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Introduction to Advertising

By Dr Richa Mandovra   |   Devi Ahilya Viswavidyalaya, Indore
Learners enrolled: 652
Communicating with the right target customer in the most effective way is a major challenge in a cluttered environment. Everyday a consumer is heavily bombarded with advertising messages from a variety of channels - traditional as well as modern. All the marketers are in the race of winning share of mind, heart and wallet of customer by all possible means. Breakthroughs in technologies - printing, production, broadcast media, digital media, telecommunication, internet etc has equipped modem marketers with a range of sophisticated promotional tools to attract, motivate, and retain the customer in a highly competitive market. To be effective and efficient, advertising needs to be highly focused and coordinated. It calls for an out of the box approach - an open mindset, prepared to experiment and bring out creative and innovative ideas that work. This course deals with understanding the art and science of advertising processes, partnering organizations and creation of advertisements for a variety of media. It is aimed at providing an insight into the realities of advertising world, imparting knowledge and developing skills to contribute in management of advertising campaigns.
Summary
Course Status : Ongoing
Course Type : Elective
Duration : 12 weeks
Start Date : 22 Jul 2021
End Date : 31 Oct 2021
Exam Date :
Enrollment Ends : 15 Sep 2021
Category :
  • Multidisciplinary
Credit Points : 3
Level : Undergraduate



Course layout

Week Lesson 
W1L1 AN INTRODUCTION TO ADVERTISING
W1L2 HISTORY OF ADVERTISING

W2L1 ROLES OF ADVERTISING
W2L2 PRODUCT - THE KEY ELEMENT OF MARKETING

W3L1 INTRODUCTION TO MARKETING, PART-1
W3L2 INTRODUCTION TO MARKETING, PART-2
W3L3 INTEGRATED MARKETING COMMUNICATION - IMC

W4L1 INCREDIBLE INDIA : AN INTEGRATED MARKETING COMMUNICATION APPROACH
W4L2 ADVERTISING CAMPAIGN, PART-1
W4L3 ADVERTISING CAMPAIGN, PART-2

W5L1 MEASURING ADVERTISING EFFECTIVENESS
W5L2 MEDIA STRATEGY
W5L3 VISUALISATION, IDEATION & CREATIVE IDEA
W5L4 CLIENT BRIEF, CREATIVE BRIEF AND MEDIA INFORMATION SOURCES

W6L1 CREATIVE APPEALS IN ADVERTISING 
W6L2 CREATIVE STRATEGY & BRAND POSITIONING
W6L3 MESSAGE FORMATS AND EXECUTION STYLES 
W6L4 MEDIA PLANNING, PART-1
W6L5 MEDIA PLANNING, PART-2

W7L1 MEDIA SCHEDULING
W7L2 PRINT MEDIA : NATURE & CHARACTERISTICS 
W7L3 DESIGNING ADVERTISEMENT FOR PRINT MEDIA

W8L1 BROADCAST MEDIA : NATURE & CHARACTERISTICS
W8L2 OOH OUT OF HOME - ADVERTISING 
W8L3 DIGITAL MEDIA & SEARCH ADVERTISING
W8L4 ADVERTISING ON SOCIAL MEDIA AND MOBILE

W9L1 ROLE OF ADVERTISING AGENCY
W9L2 FUNCTIONS OF AN ADVERTISING AGENCY
W9L3 FUNCTIONS OF AN ADVERTISING AGENCY : CLIENT - AGENCY MEDIA RELATIONSHIP 

W10L1 CAREERS IN ADVERTISING, PART-1
W10L2 CAREERS IN ADVERTISING, PART-2
W10L3 ETHICAL & REGULATORY ASPECTS OF ADVERTISING
W10L4 CONTENT MARKETING IN DIGITAL ERA

W11L1 INTRODUCTION TO PR
W11L2 PR CAMPAIGN PLANNING

W12L1 SALES PROMOTION 
W12L2 PERSONAL SELLING AND SALESMANSHIP
W12L3 CURRENT TRENDS IN ADVERTISING

Books and references

Aaker, ‘David A., Batra, Rajeev and Meyer, Jhon G.,“Advertising Management  New Delhi: PHI
Belch, G. E., Belch, M. A., and Purani, K., “Introduction to Advertising and Promotion: An integrated marketing communications perspective ”. New Delhi: Tata McGraw Hill.
Percy, Larry, "Strategic Advertising Management”, New Delhi: Oxford.
Russel, J. Thomas and Lane. W. Ronald, "Klepnner’s Advertising Procedure”, New Delhi, PHI.
Clow, K. E. and Baack, D., “Integrated Advertising, Promotion, and Marketing Communications”, New Delhi: Pearson.
Shah, K. and D’Souza, A., “Advertising and Promotion - An IMC Perspective”, Tata McGraw Hill, New Delhi.
Chunawalla, "Advertising Theory and Practice", Himalaya Publishing House
Jefkins & Frank, "Advertising Made Simple", Rupa & Co.

Instructor bio

Dr Richa Mandovra

Devi Ahilya Viswavidyalaya, Indore
Dr Richa Mandovra (Phd, MA (Psy), PGDGC (Jamia univ), MBA (MDI, Gurgaon) is associated with the several teaching departments of Devi Ahilya Viswavidyalaya as visiting faculty and she is teaching Internet Marketing, Integrated Marketing Communications, Organizational Behavior, HRM, Business communication, Personality Development, e-commerce courses. She has more than 20 years of teaching experience.

She worked as HR manager in Webdunia.com and also associated with CH-Edgemekers for soft skills training; conducted corporate trainings in soft skills for IMA.

Course certificate

30% for in Course Assessment & 70% of End-term Proctored Exam.


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