Indian Business Academy (IBA), Greater Noida

Advertising & Marketing Communication

Trimester-IV
PGPM (2008-2010) Course Facilitator: Dr. Vaishali Agarwal

Course Description
Advertising has evolved drastically over the decades. The marketers need an integrated and focused communication to reach its target market. This course focuses on combining traditional advertising media, sales promotion, and new media into effective promotional programs. The process of planning, creating, implementing, and evaluating an integrated marketing communications plan is explored. This course also aims to bridge the gap between the theory and practice of marketing communications implementation. Marketing managers are trained to prepare well thought out marketing communications plans. The communications industry has professionals who are committed to producing highly effective creative work.

Course Objectives
1. To appreciate the enormous and powerful influence advertising and related media holds in the marketplace and society. 2. To comprehend the necessity of starting with a clear idea of the firms marketing objectives before an integrated marketing communications strategy is developed. 3. To provide the student with the steps necessary to provide professional integrated marketing communications products and services. 4. To assist the student in understanding that integrated marketing communications results will depend upon a combination of research, creativity, and timing. 5. To introduce the student to the complex considerations in planning and executing an successful integrated marketing communications campaign.

Evaluation Scheme Attendance and Participation . . .. . . . . . 10% Tests... . . . . . . . . . . . . . . . . 10% Assignments... . . . .. . . . . . . . . . . . 10% Advertising Campaign ... . 20% Marcom Project . . . . . . . . . . .. ..20% End-Term Exam . . . . . . . . . . . . . . . . . . 40%

Duration of Each Session: 2 Hours

Course Outline
Unit-1 Introduction to Integrated Marketing Communication and Advertising Marketing Vs Marketing Communication Vs Advertising Integrating marketing communication Advertising Overview Economics: the growing need for advertising and ethics in advertising No. of Sessions: 2 Tool to be used: Case-Study Analysis on U.S. Army Campaign Unit-2 Understanding Advertising Agencies and Types The advertising industry, agency and people Types of advertising agencies Local, Regional, national, and transnational advertising No. of Sessions: 1 Tool to be used: Agency Review Unit-3 Gaining Consumer Insights- By Mr. Kishore Chakrabarti The consumer decision-making process Interpersonal influences on consumer behaviour Non-personal influences on consumer behaviour SEC Classification No. of Sessions: 1.5 Tool to be used: Consumer Insight Survey Unit- 4 Segmenting Market and Marketing Mix Segmenting the customer market Identifying target market Advertising and the Marketing Mix element No. of Sessions: 1 Tool to be used: Advertisement Review Unit-5 Advertising Planning The advertising plan DAGMAR: Setting advertising objectives Advertising strategy and the creative mix Allocating funds for advertising No. of Sessions: 1 Tool to be used: Case Discussion Unit-6 Creative Strategy and Creativity Process- By Mr. Anupam Chauhan Formulating advertising creativity The creative process: Copy Writing Creative Strategy and Selecting advertising message appeals Copy evaluation and scientific research for measuring advertisement effectiveness No. of Sessions: 2 Tool to be Used: Writing Advertising Brief

Unit-7 Media Planning and Strategy: The Media Plan and Budget- By Guest Faculty Overview of Media Planning Analyze the proper media selection for the specific message Market Analysis and Target Developing a media plan and media strategies No. of Sessions: 1 Tool to be Used: Media Plan Excercise Unit-8 Marketing Communication Elements: Building Relationship Direct Marketing Sales Promotion Public Relations Sponsorship Publicity Online Communication No. of Sessions: 1 Tool to be Used: Marcom Campaign Evaluation

Prescribed Text : Advertising Management , 5th Edition, David Aaker, Rajeev Batra, John
Myers, Prentice-Hall India

Other Reference Books :

1. Advertising 5th Edition- By Frank Jefkins, Macmillan India 2. Advertising and Promotion- Terence A Shimp, Thompson Press, India Edition 3. Advertising and Promotion- George E. Belch & Michael A. Belch, Tata McGraw-Hill, 6th Edition 4. Basic Marketing Management - Douglas Dalrymple, Leonard J. Parsons, 2 nd Edition, John-wiley & Sons 5. Marketing Management By Rajan Saxena, Tata McGraw Hill 6. Marketing Management; Planning, Implementation and Control 3rd Edition, By V.S. Ramaswamy, S. Namakumari, Macmillan Books

Journals/Magazines
Harvard Business Review Indian Journal of Marketing Journal of Consumer Marketing Advertising Express Business India Pitch 4Ps

E-References and Weblinks

http://www.advertopedia.com/ http://www.agencyfaqs.com http://www.adendum.com/advertising_dictionary.htm http://www.ciadvertising.org/studies/student/99_fall/phd/jsjeong/theory3/adworks.html

http://advertising.utexas.edu/research/biblio/General.html http://www.findarticles.com/p/articles/mi_hb3192/is_199905/ai_n7866753