ADVERTISING AND MARKETING - II (Theory)

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

COURSE OBJECTIVES:

The 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

Course Code

Course Title

VAA (G) 221

 

 

 

Advertising and Marketing - II (Theory)

 

 

The Students Will -

CO29: Appraise the IMC components & formulate a IMC plan to position and promote the brand in the market

CO30: Analyze the significance of CRM to attract new customers & retain the existing ones for expansion of business in long run

CO31: 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.

CO32: Identify the scope of animation in advertising to promote the brand in broadcast and interactive media

CO33: 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 management (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: 

Suggested Text Books/Suggested Reference Books:

  • 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
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

 

E-Resources

 

Reference Journals:

  • Journal of Design (Proquest ABI/INFORM Global)
  • Design Management Journal (Proquest ABI/INFORM Global)
  • Emerging Markets Journal (Proquest ABI/INFORM Global)
  • Asian Marketing Journal (EBSCO)
  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Marketing (JSTOR)

 

Academic Year: 
2023-2024
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