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. (6 Hrs)
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 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.