Course

Unit 1

What is Advertising? Evolution – Advertising as Communication Process – Advertising as a Business Process – Advertising in Business and Society – Audience Categories and Geographical Factors. Types of medium in advertising: Print Media (Newspaper & Magazines, Pamphlets, Posters & Brochures), Electronic Media (Radio, Television, Audio Visual Cassettes), Other Media (Direct Mail, Outdoor Media), Characteristics, merits & Demerits of above media, media scenes in India.

Unit 2

Types of Advertising: Commercial, Non-commercial, Primary demand and Selective Demand, Classified and Display advertising, Comparative advertising, Co- operative advertising. Introduction to advertising agency- Structure and functions of an agency – Leading agencies in India- Diversification and competition full service agencies multinational clients Conventional Advertising and Advertising Agencies Problems of reaching in rural audience and markets – challenges and opportunities.

Unit 3

Foundations of Modern Advertising: Marketing and Consumer Behaviour Factors influencing the choice of Media -Media Scheduling – Evaluation of Advertising effectiveness. Importance and difficulties, Methods of measuring advertising effectiveness, Pre-testing and Post testing.

Unit 4

Advertising campaign: objectives, creative strategy: message, appeals, target market, level of response, media Planning, advertising budget. career path in the Advertising industry – Research for Advertising and Promotion.

Unit 6

Ethical debates in advertising- Surrogate, Subliminal and Shock advertising, Puffery, Weasel words, Hyperbole. Cases of ethical violations -Advertising Standards Council Social and cultural issues Global regulations Practical component.

Course Objective:

The students are introduced to the various domains of professional practice in the process of developing an advertisement in all the formats like print, broadcast and new digital media. They are also taken through a thorough understanding of the function of an advertisement agency and the career profile of practitioners. 

Course Outcomes (COs): 

After completing the course, learners should be able to: 

1. Understand the concept of advertising as a marketing communication tool, its impact on business & society, and the various media for advertising. 
2. Understand the various types of advertising, the need for an ad agency, its structure, and its functioning. 
3. Analyze advertising as a marketing technique and its impact on consumer behavior, evaluate the effectiveness of advertising 
4. Comprehend the significance of ad campaigns, their process, and reach. 5. Negotiate the ethical debates in advertising. 

CO – PO Mapping: 

1. Manish Pandit, Digital Advertising in India: Strategies for Success, Notion Press, 2023. 2. David Ogilvy, Ogilvy On Advertising, Headline Welbeck Non-Fiction, Feb 2023.
2. Advertising And Promotion: An Integrated Marketing Communications Perspective (12th Edition), Tata McGraw-Hill Publishing Company Limited, NewDelhi, 10 e, 2022. 
3. Larry Percy and Richard Rosenbaum, Strategic Advertising Management 6Th Edition – Elliott, Oxford University Press, 2021.
4. Manendra Mohan, ADVERTISING MANAGEMENT: Concepts and Cases, McGraw Hill Education; 1st edition (1 July 2017).
5. Advertising Principles and Practice by Ruchi Gupta, S Chand Publishing, 2012. 7. Amitabh Kant, Branding India: An Incredible Story, HarperCollins (7 May 2009) 
6. William F Arens, Contemporary Advertising, Tata McGraw-Hill Publishing Company Limited, NewDelhi, 10 e, 2008.
7. James Twitchell , Twenty Ads That Shook the World: The Century’s Most Groundbreaking Advertising and How It Changed Us All, Crown; New edition (26 December 2001)