Fundamentals Of Advertising -I (Theory)

Paper Code: 
VAA301
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES

The students will be able 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 organizational goals.

COURSE OUTCOMES

 

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

 

VAA 301

Fundamentals Of Advertising -I

(Theory)

 

The Students will -

CO44: Analyze the economic, social and ethical aspects of advertising  through case studies to get an understanding of how the target market responds in various conditions.

 

CO45: Classify and connect the elements of design to communicate the product or service related message to attract the target market through creation of an advertisement to be published in various advertising medias.

 

CO46:Summarize and compare the development of advertising over the period of time to understand the need and importance of the changes that are occurring so as to inculcate the same in their ad designs.

 

CO47: Critically examine and select the appropriate promotional tool in accordance with the product or service to be promoted  to reach the target market.

 

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: 

Advertising: Introduction, Roles & Functions

  • Definition and Characteristics of advertising
  • Advertising as a powerful tool of communication
  • Elements of Advertising Communication  
  • Active participants in advertising(The advertiser, the advertising agency, audience, media and vendor)
  • Communication, Persuasion, Education, Expansion of market, Employment 
  • Economic growth, Stimulation of competition, Raises standard of living, freedom to press etc.
5.00
Unit II: 

Origin and growth of advertising              

  • Historical background and Future of Indian advertising
  • Changing trends of Indian Advertising
6.00
Unit III: 

The social and ethical aspects of advertising. 

  • Advertising and cultural/Moral values 
  • Advertising as untruthful or deceptive 
  • Advertising and children 
  • Advertising encourages materialism 
  • Advertisement and women 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
7.00
Unit V: 

Tools of promotional mix

  • The Marketing Communication Process
  • Advertising as a marketing tool
  • Publicity, Sales promotion, Personal Selling and Public Relation 
  • Difference between Advertising & Personal Selling 
  • Difference between Advertising & Sales Promotion
  • Difference between Advertising & Publicity 
  • Difference between Advertising & Public Relation

 

References: 

BOOKS RECOMMENDED:

 

  • S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • M. N. Mishra, Sales Promotion and Advertising Management, Himalaya Publishing House
  • C. L. Tyagi, Arun Kumar,Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  • Jaishri Jethwaney, Shruti Jain, Advertising management, Oxford University Press
  • Virendra S. Poonia, Advertising Management, Gennext Publication
  • P. K. Bhargav, Advertising Management, Murli Lal & Sons
Academic Year: 
2022-2023
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