Advertising Planning & Strategy – I (Theory)

Paper Code: 
VAA 501
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00
Unit I: 
Types of advertising.

To study the various kinds of advertising depending upon –

  • Area Coverage : Local, Regional, National and International.
  • Audience : Consumer, Industrial, Trade and Professional.
  • Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising.
  • Advertising stages : Pioneering, Competitive and Retentive.
5.00
Unit II: 
Advertising Campaign Planning
  • Define an advertising campaign
  • Campaign planning
  • Factors influencing the planning of an ad campaign
  • Objectives, Principles and Major decisions in campaign planning
  • Importance of unity and continuity
5.00
Unit III: 
Advertising Strategic Planning
  • Situation analysis
  • Key planning decisions :
    1. Advertising Objectives,
    2. Target Audience,
    3. Competitive Product Advertising,
    4. Product Image And Personality,
    5. Product Positioning
7.00
Unit IV: 
Creative Strategy
  • Selling Premises
  • Sales Logic
  • The Big Idea
  • Creativity
  • USP
  • Creative Techniques
  1. -Ads that drive perception
  2. -Ads that deliver Learning
  3. -Ads that are Persuasive
  4. - Ads that Stimulate Action
7.00
Unit V: 
Message Strategy
  • Maslow’s basic human needs
  • Buying Motives,
  • Types of Appeals
    1. Rational and Emotional appeals ( positive and negative)
    2. Direct and Indirect appeals
    3. Fear, Humour & Sex appeals
  • Copy, main steps in copy development, essentials of good copy, functions of copy and types of copy
Academic Year: