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Certified Advertising Manager
VS-1090
Certified Advertising Manager
www.vskills.in



C CC Certified Advertising Manager ertified Advertising Manager ertified Advertising Manager ertified Advertising Manager

Certification Code Certification Code Certification Code Certification Code VS-1090
Vskills Certification in Advertising Management provides an overview of tools of
advertising, process of decision making, techniqes of sales promotion, integrated
marketing strategies, p!lic relation skills etc" #he certification focses on assessing the
candidates skills for reviewing advertising opportnities, procedre of setting advertising
o!$ectives, handling advertising !dget, evalating creative strategies, developing media
plans and condcing advertising research"
%h& shold one take this certification' %h& shold one take this certification' %h& shold one take this certification' %h& shold one take this certification'
#his Corse is intended for professionals and gradates wanting to e(cel in their chosen
field" )t is also well sited for those who are alread& working and wold like to take
certification for frther career progression"
*arning Vskills Advertising Manager Certification can help candidate differentiate in
toda&+s competitive $o! market, !roaden their emplo&ment opportnities !& displa&ing
their advanced skills, and reslt in higher earning potential"
%ho will !enefit from taking this certification' %ho will !enefit from taking this certification' %ho will !enefit from taking this certification' %ho will !enefit from taking this certification'
,o! seekers looking to find emplo&ment in advertising and marketing departments of
varios companies, stdents generall& wanting to improve their skill set and make their CV
stronger and e(isting emplo&ees looking for a !etter role can prove their emplo&ers the
vale of their skills throgh this certification
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Ma(imm marks. Ma(imm marks. Ma(imm marks. Ma(imm marks. 10, 2assing marks. 31 41056
#here is no negative marking in this modle"
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Companies that hire Vskills Certified Companies that hire Vskills Certified Companies that hire Vskills Certified Companies that hire Vskills Certified Advertising Manager Advertising Manager Advertising Manager Advertising Manager
Vskills Certified Advertising Manager might find emplo&ment in advertising firms, media
otlets, marketing and 28 department of varios companies"


Certified Advertising Manager
www.vskills.in


Table of Contents


1" 1" 1" 1" Advertising *nvironment Advertising *nvironment Advertising *nvironment Advertising *nvironment
1.1 Evolution of Advertising Industry
1.2 Theory and Principles of Advertising
1.3 Purpose and functions of Advertising
1.4 Modes of Advertisement
1.5 Advertising Process flow
1.6 Planning Advertising Framework

3" 3" 3" 3" Advertising Management Advertising Management Advertising Management Advertising Management
2.1 Advertising Process Control
2.2 Role of advertising department
2.3 Advertising Agency
2.4 Advertisement Objective
2.5 Advertisement budget

:" :" :" :" Adv Adv Adv Advertising 2lanning and -ecision ertising 2lanning and -ecision ertising 2lanning and -ecision ertising 2lanning and -ecision making making making making
3.1 Marketing Plans and Strategies
3.2 Communication and Persuasion
3.3 Advertising Communication System
3.4 Advertising Plans
3.5 Role of social, legal and global factors in Advertising Management
3.6 Decision making Process

;" ;" ;" ;" )ntegrated Marketing )ntegrated Marketing )ntegrated Marketing )ntegrated Marketing Commnication Commnication Commnication Commnication
4.1 Communication Mix
4.2 Role of advertising within marketing
4.3 Direct Marketing
4.4 Sales Promotion
4.5 Public Relations
4.6 Action-oriented communication

1" 1" 1" 1" <rand <ilding <rand <ilding <rand <ilding <rand <ilding
5.1 Segmentation and Positioning
5.2 Attention and Comprehension
5.3 Understanding benefits-based attitudes
5.4 Brand equity, image and personality
5.5 Word-of-mouth advertising


Certified Advertising Manager
www.vskills.in

/" /" /" /" Advertisin Advertisin Advertisin Advertising t g t g t g tactics actics actics actics
6.1 Creative approach and Styles
6.2 Distraction effect
6.3 Copywriting

=" =" =" =" 2rodction and )mplementation 2rodction and )mplementation 2rodction and )mplementation 2rodction and )mplementation
7.1 Advertising Production Process
7.2 Creation and Production
7.3 Client-agency relationship

>" >" >" >" Media Strateg& and #actics Media Strateg& and #actics Media Strateg& and #actics Media Strateg& and #actics
8.1 Advertising Media
8.2 Market Experimentation and budget allocation
8.3 Media Decisions
8.4 Timing and scheduling
8.5 Media Planning and Scheduling
8.6 Media Buying and Organization

9" 9" 9" 9" Advertising Advertising Advertising Advertising ? ?? ? @aws and *thics @aws and *thics @aws and *thics @aws and *thics
9.1 Advertising Standards Council of India
9.2 Social Responsibility and Self Regulation Code
9.3 Competitors Lawsuits
9.4 Advertising agencies and regulation
9.5 Advertising laws, code and constitution
9.6 Indian Contract Act, 1872
9.7 Copyright Act, 1957
9.8 Patent & Trademarkets Act
9.9 Defamation & Emblem and Names Act, 1980

10" 10" 10" 10" Alo!al Marketing and Advertising Alo!al Marketing and Advertising Alo!al Marketing and Advertising Alo!al Marketing and Advertising
10.1 Market globalization
10.2 Global production and marketing
10.3 Cultural differences
10.4 Consumer behavior and Segmentation
10.5 Advertising Research
10.6 Global Branding and Positioning
10.7 Global Advertising and Organization
10.8 Message Strategy and Tactics
10.9 Media tactics








Certified Advertising Manager
www.vskills.in


Corse Btline Corse Btline Corse Btline Corse Btline


Advertising *nvironment Advertising *nvironment Advertising *nvironment Advertising *nvironment
Explains the evolution in the advertisement industry and the general perspective
about advertising
Explains the theories of advertising such as hierarchy of effects model, means-end
theory, leverage points etc
Explains the principles of advertisement
Illustrates the need, purpose and functions of advertising
Illustrates the various modes of advertisements such as television, radio, online
advertising etc
Explains the steps involved in the process advertising
Explains the process flow involved in developing advertising framework and process
of decision making

Advertising Management Advertising Management Advertising Management Advertising Management
Explains the role of advertising department in an organization and their functioning
Explains the role of advertising agency and various types of advertising agencies
Illustrates the process of setting advertisement objectives and their motives
Illustrates steps involved in setting up the advertising budget and the process involved
in media scheduling

Adve Adve Adve Advertising 2lanning and -ecision M rtising 2lanning and -ecision M rtising 2lanning and -ecision M rtising 2lanning and -ecision Making aking aking aking
Explains the process involved in developed marketing plans and strategies
Describes the process of communication and persuasion
Illustrates the advertising communication system and the advertising exposure model
Illustrates the steps involved in creating, assessing and execution of the advertising
plans
Explains the techniques and motives of setting goals and objectives in developing the
advertising plans
Explains the techniques of designing messages strategy and tactics in advertising
management
Explains the role of social, legal and global factors affecting the advertisement
management process
Explains the process of decision making during the course of advertising management

)ntegrated Marketing Commnication )ntegrated Marketing Commnication )ntegrated Marketing Commnication )ntegrated Marketing Commnication
Explains the role of advertising within the communication mix and marketing
program
Explains the meaning, scope and importance of direct marketing
Explains the meaning, elements, scope and modes/types of sales promotion
Describes the techniques of maintaining and handling public relations
Certified Advertising Manager
www.vskills.in

Explains the other modes of action-oriented communication such as retail advertising,
cooperative advertising, in-store advertising and merchandising etc

<rand <ilding <rand <ilding <rand <ilding <rand <ilding
Illustrates the segmentation and positioning strategies
Illustrates the process of decision making in the practice of positioning
Provides an understanding of the attitude levels and its components
Describes the means-ends and laddering analysis and multiattribute attitude model
Provides an understanding benefits-based attitudes
Explains the concept of brand equity and the dimensions of brand knowledge
Illustrates the concept of brand personality association its importance and types
Explains the process involved in targeting a brand personality and steps involved in
implementing brand personality strategy
Illustrates the concept of reference groups, factors influencing degree of group
influence and diffusion process
Explain the concept of Word-of-mouth advertising

Advertising Advertising Advertising Advertising # ## #actics actics actics actics
Describes the various creative approach and styles of advertising such as comparative
advertising, inoculative advertising, refutational advertising etc
Explains the various approaches to advertise such as using emotional creative
approach, endorsement etc
Explains the distraction effect of advertising
Explains the import guidelines of copywriting, general copy principles, different
types of television commercial and their creative styles

2rodction and )mplementation 2rodction and )mplementation 2rodction and )mplementation 2rodction and )mplementation
Explains the advertising production process with the help of model of creation and
production process
Explains the steps involved in developing client-agency relationship such as
selection, building partnership and trust, approval process, cost and compensation etc

Media Strateg& and #actics Media Strateg& and #actics Media Strateg& and #actics Media Strateg& and #actics
Explains the economic analysis in budget allocation and the steps involved in market
experimentation
Illustrates the different types of media decisions in allocating media budget such as
media class decisions, media vehicle decision and media option decisions
Explains the important strategies in timing and scheduling decisions
Illustrates the concept and importance of media planning and scheduling
Illustrates the concept of media buying and organization

Advertising Advertising Advertising Advertising ? ?? ? @aws and *thics @aws and *thics @aws and *thics @aws and *thics
Social Responsibility and Self Regulation Code
Competitors Lawsuits
Advertising agencies and regulation
Advertising Standards Council of India
Certified Advertising Manager
www.vskills.in

Advertising laws, code and constitution
Indian Contract Act, 1872
Copyright Act, 1957
Patent & Trademarkets Act
Defamation & Emblem and Names Act, 1980

Alo!al Marketing and Advertising Alo!al Marketing and Advertising Alo!al Marketing and Advertising Alo!al Marketing and Advertising
Describes the emergence of market globalization
Describes the process of Global production and marketing
Illustrates the cultural differences, need for localization and cross-national differences
Explains the concepts of consumer behavior and consumer segmentation
Explains the need, importance and various types of advertising research
Explains the concept of global branding, positioning, advertising and organization
need advertising research
Provides the strategies and tactics of message communication during global
marketing and advertising and the media tactics





Certified Advertising Manager
www.vskills.in



Sample Cestions Sample Cestions Sample Cestions Sample Cestions

1" 1" 1" 1" %hich of the following defines !rand e(tension' %hich of the following defines !rand e(tension' %hich of the following defines !rand e(tension' %hich of the following defines !rand e(tension'
A" A !enchmark that measres the performance of a !rand
<" A plan for s&stematic development of a !rand to ena!le it to meet its stated o!$ectives
C" @everaging the vales of the !rand to take it into new markets and sectors
-" Dow an organiEation strctres and names the !rands in its portfolio
3" 3" 3" 3" Advertising is Advertising is Advertising is Advertising is not not not not spposed to accomplish which of the following. spposed to accomplish which of the following. spposed to accomplish which of the following. spposed to accomplish which of the following.
A" persade the consmer to !&, tr& or consider a prodct
<" provide sfficient information for the consmer to decide to !& or not to !&
C" encorage the consmer to !& regardless of need
-" make a conscios effort to ethicall& enhance the image of the prodct of compan&
:" :" :" :" %hich of these is %hich of these is %hich of these is %hich of these is no no no not tt t a sales promotion techniqe' a sales promotion techniqe' a sales promotion techniqe' a sales promotion techniqe'
A" Copons
<" 2rice off deals
C" 2hone and gift cards
-" Cash incentives
;" ;" ;" ;" %hich of these is %hich of these is %hich of these is %hich of these is not not not not considered a primar& media form' considered a primar& media form' considered a primar& media form' considered a primar& media form'
A" *lectronic
<" Bt of home
C" 2rint
-" -irect Marketing
1" 1" 1" 1" %hich of these is %hich of these is %hich of these is %hich of these is not not not not a criterion for !ilding long term !rand lo&alt&' a criterion for !ilding long term !rand lo&alt&' a criterion for !ilding long term !rand lo&alt&' a criterion for !ilding long term !rand lo&alt&'
A" )ntrodction
<" 2ositioning
C" *la!oration
-" 7ortification

Answers: 1 (C), 2 (C), 3 (D), 4 (D), 5 (B)