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ADVERTISING & MARKETING - III (Theory) [1]

Paper Code: 
25VAA(I)321
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to identify and apply suitable research methods for formulating effective marketing research plans. Assess the necessity of public relations for organization. Appraise key brand management issues, formulate and justify brand development decisions and analyze concepts in cross-cultural advertising. Additionally, they will learn the use of testimonials advertising and justify the impact of celebrity endorsements on consumers.

 
Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course 

Code

Course Title

25VAA(I)321

Advertising & Marketing - III

(Theory)

CO47: Analyze the techniques of marketing research and prepare a plan to find an apt solution to the problem prevailing in the working process

 

CO48: Identify the tools and appraise the scope of Public Relation to help the organization in building and maintaining healthy relations with the internal and external public

 

CO49: Develop a strong brand identity through creation of logos, monograms, symbols and taglines to position the brand effectively in the market

 

CO50: Summarize the factors affecting the International Advertising to develop an ad campaign for delivering the message to international target market

 

CO51: Evaluate the impact of celebrity endorsement & testimonial advertising and select the appropriate person for endorsing the brand and delivering the message to the target market

 

CO52: Contribute effectively in course-specific interaction

Approach in Teaching: Interactive Lectures, Discussion, Tutorials, Reading Assignment, Multiple Points of View

 

Learning Activities for The Students: Self-Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Continuous Assessment Test, Semester end examination, Quiz, Solving Problems in Tutorials, Assignments, Presentation, Individual And Group Projects

 

7.00
Unit I: 
Marketing Research
  • Importance of Marketing Research
  • Meaning & Scope
  • Classification of Marketing Research
  • Steps involved in Marketing Research
  • Data Collection
  • Sampling Methods
  • Techniques of Marketing Research
  • Qualitative Marketing Research
  • Marketing Research Agencies in India
7.00
Unit II: 
Public Relation
  • Definition of Public Relation
  • Comparison between Advertising & Public Relation
  • Need & Scope of Public Relation
  • Basic elements of Public Relation
  • Objectives of Public Relation
  • Types of Public Relation
  1. Marketing Public Relation
  2. Social Marketing
  3. Cause Related Marketing
  4. Green Marketing & Pro – Environmental Activities
  5. Crisis Management
  • Public Relation Advertising
  1. Institutional or Corporate Advertising/Advocacy Advertising
  2. Public Service Advertising
  3. Political Advertising
  • Tools of Public Relation
6.00
Unit III: 
Branding
  • What is a Brand?
  • What makes a Brand?
  • How are brands different from products?
  • Developing a strong brand name
  • How Brands Serve?
  • Family brands
  • Brand extension
  • Flanker brand
  • Co branding
  • Ingredient branding
5.00
Unit IV: 
International Advertising
  • Introduction
  • Need & Importance of International Advertising
  • Factors affecting International Advertising Strategy
  1. Target Market Factor
  2. Advertising Objectives
  3. Environmental Factors
  4. Cultural Factors etc
  • Development of International Advertising Campaign
5.00
Unit V: 
Testimonial / Endorsement Advertising
  • Introduction & History
  • Theories of Celebrity endorsement
  • Compatibility of the celebrity & brand image
  • Positive Impacts of celebrity endorsement
  • Negative Impacts of celebrity endorsement
  • Discussion on some successful celebrity endorsements in India
Essential Readings: 
  1. G. C. Beri, Marketing Research, Tata McGraw Hill Education Private Limited, Fourth Edition
  2. Harper W. Boyd, Ralph Westfall, Stanley F. Stasch, Marketing Research Text and Cases, AITBS Publishers
  3. Naresh K. Malhotra, Marketing Research an Applied Orientation, Pearson, Fourth Edition
  4. Ram Kishan, Nalini Dutta, Strategic Brand Management, Ane Books Private Limited
  5. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  6. Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  7. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  8. Kenneth E. Clow, Donald E. Baack, Integrated Advertising, Promotion and Marketing Communications, Pearson, Sixth Edition
  9. S. A. Chunawalla, K. C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing House, Ninth Revised Edition
  10. Terence A. Shimp, Advertising Promotion Supplemental Aspects of Integrated Marketing Communications, Harcourt College Publishers
  11. S. A. Chunawalla, Compendium of Brand Management, Himalaya Publishing House
  12. Alan Wilson, Marketing Research an Integrated Approach, Pearson, Third Edition
  13. JaishriJethwaney, Shruti Jain, Advertising Management, Oxford University Press
References: 

Suggested Readings:

  1. Journal of Advertising Research (EBSCO)
  2. Journal of Current Issues & Research in Advertising (EBSCO)
  3. International Journal of Advertising (EBSCO)
  4. International Journal of Advertising & Marketing to Children (EBSCO)
  5. Journal of Interactive Advertising (EBSCO)
  6. Journal of International Marketing & Marketing Management (EBSCO)
  7. Journal of Promotion Management (EBSCO)
  8. Journal of Design (Proquest ABI/INFORM Global)
  9. Design Management Journal (Proquest ABI/INFORM Global)
  10. Emerging Markets Journal (Proquest ABI/INFORM Global)

E-Resources:

  1. Chapter 1: The Role Of Marketing Research (fao.org) [2]
  2. Marketing research: Definition, steps, uses & advantages | QuestionPro [3]
  3. What Is Marketing Research? (demandjump.com) [4]
  4. Marketing Research Techniques (businessmanagementideas.com) [5]
  5. What Is Public Relations? PR Functions, Types, & Examples | Feedough [6]
  6. A Guide to the Different Types of PR | PR Superstar [7]
  7. What Is Public Relations? PR Functions, Types, & Examples | Feedough [6]
  8. Brand: Types of Brands and How to Create a Successful Brand Identity [8] (investopedia.com) [8]
  9. Difference Between Brand and Products | Difference Between [9]
  10. Brand Identity & Positioning (tutorialspoint.com) [10]
  11. What is International Advertising? - MBA Knowledge Base (mbaknol.com) [11]
  12. International Advertising: Meaning, Characteristics, Nature and Media Selection [12] (artofmarketing.org) [12]
  13. Unit-12.pdf (egyankosh.ac.in) [13]
  14. What are testimonial ads and why do they work? | Bazaarvoice [14]
  15. What is testimonial advertising and why use it? | Seenit [15]
  16. Branding And Celebrity Endorsements - Martin Roll [16]
  17. CELEBRITY ENDORSEMENT IN ADVERTISING.pdf (mscw.ac.in) [17]
  18. https://www.intotheminds.com/app/uploads/2019/09/White-Paper-guide-market-re [18] search-EN-FINAL.pdf [18]
  19. https://www.himpub.com/documents/Chapter873.pdf [19]
Academic Year: 
2025-2026 [20]

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Source URL: https://visualarts.iisuniv.ac.in/courses/subjects/advertising-marketing-iii-theory-3

Links:
[1] https://visualarts.iisuniv.ac.in/courses/subjects/advertising-marketing-iii-theory-3
[2] https://www.fao.org/3/w3241e/w3241e02.htm
[3] https://www.questionpro.com/blog/marketing-research/
[4] https://www.demandjump.com/blog/what-is-marketing-research
[5] https://www.businessmanagementideas.com/marketing-research/marketing-research-techniques/20572
[6] https://www.feedough.com/what-is-public-relations-pr-functions-types-examples/
[7] https://prsuperstar.co.uk/different-types-of-pr/
[8] https://www.investopedia.com/terms/b/brand.asp
[9] http://www.differencebetween.net/business/marketing-business/difference-between-brand-and-products/
[10] https://www.tutorialspoint.com/brand_management/brand_identity_and_positioning.htm
[11] https://www.mbaknol.com/international-business/international-advertising/
[12] https://www.artofmarketing.org/international-marketing-2/advertising/international-advertising-meaning-characteristics-nature-and-media-selection/13601
[13] https://egyankosh.ac.in/bitstream/123456789/11942/1/Unit-12.pdf
[14] https://www.bazaarvoice.com/blog/what-are-testimonial-ads-and-why-do-they-work/
[15] https://www.seenit.io/blog/what-is-testimonial-advertising-and-why-use-it/
[16] https://martinroll.com/resources/articles/branding/branding-and-celebrity-endorsements/#%3A~%3Atext%3DCelebrity%20Endorsements%20%E2%80%93%20A%20brief%20introduction%2Cthe%20field%20to%20the%20brand
[17] https://mscw.ac.in/NAAC/Criteria1/Samples-of-ProjectWork_Fieldwork/B.Com(h)/Business_Research_Methods_and_Project_Work/Final%20Project%20Submission-20220128T035545Z-001/Final%20Project%20Submission/Ramanpreet_151/CELEBRITY%20ENDORSEMENT%20IN%20ADVERTISING.pdf
[18] https://www.intotheminds.com/app/uploads/2019/09/White-Paper-guide-market-research-EN-FINAL.pdf
[19] https://www.himpub.com/documents/Chapter873.pdf
[20] https://visualarts.iisuniv.ac.in/academic-year/2025-2026