Advertising and Marketing - IV (Theory)

Paper Code: 
VAA(I) 421
Credits: 
2
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

This course will enable the students to-

  1. Identify and analyze various advertising theories
  2. Use advertising theories as a base to create an advertisement
  3. Create and modify the advertisements as per the advertising regulations and ethics
  4. Identify, plan & develop the specification of the product to meet long term objectives
  5. Analyze the needs of the consumer and develop a plan to introduce new product to meet the needs of the same.
  6. Identify various Interactive Medias and use the same while planning an advertising campaign
  7. Identify the characteristics of an effective copy and create the same while planning an advertising campaign.

COURSE OUTCOMES:

Course

Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

 

 

VAA(I) 421

 

 

 

 

 

Advertising and Marketing - IV

(Theory)

 

 

The Students Will -

 

CO91: Assess the advertising theories to decide the plan of action in promoting the brand and changing consumers attitude towards the brand

 

CO92: Integrate the advertising regulations while planning the advertisements to avoid any legal issues after launching the ad

 

CO93: Compare the features with competitors brand and highlight the USP of clients brand while making advertisements and designing packaging

 

CO94: Examine the interactive media and select the best media to promote the brand and communicate the message effectively and efficiently

 

CO95: Gather the information related to the product, service or social issue and analyze the same for writing an effective copy to  communicate the message to the target market

 

 

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: 
Advertising Theories
  • 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)
7.00
Unit II: 
Advertising Regulation
  • 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
7.00
Unit III: 
Product Research
  • What is a Product?
  • The product Personality & its 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
4.00
Unit IV: 
Interactive Media
  • 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
5.00
Unit V: 
Copywriting
  • 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
  1. Copywriting for radio
  • Tools of Radio copywriting
  • Characteristics of Radio copy
  1. Copywriting for television
  • Tools of Television copywriting
  • Characteristics of Television copy
  • Scripts &Story Board
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
  • Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  • Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
  • Suraj Singh, Advertising Media, Centrum Press
  • JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  • Michael baker, Susan Hart, Product Strategy and Management, Pearson, Second Edition
Academic Year: 
2021-2022
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