ADVERTISING PLANNING & STRATEGY - I (Theory)

Paper Code: 
CVAA 501
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

 

The course will enable the students to- 

  1. Differentiate various types of advertising
  2. Analyse various factors to create an appropriate advertising campaign
  3. Identify and concludethe unique feature of a product and service
  4. Interpret the relation between buying motive and various appeals

COURSE OUTCOME

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

CVAA 501

Advertising Planning & Strategy - I (Theory)

The Students Will:

CO112: Categorize the types of advertising and select the appropriate media to reach the target market at right time and right place

 

CO113: Summarize the factors influencing the advertising campaign to develop a big idea and achieve the organizational objectives effectively

 

CO114: Analyze the situation and plan the appropriate strategy to position the brand effectively in the market

 

CO115: Select an appropriate appeal to create an influential content in form of headline, punch line, subhead line and body copy to deliver the message through different advertising media to the right target market at right time and right place

 

CO116: Compare the various advertising theories to illustrate how and why advertising is effective in influencing the customer behaviour and accomplishing the organizational objectives

 

CO117: Appraise and select the influential colour and visual in an advertisement to attract the target 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

 

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
  • The Big Idea
  • USP
  • Objectives, Principles and Major decisions in campaign planning
  • Importance of unity and continuity
7.00
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
  • Creative Strategy
  • Sales Logic & Selling Premises
  • Creativity
  • Creative Techniques
  • Ads that drive perception
  • Ads that deliver Learning
  • Ads that are Persuasive
  • Ads that Stimulate Action
6.00
Unit IV: 
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
6.00
Unit V: 
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
References: 

Suggested Text Books/Suggested Reference Books:

  • 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
  • S. A. Chunawalla, K. C. Sethia, Foundation of Advertising-Theory & Practices, Himalaya Publishing House, Ninth Edition
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • C. L. Tyagi, Arun Kumar, Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  • Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  • Tom Fraser, Adam Banks, The Complete Guide to Colour, ILEX
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
  • Eddie Opara & John Cantwell, Best Practices for Graphic Designers Colour Works, Page One Publishing Pte Limited

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)
  • Journal of Promotion Management (EBSCO)
  • Journal of Design (Proquest ABI/INFORM Global)
  • Design Management Journal (Proquest ABI/INFORM Global)
  • Emerging Markets Journal (Proquest ABI/INFORM Global)
Academic Year: 
2023-2024
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