Description

Advertising – II

SYBCOM Semester IV

Syllabus

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