Introduction to Advertising

By Dr Richa Mandovra | Devi Ahilya Viswavidyalaya, Indore

Learners enrolled: 506

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 :	Completed
Course Type :	Elective
Language for course content :	English
Duration :	12 weeks
Category :	Multidisciplinary
Credit Points :	3
Level :	Undergraduate
Start Date :	28 Jul 2022
End Date :	31 Oct 2022
Enrollment Ends :	15 Sep 2022
Exam Date :

Page Visits

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.