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You are here:Open notes-->Bangalore-University-->Advertising--Media-Management-Notes

Advertising & Media Management Notes

How to study this subject

Unit 1: INTRODUCTION & BASIC CONCEPTS
10 Hours
History of advertising; Advertising purpose and functions; Economic, social & ethical aspects of
advertising; Advertising & the marketing mix, Advertising as a communication process; types
of advertising; Major Institutions of advertising management.

Unit 2: ADVERTISING AND CAMPAIGN PLANNING
8 Hours
Marketing strategy & situation analysis; Advertising plan; Advertising objectives; DAGMAR
approach; advertising strategy; Advertising campaign-planning process.

Unit 3: CREATIVE STRATEGY & ADVERTISING BUDGET
12 Hours
Creative approaches; the art of copywriting; Advertising copy testing; creativity in
communication, motivational approaches & appeals, advertising budget process; methods of
determining advertising appropriations.

Unit 4: ADVERTISING MEDIA STRATEGY
10 Hours
Role of media; types of media; their advantages and disadvantages; media research &
advertising decisions; media planning, selection & scheduling strategies.

Unit 5: ADVERTISING EFFECTIVENESS & ORGANISING ADVERTISING FUNCTIONS.
10 Hours
Methods of measuring advertising effectiveness; advertising research; structure & functions of
an advertising agency; selection & co-ordination of advertising agency; Advertising
regulations; Internet advertising.

SKILL DEVELOPMENT:
Sketch the competitive position for the development of an advertising plan for Sahara
Airlines & Tata Telephones.
Define the advertising objectives on DAGMAR Approach for any product of your choice.
By selecting an appropriate theme & appeal, create & enact an advertisement for a
range of any established products. For this purpose, the class should be divided into
groups and formal presentations have to be evaluated.
Select two print & electronic media for the purpose of understanding the functions of
advertising media. Comparative analysis of the same should be done & short reports
must be prepared.
Get into the exciting world of internet / Net advertising and identify the message
content of 10 products / Services of your choice.

REFERENCE BOOKS:
1) Rajeev Batra, John.G.Myers.T.David.A.Aaker; Advertising Management; 5th Edition,
PHI Edition, New Delhi, 1998.
2) Jefkins & Yadin; Advertising, 4th Edition; Pearson Education, New Delhi, 2000.
3) Manendra Mohan; Advertising Management - Concepts &
Cases; Tata McGraw
Hill Publishing company Ltd, New Delhi 2001.
4) S.A.Chunnawalia & K.c.Sethia Foundations of Advertising - Theory & Practice, Himalaya
Publishing House, 2002.
5) Sonatakki, Advertising.
6) Wells, Advertising.
7) Rayudu: Media and Communication Management
8) Kazmi/Batra; Advertising & Sales promotion 3
rd
Edition

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