Advertising meaning and comparisons

Advertising meaning and comparisons

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 1: Introduction

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of advertising meaning and comparisons.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning of advertising
• Attributes of advertising
• Publicity versus advertising
• Propaganda versus advertising
• Sales promotion versus advertising

Detailed Microsyllabus

1. Advertising attributes

   1. Identify paid, identified-sponsor communication and its objectives.
   2. Explain audience, message, medium and sponsor roles.
   3. Compare informative, persuasive and reminder purposes.

2. Related communication

   1. Distinguish advertising from publicity using payment and control.
   2. Compare propaganda objectives and presentation with advertising.
   3. Separate sales promotion incentives from advertising messages.

3. Application

   1. Classify examples and justify boundaries.
   2. Evaluate accuracy and sponsor transparency.
   3. Match a communication purpose to a suitable approach.

---

Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.