Fundamentals of Advertising -I (Theory)

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)

Historical background and Future of Indian advertising
Changing trends of Indian Advertising

Communication, Persuasion, Education, Expansion of market, Employment
Economic growth, Stimulation of competition, Raises standard of living, freedom to press etc.

Effects on consumer choices
Effects on competition
Advertising and Distribution cost
Advertising and Production cost

Advertising, Publicity, Sales promotion, Personal Selling and Public Relation
Differences between Advertising & Personal Selling
Advertising & Sales Promotion
Advertising & Publicity
Advertising & Public Relation