FUNDAMENTALS OF ADVERTISING I(Theory)

Paper Code: 
25CVAA301
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to identify, explain, and summarize the advertising environment, interpret the role of advertising in brand promotion and its economic effects, and explain the evolution of advertising over time. Students will also learn to distinguish various promotional tools and apply the appropriate ones to achieve organizational goals.

 
Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CV AA301

Fundamentals 

of Advertising - I (Theory)

CO43: Interpret the role and functions of advertising as a tool to communicate the product or service related message in various advertising media according to the national needs.

CO44: Summarise the development of advertising over the period of time to understand the need and importance of the changes that are occurring nationally and globally

CO45: Analyse the social and ethical aspects of advertising.

CO46: Conclude the economic aspects of advertising.

CO47: Evaluate the appropriate promotional tool in accordance with the product or service to be promoted to reach the target market locally, regionally, nationally & globally

CO48: Contribute effectively in course-specific interaction

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

Continuous Assessment Test, Semester end examination, Quiz, Solving Problems in Tutorials, Assignments, Presentation, Individual And Group Projects

 

11.00
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.
7.00
Unit II: 
Origin and growth of advertising
  • Historical background and Future of Indian advertising
  • Changing trends of Indian Advertising
8.00
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
8.00
Unit IV: 
The economic aspects of advertising
  • Effects on consumer choices
  • Effects on competition
  • Advertising and Distribution cost
  • Advertising and Production cost
11.00
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
Essential Readings: 
  1. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  2. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  3. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  4. M. N. Mishra, Sales Promotion and Advertising Management, Himalaya Publishing House
  5. C. L. Tyagi, Arun Kumar,Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  6. JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  7. Virendra S. Poonia, Advertising Management, Gennext Publication
  8. P. K. Bhargav, Advertising Management, Murli Lal & Sons
  9. P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
References: 

Suggested Readings:

  1. Journal of Advertising Research (EBSCO)
  2. Journal of Current Issues & Research in Advertising (EBSCO)
  3. International Journal of Advertising (EBSCO)
  4. Journal of Consumer Behaviour (EBSCO)
  5. International Journal of Advertising & Marketing to Children (EBSCO)
  6. Journal of Interactive Advertising (EBSCO)
  7. Journal of International Marketing & Marketing Management (EBSCO)
  8. British Journal of Marketing (EBSCO)
  9. Journal of Promotion Management (EBSCO)
  10. Public Relation Journal (EBSCO)
  11. Journal of Marketing (JSTOR)
  12. The Journal of Personal Selling & Sales Management (Proquest ABI/INFORM Global)
  13. The Public Relations Journal (Proquest ABI/INFORM Global)

E-Resources:

  1. Advertising Functions and Strategies – Media Communication, Convergence and Literacy (pressbooks.pub)
  2. Objectives and Importance of Advertising (managementstudyguide.com)
  3. History of Advertising – Media Communication, Convergence and Literacy (pressbooks.pub)
  4. The Influence of Advertising – Media Communication, Convergence and Literacy (pressbooks.pub)
  5. Social, Ethical and Legal aspect of Advertising (theintactone.com)
  6. Economic, Social and ethical issues in advertising (theintactone.com)
  7. Social and Economical Aspects of Advertising (managementstudyguide.com)
  8. Marketing’s Promotional Mix: Definition and How To Use It | Indeed.com
  9. What is Promotion Mix? definition and meaning - Business Jargons
  10. What are 7 C's of Communication? definition and meaning - Business Jargons
  11. What is marketing Communication? definition and meaning - Business Jargons
Academic Year: 
2025-2026
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