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:
Unit Topics CO PO
Introduction to Advertising - Advertising meaning - nature and importance of
I advertising - types and objectives - Audience selection - Setting of advertising budget - 1 1,2
determinants and major methods - Communication process - basic and elements -
Marketing Communication - response hierarchy - models and alternatives
Media Decisions & Development - Major media types – their merits and demerits -
II Advertising through internet and interactive media - issue and considerations - Factors 2 1,2
influencing media choice - media selection - media scheduling. Advertising creativity -
Advertising appeals - Advertising copy and elements of print advertisement creativity
Measuring Advertisement Effectiveness- Arguments for and against measuring
III effectiveness - Advertising testing process - Evaluating communication and sales 3 1,2
effects - Pre-and Post-testing techniques.
Organizational Arrangements - Advertising Agency: Role, types and selection of
IV advertising 4 2,3
agency; Reasons for evaluating advertising techniques. Social, ethical and legal aspects
of advertising in India; 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 analyze 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://www.youtube.com/watch?v=cshKKhKnSgY
2. https://www.youtube.com/watch?v=01PUSrLCvcM
3. https://globalmarketingprofessor.com/global-media-decisions/

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 Indian advertisements that have faced
either Ethical / Social / Legal issues in India. (One of
each).

Assignment:
1. Discuss about the top 5 advertising agencies in India.
“If you're trying to persuade people to do something, or buy something, it seems to me
you should use their language, the language in which they think.”

- David Ogilvy.
Advertising Agency

• An Independent Organization Of Creative People And

Business People Who Specialize In Developing And
Preparing Advertising Plans, Advertisements And Other
Promotional Tools.
Role of Advertising Agency

a) Selection of Clients a) Ad Execution

b) Advertising Planning b) Evaluation
c) Creative Function c) Marketing Function
d) Developing and d) Research Function
Preparing Ad Copy
e) Accounting Function
e) Approval of Clients
f) Media Selection
Types of Advertising Agency

• Full service agency,

• In house agency,
• A creative Boutique,
• Media buying services,
• The La carte agency,
• Special service agency (Group).
Selection of Ad Agency
• Location
• Size
• Agency working for
competitors
• Image of the ad agency
• Services offered by the ad
agency
• Rates charged by the ad
agency
• Creative skills and New ideas
• Past Record of the ad agency
• Quality & Calibre of the Staff
• Financial soundness of the
ad agency
• Agency experience in the
specific industry and overall.
Reasons for Evaluating Advertising
Techniques

• Avoiding Costly Mistakes

• Evaluating Alternative Strategies

• Increasing the Efficiency of Advertising

Ethical Aspects Of Advertising

• Key areas –
• Truth in Advertising
• Advertising to Children
• Advertising Controversial Products.
Social Aspects Of Advertising

• Key areas –
• Deception
• Manipulation
• Taste
Legal Aspects Of Advertising

• The advertisements should not –

• Display anti-national feelings
• Contain misleading information
• Violate government rules.
Recent Trends in Advertising

• Rise of Digital Agencies

• Content Advertising
• Contextual Advertising
• Digital Marketing
• Advent of AI in Advertisement
Recent Issues in Advertising

• Increased Costs
• Rapid Growth of the Digital Landscape
• Reduced Exposure
• Elusive Audiences