XM 9153
PRINCIPLES OF ADVERTISING
LT P C
3 0 2 4
AIM
To give overall concepts about Advertising.
Objectives

To introduce the concept and process of advertising and its role in marketing.

To develop an understanding of the ethical lapses and ethical dilemmas in advertising.

To prepare professionals interested in careers in advertising, marketing, promotions, public relations or sales managerial
jobs, or for individuals in the field.
UNIT I ADVERTISING: AN INTRODUCTION
9
Introduction, Definition, the need, role and its key components. The roles and functions of advertising within society
and business. Propaganda Publicity, Salesmanship, Sales Promotion, Marketing & Public Relations. Types of
Advertising .Advertising, Industrial Products advertising, Advertising for service institutional. The characteristics of
effective advertising.
UNIT II ADVERTISING CAMPAIGN PLANNING
9
How Advertising works as Communication, The Communication Model Adding Interaction to Advertising, The
effects behind advertising effectiveness, The Facets Model of Effective Advertising, The Components of Cognition:
Needs, Information, Learning, Differenciation, Recall. phychographic profile. Segmentation and targetring;
Understanding the Media; media creative coordination with other Market function; Evalution. Components of Brand
Communication.Persuasion, behavioral response.
UNIT III ADVERTISING CREATIVITY
9
Types of print media; electronic; films; outdoor; transit; internal; traditional; Determining the message; copy writing;
script writing for radio commercials. Audio & television; spot or film for cinema creating the advertisement for print
media. Principles of good layout, heading subhead and visuals, slogans and photograph, preparation of art work,
Execution of advertising Campaigns, Scheduling and Monitoring Control.
UNIT IV ADVERTISING AGENCY
9
History in brief, Advertising Agency system. Types of Agencies, Structure of advertising Agency, Account Executive,
Creative copy and studio, Media Production and Servicing administration, Media Production, Billing & Accounts
Department. Selection of Advertising Agency, Media relationship, Advertising Agencies in India.
UNIT V INTEGRATION AND EVALUATION
9
Direct marketing, Tools of direct marketing, integrated direct marketing, sales promotion, events and sponsorship,
public relations,Retail advertising, business to business advertising, social marketing, international marketing and
marketing communication. Evaluating effectiveness, media evaluation, campaign and IMC evaluation.
Total 45 periods
TEXT BOOKS
1. Wells Moriarty Burnett, Advertising principles, and practice, Pearson prentice hall, seventh edition.
2. Burton, Philip Ward - Advertising Copywriting, NTC business books, seventh edition
3. Bovee & Arens - Contemprary Advertising , McGraw-Hill Inc.,US; 5th edition (October 1, 1993)
4. Ogilvy, David - Ogilvy on Advertising,Random house .inc, Newyork.
5. Aaker & John G. Myers - Advertising Management Prentice Hall; 4th edition (January 1992)
REFERENCES
1. V.L. Leymore - The Hidden Myth, Heinemann, New Delhi
2. G. Dyer - Advertising as Communication, Methuen, UK
3. Thakur - Advertising Management, Himalaya, New Delhi
4. Chunawala and Sethia - Advertising Principles and Pratices, Himalaya,New Delhi