Module : MKT304:
Advertising Management
Programme : BBA
Credit Value : 12
Prerequisite :
General
Objectives:
- To
impart knowledge and develop skill among the participants in the field of
marketing communication
- To
give student a broad perspective and understanding of fast-growing and
challenging business areas of advertising.
- To
improve the skills for advertising by mastering techniques and principles.
This may help students to plan an advertising campaign, consult about
advertising and work with advertising sections of a firm.
Learning
Outcomes:
Upon successful completion of the module,
student is expected to:
- demonstrate
the knowledge and understanding of key terms and concepts in advertising
and promotion.
- critically
examine the role of advertising within the marketing function.
- explain
how the advertising affects to individuals, organisations, markets and
society.
- demonstrate
an understanding of the role of the marketing communication manager in
carrying out integrated marketing communications.
- critically
evaluate and explain the techniques of advertising management.
- develop
a good media plan.
CONTENT
Unit-I:
Understanding Advertising (10
Hours)
Advertising
as tool of marketing communication, integrated marketing communication, role of
advertising in marketing mix.
Unit-II:
Benefits of Advertising (8
Hours)
Types and
classification of Advertising, Economic and social aspects of advertising.
Unit-III:
Message Strategy and Tactics (12
Hours)
Attention
and Comprehension, Understanding the benefit based attitudes, brand, image,
personality, Creative approach for Message development, Copy writing.
Unit-IV:
Media Strategy and Tactics (8
Hours)
Types of Media,
Selecting Media: budget and planning.
Unit-V:
Global Marketing and Advertising (12
Hours)
Advertising
Rules and Regulations, Advertising for various types of business, Global
marketing and advertising.
Teaching
Strategies
- Group Discussions
- Case Analysis
- Presentations
- Group Projects
- Lectures
Assessment
- Assignments 20%
- Case studies & presentation 30%
- End-Semester Exam 50%
Total
100%
Essential
Texts
1. Batra,
R., Mayers, J.G., Aaker, D.A.(2007), Advertising Management, Prentice Hall, New
Delhi, INDIA.
2. Willam
Wells, John Burnett, Sandra, Advertising: Principles and Practices (7th edition),
Motilal Banarsidass Publishers, New Delhi.
References
3.
Berg,
B.A. and Katz, H. (1999), Advertising Principles, NTC Business Books.
4.
Wells,
B. Advertising Principles and Practices. Morairty. Prentice Hall, New Delhi,
INDIA
5.
Belch,
G.E. And Belch, M.A. (2004). Advertising and Promotion, an integrated marketing
communication perspective. Boston. Irwin McGraw Hill.
6.
Arens,
W.F.(2002). Contemporary Advertising. McGraw Hill, Inc.