Unit 1

Introduction
History of advertising, Advertising-meaning and definition, Advertising as a tool of communication, Features of advertising.

Unit 2

Types of Media – Advantages & Disadvantages
Types of advertising, Types of media in advertising – Features – advantages – disadvantages – Print, Television, Radio, Internet, OOH.

Unit 3

Structure of an Advertising Agency
Structure of advertising agency – Small, Medium, National, In-house.

Unit 4

Other Promotion
Sales Promotion, Direct Marketing, Public Relations, Publicity and Corporate Advertising, Unconventional Promotional Media.

Unit 5

Case Studies

Objective: The objective of this paper is to help student to make basic understanding on advertising, providing understanding on the processes behind successful advertising. The students are introduced to the processes, tools and techniques used in developing advertising concepts with the study areas including creative thinking and visualizing.

Course Outcomes

1. Advertising, Frank Jefkins Revised by Daniel Yadin
2. Kleppner’s Advertising Procedure