Advertising and Marketing - IV (Theory)

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)

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

Product Research

• Define 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

  1. Web Sites

  2. Search Engines

  3. Blogs

• Internet Advertising

  1. Types of Internet Advertising

  2. Advantages & Disadvantages of Internet Advertising

• E – Mail  Advertising

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

• 2. Copywriting for radio 

• Tools of Radio copy writing

• Characteristics of Radio copy

• 3. Copywriting for television

• Tools of Television copy writing

• Characteristics of Television copy

• Scripts & Story Board