Advertising and Marketing - II (Theory)

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

This course will enable the students to-

  1. Understand the principle and basic concept of 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(I) 221

 

 

 

 

 

 

 

 

 

 

 

 Advertising and Marketing - II (Theory)

 

 

 

The Students Will Be Able To-

CO25:Explain how to set IMC objectives and formulate an IMC budget and IMC Plan

 

CO26:Analyse and evaluate the cost effectiveness of various forms of media

 

CO27:Assess the behavioural factors that influence the effectiveness of communications

 

CO28:Critically review and interpret the theoretical aspects of CRM across the main areas of sales, services and marketing

 

CO29:Exhibit creative and technical practical professional skills and justify the strategy adopted with reference to specified briefs

 

CO30:Investigate, analyse, demonstrate and present the salient aspects of a CRM implementation or CRM innovation in a work-related environment

 

CO31:Classify, Identify and apply the appropriate advertising appeal in context with product/service/social issue and target audience

 

CO32:Summarize animation

CO33:Assess and Identify the best possible way to attract more audience

CO34:Demonstrate an understanding of how an advertising agency operates

 

 

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
  • Jaishri Jethwaney, 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: 
2020-2021
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