Advertising Planning & Strategy – II (Theory)

Paper Code: 
VAA 601
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
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: 
Advertising Theories
  • DAGMAR Model
  • Hierarchy of effects model, (AIDA Model, Innovation Adoption Model, Communication Model)
  • Colour Theory (Significance of Colour in design)
  • Importance of Pictures / Illustration
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
Academic Year: 
2018-2019
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