Advertising and Marketing - II (Theory)

Paper Code: 
VAA(G) 221
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

This course will enable the students to-

  1. Understand the principle and basic concept of the marketing communication process in a streamlined integrated marketing strategy.
  2. Analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.
  3. Discover new customers and provide better customer service to new & present customers in order retain them 
  4. Understand the importance of appeals in formulation of the advertisements
  5. Define and identify Animation as a particular form of Visual Communication
  6. Understand the working of different advertising agencies

 

COURSE OUTCOMES:

        Course

 

   Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Paper Code

Paper Title

VAA (G) 221

 

Advertising and Marketing - II (Theory)

 

The Students Will -

 

CO28: Appraise the IMC components & formulate a IMC plan to position and promote the brand in the market

 

CO29: Analyze the significance of CRM to attract new customers & retain the existing ones for expansion of business in long run

 

CO30:Prepare an ad design with appropriate content and visuals to hit the identified target by relating the buying motives of the consumers with the types of appeal.

 

CO31: Identify the scope of animation in advertising to promote the brand in broadcast and interactive media

 

CO32: Identify and categorize the role and functions of various job profiles in an ad agency and assess her skill set  to choose the best suitable post for oneself

 

Approach In Teaching:

 

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View 

 

Learning Activities For The Students:

 

Self Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

 

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

7.00
Unit I: 

 Integrated Marketing Communication 

  • Introduction, to IMC
  • Nature and scope of IMC
  • IMC Plan (Situation Analysis to Media Selection)
  • IMC Components (Advertising, Sales Promotion, Personal Selling, Direct Marketing, Public Relations etc.)
  • The value of IMC Plan
6.00
Unit II: 

Customer Relationship Management 

  • Introduction
  • Objectives of CRM
  • Need and Importance of CRM
  • Customer value and satisfaction
  • Retaining customers’ loyalty
  • Delivering customer value
  • Implementing total quality marketing (TQM )
7.00
Unit III: 

The Advertising Appeals 

  • Buying Motives, 
  • Types of Appeals 

1.Rational and Emotional appeals ( positive and negative)

2.Direct and Indirect appeals

3.Fear, Hum our & Sex appeals

5.00
Unit IV: 

Animation 

  • Animation 
  • History of Animation
  • Types of Animation
  • An Introduction to Computer Animation
  • 2D Animation
  • 3D Animation
5.00
Unit V: 

The Advertising Agency 

  • The structure of an Ad agency
  • Functions and services
  • Agency compensation
  • Types of ad agencies
  • Client – Agency Relationship
References: 

BOOKS RECOMMENDED:

 

  • S. A. Chunawalla, K. C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing House, Ninth Revised Edition
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • Rajeev Batra, John G. Myers, David A. AAker, Advertising Management, Pearson, Fifth Edition
  • JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • Jill Dyche, The CRM Handbook, Pearson
  • Ed Peelen, Customer Relationship Management, Pearson
  • Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  • Donald Hearn, M. Pauline Baker, Computer Graphics, Pearson, Second Edition
  • Zhigang Xiang, Roy A. Plastock, Computer Graphics, MCgraw Hill, Second Edition
Academic Year: 
2021-2022
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