Advertising and Marketing – IV ( Theory)

• DAGMAR Model
•  Hierarchy of effects model, (AIDA Model, Innovation Adoption Model, Communication Model)
•  The facets Model of effective advertising (Perception, Cognition, Emotion, Association, Persuasion, Behavior)
   

• Advertising Regulation

1. Govt. regulation in India
2. Self regulation in India (Code of conduct of the ASCI)
3. Advertising Agencies of India Code of Standards (Rules of Advertising Ethics)

•   Advertising Ethics

1.    Poor taste & Offensive Advertising
2.    Sex in Advertising
3.    Stereotypes
4.    Targeting Children
5.    Women in Advertising
6.    Misleading Claims
7.    Manipulative Advertising
8.    Puffery
9.    Advertising Controversial products
 

• What is a Product ?
•     The product Personality & it’s Components
•     What products offer ?
•     Product classification ; Consumer product, Industrial product and Organizations as product
•     Product attributes : Quality, features and design
•     Decision on Packaging
•     Product Life Cycle
   

•  Introduction
• The internet & Marketing Communication

1.    Web Sites
2.    Search Engines
3.    Blogs

• Internet Advertising

1.    Types of Internet Advertising
2.    Advantages & Disadvantages of Internet Advertising

• E – Mail  Advertising

• Copywriting as the language of advertising.
•     Characteristics’ of effective copy

1.    Copywriting for print,

• Types of print copy
• Copy elements
• Characteristics of Display Copy & Body Copy

2.    Copywriting for radio

• Tools of Radio copy writing
•  Characteristics of Radio copy

3.    Copywriting for television

• Tools of Television copy writing
• Characteristics of Television copy
• Scripts & Story Board