Description

SYLLABUS

 

(1)     Introduction to Advertising:

• Definition, Evolution of Advertising, Importance, Scope, Features, Benefits, Five M’s of Advertising.
• Types of Advertising: Consumer Advertising, Industrial Advertising, Institutional Advertising, Classified Advertising, National Advertising, Generic Advertising.
• Theories of Advertising: Stimulus Theory, AIDA, Hierarchy Effects Model, Means – End Theory, Visual Verbal Imaging, Cognitive Dissonance.
• Ethics and Laws in Advertising: Puffery, Shock Ads, Subliminal Advertising, Weasel Claim, Surrogate Advertising, Comparative Advertising Code of Ethics, Regulatory Bodies, Laws and Regulation – CSR, Public Service Advertising, Corporate Advertising, Advocacy Advertising.
• Social, Cultural and Economic Impact of Advertising, the Impact of Ads on Kids, Women and Advertising.

 

(2)     Strategy and Planning Process in Advertising:

• Advertising Planning Process and Strategy: Introduction to Marketing Plan, Advertising Plan – Background, Situational Analysis related to Advertising Issues, Marketing Objectives, Advertising Objectives, Target Audience, Brand Positioning (Equity, Image Personality),

Creative Strategy, Message Strategy, Media Strategy, Integration of Advertising with other Communication Tools.

• Role of Advertising in Marketing Mix: Product Planning, Product Brand Policy, Price, Packaging, Distribution, Elements of Promotion, Role of Advertising in PLC.
• Advertising Agencies – Functions – Structure – Types – Selection Criteria for Advertising Agency – Maintaining Agency-Client Relationship, Agency Compensation.

 

(3)     Creativity in Advertising:

• Introduction to Creativity – Definition, Importance, Creative Process, Creative Strategy Development – Advertising Campaign – Determining the Message Theme/Major Selling Ideas – Introduction to USP – Positioning Strategies – Persuasion and Types of Advertising Appeals – Role of Source in Ads and Celebrities as Source in Indian Ads – Execution Styles of Presenting Ads.
• Role of Different Elements of Ads – Logo, Company Signature, Slogan, Tagline, Jingle, Illustrations, etc.
• Creating the TV commercial – Visual Techniques, Writing Script, Developing Storyboard, Other Elements (Optical, Soundtrack, Music).
• Creating Radio Commercial – Words, Sound, Music – Scriptwriting the Commercial – Clarity, Coherence, Pleasantness, Believability, Interest, Distinctiveness.
• Copywriting: Elements of Advertisement Copy – Headline, Sub-headline, Layout, Body Copy, Slogans. Signature, Closing Idea, Principles of Copywriting for Print, OOH, Essentials of Good Copy, Types of Copy, Copy Research.

 

(4)     Budget, Evaluation, Current Trends and Careers in Advertising:

• Advertising Budget – Definition of Advertising Budget, Features, Methods of Budgeting.
• Evaluation of Advertising Effectiveness – Pre-testing and Post-testing Objectives, Testing Process for Advertising Effectiveness, Methods of Pre-testing and Post-testing, Concept Testing v/s Copy Testing.
• Current Trends in Advertising: Rural and Urban Advertising, Digital Advertising, Content Marketing (Advertorials), Retail Advertising, Lifestyle Advertising, Ambush Advertising, Global Advertising – Scope and Challenges – Current Global Trends.
• Careers in Advertising: Careers in Media and Supporting Firms, Freelancing Options for Career in Advertising, Role of Advertising Account Executives, Campaign Agency Family Tree – Topmost Advertising Agencies and the Famous Advertisements Designed by them.