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ADVTG-X05
(ExPGP 2005-08 : Term - VII)
Adversing Management
(Faculty: Prof. M.N. Tripathi)
COURSE OUTLINE
OBJECTIVE
To introduce students to the advertising concepts, theories, strategies, methods and tools with a view to enabling them to plan, create and implement good advertising as well as to judge and evaluate advertising in their role as advertisers.
METHODOLOGY
1)
There shall be 15 sessions of 2 hours each.
2) Pedagogy used would be lectures, discussions, audio-visuals and case studies.
3) It is expected that students would have studied the background readings and books given for each class before coming to class.
COURSE CONTENT
1) Perspectives on Advertising.
2) Advertising Planning and Decision Making.
3) Advertising Goals and Objectives.
4) Positioning and Segmentation.
5) Attention and Comprehension,Consumer Attitudes.
6) Brand Equity, Image and Personality.
7) Media - Mix, Usage, Selection, Strategy.
8) How Advertising Works - Production.
9) Budgeting and Developing the Campaign.
10) The Agency Business.
11) Sales Promotion.
12) Public Relations.
13) Net Advertising.
14) Evaluation of Advertising, Laws, Recent Trends.
EVALUATION
Class participation
15%
Quizzes @15% two
30%
Project/Assignment
20%
End term
35%
LIST OF READINGS
BOOKS
Marketing Management
Philip Kotler
Advertising Management Batra, Myers, Aaker
Selected Readings on special topics
READINGS IN ADVERTISING
Defining the Objective
Defining the Advertising Objectives
Defining Advertising Goals
Three Basic Principles of Campaign Planning
How much to spend on Advertisement
Size and Frequency
The Role of the Advertising Agency
Industrial Advertising
Definition of Promotion
Public Relations
Back to Advertising Basics
Advertising
The light of Day
Blood Beer and Brand Equity
Getting the best out of your agency
MAGAZINES AND SUPPLEMENTS
Brand Equity
Business India
Business World
Business Today
Created By:
Lingaraj Pattanaik
on
06/12/2006
at
02:47 PM
Category
:
ExPGP-III
Doctype
:
Document
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