The Stranger Books

Clear

Advertising – II SYBCOM Semester IV

90.00120.00

Advertising

SYBCOM Semester IV

Contents :

1. Media in Advertising (11 Lec.)

Traditional Media : Print, Broadcasting, Out-Of-Home advertising and films – advantages and limitations of all the above traditional media

New Age Media: Digital Media / Internet Advertising – Forms, Significance and Limitations

Media Research: Concept, Importance, Tool for regulation – ABC and Doordarshan Code

2. Planning Advertising Campaigns (11 Lec.)

Advertising Campaign: Concept, Advertising Campaign Planning -StepsDetermining advertising objectives – DAGMAR model

Advertising Budgets: Factors determining advertising budgets, methods of setting advertising budgets, Media Objectives – Reach, Frequency and GRPs

Media Planning: Concept, Process, Factors considered while selecting media, Media Scheduling Strategies

3. Fundamentals of Creativity in Advertising (11 Lec.)

Creativity: Concept and Importance, Creative Process, Concept of Créative Brief, Techniques of Visualization

Creative aspects: Buying Motives – Types, Selling Points- Features, Appeals – Types, Concept of Unique Selling Preposition (USP)

Creativity through Endorsements: Endorsers – Types, Celebrity Endorsements – Advantages and Limitations, High Involvement and Low Involvement Products

4. Execution and Evaluation of Advertising (12 Lec.)

Preparing print ads : Essentials of Copywriting, Copy – Elements, Types, Layout- Principles, Illustration – Importance

Creating broadcast ads: Execution Styles, Jingles and Music – Importance, Concept of Storyboard

Evaluation: Advertising copy, Pre-testing and Post-testing of Advertisements – Methods and Objectives

 

 

Additional Information

BOARDMaharashtra State Board
ISBN978-93-89293-31-9
AUTHORMichael Vaz and Aurora vaz
PUBLISHERManan  Prakashan
EDAll
PAGES248
SUBJECTAdvertising
LANGUAGEEnglish
BOOK QUALITY

,

Reviews

There are no reviews yet.

Only logged in customers who have purchased this product may leave a review.

X
Open chat