ADVERTISING MANAGEMENT

Objective:
This course intends to provide the students:
1. An understanding of the decision processes in advertising and sales promotion
from a marketers point of view
2. Analytical skills for dealing with advertising and promotion decisions
3. Information about the existing body of academic findings regarding the way
advertising and communication works

Pedagogy: Lecture, Case Study, Seminars, Project.

MODULE 1
Introduction; Advertising in India; Careers in Advertising

MODULE 2
Integrated Marketing Communications - Role of Integrated Marketing Communications
in Marketing Integrated Marketing Program Situation Analysis Organizing for
advertising

MODULE 3
Objectives setting and Budgeting for IMC programs Establishing objectives and
budgeting for the promotional programs.

MODULE 4
How Advertising Works Some Research Results

MODULE 5
Segmentation & Positioning

MODULE 6
Message Strategy & Tactics

MODULE 7
Media Strategy & Tactics

Course Text Book:
1. Advertising Management by Rajeev Batra, John Myers and David Aaker, 5th
Edition, PHI (AM-RB, JM & DA)
2. Advertising Management by Rajeev Batra, John Myers and David Aaker, 5
th

Edition, PHI TEXT BOOK
3. An Indian Perspective - Advertising Management by P K Agarwal, 2nd Edition,
2001, Pragati Prakashan, Meerut.
4. Contemporary Advertising by William F Arens Irwin/ McGraw Hill
International Edition
5. Advertising Management: Concepts and cases by Mahendra Mohan, Tata McGraw
Hill