ADVERTISING PLANNING & STRATEGY – II (Theory)

Paper Code: 
CVAA 601
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

 

The course will enable the students to- 

  1. Identify and understand the various advertising media.
  2. Demonstrate an understanding of advertising strategies and budgets.
  3. Demonstrate an understanding of how an advertising agency operates.
  4. Identify, understand and apply integrated brand promotion.
  5. Understand and interpret the stages of consumer buying behaviour.

COURSE OUTCOMES

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

 

CVAA 601

 

Advertising Planning & Strategy - II

(Theory)

 

The Students Will:

CO146: Evaluate the importance and effectiveness of various advertising media and select the appropriate media to reach the target market

 

CO147: Summarize the media objectives to plan an effective media strategy and estimate the budget to place the advertisement in right media to reach right target market at right time and right place

 

CO148: Identify the structure of an ad agency and categorize its type to avail the required services effectively

 

CO149:  Appraise the importance of Motivational Research and Advertising Research to discover the subcons cious or latent reasons and goals underlying everyday consumption and purchasing behaviour.

 

CO150: Identify the uniqueness of the firm to develop and position it as a brand in the market

Approach In Teaching:

 

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View 

 

 

Learning Activities For The Students:

 

Self Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

7.00
Unit I: 
Advertising media
  • Discuss the role of media in advertising and study their advantages and limitations
  • Print Media: Newspaper and Magazine
  • Support media: Out of home media, Promotional products marketing, Other media (Movie theatres, videos, miscellaneous)
  • Broadcast media: Television and Radio
  • Internet, E Mail Advertising
6.00
Unit II: 
Media Planning and Strategy
  • The Target audience
  • Media Objectives (Reach, frequency, continuity etc.)
  • Media categories and vehicles
  • Budgeting
  • Media scheduling
5.00
Unit III: 
The Advertising Agency
  • Advertising Agency – An Introduction
  • History of Advertising Agency
  • The structure of an Ad agency
  • Functions and services
  • Agency compensation
  • Agency Client Relationship 
  • Types of ad agencies
6.00
Unit IV: 
Motivational and Advertising Research
  • Importance of Motivational Research
  • Advertising Research, Reasons for measuring advertising effectiveness
  • Pre Test& Post Test (What to test, when to test and where to test?)
6.00
Unit V: 
Branding
  • Define Brand.
  • What makes a Brand?
  • Difference between Brands and Products
  • Brand Image, Brand Identity, Brand Personality, Brand Positioning, 
  • Brand Equity & Brand Loyalty
References: 

Suggested Text Books/Suggested Reference Books:

  • Virendra S. Poonia, Advertising Management, Gennext Publication
  • Tapan K. Panda, Product and Brand management, Oxford University Press
  • Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  • Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
  • S. A. Chunawalla, Compendium of Brand Management, Himalaya Publishing House
  • S. A. Chunawalla, K. C. Sethia, Foundation of Advertising-Theory & Practices, Himalaya Publishing House,Ninth Edition
  • C. L. Tyagi, Arun Kumar,Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  • Suraj Singh, Advertising Media, Centrum Press
  • Ram Kishan, Nalini Dutta, Strategic Brand Management, Ane Books Private Limited
  • Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

E-Resources 

Reference Journals:

  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of Consumer Behaviour (EBSCO)
  • International Journal of Advertising & Marketing to Children (EBSCO)
  • Journal of Interactive Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Promotion Management (EBSCO)
  • Public Relation Journal (EBSCO)
  • Journal of Marketing (JSTOR)
Academic Year: 
2023-2024
  • Printer-friendly version
  • PDF version