Fundamentals Of Advertising -I (Theory)

Paper Code: 
VAA 301
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to-

  1. Identify, explain, and summarize the advertising environment.
  2. Interpret what advertising is and its role in brand promotion and the economic effects of advertising.
  3. Explain how advertising  evolved over the period of time
  4. Distinguish various promotional tools and apply the appropriate tool to achieve the organisational goals.

 

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Paper Code

Paper Title

 

VAA 301

Fundamentals Of Advertising -I

(Theory)

 

The Students Will Be Able To-

CO 33: Recognize Roles And Functions Of Advertising

CO 34: Explain Advertising And Promotional Mix

CO 35: Exemplify  Promotional Tools In Context Of The Market

CO 36: Summarize Knowledge Of Advertising History 

CO 37: Infer The Impact Of Advertising On Society

 

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

 

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

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: 
2020-2021
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