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Introduction to Advertising Course Overview

This document outlines the objectives and content of a fourth semester introduction to advertising course. The course aims to define advertising, explain its role and functions, identify different types of advertising, and differentiate advertising from communication, marketing, and public relations. It is divided into four units that cover: an introduction to advertising; advertising as a communication tool and process; classifications and aspects of advertising like target audiences and media types; and the structure, functions, and client relationships of advertising agencies.

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Gurpreet Singh
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167 views1 page

Introduction to Advertising Course Overview

This document outlines the objectives and content of a fourth semester introduction to advertising course. The course aims to define advertising, explain its role and functions, identify different types of advertising, and differentiate advertising from communication, marketing, and public relations. It is divided into four units that cover: an introduction to advertising; advertising as a communication tool and process; classifications and aspects of advertising like target audiences and media types; and the structure, functions, and client relationships of advertising agencies.

Uploaded by

Gurpreet Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd

FOURTH SEMESTER INTRODUCTION TO ADVERTISING Course Code : BJ(MC) 204 L:5 T/P : 0 CREDITS : 5

Objectives of the Course : On completion of the course students should be able to: 1. Define and explain advertising, its role and functions. 2. Identify various types of advertising. 3. Differentiate between advertising as communication, marketing and PR tool. 4. Explain the working of an ad agency Marks for Internal Assessment: 25 Unit I [Introduction] 1. Definition & Meaning of Advertising 2. Role and functions of Advertising 3. Nature & Scope of Advertising 4. Growth & Development of Advertising in India & World 5. Global Scenario of Advertising 6. Ethical & Regulatory Aspects of Advertising L-15

Unit II [Advertising as a tool & process] L-15 1. Advertising as communication tool, communication process & advertising 2. Models of Advertising Communication i AIDA model ii DAGMAR model iii Maslows Hierarchy Model 3. Advertising as a social process- consumer welfare, standard of living and cultural values Unit III [Classification & Aspects] L-15 1. Classification of Advertising on the basis of i. Target Audience ii. Geographical Area iii. Medium iv. Purpose 2. Advertising Creativity- Definition & importance. 3. Elements of Print advertising - Copy, slogan, identification mark, clashing illustrations. 4. Characteristics, Advantages & Disadvantages of i. Broadcast media Television, Radio, Audio-Video Cassettes & CDs, Cyber media ii. Print Media Newspaper, Magazines iii. Support Media Out-ofhome, in-store, transit, yellow pages, Movie theatre, inflight iv. Direct marketing Unit IV [Ad Agency Structure & Functions] 1. Concept of advertising agencies 2. Ad agency-Role, Types, Structure & functions 3. The advertisers; client agency relationship 4. Criteria to select an ad agency
48

L-15

W.E.F. Academic Session 2009-10 onwards

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