ADVERTISING

B18BB5312
SCHOOL OF MANAGEMENT STUDIES
Program: BBA INDUSTRY INTEGRATED
Course Title: ADVERTISING
Course Code: B18BB5312
Course Type: SC
Course Presenter: PROF. ABHISHEK DUTTAGUPTA
Course Mentor: PROF. RAGHAVENDRA KUMAR
SINGH & PROF. JOHN PRAVIN
Semester & Section: V BBA II
Academic Year: 2020-21
Course Pre-requisites: N/A
L T P: [2] [ 1] [ 0]
Pedagogy: ICT & E-CONTENT
Course Objectives:
1. To provide knowledge of basic concepts of advertising
management
2. To understand the various determinants of media and the
creative process
3. To gain knowledge about the measurement techniques of
advertising effectiveness
4. To understand the concept of advertising agency

Course Outcomes:
1. Explain the concept, importance and types of advertising
2. Identify the factors influencing creative and media decisions
3. Explain the pretesting and post testing process
4. Elaborate on the importance and structure of advertising agency
Syllabus:
Course Progra
m
Unit Topics Outcom
es Outco
mes
Introduction to Advertising - Advertising meaning - nature and importance of advertising - types and
I objectives - Audience selection - Setting of advertising budget - determinants and major methods - 1 1,2
Communication process - basic and elements - Marketing Communication - response hierarchy - models and
alternatives
Media Decisions & Development - Major media types – their merits and demerits - Advertising through
II internet and interactive media - issue and considerations - Factors influencing media choice - media selection - 2 1,2
media scheduling. Advertising creativity - Advertising appeals - Advertising copy and elements of print
advertisement creativity
Measuring Advertisement Effectiveness- Arguments for and against measuring effectiveness - Advertising
III 3 1,2
testing process - Evaluating communication and sales effects - Pre-and Post-testing techniques.
Organizational Arrangements - Advertising Agency: Role, types and selection of advertising
IV agency; Reasons for evaluating advertising techniques. Social, ethical and legal aspects of advertising in India; 4 2,3
Recent developments and Issues in advertisement.
Program outcomes:
1. Graduate shall be able apply core discipline knowledge in
business situations.
2. Graduate shall be able to analyse relevant factors
affecting business decisions.
3. Graduate shall be able to analyse and identify ethical and
social issues of business on customers and society.
Reference Books:
1. Belch and Belch: Advertising and Promotion, 2/e, Tata McGraw Hill, 2011
2. Sharma, Kavita: Advertising: Planning and Decision Making, 1/eTaxmann Publication, 2011.
3. Mahajan, J.P., and Ramki: Advertising and Brand Management, Ane Books, New Delhi, 2013
4. Burnett, Wells, and Moriatty, Advertising: Principles and Practice, Pearson Education
5. Terence A. Shimp, Advertising and Promotion: An IMC Approach, 1/e, South Western, Cengage Learning, 2014
6. O’Guinn, Advertising and Promotion: An Integrated Brand Approach, 1/e Cengage Learning 2009.

E-Resources:
1. https://courses.lumenlearning.com/suny-hccc-marketing/chapter/reading-advertising/
2. https://visme.co/blog/types-of-advertising-appeals/

Suggested Readings Unit wise:

1. Belch and Belch: Advertising and Promotion, 2/e, Tata McGraw Hill, 2011.
2. Ogilvy, D.: Confessions of an Advertising Man, SouthBank, 2004.
Presentation Topics:
1. Presentation on the importance of effective
communication
2. Presentation on the evolution of advertising.

Assignment:
1. Analyse any five TV advertisements of your choice w.r.t
the communication model used.
2. Analyse any 5 newspaper advertisements of your
choice w.r.t to AIDA
"A good advertisement is one which sells the product without
drawing attention to itself."
- David Ogilvy.
ADVERTISING

• Nonpersonal communication of information

• Usually paid for

• Usually persuasive in nature about products, services

or ideas by identified sponsors
• Through various media.
NATURE OF ADVERTISING

• Attention seeker
• Has a unique selling proposition​
• ​Visually attractive
• Consumer oriented
• Uses various media
IMPORTANCE OF ADVERTISING

• Launch of a new • Creates goodwill

product • Consumer awareness

• Increases markets • Direct link
• Mass sales • Creates employment
• Keeps the competitive

spirit alive
ADVERTISING TYPES
• Product Advertising
• Institutional Advertising
• Primary Demand
Advertising
• Selective or Competitive
Advertising
• Comparative Advertising
• Shortage (Crisis)
Advertising
• Co-Operative Advertising
• Commercial Advertising
• Non-Commercial
Advertising
• Direct Action Advertising
ADVERTISING OBJECTIVES

• Promotion of New Product

• Support to Personal Selling

• Brand Patronage

• Immediate Buying Action

• Pre-Sold Goods

• Dealer Support
AUDIENCE SELECTION

• The desired audience for the advertising message.

ADVERTISING BUDGET

• A financial document.

• Shows the total amount to be spent on advertising.

• Lists the way this amount is to be allocated.

SETTING OF ADVERTISING BUDGETING
• Setting advertising objectives

• Determining the task to be performed to achieve the

objectives.

• Preparing advertising budget.

• Approval of the top management.

• Allocation of advertising budget

• Monitor and control

DETERMINANTS OF ADVERTISING BUDGET

• Advertising task to be • Effect of increased sale

achieved volume in production
• Long and Short Term cost
Goals • New Product
• Profit Margins Introductions
• Degree of Product Usage • Stages in the product life
• Difficulty in reaching cycle.
target markets • Market share &
• Frequency of Purchase Competition
MAJOR METHODS OF SETTING THE
ADVERTISING BUDGET

• Affordable Method • Incremental Concept

Approach
• Percentage of Sales
Method • Return on Investment
Approach
• Competitive Parity
Method • Quantitative Method
• Objective & Task Method • Experimental Approach
Method
• Judgement Method
BASIC COMMUNICATION MODEL

Source:
https://domistudyblog.wordpress.com/2014/09/24/pbl-4-cre
ating-a-strong-brand-image/amp/
COMMUNICATION FEEDBACK MODELS

• Source / Encoder • Decoding

• Encoding • Receiver
• Channel / Message • Feedback
• Personal channels • Noise
• Non-personal channels
TRADITIONAL RESPONSE HIERARCHY
MODELS

Source: Advertising & Promotion by Belch & Belch

AIDA MODEL

Source: https://www.businesstopia.net/communication/aida-model
HIERARCHY-OF-EFFECTS MODEL

Source: https://studiousguy.com/response-hierarchy-models/
INNOVATION-ADOPTION MODEL

Source: https://studiousguy.com/response-hierarchy-models/
INFORMATION-PROCESSING MODEL

• PRESENTATION

• ATTENTION

• COMPREHENSION

• YIELDING

• RETENTION

• BEHAVIOR
ALTERNATE RESPONSE HIERARCHY MODEL

Source:
http://marketingcommunique.blogspot.com/2012/11/the-communication-p
rocess.html
ALTERNATE RESPONSE HIERARCHY
MODEL

• The Standard Learning Hierarchy,

• Dissonance / Attribution Hierarchy, and

• Low-Involvement Hierarchy.
THE FOOTE AND CONE & BELDING (FCB)
GRID

Source: http://michelearpaia.blogspot.com/2014/02/the-fcb-quadrant-and-pim.html
THE COGNITIVE RESPONSE APPROACH

Source:
https://www.vskills.in/certification/tutorial/advertising/the-cognitive-response-model/
THE ELABORATION LIKELIHOOD MODEL
(ELM)

Source:
https://www.interaction-design.o
rg/literature/article/elaboration-li
kelihood-model-theory-using-elm-
to-get-inside-the-user-s-mind