Semester-II Syllabus II nd Paper II: Advertising (MCJ 202) No. of Semester Lectures Unit-1 Advertising, Definition, Functions, Role, Scope - Place of 15 Advertising In Marketing Advertising Vs Publicity Vs Public – – Relations Vs Sales Promotion Advertising Media – – Characteristics Advertising relationship with Mass Media – – Advertising as part of Marketing Mix. Unit-2 Elements of Advertising, Copy Types of Copy Formats, 20 – Visualization, Logo, Slogan, Headlines - Layout, Designing of Layout Creating Advertisements for Print, Radio, Television – – Media Tariff Planning Scheduling Advertising Agency – – – System. Advertising Research Advertising Testing in Research Unit-3 20 – process Purpose of Testing Evaluation Important Testing – – – Methods, Recall, Recognition, Opinion Ratings Casman Jury test – - Pre testing Post testing Methods - Planning Advertising – Campaigns, Media selection, Media Mix–ORG-ABC-Readership surveys- Newspapers, Magazines, Radio Jingles, Television – – Spots Commercials - Direct Advertising, Outdoor Advertising, – Merits and Demerits Unit-4 Advertising Code Advertising Policy in India Advertising 20 – – Agencies, Structure and Functions of various departments in Advertising Agency Regulation of advertising in India – – Professional Advertising Bodies, AAAI, ISA, ASCI –Consumer Protection Act.- Social and Economic aspects of Advertising, Psychological factors in Advertising Ethics and Codes in – Advertising Role of Advertising in Economic Development. – number of 75 Lectures 30 Practical Class Room Exercises, Assignments, Seminars 15 120 Total Reference books Cohen: Advertising. Dunn: Advertising its role in society Hepner: Advertising psychology and research Warner et al: Advertising. Chunna Wallah: Fundamentals of advertising Mahendra: Mohan: Advertising Management Concepts & Cases Wright: Advertising campaigns
Semester-II Syllabus II nd Semester Paper II: Advertising (MCJ 202) No. of Lectures Unit-1 Advertising, Definition, Functions, Role, Scope - Place of Advertising In Marketing – Advertising Vs Publicity – Vs Public Relations – Vs Sales Promotion – Advertising Media Characteristics – Advertising relationship with Mass Media – Advertising as part of Marketing Mix. 15 Unit-2 Elements of Advertising, Copy – Types of Copy Formats, Visualization, Logo, Slogan, Headlines - Layout, Designing of Layout – Creating Advertisements for Print, Radio, Television – Media Tariff – Planning – Scheduling – Advertising Agency System. 20 Unit-3 Advertising Research – Advertising Testing in Research process – Purpose of Testing – Evaluation – Important Testing Methods, Recall, Recognition, Opinion Ratings – Casman Jury test - Pre testing – Post testing Methods - Planning Advertising Campaigns, Media selection, Media Mix–ORG-ABC-Readership surveys- Newspapers, Magazines, Radio – Jingles, Television – Spots – Commercials - Direct Advertising, Outdoor Advertising, Merits and Demerits 20 Unit-4 Advertising Code – Advertising Policy in India – Advertising Agencies, Structure and Functions of various departments in Advertising Agency – Regulation of advertising in India – Professional Advertising Bodies, AAAI, ISA, ASCI –Consumer Protection Act.- Social and Economic aspects of Advertising, Psychological factors in Advertising – Ethics and Codes in Advertising – Role of Advertising in Economic Development. 20 number of Lectures 75 Practical 30 Class Room Exercises, Assignments, Seminars 15 Total 120 Reference books Cohen: Advertising. Dunn: Advertising its role in society Hepner: Advertising psychology and research Warner et al: Advertising. Chunna Wallah: Fundamentals of advertising Mahendra: Mohan: Advertising Management Concepts & Cases Wright: Advertising campaigns