Syllabus
OPEN ELECTIVES-UG (Arts , Humanities and Commerce)
Unit 1
Introduction to Advertising- Introduction to Integrated Marketing Communications – Publicity –
Public Relations – Salesmanship – Sponsorship ? Advertising – Sales promotion.
Unit 2
Advertising Features, Active participants, Role of Advertising in Marketing Mix, Communication and
society? Advertising and brand building
Unit 3
Classification of Advertising on the basis – Area, Audience, Advertisers, Media, Objectives – Social Advertising, Political Advertising, Advocacy Advertising, Retail Advertising, Financial advertising, Corporate Image Advertising, Primary and Selective Advertising- Media in Advertising.
Unit 4
Comparative analysis of Media options for advertising – Television (cable / satellite / DD), Radio (special reference to FM), Internet, Print, Film (Product Placement) and Outdoor advertising. Emerging Media Options ?New Options of Transit Advertising – Marketing ThroughSocial sites – Advertising through cell phones
Unit 5
Economic aspects of advertising ? impact on production – distribution and consumer cost – advertising and competition – waste in advertising. Social aspects of advertising
? advertising and culture (values, festivals, customs), standard of living, ethics in advertising.
Objectives and Outcomes
Course Objective:
It provides how to explore markets, introduce salesmanship, advertising, and brand building,
Course Outcomes:
The student will be able:
CO1: To learn and explore the advertising methodologies and integrated marketing methods CO2: To understand the features of advertising and the role of advertising in the marketing mix CO3: To analyze the classification of advertising
CO4: To understand the types of media in advertising
CO5: To study the economic aspects of advertising
| |
PO1 |
PO2 |
PO3 |
PO4 |
PO5 |
PO6 |
PO7 |
PO8 |
PO9 |
PO10 |
PO11 |
PO12 |
PO13 |
PO14 |
PO15 |
| CO1 |
2 |
3 |
3 |
3 |
3 |
1 |
2 |
1 |
3 |
3 |
3 |
3 |
2 |
3 |
3 |
| CO2 |
3 |
2 |
2 |
3 |
3 |
1 |
2 |
2 |
2 |
2 |
3 |
1 |
1 |
2 |
3 |
| CO3 |
3 |
1 |
1 |
2 |
2 |
1 |
2 |
1 |
3 |
2 |
3 |
2 |
2 |
2 |
3 |
| CO4 |
1 |
2 |
2 |
3 |
3 |
1 |
3 |
2 |
3 |
2 |
3 |
3 |
2 |
3 |
3 |
| CO5 |
3 |
3 |
2 |
2 |
2 |
1 |
2 |
2 |
3 |
2 |
3 |
2 |
2 |
2 |
3 |
