Fundamentals of Advertising syllabus

Fundamentals of Advertising

• 1 Introduction (6 LHs)

  • Advertising concept, features, objectives and elements
  • Roles for firms, consumers and society
  • Advertisement types and key industry players
  • Criticism of advertising
• 2 Advertising Department (6 LHs)

  • Department organization and functions
  • Advertising manager functions
  • Interdepartmental relations
• 3 Advertising Agencies (5 LHs)

  • Agency meaning, features and functions
  • Agency types and industry roles
  • Agency selection criteria
• 4 Creation of Advertisements (8 LHs)

  • Creative advertising and visualization process
  • Print, radio, web and television advertisements
  • Creative people, copy types and copy components
  • Good copy and layout principles
• 5 Designing the Advertising Message (4 LHs)

  • Effective message essentials and unique selling proposition
  • Heart & Heart, Advertising Effectiveness and MECCA models
  • Cognitive, affective, conative and brand-image strategies
• 6 Advertising Appeals (5 LHs)

  • Rational, emotional and sex appeals
  • Good appeal essentials
  • Colour in advertisements
• 7 Media Planning and Scheduling (4 LHs)

  • Media planning process and media characteristics
  • Media research and selection criteria
  • Media scheduling concepts and methods
• 8 Establishing and allocating Advertising Budget (4 LHs)

  • Budgeting concept, need, expenses and size factors
  • Budget-setting process and approaches
  • Percentage-of-sales, affordable, competitive-parity and objective-and-task methods
• 9 Advertising Effectiveness Measurement (6 LHs)

  • Testing market, message, media, motives, mission and results
  • Copy testing methods
  • Campaign effectiveness: PACT and DAGMAR models
• 10 Addendum

  • At least one case per chapter
  • Project work and other faculty-specified assignments