Advertisement and Media

By Dr. Manali Bhattacharya   |   St. Xavier's University, Kolkata
Learners enrolled: 3620

The Advertising course focuses on the study of diverse aspects of advertising. The course will guide students through various approaches to understand the complexities and processes of advertising and its role in the marketing. This course prepares students for graduate study in any of the specialized fields of Advertising. It enables students to develop a critical understanding of the major concepts, themes, theoretical frameworks and methodology of the discipline.

Course Objective:
1. Understanding the language of advertising and its relation with mass media and communication.
2. Getting familiar with concept of targeting, positioning and segmentation.
3. Students will understand the social, ethical and legal responsivities of advertising.
4. Understanding advertising approaches that combine the use of print, online and other types of communication. 

The course is accompanied by academic script, glossary, exercises, model questions and references to learn more.

Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Multidisciplinary
Credit Points : 2
Level : Undergraduate
Start Date : 04 Jul 2022
End Date : 28 Aug 2022
Enrollment Ends : 15 Sep 2022
Exam Date :

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Course layout

Week 1
Module 1: Concept of advertising 
Module 2: Integrated marketing communication

Week 2
Module 3: Classification of advertising 
Module 4: History of Advertising in India – Part 1

Week 3
Module 5: History of Advertising in India – Part 2
Module 6: Capitalism and the Advertising Industry

Week 4
Module 7: Theories of Advertising - Information, Service, Ideology 
Module 8: Grammar of Advertisements – print, audio-visual
Module 9: Models for marketing communication: DAGMAR and AIDAS

Week 5
Module 10: Maslow's Hierarchy model 
Module 11: Media in advertising: Print media
Module 12: Media in advertising: Electronic media

Week 6
Module 13: Media in advertising: Other media
Module 14: Segmentation, Positioning and Targeting 
Module 15: Media Planning

Week 7
Module 16: Market strategy and Branding 
Module 17: Advertising agencies: concept and functions
Module 18: Testing of advertising: Pre testing and Post testing

Week 8
Module 19: Analysis of Advertisements Part I
Module 20: Analysis of Advertisements Part I
Module 21: Ethical Issues in Advertising –Regulatory Bodies

Books and references

1. Chunawalla. Advertising Theory and Practice, Himalaya Publishing House. 
2. Jefkins, Frank. Advertising Made Simple, Rupa& Co. 
3. Jethwaney, Jaishri. Advertising, Phoenix Publishing House. 
4. Ogilvy, David. Ogilvy on Advertising,Pan/Prion Books. 
5. Goldman, R. Reading Ads Socially, London Routledge, 1992. 

Instructor bio

Dr. Manali Bhattacharya

St. Xavier's University, Kolkata
Dr. Manali Bhattacharya is the H.O.D of Mass Communication, St. Xavier's University, Kolkata and is presently working as a PhD. supervisor under St. Xavier's University. She did her MA and PhD and specializes in communication theory, marketing communication and communication research. She has more than 14 years of experience in teaching both UG and PG students. Her research papers have been published in reputed journals.

Course certificate

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

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