FUNDAMENTALS OF ADVERTISING -I (Theory)

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

The 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 organizational goals.

COURSE OUTCOMES

 

Course

 

Course Outcomes 

 

Learning And Teaching Strategies

 

Assessment Strategies 

Course Code

Course Title

 

CVAA 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: 

Suggested Text Books/Suggested Reference Books:

  • 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
  • JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  • Virendra S. Poonia, Advertising Management, Gennext Publication
  • P. K. Bhargav, Advertising Management, Murli Lal & Sons
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

E-Resources:

Reference Journals:

  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of Consumer Behaviour (EBSCO)
  • International Journal of Advertising & Marketing to Children (EBSCO)
  • Journal of Interactive Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Promotion Management (EBSCO)
  • Public Relation Journal (EBSCO)
  • Journal of Marketing (JSTOR)
  • The Journal of Personal Selling & Sales Management (Proquest ABI/INFORM Global)
  • The Public Relations Journal (Proquest ABI/INFORM Global)
Academic Year: 
2023-2024
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