The Advertising course focuses on the study of diverse aspects of advertising. The course will guide students through various approaches to understand the complexities and processes of advertising and its role in the marketing. This course prepares students for graduate study in any of the specialized fields of Advertising. It enables students to develop a critical understanding of the major concepts, themes, theoretical frameworks and methodology of the discipline.Course Objective:1. Understanding the language of advertising and its relation with mass media and communication.2. Getting familiar with concept of targeting, positioning and segmentation.3. Students will understand the social, ethical and legal responsivities of advertising.4. Understanding advertising approaches that combine the use of print, online and other types of communication.The course is accompanied by academic script, glossary, exercises, model questions and references to learn more.
Overview
Syllabus
Week 1
Module 1: Concept of advertising
Module 2: Integrated marketing communication
Week 2
Module 3: Classification of advertising
Module 4: History of Advertising in India – Part 1
Week 3
Module 5: History of Advertising in India – Part 2
Module 6: Capitalism and the Advertising Industry
Week 4
Module 7: Theories of Advertising - Information, Service, Ideology
Module 8: Grammar of Advertisements – print, audio-visual
Module 9: Models for marketing communication: DAGMAR and AIDAS
Week 5
Module 10: Maslow's Hierarchy model
Module 11: Media in advertising: Print media
Module 12: Media in advertising: Electronic media
Week 6
Module 13: Media in advertising: Other media
Module 14: Segmentation, Positioning and Targeting
Module 15: Media Planning
Week 7
Module 16: Market strategy and Branding
Module 17: Advertising agencies: concept and functions
Module 18: Testing of advertising: Pre testing and Post testing
Week 8
Module 19: Analysis of Advertisements Part I
Module 20: Analysis of Advertisements Part I
Module 21: Ethical Issues in Advertising –Regulatory Bodies
Taught by
Dr. Manali Bhattacharya
