Advertising and Marketing – IV ( Theory)

• DAGMAR Model
• Hierarchy of effects model, (AIDA Model, Innovation Adoption Model, Communication Model)
• The facets Model of effective advertising (Perception, Cognition, Emotion, Association, Persuasion, Behavior)

• Advertising Regulation

            1. Govt. regulation in India
            2. Self regulation in India (Code of conduct of the ASCI)
            3. Advertising Agencies of India Code of Standards (Rules of Advertising Ethics)

•  Advertising Ethics

            1.    Poor taste & Offensive Advertising
            2.    Sex in Advertising
            3.    Stereotypes
            4.    Targeting Children
            5.    Women in Advertising
            6.    Misleading Claims
            7.    Manipulative Advertising
            8.    Puffery
            9.    Advertising Controversial products

• What is a Product ?
• The product Personality & it’s Components
• What products offer ?
• Product classification ; Consumer product, Industrial product and Organizations as product
• Product attributes : Quality, features and design
• Decision on Packaging
• Product Life Cycle

• Introduction
• The internet & Marketing Communication

               1.    Web Sites
               2.    Search Engines
               3.    Blogs

• Internet Advertising

              1.    Types of Internet Advertising
              2.    Advantages & Disadvantages of Internet Advertising

• E – Mail  Advertising

• Copywriting as the language of advertising.
• Characteristics’ of effective copy

                  1.    Copywriting for print,
                       •    Types of print copy
                       •    Copy elements
                       •    Characteristics of Display Copy & Body Copy
                 2.    Copywriting for radio
                      •    Tools of Radio copy writing
                      •    Characteristics of Radio copy
                  3.    Copywriting for television
                      •    Tools of Television copy writing
                      •    Characteristics of Television copy
                      •    Scripts & Story Board