Advertising and Communication Management

Program Credit Course Code : PGPM : 3 : SL MM 614 Class of Sessions : 2012 : 30

Aim
The syllabus aims at equipping students with knowledge on Advertising and Media Industry required for making a career in Advertising and Media. The course seeks to develop basic skills for managing advertising functions by combining theory and practice.

Learning Outcomes
At the end of the course the student should be able to: Explain the functioning of the Advertising and Media industries and what roles they play in Marketing Identify the scope and applications of various theories and models in advertising strategies Demonstrate skills required for creating advertisements and formulating media plans Describe consumer response to advertising stimulus influencing consumer mind Assess advertising effectiveness based on creative output and consumer insights Discuss advertising strategies required for cross-cultural marketing

Reference Books Advertising Principles and Practice (RECOMMENDED TEXT BOOK) Advertising Media Planning

Author & Publication Wells, Moriarty, Burnett- Prentice, Hall of th India Pvt. Ltd.- 7 Edition J Z Sissors, R B Baron McGraw Hill th Professional 6 Edition Rajeev Batra, J G Myers, David A Aakerth Pearson Education, Inc. 5 Edition Plummer, Rappaport, Wiley & Sons, Inc Hall, BarocciJohn

Advertising Management The Online Advertising Playbook

Ogilvy on Advertising The Practice and Advertising A Media Planning A Practical Guide

David Ogilvy- Prion Books Adrian R Mackay-Elsevier- 5

th

Edition

Jim Surmanek McGraw Hill Professional rd 3 Edition S.A. Chunawalla & K.C. Sethia, Himalaya Foundations of Advertising: Theory and Practice Publishing House

Detailed Syllabus
Profile of Advertising Industry and Role in Marketing: Evolution of Advertising. Types of Advertising and

Agencies How Agencies Work Structure and Process. How Agencies Earn Revenue How to Get Clients Pitching For an Account. Agency Relationships. Role of Advertising Advertising and Society Advertising Regulations Advertising Laws and Ethics. How Advertising Works: -Advertising Theories & Models Influencing People The Communication and Persuasion Process. The Effects Behind Advertising Effectiveness Perception Cognition Affective and Emotional Response Association Persuasion - Behavior Strategic Advertising Planning Message Strategy and Campaign Planning: Setting Advertising Objectives DAGMAR and CAPP Model. Planning an Advertising Campaign. Appropriation & Budgeting.Creative Strategy & Creative Development Idea Generation Creative Thinking Creative Process Creative Brief

Creative Appeals Message Execution - Message Story Telling Tone & Style Synergy of Words & Pictures - Role of Visuals Visualizing the Big Idea Copy Writing Styles Radio Copywriting Layout & Design Banners Web Designing Sketching & Graphics Illustrations & Photos Art Reproduction Video Graphics - Scripts - Film Production Strategic Advertising Planning - Media Strategy and Media Planning: Major Media Forms Traditional Vs Specialized Vs Nontraditional Media (Online Ads The Internet & Interactivity, Wireless Communication (MCommerce), Infilm Advertising (Coveted Advertising), Celluloid Media - Media Objectives Media Ratings ( Home Using TV HUT, People Using TV-PUT, People Using Radio PUR, Gross Rating Points, Target Rating Points) Media Share Impressions Reach Frequency Media Mix Media Weighting Media Concentration - Media Scheduling Media Index (Brand Development Index, Category Development Index) Cost per Thousand (CPT) Cost per Point (CPP) Audience Data & Composition - Media Habits Media Buying. Advertising Research: Uses and Types of Research - Consumer Intelligence and Insights. Measuring Campaign Effectiveness (Pre, Post & Concurrent) Continuous Tracking (Exposure, Salience, Familiarity, Persuasion) Quantitative Techniques for Measurement of Advertising Effects on Memory (Perceptual Mapping, Multidimensional Scaling, Attitude Measurement, Image Gap Analysis, Conjoint Analysis, Discriminant Analysis, Regression analysis) Media Research
Global Advertising: Cross National Cultural Understanding Standardization Vs Adaptation Global Branding and Positioning Message &

Media Strategy

Suggested Schedule of Sessions Topics

Profile of Advertising Industry and Role in Marketing How Advertising Works

No. of Sessions 2 4

Strategic Advertising Planning Message Strategy and Campaign Planning Strategic Advertising Planning - Media Strategy and Media Planning Advertising Research Global Advertising Total Sessions

10 8 4 2 30

Case / Advertisement Analysis Detailed critique of recent advertisement campaigns featured in print, radio, TV, Internet, Outdoor, etc. on various aspects related to message and media strategies / consumer response / adaptations