• 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)

• Historical background and Future of Indian advertising

Changing trends of Indian 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

• 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

• Above the line media
• Below the line media