Advertising and Marketing - IV (Theory)

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

This course will enable the students to-

  1. Identify and analyze various advertising theories
  2. Use advertising theories as a base to create an advertisement
  3. Create and modify the advertisements as per the advertising regulations and ethics
  4. Identify, plan & develop the specification of the product to meet long term objectives
  5. Analyze the needs of the consumer and develop a plan to introduce new product to meet the needs of the same
  6. Identify various Interactive Medias and use the same while planning an advertising campaign
  7. Identify the characteristics of an effective copy and create the same while planning an advertising campaign

 

COURSE OUTCOMES:

Course

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

VAA(G) 421

 Advertising and Marketing - IV

(Theory)

 

 

 

The Students Will Be Able To-

CO86: Describe, analyze and assess the relevant advertising theories, practice, legal issues, ethical challenges, faith, and diversity in the fields of advertising

 

CO87: Defend the strategy and execution of an advertisement for a client

 

CO88: Classify types of product in accordance with its usage by target market

 

CO89: Employ research methodologies as it pertains to the package design process, meaning, and user experience

 

CO90: Use and evaluate best practices and tools to design and develop dynamic, rich-media content

 

CO91: Design a complex media project using best practice design & principles and apply conceptual and theoretical frameworks

 

CO92: Apply a range of techniques to write copy for various medias of advertising in a clear, creative and engaging way

 

 

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

 

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
  • 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
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 copywriting
  • Characteristics of Radio copy
  1. Copywriting for television
  • Tools of Television copywriting
  • Characteristics of Television copy
  • Scripts & StoryBoard
References: 

BOOKS RECOMMENDED:

  • 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
  • Jaishri Jethwaney, Shruti Jain, Advertising management, Oxford University Press
  • Michael baker, Susan Hart, Product Strategy and Management, Pearson, Second Edition
Academic Year: 
2020-2021
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