Advertising SYBCOM – I Semester III Manan Prakashan

1. Introduction to Advertising (12 Lec.)
l Integrated Marketing Communications (IMC) – Concept, Features, Elements, Role of advertising in IMC
l Advertising: Concept, Features, Evolution of Advertising, Active Participants, Benefits of advertising to Business firms and consumers
l Classification of Advertising: Geographic, Media, Target audience and Functions

2. Advertising Agency (11 Lec.)
l Ad Agency: Features, Structure and services offered, Types of advertising agencies , Agency selection criteria
l Agency and Client: Maintaining Agency–Client relationship, Reasons and ways of avoiding Client Turnover, Creative Pitch, Agency Compensation
l Careers in Advertising: Skills required for a career in advertising, Various Career Options, Freelancing Career Options – Graphics, Animation, Modeling, Dubbing.

3. Economic & Social Aspects of Advertising (11 Lec.)
l Economic Aspects: Effect of advertising on consumer demand, monopoly, and competition, Price
l Social Aspects: Ethical and social issues in advertising, the positive and negative influence of advertising on Indian values and culture
l Pro Bono/Social advertising: Pro Bono Advertising, Social Advertising by the Indian Government through the Directorate of Advertising and Visual Publicity (DAVP), a Self-Regulatory body – Role of ASCI (Advertising Standard Council of India)

4. Brand Building and Special Purpose Advertising (11 Lec.)
l Brand Building: The Communication Process, AIDA Model, Role of advertising in developing Brand Image and Brand Equity, and managing Brand Crises
l Special Purpose Advertising: Rural advertising, Political advertising, Advocacy advertising, Corporate Image advertising, Green Advertising – Features of all the above special purpose advertising
l Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of Advertisements