Introduction to Advertising

Overview

Communicating with the right target customer in the most effective way is a major challenge in a cluttered environment. Everyday a consumer is heavily bombarded with advertising messages from a variety of channels - traditional as well as modern. All the marketers are in the race of winning share of mind, heart and wallet of customer by all possible means. Breakthroughs in technologies - printing, production, broadcast media, digital media, telecommunication, internet etc has equipped modem marketers with a range of sophisticated promotional tools to attract, motivate, and retain the customer in a highly competitive market. To be effective and efficient, advertising needs to be highly focused and coordinated. It calls for an out of the box approach - an open mindset, prepared to experiment and bring out creative and innovative ideas that work. This course deals with understanding the art and science of advertising processes, partnering organizations and creation of advertisements for a variety of media. It is aimed at providing an insight into the realities of advertising world, imparting knowledge and developing skills to contribute in management of advertising campaigns.

Syllabus

COURSE LAYOUT Week Lesson W1L1 AN INTRODUCTION TO ADVERTISING W1L2 HISTORY OF ADVERTISING W2L1 ROLES OF ADVERTISING W2L2 PRODUCT - THE KEY ELEMENT OF MARKETING W3L1 INTRODUCTION TO MARKETING, PART-1 W3L2 INTRODUCTION TO MARKETING, PART-2 W3L3 INTEGRATED MARKETING COMMUNICATION - IMC W4L1 INCREDIBLE INDIA : AN INTEGRATED MARKETING COMMUNICATION APPROACH W4L2 ADVERTISING CAMPAIGN, PART-1 W4L3 ADVERTISING CAMPAIGN, PART-2 W5L1 MEASURING ADVERTISING EFFECTIVENESS W5L2 MEDIA STRATEGY W5L3 VISUALISATION, IDEATION & CREATIVE IDEA W5L4 CLIENT BRIEF, CREATIVE BRIEF AND MEDIA INFORMATION SOURCES W6L1 CREATIVE APPEALS IN ADVERTISING W6L2 CREATIVE STRATEGY & BRAND POSITIONING W6L3 MESSAGE FORMATS AND EXECUTION STYLES W6L4 MEDIA PLANNING, PART-1 W6L5 MEDIA PLANNING, PART-2 W7L1 MEDIA SCHEDULING W7L2 PRINT MEDIA : NATURE & CHARACTERISTICS W7L3 DESIGNING ADVERTISEMENT FOR PRINT MEDIA W8L1 BROADCAST MEDIA : NATURE & CHARACTERISTICS W8L2 OOH OUT OF HOME - ADVERTISING W8L3 DIGITAL MEDIA & SEARCH ADVERTISING W8L4 ADVERTISING ON SOCIAL MEDIA AND MOBILE W9L1 ROLE OF ADVERTISING AGENCY W9L2 FUNCTIONS OF AN ADVERTISING AGENCY W9L3 FUNCTIONS OF AN ADVERTISING AGENCY : CLIENT - AGENCY MEDIA RELATIONSHIP W10L1 CAREERS IN ADVERTISING, PART-1 W10L2 CAREERS IN ADVERTISING, PART-2 W10L3 ETHICAL & REGULATORY ASPECTS OF ADVERTISING W10L4 CONTENT MARKETING IN DIGITAL ERA W11L1 INTRODUCTION TO PR W11L2 PR CAMPAIGN PLANNING W12L1 SALES PROMOTION W12L2 PERSONAL SELLING AND SALESMANSHIP W12L3 CURRENT TRENDS IN ADVERTISING