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Advertising begins to work when the general public becomes aware of a products existence. Advertising then aims to develop customer interest, so that potential customers want to know more about the product. This should be followed by potential customers feeling a need to own the product and finally purchasing.


Course Outcome

At the end of the course, learners will be able to:

CO1: Understand the process and functions of Advertisement.

CO2: Gain knowledge about the consumer behavior.

CO3: Have complete knowledge about the market segmentation.

CO4: Know the client and agency relationship.

CO5: Understand about the advertising research.



Brief History of Advertising. Indian and Global scenario of advertising. Definition and Types; Role and Function of Advertising. Structure and Functioning of an Ad Agency. Advertiser – Agency Relationship.


Audience Analysis, Segmentation, Targeting and Positioning; Audience Research Demographics, Psychographics. Intercultural and International AdvertisingGlobal Advertising 


Creative Aspects of Advertising. Edward De Bono and Lateral Thinking. Art Direction. Creative Aspects in Print and Electronic Media. Print Production. Electronic Production. Digital Advertising-Cutting edge creativity. 


Media Objectives, Strategy, and Planning. Media Choices-Brand Management-Sales Promotion. Product placement and celebrity endorsement- Guerilla Marketing. Social Media Marketing – Internet advertising- Viral Advertising. 

UNIT V: 12

Advertising Social Issues- Political Advertising Dynamics of Creating and Executing the Complete Campaign Strategy. Ethical issues in advertising. Legal and self – regulation of advertising -Recent trends in Television Advertising



Total: 60 Hrs