Advertising and Marketing - IV (Theory)

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

  • 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

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 copy writing

  • Characteristics of Radio copy

    1. Copywriting for television

  • Tools of Television copy writing

  • Characteristics of Television copy

  • Scripts & Story Board

 

Academic Year: