1 Introduction to Advertising: History of advertising, Definition, features and role of
advertising, Relationship of advertising with other promotional mixes and marketing mix
elements, Integrated marketing communication approach, Various forms of Advertising:
(national, retail, cooperative, trade, industrial financial, corporate, public services, political)
2 Advertising Industry: Advertisers, Advertising agencies and support organizations, Types of
agencies, Structure, role and functions of ad agencies, Agency compensation and evaluation
3 Foundations and Determinant of Advertising Strategies: Segmentation, Targeting,
Positioning: Identifying segments, Prioritizing target segments, Formulating positioning
strategies
Consumer Behaviour and Advertising: Consumer as decision maker, Consumer as social
being
Advertising and Brand Building: Definition of brand, Life-cycle of a brand, Brand
positioning, Brand personality, Brand image, Brand equity, Brand essence, Brand value
proposition and promoting desired image, Corporate brands
4 Advertising Planning: Planning process, steps, situation analysis, objective setting,
budgeting, developing promotional strategies, implementation and control
5 Advertising Objectives: Sales approach versus communication approach, DAGMAR
approach
6 Advertising Budget: Budgeting approaches – different methods, allocation of budget
7 Designing an Advertisement: Different dimensions, Importance of creativity to advertising,
Creative process, Developing a creative brief
8 Message Strategies:
Creative strategy: Message structure, Message appeals- rational, emotional, scarce, Message
source-credibility, attractiveness, power, execution frameworks,
Creative tactics: for print and electronic media - copywriting, body copy, headlines, layout,
visuals, slogans, logos, signatures, storyboards
10 Media Strategies: Media planning process, Media mix, Coverage, Reach, Frequency, Impact,
Scheduling, Different types of media – television, radio, print, outdoor, internet -
characteristic features, advantages and limitations, Factors influencing choice of media flows
and functions, Channel design decisions, Network Marketing
11
Advertising and Society: Social – social and cultural, Ethical – deceptive, offensive,
economical- effect on consumer choice, competition, cost and prices, and Regulatory aspects
of advertising – ASCI
12 Sales Promotion: Definition, Reasons for rapid growth of sales promotion, Objectives of
sales promotion, Types of sales promotion, Tools and techniques of consumer and trade
promotion with merits and demerits, Role of sales promotion in IMC programme
13 Public Relations and Corporate Advertising: Definition, New role of PR, Objectives, tools
and techniques of public relations with merits and demerits, Corporate advertising- scope and
types, role of PR in IMC programme
14 Direct Marketing: Definition, Objectives of direct marketing, Types of direct marketing,
Tools and techniques of direct marketing with merits and demerits, Role of direct marketing
in IMC programme
15 Evaluation of Promotional Effectiveness: Reasons to measure effectiveness, What, when,
where, how to test, Testing methods - pre-testing and post testing techniques, Essentials of
effective measures, Problems with current methods, Measuring effectiveness of other
promotions
16.Case Studies