Subject Code: MKT 217
Course Title: Fundamentals of Advertising
Course No: MKT 217
Nature of Course: Theory & Practical
Full Marks: 100
Pass Marks: 50
Credit Hours: 3
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.
Belch and Belch: Advertising and promotion: An Integrated marketing Communications
Perspective. New Delhi: TATA McGRAW-HILL.
Jaishri Jethwaney and Shruti Jain, Advertising Management, New Delhi: Oxford University Press.
Sontakki, C. N.: Advertising, New Delhi: Kalyani Publishers
Ruchi Gupta. Advertising Principles and Practice. New Delhi: S Chand and Company Limited
