M-307

ADVERTISING MANAGEMENT

Course/Paper : 307                                                                                 Max.Marks : 70

 

MBA  Semester-IV                                                                                   Time : 3 Hrs.

 

Objectives:

The objective of this course is to develop the understanding about the marketing communication tools and implement them in designing Advertisement strategies

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Section A
 

Introduction of Marketing Communication and Advertising-

Overview of marketing communication, Factors affecting the marketing communication mix, Integrated Marketing Communication, Ethical issues in marketing communication. Advertising as a Management  Function. Role of Advertising in the Marketing Process. Consumer Orientation in Advertising. Types of Advertising, Methods of Classification.

 

Marketing Communication Planning -Models of marketing communication, developing & control of marketing communication, marketing communication planning procedure

 

Advertising objectives and planning - Meaning Definition and objectives of Advertising, Types of advertising, and the advertising agency: Function & types, Advertising Agency compensation. Creative strategy - Target market & creative objective, advertising Appeals, Creative format & creation stage, Copy testing and plagnosis.

 

.Steps in Advertising Strategies Creative Strategy-Various appeals and execution Styles, General idea of What Great Advertising Thinkers say-both Indian and foreign, Print advertising, Electronics advertising, outdoor advertising, direct mail advertising.

 

Media planning & promotion

 Environment analysis media object, Media strategy & media planning modes, Indoor media, out door media, Measuring Advertisement Performances, Current developments in advertising. Media mix-print, broad cast (T.V. & Radio), Cinema, Outdoor, Direct Mail advertising, and Internet. Defining media planning-From marketing plan to media plan, challenges in media planning.

 

Section B
 

Case and Problems

 

 

 

 

 

 

 

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