Fundamentals of Advertising -I (Theory)

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)

 Origin and growth of advertising

• Historical background and Future of Indian advertising

• Changing trends of Indian Advertising

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.

The economic aspects of advertising

• Effects on consumer choices

• Effects on competition

• Advertising and Distribution cost

• Advertising and Production cost

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