Fundamentals of Advertising

Advertising – concept, features, and objectives; Elements of Advertising; Role ofAdvertising to Firm, Consumers and Society; Types of Advertisements; Key Players in the Advertising Industry; Criticism of Advertising.

Organization for the Advertising Department; Functions of the AdvertisingDepartment; Functions of the Advertising Manager; and Inter-DepartmentalRelations.

Meaning, Features and Functions of Advertising Agencies; Types of AdvertisingAgencies and Their Role in Advertising Business; Selection Criteria of Advertising Agency

Creative Advertising and Its Features: Creative Process or Visualization Process of anAdvertisement Copy: Creation of a Print Copy, Radio Commercials, Web Advertisements, and Television Commercials: Creative Persons in Creating anAdvertisement Copy; Meaning and Types of Advertisement Copy: Major Components of an Advertisement Copy: Essentials of a Good Advertisement Copy:Concept, Functions and Principles of a Good Advertisement Layout.

Concept and Essentials of an Effective Advertising Message: Use of Unique Selling Propositions (USP) in Message Design; Models of Message Design: Heart & Heart, Advertising Effectiveness, and MECCA Models; Message Strategies: Cognitive, Affective, Conative and Brand Image, Strategies.

Concept and Types of Advertising Appeals: Rational, Emotional, and Sex Appeals;Essentials of A Good Advertising Appeal; Role of Various Colors in Advertisement;

Concept and Process of Media Planning; Types and Characteristics of AdvertisingMedia; Role of Media Research in Media Planning; Media Selection Criteria; Concept and Methods of Media Scheduling.

Concept and Need of Advertising Budgeting: Advertising expenses and factorsaffecting the Advertising Budget Size, Process of Setting the Advertising Budget, Approaches to Advertising Budgeting: Methods for Establishing Advertising Budget - Percentage of Sales Method, Affordable Method, Competitive parity Method, andObjective and Task Method.

Concept and Importance of Effectiveness Measurement: Effectiveness Testing Areas: Market; Message, Media, Motives and Mission, and Overall Results; Copy Testing: Concept and Methods: Measurement of Overall Effectiveness of Advertising Campaign: PACT & DAGMAR Models.