Advertising Theory (Theory)

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.

Advertising campaign & it’s planning
Factors influencing the planning of an ad campaign.
Objectives, Principles and Major decisions in campaign planning.
Importance of unity and continuity
Significance of Colour in design
Importance of Pictures / Illustration

Situation analysis
Key planning decisions :
Advertising Objectives,
Target Audience,
Competitive Product Advertising,
Product Image And Personality, Product Positioning
Selling Premises, Sales Logic
Creativity, USP
The Big Idea
Budgeting

Copy,
Main steps in copy development,
Essentials of good copy,
Functions of copy and
Types of copy

The Target audience
Media Objectives (Reach, frequency, continuity etc.)
Media categories and vehicles
Print Media : Newspaper and Magazine
Support media : Out of home media
Broadcast media : Television and Radio
Other media: POP, Direct Marketing, Trade Shows etc
Media scheduling
Advertising Agency