Advertising Planning & Strategy - II (Theory)

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

Media Planning and Strategy

• The Target audience

• Media Objectives (Reach, frequency, continuity etc.)

• Media categories and vehicles

• Budgeting

• Media scheduling

  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

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

Branding

• Define Brand.

• What makes a Brand?

• Difference between Brands and Products.

• Brand Image, Brand Identity, Brand Personality, Brand Positioning, 

Brand Equity & Brand Loyalty