Advertising & Marketing - IV (Theory)

Paper Code: 
24VAA(I)421
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to identify and analyze various consumer needs, advertising theories, advertising regulations and interactive medias and create impactful copy for the advertisements. Create and modify ads in accordance with advertising regulations and ethics. Identify, plan, and develop product specifications to meet long-term objectives.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course

Code

Course Title

24VAA(I)421

Advertising & Marketing -  IV

(Theory)

CO70: Assess the advertising theories to decide the plan of action in promoting the brand and changing consumers’ attitude towards the brand

 

CO71: Analyze the advertising regulations and ethics while planning the advertisements to avoid any legal issues after launching the ad

 

CO72: Develop customized models for identifying and categorizing product attributes, including features, benefits, packaging and performance criteria, that enhance product differentiation and market positioning.

 

CO73: Formulate comprehensive and strategic plans for integrating interactive media into broader advertising strategies, ensuring alignment with brand goals and target audience needs.

 

CO74: Analyze the gathered information related to the product, service or social issue and write an effective copy to communicate the message to the target market

 

CO75: 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

 

6.00
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, Behaviour)

 

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 & its Components
  • What products offer?
  • Product classification; Consumer product, Industrial product and Organisations as product
  • Product attributes: Quality, features and design
  • Decision on Packaging
  • Product Life Cycle

 

5.00
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
    1. Types of print copy
    2. Copy elements
    3. Characteristics of Display Copy & Body Copy
  1. Copywriting for radio
  1. Tools of Radio copywriting
  2. Characteristics of Radio copy
  1. Copywriting for television
  1. Tools of Television copywriting
  2. Characteristics of Television copy
  3. Scripts & Board

 

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. Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  5. Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
  6. Suraj Singh, Advertising Media, Centrum Press
  7. JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  8. Michael baker, Susan Hart, Product Strategy and Management, Pearson, Second Edition

 

Suggested Readings:

  1. Journal of Advertising Research (EBSCO)
  2. Journal of Current Issues & Research in Advertising (EBSCO)
  3. International Journal of Advertising (EBSCO)
  4. Journal of Consumer Behaviour (EBSCO)
  5. International Journal of Advertising & Marketing to Children (EBSCO)
  6. Journal of Interactive Advertising (EBSCO)
  7. Journal of International Marketing & Marketing Management (EBSCO)
  8. Journal of Promotion Management (EBSCO)
  9. Emerging Markets Journal (Proquest ABI/INFORM Global)

 

References: 
  1. What is Advertising Model of the Business And Its Types (okcredit.in)
  2. Advertising of Products: 5 Models | Management (businessmanagementideas.com)
  3. Regulation of Advertisements in India - Explained, pointwise - ForumIAS Blog
  4. Advertising Law In India - Part 1 - Advertising, Marketing & Branding - India (mondaq.com)
  5. Product research - types and application examples | PMR (pmrmarketexperts.com)
  6. What is interactive advertising? Definition and examples - Market Business News
  7. Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember (hubspot.com)
  8. A Complete Guide to the Role of Copywriter in Advertising - (iimskills.com)

 

Academic Year: 
2024-2025
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