ADVERTISING PLANNING & STRATEGY - I (Theory)

Paper Code: 
25DVAA501A
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to differentiate various types of advertising, analyse factors for creating appropriate advertising campaigns, identify and articulate unique product and service features, and interpret the relationship between buying motives and various appeals.

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25DVAA 501A

Advertising Planning & Strategy - I (Theory)

CO1:  Categorize the types of advertising and select the appropriate media to reach the target market at right time and right place

 

CO2: Summarize the factors influencing the advertising campaign to develop a big idea and achieve the organizational objectives effectively

CO3: Correspond to the situation and plan the appropriate strategy to position the brand effectively in the market

CO4: Specify an appropriate appeal to create an influential content for delivering the message through different advertising media to the right target market at right time and right place

CO5: Combine colour theories & advertising theories in an advertisement to attract the target market

CO6: Contribute effectively in course-specific interaction

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

Continuous Assessment Test, Semester end examination, Quiz, Solving Problems in Tutorials, Assignments, Presentation, Individual And Group Projects

 

9.00
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
8.00
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
10.00
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
  1. Ads that drive perception
  2. Ads that deliver Learning
  3. Ads that are Persuasive
  4. Ads that Stimulate Action
9.00
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
9.00
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
Essential Readings: 
  1. JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
  2. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  3. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  4. S. A. Chunawalla, K. C. Sethia, Foundation of Advertising-Theory & Practices, Himalaya Publishing House, Ninth Edition
  5. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  6. C. L. Tyagi, Arun Kumar, Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  7. Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  8. Tom Fraser, Adam Banks, The Complete Guide to Colour, ILEX
  9. P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
  10. Eddie Opara & John Cantwell, Best Practices for Graphic Designers Colour Works, Page One Publishing Pte Limited
References: 

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. Journal of Design (Proquest ABI/INFORM Global)
  10. Design Management Journal (Proquest ABI/INFORM Global)
  11. Emerging Markets Journal (Proquest ABI/INFORM Global)

E-Resources:

  1. Classification of Advertising Based on Area Coverage, Audience, Media, Functions (getuplearn.com)
  2. Classification of Advertising Based on Area, Audience & Media (themediaant.com)
  3. Advertising Campaigns - Meaning and its Process (managementstudyguide.com)
  4. What is Unique Selling Proposition (USP)? - Business Jargons
  5. Four steps to developing a big idea for your campaign [case study] (smartinsights.com)
  6. Continuity in Advertising | Why it's Crucial | Communicus
  7. legd110.pdf (ncert.nic.in)
  8. Strategic Planning Role - Advertising & PR Firm (5-10 yrs), Bangalore, Marketing,Brand Management,Market Research,Campaign Management,Creative, IIM MBA Jobs - iimjobs.com
  9. 7 Steps To a Strategic Marketing Plan | Indeed.com
  10. Maslow's Hierarchy of Needs (simplypsychology.org)
  11. What is Advertising Appeal? Types with Examples - Business Jargons
  12. Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember (hubspot.com)
  13. Advertising Copywriting 101: What It Is, How It’s Used, and How to Do It (zerys.com)
  14. Advertisement Copywriting (tutorialspoint.com)
  15. A Complete Guide to the Role of Copywriter in Advertising - (iimskills.com)
  16. What is Advertising Model of the Business And Its Types (okcredit.in)
  17. Advertising of Products: 5 Models | Management (businessmanagementideas.com)
  18. MJM-029_NEW_pg 360_web file.pdf (egyankosh.ac.in)
  19. Color Theory for Designers, Part 1: The Meaning of Color — Smashing Magazine
  20. Color Theory: Brief Guide For Designers (tubikstudio.com)
  21. A basic guide to understanding colors | by Paulo Vitor Bastos | UX Planet
  22. Importance of Illustration in Advertising – Maa Illustrations
Academic Year: 
2025-2026
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