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