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
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
Poor taste & Offensive Advertising
Sex in Advertising
Stereotypes
Targeting Children
Women in Advertising
Misleading Claims
Manipulative Advertising
Puffery
Advertising Controversial products
Product Research
What is a Product ?
The product Personality & it’s 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
Interactive Media
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
Copywriting as the language of advertising.
Characteristics’ of effective copy
Copywriting for print,
Types of print copy
Copy elements
Characteristics of Display Copy & Body Copy
Copywriting for radio
Tools of Radio copy writing
Characteristics of Radio copy
Copywriting for television
Tools of Television copy writing
Characteristics of Television copy
Scripts & Story Board