BBA & MBA
ADVERTISING MANAGEMENT
Paper Code :
Unit-I
Role and objectives of marketing , communication in the marketing programme .
Stimulation of primary and selective demand role of advertising in the marketing
mix, process of marketing communication.
Unit-II
Determinant of target audience ; cultural demographic social class, consumer
attitudes , definition of advertising goals ; building of advertising programmes;
message theme , headlines ,layout , copy logo , appeals
Unit-III
Promotional scene in India-The media, media use-users; media planning ; managing
and evaluating promotion strategy; managing sales promotion –advertising
expenditures , advertising effectiveness , rationale testing, opinion and attitude
test , recognition , recall and controlled experience in the field.
Unit-IV
Advertising planning and execution ; managing client –agency relations, message
designing and development ; media selection , planning and scheduling ; appraisal of
communication systems; legal ethical and social aspects of advertising
Suggested Readings :
1. [Link], R. BATRA AND [Link] ,Advertising Management , Prentice
Hall Of India, New Delhi
2. [Link] and M.A. BELCH. Introduction to Advertising and promotion. Irwin,
Chicago
3. [Link], [Link] and [Link],Advertising : principles And Practice ,
Prentice Hall. London
4. [Link], Theory and problems of Advertising, McGraw-Hill , NY
