Advertisement and Media

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.

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