ADVERTISEMENT MANAGEMENT

ADVERTISEMENT MANAGEMENT
AREA OF STUDY: SPECIALIZATION
BACBE

Year: 4
Semester: 8

________________________________________
* Continuous
** Duration: 3 hours

Course Objective : This course is designed to impart advertising knowledge to the students. Upon completion of this course, the students will be able to plan execute, analyze and control the advertising related activities.
Contents:
Unit I: Introduction to Advertising L.H.4
• Meaning, Types and Functions of Advertising
• Advertisers: Who are they, what they do- The Traditional Advertiser Hierarchy
• Advertising Agencies: who they are, what they do, the traditional agency hierarchy, specialized agencies, agency compensation, advertiser-agency relationship
• The media: who they are, that they do- Media Sales, Media Measurement
Unit II: Advertising Objectives, Strategy and budgeting L.H 5
• Advertising and Marketing Communication objectives: Selecting a target market, Setting objectives, Criteria for setting objectives
• Advertising and Marketing Communication Strategy: Types of Strategic Positions
• Advertising and Marketing Communication Budget: Percentage of sales, all you can afford, competitive parity, objective and task, a budget setting procedure
Unit III: Media Strategy and Creative Media Planning L.H 7
• Assessing the market and audience: assessing the overall market. Analyzing the Competitive situation. Understanding the Budgetary concerns. Looking at brand Dynamics, Finding the right audience
• Examining the Media Preferences: The personal Media Network, Aperture: Time, Place and Circumstances
• Selecting the Right Media: Message Consideration, Media Availability, Non traditional Possibilities, scheduling the media, Evaluating the media
Unit IV: Electronic Media L.H 6
• Television: Types of television, Day part and genres. Benefits and Drawbacks of TV ads. Measuring TV audience. Planning for buying TV, TV and Technology. Changes in TV advertising.
• Radio: Frequencies, Formats and Geographic: Network radio and Spot radio. Benefits and Drawbacks of Radio Advertising, Measuring radio audiences, Planning and Buying for radio, radio and technology
Unit V: Print Media L.H.6
• Magazines: Benefits and Drawbacks of magazines advertising, Planning and buying magazines, Magazines and technology
• Newspapers: Types of newspapers, types of newspaper advertising, benefits and drawbacks of newspaper advertising, newspaper planning and buying, newspaper and technology
• Out-of-home advertising: Outdoor billboards, transit advertising, Yellow pages Advertising, in-store advertising media
Unit VI: Advertising Creativity and Creative Strategy L.H 7
• Advertising Creativity: The five stages of creativity, Creative Thought Process, Who is a creative person?
• Creative Strategy: Components of the Creative Strategy, Putting the Strategy in writing
• Combining Creativity and Strategy
• Organizing the Creative Task
Unit VII: Advertising Copywriting L.H 6
• The Job of Copy Writer
• Writing for Print Advertising: Headline, Subheading, Caption, Body Copy
• Writing for Outdoor, Transit and Direct Mail
• Writing for radio Commercial: Principles of TV copywriting, Types of TV commercials
• Writing for new forms of media: Writing the infomercials, Writing for interactive media
Unit VIII: Symbols, Images and Art Direction L.H.7
• The job of art director
• Art Direction and the Advertising process: Creating and Changing Product, Brand and Corporate Images, Creating Corporate Symbol and logotypes, influencing package Design
• Designing Print Advertisement: Thumbnail Sketches, Rough Layouts. Comprehensive Layouts, Mechanicals
• Effects of good design
• Directing Television and radio Commercials: Scripting television and radio Commercials
Suggested Books:
1. Wright, Winter, Zeigler: "Advertising" Tata McGraw-Hill, Delhi
2. Bruce G. Vanden Bergh and Helen Katz: "Advertising Principles" NTC Business Books, Illinois, USA
3. Bovee Thill, Dovel. Wood: "Advertising Excellence" McGraw-Hill, New Delhi
4. Rossilter and Rercy:" Advertising and Promotion Management" McGraw-Hill, New Delhi
5. Wells, Burnett. Morality. " Advertising: Principles & Practice" Prentice Hall of India