Advertising and Marketing - IV (Theory)

Paper Code: 
VAA(I)421
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00

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

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

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

4.00

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

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 copy writing

  • Characteristics of Radio copy

    1. Copywriting for television

  • Tools of Television copy writing

  • Characteristics of Television copy

  • Scripts & Story Board

Academic Year: