ADVERTISING & MARKETING - II (Theory)

Paper Code: 
25VAA(I)221
Credits: 
2
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

25VAA(I)221

Advertising & Marketing - II

(Theory)

CO25: 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
  1. Rational and Emotional appeals (positive and negative)
  2. Direct and Indirect appeals
  3. 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: 
  1. S. A. Chunawalla, K. C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing House, Ninth Revised Edition
  2. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  3. Rajeev Batra, John G. Myers, David A. AAker, Advertising Management, Pearson, Fifth Edition
  4. JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
  5. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  6. Jill Dyche, The CRM Handbook, Pearson
  7. Ed Peelen, Customer Relationship Management, Pearson
  8. Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  9. Donald Hearn, M. Pauline Baker, Computer Graphics, Pearson, Second Edition
  10. Zhigang Xiang, Roy A. Plastock, Computer Graphics, MCgraw Hill, Second Edition
  11. P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
References: 

Suggested Readings:

  1. Journal of Design (Proquest ABI/INFORM Global)
  2. Design Management Journal (Proquest ABI/INFORM Global)
  3. Emerging Markets Journal (Proquest ABI/INFORM Global)
  4. Asian Marketing Journal (EBSCO)
  5. Journal of Advertising Research (EBSCO)
  6. Journal of Current Issues & Research in Advertising (EBSCO)
  7. International Journal of Advertising (EBSCO)
  8. Journal of International Marketing & Marketing Management (EBSCO)
  9. British Journal of Marketing (EBSCO)
  10. Journal of Marketing (JSTOR)

E-Resources

  1. Integrated Marketing Communications - Meaning and its Components (managementstudyguide.com)
  2. Creating Integrated Marketing Communication Plan (managementstudyguide.com)
  3. Implementing Integrated Marketing Communication Plan (managementstudyguide.com)
  4. Integrated Marketing Communication Tools (managementstudyguide.com)
  5. Customer Relationship Management - Meaning, Need and Steps in CRM (managementstudyguide.com)
  6. Customer Relationship Management – What is CRM? (managementstudyguide.com)
  7. What is Advertising Appeal? Types with Examples - Business Jargons
  8. Advertising Agencies - Meaning, its Role and Types of Agencies (managementstudyguide.com)
  9. What is Animation — Definition, History and Types of Animation (studiobinder.com)
  10. Top 5 types of animation styles | UAL (arts.ac.uk)
  11. Animation | History, Movies, Television, & Facts | Britannica
  12. A Guide to the History of Animation - 2023 - MasterClass
Academic Year: 
2025-2026
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