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Fundamentals of Advertising syllabus

MKT 2179 units · 34 topicsAcademic year 2083/84
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Fundamentals of Advertising

9 units

1. Introduction (6 LHs)

  1. Advertising – concept, features, and objectives
    1. Advertising – concept, features, and objectives
  2. Elements of Advertising
    1. Elements of Advertising
  3. Role of Advertising to Firm, Consumers and Society
    1. Role of Advertising to Firm, Consumers and Society
  4. Types of Advertisements
    1. Types of Advertisements
  5. Key Players in the Advertising Industry
    1. Key Players in the Advertising Industry
  6. Criticism of Advertising
    1. Criticism of Advertising.

2. Advertising Department (6 LHs)

  1. Organization for the Advertising Department
    1. Organization for the Advertising Department
  2. Functions of the Advertising Department
    1. Functions of the Advertising Department
  3. Functions of the Advertising Manager
    1. Functions of the Advertising Manager
  4. Inter-departmental relations
    1. and Inter-Departmental Relations.

3. Advertising Agencies (5 LHs)

  1. Meaning, Features and Functions of Advertising Agencies
    1. Meaning, Features and Functions of Advertising Agencies
  2. Types of Advertising Agencies and Their Role in Advertising Business
    1. Types of Advertising Agencies and Their Role in Advertising Business
  3. Selection Criteria of Advertising Agency
    1. Selection Criteria of Advertising Agency

4. Creation of Advertisements (8 LHs)

  1. Creative Advertising and Its Features
    1. Creative Advertising and Its Features: Creative Process or Visualization Process of an Advertisement Copy: Creation of a Print Copy, Radio Commercials, Web Advertisements, and Television Commercials: Creative Persons in Creating an Advertisement Copy
  2. Meaning and Types of Advertisement Copy
    1. Meaning and Types of Advertisement Copy: Major Components of an Advertisement Copy: Essentials of a Good Advertisement Copy: Concept, Functions and Principles of a Good Advertisement Layout.

5. Designing the Advertising Message (4 LHs)

  1. Concept and Essentials of an Effective Advertising Message
    1. Concept and Essentials of an Effective Advertising Message: Use of Unique Selling Propositions (USP) in Message Design
  2. Models of Message Design
    1. Models of Message Design: Heart & Heart, Advertising Effectiveness, and MECCA Models
  3. Message Strategies
    1. Message Strategies: Cognitive, Affective, Conative and Brand Image, Strategies.

6. Advertising Appeals (5 LHs)

  1. Concept and Types of Advertising Appeals
    1. Concept and Types of Advertising Appeals: Rational, Emotional, and Sex Appeals
  2. Essentials of A Good Advertising Appeal
    1. Essentials of A Good Advertising Appeal
  3. Role of Various Colors in Advertisement
    1. Role of Various Colors in Advertisement

7. Media Planning and Scheduling (4 LHs)

  1. Concept and Process of Media Planning
    1. Concept and Process of Media Planning
  2. Types and Characteristics of Advertising Media
    1. Types and Characteristics of Advertising Media
  3. Role of Media Research in Media Planning
    1. Role of Media Research in Media Planning
  4. Media Selection Criteria
    1. Media Selection Criteria
  5. Concept and Methods of Media Scheduling
    1. Concept and Methods of Media Scheduling.

8. Establishing and allocating Advertising Budget (4 LHs)

  1. Concept and Need of Advertising Budgeting
    1. Concept and Need of Advertising Budgeting: Advertising expenses and factors affecting the Advertising Budget Size
  2. Process of Setting the Advertising Budget
    1. Process of Setting the Advertising Budget
  3. Approaches to Advertising Budgeting
    1. Approaches to Advertising Budgeting: Methods for Establishing Advertising Budget - Percentage of Sales Method
    2. Affordable Method
  4. Competitive parity Method
    1. Competitive parity Method
  5. Objective and task method
    1. and Objective and Task Method.

9. Advertising Effectiveness Measurement (6 LHs)

  1. Concept and Importance of Effectiveness Measurement
    1. Concept and Importance of Effectiveness Measurement: Effectiveness Testing Areas: Market
  2. Message, Media, Motives and Mission, and Overall Results
    1. Message, Media, Motives and Mission, and Overall Results
  3. Copy Testing
    1. Copy Testing: Concept and Methods: Measurement of Overall Effectiveness of Advertising Campaign: PACT & DAGMAR Models.