ABOUT THE COURSE:Advertising and Promotions Management Course provides a comprehensive introduction to advertising, exploring its definition, role, and place within marketing mix and positioning decisions. It covers the classification and types of advertising, various models, and the process of setting advertising objectives. The course also delves into advertising budgets,media planning, copy decisions, and the evaluation of advertising campaigns. Additionally, it examines advertising research techniques, the function of advertising agencies, and the role of public relations as part of the marketing mix. Finally, it addresses the social, economic, and ethical implications of advertisingINTENDED AUDIENCE: Post Graduate Students, Ph D research Scholars and ProfessionalsPREREQUISITES: IntermediateINDUSTRY SUPPORT: Course will prove to be valuable for all industries,governmental and non-governmental institutions
Overview
Syllabus
Week 1: Introduction to Advertising. Definition of Advertising. Week 2:The place and role of Advertising in Integrated Marketing Communications and positioning decisionsWeek 3:Classification And Types Of advertising, Models of advertisingWeek 4:Models of advertisingWeek 5:Models of advertisingWeek 6:Setting Advertising ObjectivesWeek 7:Advertising Budgets: Approaches,Week 8:Media Planning, Copy Decisions, Copy TestingWeek 9:Evaluating Advertising Campaigns, Advertising Research TechniquesWeek 10:Advertising AgenciesWeek 11:PR as an element of Marketing Mix, Various PR tools,Week 12:The Social and Economic effects of Advertising, Ethical issues in advertising
Taught by
Prof .Mrinalini Pandey
