Advertisement Management

Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees on advertising through TV, radio and newspapers indicates its benefits in sales promotion. Advertising is within the scope of promotion, which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. New communication techniques are now used for making advertising attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life.

At the end of this course, learners will be able to;

• Understand the core concept of Advertising
• Evalaute the importance of Advertising in Consumer communication and persuasion
• Identify the different advertising techniques
• Understand the rudiments of Advertising budget and campaigns
• Know the decision maing process in Advertising
• And many more.

Course Curriculum

SECTION 1: INTRODUCTION TO ADVERTISING

1
Overview of Advertising
Self-Paced
2
Print Advertising
Self-Paced
3
Broadcast Advertising
Self-Paced
4
Outdoor Advertising
Self-Paced
5
Covert and Public Service Advertising
Self-Paced
6
Objectives and Importance of Advertising
Self-Paced
7
Marketing Communications – Meaning and its Process
Self-Paced
8
Consumer Communication and Persuasion
Self-Paced
9
Consumer Behaviour – Meaning, Determinants and its Importance
Self-Paced
10
Advertising Agencies – Meaning, its Role and Types of Agencies
Self-Paced
11
Steps in Advertising Process
Self-Paced
12
Advertising Techniques
Self-Paced
13
Advertising Budget and Factors Affecting it
Self-Paced
14
Advertising Campaigns – Meaning and its Process
Self-Paced
15
Models of Advertising Scheduling
Self-Paced
16
Quiz
10 questions

SECTION 2: INDUSTRIAL ADVERTISING

1
Business to Business Advertising
Self-Paced
2
Ethics in Advertising
Self-Paced
3
Measuring Advertising Effectiveness
Self-Paced
4
Future of Advertising
Self-Paced
5
The Rise of News Based Advertising
Self-Paced
6
Ad Spending: A Primer
Self-Paced
7
The Evolution and Role of Advertising
Self-Paced
8
Quiz
10 questions

SECTION 3: ADVERTISING EFFECTIVENESS

1
Features of Adverstising
Self-Paced
2
Advantages of Advertising
Self-Paced
3
Role of Advertising in Selling Consumer Durables
Self-Paced
4
Advertising Agency Laws
Self-Paced
5
Decision-Making in Advertising
Self-Paced
6
Role of Measuring Advertising Effectiveness
Self-Paced
7
Setting the Advertising Budget
Self-Paced
8
Wrapping Up
Self-Paced
9
Quiz
10 questions