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. D.A.AAKER, R. BATRA AND J.G.MYERS ,Advertising Management , Prentice

Hall Of India, New Delhi
2. G.E.BELCH and M.A. BELCH. Introduction to Advertising and promotion. Irwin,
Chicago
3. W.WELLS, J.BURNETT and S.MORIARTY,Advertising : principles And Practice ,
Prentice Hall. London
4. H.F.HOLTZE, Theory and problems of Advertising, McGraw-Hill , NY