Coming soon
ADVERTISING AND MARKETING - IV (Theory)
COURSE OBJECTIVES:
The course will enable the students to-
- Identify and analyze various advertising theories
- Use advertising theories as a base to create an advertisement
- Create and modify the advertisements as per the advertising regulations and ethics
- Identify, plan & develop the specification of the product to meet long term objectives
- Analyze the needs of the consumer and develop a plan to introduce new product to meet the needs of the same.
- Identify various Interactive Medias and use the same while planning an advertising campaign
- Identify the characteristics of an effective copy and create the same while planning an advertising campaign.
COURSE OUTCOMES:
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Course |
Course Outcomes |
Learning And Teaching Strategies |
Assessment Strategies |
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Course Code |
Course Title |
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VAA(I)421 |
Advertising and Marketing - IV (Theory)
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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
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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 |
- 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
- Govt. regulation in India
- Self-regulation in India (Code of conduct of the ASCI)
- Advertising Agencies of India Code of Standards (Rules of Advertising Ethics)
- Advertising Ethics
- Poor taste & Offensive Advertising
- Sex in Advertising
- Stereotypes
- Targeting Children
- Women in Advertising
- Misleading Claims
- Manipulative Advertising
- Puffery
- Advertising Controversial products
- 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
- Introduction
- The internet & Marketing Communication
- Web Sites
- Search Engines
- Blogs
- Internet Advertising
- Types of Internet Advertising
- 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 copywriting
- Characteristics of Radio copy
3. Copywriting for television
- Tools of Television copywriting
- Characteristics of Television copy
- Scripts & Board
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
- 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
E-Resources:
- What is Advertising Model of the Business And Its Types (okcredit.in)
- Advertising of Products: 5 Models | Management (businessmanagementideas.com)
- Regulation of Advertisements in India - Explained, pointwise - ForumIAS Blog
- Advertising Law In India - Part 1 - Advertising, Marketing & Branding - India (mondaq.com)
- What is Product Research? Methods, Process, and Benefits (survicate.com)
- Product research - types and application examples | PMR (pmrmarketexperts.com)
- What is interactive advertising? Definition and examples - Market Business News
- Interactive Media: Definition, Types, and Examples (investopedia.com)
- Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember (hubspot.com)
- Advertising Copywriting 101: What It Is, How It’s Used, and How to Do It (zerys.com)
- A Complete Guide to the Role of Copywriter in Advertising - (iimskills.com)
- Advertisement Copywriting (tutorialspoint.com)
- Top 10 Types of Copywriting to Make Money in 2023 (& Beyond) (smartblogger.com)
Reference Journals:
- Journal of Advertising Research (EBSCO)
- Journal of Current Issues & Research in Advertising (EBSCO)
- International Journal of Advertising (EBSCO)
- Journal of Consumer Behaviour (EBSCO)
- International Journal of Advertising & Marketing to Children (EBSCO)
- Journal of Interactive Advertising (EBSCO)
- Journal of International Marketing & Marketing Management (EBSCO)
- Journal of Promotion Management (EBSCO)
- Journal of Design (Proquest ABI/INFORM Global)
- Design Management Journal (Proquest ABI/INFORM Global)
- Emerging Markets Journal (Proquest ABI/INFORM Global)
