Advertising Planning & Strategy - II (Theory)

Paper Code: 
24CVAA601
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to identify and comprehend various advertising medias, showcase an understanding of advertising strategies and budgets, grasp the operational dynamics of an advertising agencies, apply integrated brand promotion concepts, and interpret the stages of consumer buying behavior.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CVA A601

Advertising Planning & Strategy - II (Theory)

CO133:  Outline the importance and effectiveness of various advertising media and select the appropriate media to reach the target market

 

CO134: Summarize the media objectives to plan an effective media strategy and estimate the budget to place the advertisement in right media to reach right target market at right time and right place

 

CO135: Generalize the structure of an ad agency and categorize its type to avail the required services effectively

 

CO136: Explain the importance of Motivational Research and Advertising Research to discover the subconscious or latent reasons and goals underlying everyday consumption and purchasing behaviour.

 

CO137: Summarize branding and its related terms.

 

CO138: 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
 

 

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: 
Motivational and Advertising Research
  • Importance of Motivational Research
  • Advertising Research, Reasons for measuring advertising effectiveness
  • Pre Test & Post Test (What to test, when to test and where to test?)

 

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

 

Essential Readings: 
  1. Virendra S. Poonia, Advertising Management, Gennext Publication
  2. Tapan K. Panda, Product and Brand management, Oxford University Press
  3. Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  4. Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
  5. S. A. Chunawalla, Compendium of Brand Management, Himalaya Publishing House
  6. S. A. Chunawalla, K. C. Sethia, Foundation of Advertising-Theory & Practices, Himalaya Publishing House,Ninth Edition
  7. C. L. Tyagi, Arun Kumar,Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  8. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  9. JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  10. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  11. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  12. Suraj Singh, Advertising Media, Centrum Press
  13. Ram Kishan, Nalini Dutta, Strategic Brand Management, Ane Books Private Limited
  14. Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  15. P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

 

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. British Journal of Marketing (EBSCO)
  9. Journal of Promotion Management (EBSCO)
  10. Public Relation Journal (EBSCO)
  11. Journal of Marketing (JSTOR)

 

References: 
  1. What is Broadcast Advertising? Types and Ethics - Business Jargons
  2. What is Print Advertising? Features and Types - Business Jargons
  3. 6 Advertising Media Channels: Importance & Examples | Marketing Evolution
  4. What is Media Planning? definition, media, plan, media, mix, media, vehicle, frequency, reach, and media planning process - Business Jargons
  5. What is Advertising Budget? Process and Methods - Business Jargons
  6. Media Selection, Planning, and Scheduling: Key Considerations - hmhub
  7. Media Planning: A Complete Guide for Marketers | Marketing Evolution
  8. Advertising     Agencies         -           Meaning,         its        Role     and      Types   of            Agencies (managementstudyguide.com)
  9. Motivational Research: Techniques, Strengths, and Weaknesses (questionpro.com)
  10. Motivation Research: Definition and Techniques (yourarticlelibrary.com)
  11. Advertising Research (tutorialspoint.com)
  12. Advertising     Research:         Meaning,         Types,  Process            and      Methods (businessmanagementideas.com)
  13. Brand: Types of Brands and How to Create a Successful Brand Identity (investopedia.com)
  14. Difference Between Brand and Products | Difference Between
  15. Brand Identity & Positioning (tutorialspoint.com

 

Academic Year: 
2024-2025
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