Advertising Planning & Strategy - II (Theory)

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: