COURSE TITLE: ADVERTISING MANAGEMENT

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. MARKETING AND MARKETING COMMUNICATION (1 HR)

• with special focus on advertising

2. OVERVIEW OF ADVERTISING CAMPAIGN PLANNING (3 HRS)

• Situation analysis; setting up of advertising objectives; budget estimation; decisions about

media and vehicle choices; designing and production of message; actual delivery;
measurement of results; decision about future course of action.

3. SITUATION ANALYSIS (3 HRS)

• Knowledge about target audience(occupant profile, object of purchase, objective of

purchase, occasion of purchase, organization, and operation of buying activity), the
category/ brand usage status of the customer (non-category user, brand loyal, other brand
loyal, or brand switcher), information processing stage of the customer (aware,
knowledgeable, Comprehension),readiness to purchase stage(liking, preference, or
purchase intention),information need of the target audience (extended problem solving,
limited problem solving, routine behavior), involvement with purchase (low or high),and
type of decision making(informational versus transformational).

4. POSITIONING PLATFORM AND OBJECTIVES OF ADVERTISING (4 HRS)

• Current and desired perception; marketing objectives (trial purchase, repeat purchase,
increased usage, purchase orientation), advertising objectives (category need
establishment, brand awareness, brand attitude, brand purchase intention, and brand
purchase facilitation), and psychological processing objectives(attention, awareness,
knowledge, comprehension, conviction).
5. BUDGET SETTING (1 HR)

• Factors determining budget; steps involved; budget plan and execution.

6. MEDIA STRATEGY (4 HRS)

• Setting up media objectives (reach, frequency, continuity), media and vehicles

evaluation; development and execution of media plan (media selection, vehicle selection,
scheduling of advertising); media buying and operations.

7. MESSAGE STRATEGY (1 HR)

• What to say (selection of attributes, benefits, motives and appeals), how to say (selection
of verbal and visual elements, execution style, source of delivery, arrangement of
arguments).

8. MESSAGE DESIGN AND EXECUTION (1 HR)

• Production of message and ‘ready for media’ conversion; transmission of message for
release.

9. MEASUREMENT OF RESULT (1 HR)

• Decision about yardstick of success of campaign; selection of appropriate tool for

measurement; actual measurement; decision about continuation, modification, or
dropping of advertisement.

10. ROLE OF ADVERTISING AGENCY IN ADVERTISING BUSINESS (1 HR)

• Structure and functioning of advertising agency; compensation; client-agency interface.

BASIC TEXTS

• Craft of copywriting (by) Walladeres

• Handbook of Advertising Art Production (by) Richard M. Schlemmer