Fundamentals of Advertising -I(theory)

Paper Code: 
VAA 301
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00
Unit I: 
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)
6.00
Unit II: 
Origin and growth of advertising
  • Historical background and Future of Indian advertising
  • Changing trends of Indian Advertising
6.00
Unit III: 
Roles and functions of advertising
  • Communication, Persuasion, Education, Expansion of market, Employment
  • Economic growth, Stimulation of competition, Raises standard of living, freedom to press 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

6.00
Unit V: 
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

Academic Year: 
2015-2016
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