does the Advertising Agency function?

Unit 3

Strategies and Elements of Branding
Advertising Strategies – Marketing for Clients – Advertising Management: Planning Advertising and IBP – Brand management and its frame work – Basics of Brand Management and Relationship with Contemporary Advertising – Planning and Organising – Executing the Advertising Process – How the Brand Transforms the Business Goals and Vision?

Unit 4

Strategic Brand Management
Brand Promotion and Strategic Brand Management – FOUR Steps in Brand building – Direct Marketing, Public Relations (PR) and Corporate Advertising for Brand Building -Sustaining and Growing the Brand after the Launch.
Corporate Image and Brand Management – IMC to build Brand Equity, Evaluating the Brand Performance, Capturing Market Performance, Design and Implementation of Brand Strategies, Brand – Product Matrix and Hierarchy Levels, Achieving the Ideal the Brand Portfolio, Managing Brands over: Time, Market Segments and Geographic Boundaries, Revitalising and Changing the Brand Portfolio, Media Selection, Trade Promotion and Selling, CRM, Personal Selling and Web Marketing.

Unit 5

Creative and Production Process
Conventional Advertising, New Advertising Agencies, Freelance and Consulting Domains – Creativity – Creative Process in Advertising – Copy Writing and Craft of Copy Writing – Writing for Print, Visual and Radio – Art Direction – Production – Using the Media: Print, Visual and Radio –Media Planning and Internet, Regulatory aspect of Advertising Standards Council of India, New media for Brand Promotion.

Course Objective:
The students are exposed to the comprehensive and contemporary concepts of professional practice in integration and synergy of strategic advertising and brand management, design and implementation techniques for all the presentable marketing formats like print, broadcast and new digital media. They will also analyse case studies from advertisement industry from a perspective of Integrated Marketing Communication (IMC).

Course Outcomes:

Textbook:

George E Belch, Michael A Belch, Keyoor Purani – Advertising and Promotion: An Integrated Marketing Communications Perspective – McGraw Hill

Reference Books:

1. J V Vilanilam, A K Varghese – Advertising Basics: A Resource Guide for Beginners –

Response Books

1. William F Arens – Contemporary Advertising – McGraw Hill
2. Rajeev Batra, John. G. Myers, David. A. Aaker – Advertising Management, Pearson