ADVERTISING AND MARKETING - II (Theory)

Paper Code: 
VAA(I) 221
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

The course will enable the students to-

  1. Understand the principle and basic concept of the marketing communication process in a streamlined integrated marketing strategy.
  2. Analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.
  3. Discover new customers and provide better customer service to new & present customers in order retain them
  4. Understand the importance of appeals in formulation of the advertisements
  5. Define and identify Animation as a particular form of Visual Communication
  6. Understand the working of different advertising agencies

 

COURSE OUTCOMES:

Course

 

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Course Code

Course Title

VAA(I) 221

 

 

 

Advertising and Marketing - II (Theory)

 

 

The Students Will -

CO32: Appraise the IMC components to formulate the IMC plan for positioning and promoting the brand in the market

CO33: Analyze the significance of CRM to retain the existing customers and attract new customers for expansion of business in long run

 

CO34: Relate the buying motives of the consumers with the types of appeal to prepare an ad design with appropriate content and visual to hit the identified target

CO35: Identify the scope of animation in advertising to promote the brand in broadcast and interactive media

CO36: Identify and categorize the role and functions of different positions in an ad agency and assess her skill set  to choose the best suitable post for oneself

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

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

 

7.00
Unit I: 
Integrated Marketing Communication
  • Introduction, to IMC
  • Nature and scope of IMC
  • IMC Plan (Situation Analysis to Media Selection)
  • IMC Components (Advertising, Sales Promotion, Personal Selling, Direct Marketing, Public Relations etc.)
  • The value of IMC Plan

 

6.00
Unit II: 
Customer Relationship Management
  • Introduction
  • Objectives of CRM
  • Need and Importance of CRM
  • Customer value and satisfaction
  • Retaining customers’ loyalty
  • Delivering customer value
  • Implementing total quality management (TQM )

 

7.00
Unit III: 
The Advertising Appeals
  • Buying Motives,
  • Types of Appeals
  1. Rational and Emotional appeals ( positive and negative)
  2. Direct and Indirect appeals
  3. Fear, Hum our & Sex appeals

 

5.00
Unit IV: 
Animation
  • Animation
  • History of Animation
  • Types of Animation
  • An Introduction to Computer Animation
  • 2D Animation
  • 3D Animation

 

5.00
Unit V: 
The Advertising Agency
  • The structure of an Ad agency
  • Functions and services
  • Agency compensation
  • Types of ad agencies
  • Client – Agency Relationship

 

References: 

Suggested Text Books/Suggested Reference Books:

  • S. A. Chunawalla, K. C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing House, Ninth Revised Edition
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • Rajeev Batra, John G. Myers, David A. AAker, Advertising Management, Pearson, Fifth Edition
  • JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • Jill Dyche, The CRM Handbook, Pearson
  • Ed Peelen, Customer Relationship Management, Pearson
  • Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  • Donald Hearn, M. Pauline Baker, Computer Graphics, Pearson, Second Edition
  • Zhigang Xiang, Roy A. Plastock, Computer Graphics, MCgraw Hill, Second Edition
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

 

E-Resources

 

Reference Journals:

  • Journal of Design (Proquest ABI/INFORM Global)
  • Design Management Journal (Proquest ABI/INFORM Global)
  • Emerging Markets Journal (Proquest ABI/INFORM Global)
  • Asian Marketing Journal (EBSCO)
  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Marketing (JSTOR)

 

 

Academic Year: 
2023-2024
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