Objective: The objective of this course is to familiarize the students with the basic concepts, tools and techniques of advertising used in marketing. Unit I: Introduction: 10 Lectures Meaning, Nature and Importance of Advertising; Types of advertising; Advertising objectives, Audience selection, Setting of advertising budget: Determinants and major methods. Unit II: Media decision: 15 Lectures Major media types their merits and demerits; Factor influencing media choice, media selection, – media scheduling. Unit III: Message Development: 15 Lectures Advertising Appeals, Advertising copy and elements. Unit IV: Measuring Advertising Effectiveness: 15 Lectures Evaluating communication and sales effects; Pre and post testing techniques. Unit V: 10 Lectures a) Advertising agency: Role, types and selection of advertising agency. b) Social, ethical and legal aspects of advertising in India. Suggested Readings: Dunn, S Wats and Arnold M. Barban. Advertising: Its role in marketing. Belch and Belch, Mc Graw hill co. Advertising, Burnett, Wells and Moriatty, 5th edition Prentice Hall Advertising Principles and Practices. of India, New Delhi. Myres and Askers, 5th edition Prentice Hall of India, New Advertising Management, Delhi. Terence A. Cengage Learning. Advertising and Promotion: AN IMC Approach, Sharma, Kavita, Taxmann Publication Pvt. Ltd. Advertising Planning and Decision Making, Jaishree Jethwaney and Shruti Jain, Oxford University Press, Advertising Management, 2012. Chunawala and Sethia, Himalaya Publishing House. Advertising. Ruchi Gupta, S. Chand & Co. Advertising O’Guinn, Cengage Learning. Advertising and Promotion: An Integral Brand Approach, Note: Latest edition of text books may be used. B. Com (Hons.) CBCS B. Com ( Hons.): Semester VI – code- 354 (d): ORGANISATIONAL BEHAVIOR Duration: 3 hrs. Marks 100 (External 80 : Internal 20) Lectures: 65
Objective: The objective of this course is to familiarize the students with the basic concepts, tools and techniques of advertising used in marketing. Unit I: Introduction: 10 Lectures Meaning, Nature and Importance of Advertising; Types of advertising; Advertising objectives, Audience selection, Setting of advertising budget: Determinants and major methods. Unit II: Media decision: 15 Lectures Major media types – their merits and demerits; Factor influencing media choice, media selection, media scheduling. Unit III: Message Development: 15 Lectures Advertising Appeals, Advertising copy and elements. Unit IV: Measuring Advertising Effectiveness: 15 Lectures Evaluating communication and sales effects; Pre and post testing techniques. Unit V: 10 Lectures a) Advertising agency: Role, types and selection of advertising agency. b) Social, ethical and legal aspects of advertising in India. Suggested Readings: Dunn, S Wats and Arnold M. Barban. Advertising: Its role in marketing. Belch and Belch, Advertising, Mc Graw hill co. Burnett, Wells and Moriatty, Advertising Principles and Practices. 5th edition Prentice Hall of India, New Delhi. Myres and Askers, Advertising Management, 5th edition Prentice Hall of India, New Delhi. Terence A. Advertising and Promotion: AN IMC Approach, Cengage Learning. Sharma, Kavita, Advertising Planning and Decision Making, Taxmann Publication Pvt. Ltd. Jaishree Jethwaney and Shruti Jain, Advertising Management, Oxford University Press, 2012. Chunawala and Sethia, Advertising. Himalaya Publishing House. Ruchi Gupta, Advertising S. Chand & Co. O’Guinn, Advertising and Promotion: An Integral Brand Approach, Cengage Learning. Note: Latest edition of text books may be used. B. Com (Hons.) CBCS B. Com ( Hons.): Semester – VI code- 354 (d): ORGANISATIONAL BEHAVIOR Duration: 3 hrs. Marks 100 (External 80 : Internal 20) Lectures: 65
B.Com-Hons.1.docx