Objective:

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.

 

UNIT 1:

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.

 UNIT II:

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

UNIT III:

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. 

UNIT IV:

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