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Home > ADVERTISING AND MARKETING - I (Theory)

ADVERTISING AND MARKETING - I (Theory) [1]

Paper Code: 
VAA(I) 121
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

The course will enable the students to-

  1. Understand and differentiate various types of advertising and advertising media
  2. Summarize the need and importance of marketing in the current scenario
  3. Explain the relation between the 4 P’s of marketing
  4. Classify the factors influencing Consumer Behaviour
  5. Categorize the target market on the basis of various characteristics

 

COURSE OUTCOMES:

Course

 

Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Course Code

Course Title

VAA(I)  121

 Advertising and Marketing - I (Theory)

 

 

The Students Will -

CO1: Analyze the significance of marketing for creating an effective strategy to meet the organizational goals

CO2: Identify and categorize the factors influencing the consumer behaviour to create a content for the advertisement to attract the consumers

CO3: Classify types of advertising to plan an appropriate advertising strategy for spreading information among the target group

CO4: Identify and categorize the ways in which market can be segmented to  prepare and place the advertisement in right media to reach right target at right time and right place

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

 

 

6.00
Unit I: 
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

 

6.00
Unit II: 
Advertising Media
  • Above the line media
  • Below the line media

 

6.00
Unit III: 
The Emerging Role of Marketing
  • Introduction to Marketing
  • The importance of marketing
  • What is marketed?
  • Core concepts of marketing
  • Philosophies of marketing
  • Marketing Mix: 4Ps – Product, Price, Place and Promotion
  • The Market

 

6.00
Unit IV: 
Consumer Behavior
  • How does consumer behavior work?
  • The Consumer Audience
  • Social/ Cultural influences on consumer decisions
  • Psychological influences on consumer decisions
  • Behavioral influences on consumer decisions
  • The consumer decision process

 

6.00
Unit V: 
Market Segmentation & Target Marketing
  • Types of Segmentation
  1. Demographic
  2. Geographic
  3. Psychographic
  4. Behavioral
  5. Benefit
  • Market Targeting
  • Product Positioning

 

References: 

Suggested Text Books/Suggested Reference Books:

  • Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson, Ninth Edition
  • Henry Assael, Consumer Behaviour and Marketing Action, Cengage Learning, Sixth Edition
  • J. Paul Peter, Jerry C. Olson, Consumer Behaviour and Marketing Strategy, McGraw Hill, Eighth Edition
  • Srabanti Mukherjee, Consumer Behaviour, Cengage Learning, Fourth indian Reprint,
  • Suraj Singh, Advertising Media, Centrum Press, First Edition
  • Jack Z. Scissors, roger B. Baron, Advertising Media Planning, McGraw Hill Education(India) Private Limited, Seventh Reprint 2017
  • JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  • Philip Kotler, Gary Armstrong, Principles of Marketing, Pearson, Fifteenth Edition
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private Limited, Fifth Edition
  • Neeru Kapoor, Principles of Marketing, PHI Learning Private Limited
  • Philip Kotler, Marketing Management, Pearson, Eleventh Edition
  • Dhruv Grewal, Michael Levy, Marketing, Tata McGraw Hill Education Private Limited, Second Edition
  • Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileshwarJha, Marketing Management, Pearson, Fourteenth Edition
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan

 

E-Resources:

 

Reference Journals:

  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of Consumer Behaviour (EBSCO)
  • International Journal of Advertising & Marketing to Children (EBSCO)
  • Journal of Interactive Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Promotion Management (EBSCO)
  • Public Relation Journal (EBSCO)
  • Journal of Marketing (JSTOR)
  • The Journal of Personal Selling & Sales Management (Proquest ABI/INFORM Global)
  • The Public Relations Journal (Proquest ABI/INFORM Global)

 

Academic Year: 
2023-2024 [20]

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Source URL: https://visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-i-theory-12

Links:
[1] https://visualarts.iisuniv.ac.in/courses/subjects/advertising-and-marketing-i-theory-12
[2] https://getuplearn.com/blog/classification-of-advertising/
[3] https://www.themediaant.com/blog/classification-of-advertising/
[4] https://businessjargons.com/broadcast-advertising.html
[5] https://businessjargons.com/print-advertising.html
[6] https://www.marketingevolution.com/marketing-essentials/advertising-media-guide
[7] https://businessjargons.com/media-planning.html
[8] https://hmhub.in/media-selection-planning-and-scheduling/
[9] https://www.marketingevolution.com/marketing-essentials/media-planning
[10] https://www.investopedia.com/terms/m/marketing.asp#:~:text=Investopedia%20%2F%20Lara%20Antal-,What%20Is%20Marketing%3F,on%20behalf%20of%20a%20company.
[11] https://builtin.com/marketing
[12] https://www.toppr.com/guides/business-studies/marketing/marketing-management-philosophies/
[13] https://www.geeksforgeeks.org/marketing-management-philosophies/
[14] https://archive.mu.ac.in/myweb_test/sybcom-avtg-eng.pdf
[15] https://www.theseus.fi/bitstream/handle/10024/80777/Frolova_Svetlana.pdf
[16] https://seekscholar.com/sites/default/files/role%20of%20marketing.pdf
[17] https://www.iare.ac.in/sites/default/files/lecture_notes/IARE_CB_Lecture%20_Notes.pdf
[18] https://ebs.online.hw.ac.uk/EBS/media/EBS/PDFs/Consumer-Behaviour-Course-Taster.pdf
[19] https://ddceutkal.ac.in/Syllabus/MCOM/Consumer_Behaviour.pdf
[20] https://visualarts.iisuniv.ac.in/academic-year/2023-2024