Advertising Planning & Strategy II

Paper Code: 
VAA 601
Credits: 
2
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: 
2015-2016
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