SVKM’s NMIMS ASMSOC – Course Outline

Course Code 742MK0C003

Course Title Advertising and Media

Course Ms Dipali Ganorkar/Dr Christine D Lima/Dr Neeta Acharya/Dr

Instructor/s Rimi Moitra (Mumbai)

Course 4
Credit

Program BBA Semester - IV

and
Semester

Pre Students should have basic knowledge about various concepts

Requisite in marketing

Learning CLO1: To explain and discuss the various Advertising/IMC

Objectives concepts. (PLO 1a, PLO1c).

CLO2: To explain various concepts relating to media. (PLO 1a, PLO1c)

CLO3: To enable the students to apply and execute strategies

after analyzing the given business situation using concepts.
( PLO1c )

Learning After completion of the course, students would be able to: · The
Outcomes student will be able to apply the different types and evaluate the
rationale behind the advertising type and medium chosen. · The
student will understand how the process of Objective Setting,
Budgeting and Media planning is done for IMC
· The student will be able to construct and design media alternatives
for different marketing messages

Course Advertising and media introduces the students to the conceptual

Description aspects of advertising and media in brief. It also gives a brief overview
of IMC.

Evaluation Specific % AOL Instruments Intended CLOs to

Pattern Assessm Weig be Assessed
en t hta ge
Methods
/ Task

CL C CL CL CL
O1 L O3 O4 O5
O
2

ICA-1 20 Written * * *
 Internal
written
test -20
marks

ICA -2 10 Project work * * *

Project -
10
marks

ICA -3 10 Presentation * * *
Presenta
tio n -10
marks

ICA -4 10 Presentation * * *

Continu
ou s
assignme
nt s-10
marks

TEE 50 written * * *
Written
exam- 50
marks

Course Session Plan

Session Topics / Module Chapters (Mention Page
Numbers) / Articles /
Cases / Material and
Activities
1-12 Module I: Introduction to Belch and Belch- Chap 1,2
Advertising Management
1. What is Marketing, Marketing K. Shah AND Kenneth
communication, Advertising- E. Clow, Donald E.
objectives -Advertising types Baack
-ATL, BTL, TTL
IMC
-Definition, process Tool of Advertisement and
-growing importance of IMC related analysis will be
-Audience touchpoints& Moment of done through case
truth 2. Theories of Advertising examples
• Hierarchy of effects model
• AIDA
• DAGMAR
• FCB grid
• Cognitive dissonance
• Innovation adoption
• Information Processing Model of
Advertising Effects (William
McGuire, 1978)
3. Role of advertising in Marketing
process
• Marketing strategy & Analysis •
Target market selection,
identification
• Market segmentation
• Market positioning
• Market mix strategy

Learning outcome- This model will

help student understand the basic of
advertising. It will help identify and
apply models to the further topics in
the subject

13-18 Module II: Situation Analysis Belch and Belch- chapter 3,4, 5

1. Perspective on Consumer Behavior K. Shah AND Kenneth

w. r. t. Advertising E. Clow, Donald E.
• Overview Baack
• Factors influencing buying
behavior- Henry Assael 4 Recent articles will be taken up
buying behaviour
• Buying decision process & Advertisement analysis will
Psychological process be done through live
2. Understanding communication examples
 process for advertising

Learning outcome- This module will

enable the learner to contrast the
various consumer behaviour and
apply that understanding to the
communication process.

19-24 Module III: Objective Setting Belch and Belch- chap 7,

and Budgeting K. Shah AND Kenneth
1. Developing Advertising Research E. Clow, Donald E.
and Strategy Baack
• Fundamentals of an AD campaign •
Research process Advertisement analysis will
• Big Idea analysis be done
2. Establishing Objectives and
Budgeting for the Promotional
program • Importance of objectives
• Determining objectives
• Establishing and allocating
promotional budget

Learning outcome- The student will

learn to categorize the type of
advertising on the basis of the research
and differentiate the budget for the
same

25-32 Module IV: Developing a program Belch and Belch, K. Shah-

chap 6, 8
1. Creative Strategy: planning and
Development AND Kenneth E. Clow,
• Importance of creativity Donald E. Baack
• Advertising creativity
• Planning creative strategy Creative strategy behind the
• Creative process- J.young and Advertisement will be
Wallas studied through cases
• Creative strategy development 2.
Creative strategy: Implementation and
Evaluation
• Appeals

• Creative tactics
• Source factors
• Message factors
• Channel factors
 Learning Outcome- The learner will
be able to analyse, recommend and
formulate the creatives for the ad.

33-38 Module V: Monitoring, Evaluation Belch and Belch- chap

and Control
19, K. Shah
1. Measuring the effectiveness of
Advertising program Advertisement analysis will
• Conducting research be done
• Testing process- Pre and post
testing

Regulation of Advertising and Promotion

Learning outcome- The student will be

able to identify and interpret the ways
to conduct the evaluation of
promotional communication.

39-46 Module VI: Media planning Belch and Belch chap 10,
and Strategy
1. Developing media plan Jack Z. Scissors and Roger
B. Baron
Criteria for selecting the media
vehicles • Reach Media plans for brands will
• Frequency be analysed
• GRPs
• Cost efficiency
• Cost per Thousand
• Cost per rating
• Waste
• Circulation
• Pass-along rate(print)
Media timing
• Flight
• Pulsing
• Scheduling
2. Market Analysis and Target
market identification
3. Establishing Media objectives 4.
Developing and implementing
media strategies
5. Social Media
 Learning Outcome- The student will
be able to evaluate and develop the
media plan

47-50 Module VII: Evaluation of Belch and Belch chap 11-18,

various media
Evaluating and Selecting Media Jack Z. Scissors and Roger
Vehicles • Television and Radio B. Baron
• Print media
• Support media
• Internet and Interactive media • IMC analysis will be
Direct marketing done through case
• Sales promotion examples
• PR

Learning outcome- The learner will be

able to evaluate and combine the
various media for a promotional
communication

51-52 Module VIII: Sources of media research Jack Z. Scissors and Roger
B. Baron
• Audit bureau of circulation •
Press audits Recent articles will be taken up
• National readership survey/IRS •
Businessmen’s readership survey •
Television
• Audience Measurement
• TRP
• National television study
• ADMAR satellite cable network
study
• Reach and coverage study
• ClB listener ship survey

Learning outcome- The student will

be able to compare and choose the
various alternatives to research on
the media available.

53-56 Module IX: Media buying and Belch and Belch, Jack Z.
negotiation Scissors and Roger B. Baron

• Considerations in Planning and

Buying
• Media Buying and Planning • Media
Negotiations and Strategies

Learning outcome- The learner will be

 able to breakdown and assess the
various techniques for media buying
and negotiation.

57-60 Module X- New trends in Media for Latest Articles

advertising

• Online advertising
• Covert advertising
• Surrogate advertising
• Product placement- on various
media
• Guerrilla advertising
• viral advertising
• Influencer Marketing

Learning Outcome- The student will be

able to identify the new trends and
apply them to their own campaigns.

Reading Prescribed Text Books:

List and Text Books:
References 1. Advertising and Promotion: An Integrated Marketing
Communications Perspective by George E Belch and Michael A Belch,
Keyoor Purani, McGraw Hill Education India, 12/e, 2021
2. Advertising Media Planning by Jack Z. Scissors and Roger B. Baron,
7/e, 2017
Reference Books:
1. Advertising and Integrated Marketing Communications. Kruti
Shah, McGraw Hill Education India, 1/e, 2017
2.The Media Handbook: A Complete Guide to Advertising Media
Selection, Planning, Research, and Buying (Routledge
Communication Series) 7/e, 2019

Note: The books stated are the latest reprint/classic books that can
be referred for the topic.

Prepared by Faculty Approved by Approved by Associate Deans

Member Program
Chairperson

Ms Dipali Ganorkar
Approved by I/C
Dean – ASM SOC