Fundamentals of Advertising -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)

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 Distribution cost, 

• 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.