This course contains an introduction, the advertising Department, advertising agencies,creation of advertisements, designing the advertising message, advertising appeals, establishing and allocating advertising budget, and advertising effectiveness measurement.

This course aims to impart knowledge and skills to the students about the fundamentals ofadvertising and help the students in designing advertisements, media planning and scheduling, advertising budgeting, and evaluating the effectiveness of advertisements.

Unit 1: Introduction (6 LHs)
Advertising – concept, features, and objectives; Elements of Advertising; Role ofAdvertising to Firm, Consumers and Society; Types of Advertisements; Key Playersin the Advertising Industry; Criticism of Advertising.

Unit 2: Advertising Department (6 LHs) 
Organization for the Advertising Department; Functions of the AdvertisingDepartment; Functions of the Advertising Manager; and Inter-DepartmentalRelations.

Unit 3: Advertising Agencies (5 LHs)
Meaning, Features and Functions of Advertising Agencies; Types of AdvertisingAgencies and Their Role in Advertising Business; Selection Criteria of AdvertisingAgency;

Unit 4: Creation of Advertisements (8 LHs) 
Creative Advertising and Its Features: Creative Process or Visualization Process of anAdvertisement Copy: Creation of a Print Copy, Radio Commercials, WebAdvertisements, and Television Commercials: Creative Persons in Creating anAdvertisement Copy; Meaning and Types of Advertisement Copy: MajorComponents of an Advertisement Copy: Essentials of a Good Advertisement Copy:Concept, Functions and Principles of a Good Advertisement Layout.

Unit 5: Designing the Advertising Message (4 LHs) 
Concept and Essentials of an Effective Advertising Message: Use of Unique SellingPropositions (USP) in Message Design; Models of Message Design: Heart & Heart,Advertising Effectiveness, and MECCA Models; Message Strategies: Cognitive,Affective, Conative and Brand Image, Strategies.

Unit 6: Advertising Appeals (5 LHs) 
Concept and Types of Advertising Appeals: Rational, Emotional, and Sex Appeals;Essentials of A Good Advertising Appeal; Role of Various Colors in Advertisement;

Unit 7: Media Planning and Scheduling 4 LHs
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.

Unit 8: Establishing and allocating Advertising Budget (4 LHs) 

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.

Unit 9: Advertising Effectiveness Measurement 6 LHs
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 AdvertisingCampaign: PACT & DAGMAR Models.