Advertising & Marketing - II (Theory)

Paper Code:

24VAA(I)221

Credits:

Contact Hours:

30.00

Max. Marks:

100.00

Objective:

The course will enable the students to understand the concept of an integrated marketing communication strategy. Discover how to retain customers, enhance customer service, and understand advertisement appeals. Emphasize the importance of appeals in an advertisement formulation and define animation as a distinct form of visual communication. Gain insight into the workings of different advertising agencies

Course Outcomes:

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course

Code

Course Title

24VAA(I)221

Advertising & Marketing - II

(Theory)

CO24: Appraise the IMC components to formulate the IMC plan for positioning and promoting the brand in the market

CO25: Analyze the significance of CRM to retain the existing customers and attract new customers for expansion of business in long run

CO26: Relate the buying motives of the consumers with the types of appeal to prepare an ad design with appropriate content and visual to hit the identified target

CO27: Identify various animation styles and explain the scope of animation in advertising to promote the brand in broadcast and interactive media

CO28: Categorize the different structures and functions within an ad agency and analyze the dynamics of client-agency relationships and their importance in the success of an advertising

CO29: Contribute effectively in course-specific interaction

Approach in Teaching: Interactive Lectures, Discussion, Tutorials, Reading Assignment, Multiple Points of View

Learning Activities for The Students: Self-Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Continuous Assessment Test, Semester end examination, Quiz, Solving Problems in Tutorials, Assignments, Presentation, Individual And Group Projects

7.00

Unit I:

Integrated Marketing Communication

Introduction to IMC
Nature and scope of IMC
IMC Plan (Situation Analysis to Media Selection)
IMC Components (Advertising, Sales Promotion, Personal Selling, Direct Marketing, Public Relations etc.)
The value of IMC Plan

6.00

Unit II:

Customer Relationship Management

Introduction
Objectives of CRM
Need and Importance of CRM
Customer value and satisfaction
Retaining customers’ loyalty
Delivering customer value
Implementing total quality management (TQM)

7.00

Unit III:

The Advertising Appeals

Buying Motives,
Types of Appeals

Rational and Emotional appeals (positive and negative)
Direct and Indirect appeals
Fear, Hum our & Sex appeals

5.00

Unit IV:

Animation

Animation
History of Animation
Types of Animation
An Introduction to Computer Animation
2D Animation
3D Animation

5.00

Unit V:

The Advertising Agency

The structure of an Ad agency
Functions and services
Agency compensation
Types of ad agencies
Client – Agency Relationship

Essential Readings:

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
JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
Jill Dyche, The CRM Handbook, Pearson
Ed Peelen, Customer Relationship Management, Pearson
Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
Donald Hearn, M. Pauline Baker, Computer Graphics, Pearson, Second Edition
Zhigang Xiang, Roy A. Plastock, Computer Graphics, MCgraw Hill, Second Edition
P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan