Advertising and Marketing - IV (Theory)

• 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

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

• 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

• 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 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