Ph.D

Paper Code: 
VAH 143 (A) : ADVANCED PAPER-APPLIED ART-INTRODUCTION TO ADVERTISING
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
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)

 

Unit II: 
Origin and growth of Advertising
  • Historical background and Future of Indian advertising

Changing trends of Indian Advertising

 

Unit III: 
Types of Advertising

To study the various kinds of advertising depending upon –

§  Area Coverage: Local, Regional, National and International

§  Audience: Consumer, Industrial, Trade and Professional

§  Functions : Direct and Indirect advertising, Action advertising, Primary and Selective advertising

Advertising stages: Pioneering, Competitive and Retentive

Unit IV: 
Advertising media
  • Discuss the role of  media in advertising and study their advantages and limitations
  • Print Media: Newspaper and Magazine
  • Support media: Out of home media, Promotional products marketing, Other media (Movie theatres, videos, miscellaneous)
  • Broadcast media: Television and Radio
  • Internet, E Mail Advertising

 

Unit V: 
Advertising Media
  • Above the line media
  • Below the line media

 

Essential Readings: 

Advertising Art & Ideas - By G. M. Rege

2. Advertising Principles & Practice - By Wells, Moriarty & Burnett

3. Foundations of Advertising - Theory & Practice – By Chunnawala & Sethia

 

Academic Year: 
2018-2019
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