Fundamentals of Advertising –I (Theory)

Paper Code: 
VAA 301
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00
Unit I: 
Introduction to advertising
  • Definition and Characteristics of advertising
  • Advertising as a powerful tool of communication.
  • Elements of Advertising Communication 
  • Advertising as a marketing tool.
  • The Marketing Communication Process
  • Active participants in advertising(The advertiser, the advertising agency, audience, media and vendor)
6.00
Unit II: 
Origin and growth of advertising
  • Historical background and Future of Indian advertising.
  • Changing trends of Indian Advertising
6.00
Unit III: 
Roles and functions of advertising.
  • Communication, Persuasion, Education, Expansion of market, Employment,
  • Economic growth, Stimulation of competition, Raises standard of living, freedom to press etc.
5.00
Unit IV: 
The economic aspects of advertising.
  • Effects on consumer choices
  • Effects on competition
  • Advertising and Distribution cost
  • Advertising and Production cost
6.00
Unit V: 
Tools of promotional mix
  • Advertising, Publicity, Sales promotion, Personal Selling and Public Relation
  • Differences between Advertising & Personal Selling,
  • Advertising & Sales Promotion,
  • Advertising & Publicity,
  • Advertising & Public Relation.
Academic Year: 
2018-2019
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