Lovely Professional University, Punjab

Course Code

Course Title

Course Planner

Lectures

MGT962

ADVERTISING

14916::Roktim Sarmah

Course Category

Courses with conceptual focus

3.0

Tutorials Practicals Credits

0.0

0.0

TextBooks
Sr No

Title

Author

T-1

ADVERTISING & PROMOTION:

AN IMC PERSPECTIVE

Edition

Year

Publisher Name

KRUTI SHAH & ALAN D 1st

SOUZA

2009

TATA MCGRAW HILL

Year

Publisher Name

Reference Books
Sr No

Title

Author

Edition

R-1

ADVERTISING MANAGEMENT

JAISHRI JETHWANEY & 2nd

SHRUTI JAIN

OXFORD HIGHER EDUCATION

R-2

A INTRODUCTION TO
ADVERTISEMENT AND
PROMOTIONS

BELCH GEORGE E AND 7th

BELCH MICHALE

TATA MCGRAW HILL

Other Reading
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

Cadbury manages a crisis with integrated marketing communication (Ref: Textbook, chap:1) ,

OR-2

Case: Preeti meets Venkat through Shadi.com (Ref: Textbook, Chap:3) ,

OR-3

Case: Tata Salt (Ref: Textbook, Chap: 7, 8, 9) ,

OR-4

Case: Marico attracts talent with its corporate campaign (Ref: Textbook, Chap:10) ,

OR-5

Case: Catchy jingle creates magic for close up (Ref: textbook, Chap: 11) ,

OR-6

Case: Lifebuoy captures audiences with its GANDHIGIRI (Ref: Textbook, Chap:12) ,

OR-7

Unethical Issues in Advertising Indian Journal of marketing, March 2011, pp 33-42 ,

Relevant Websites
Sr No

(Web address) (only if relevant to the course)

Salient Features

RW-1

www.afaqs.com

For updated information regarding maketing communication

RW-2

www.forbes.com

For updated information regarding advertising and maketing

communication

Audio Visual Aids

Sr No

(AV aids) (only if relevant to the course)

Salient Features

AV-1

Advertisement of thums up

Helps in understanding the concept of Ad strategy and big-Idea

3.0

AV-2

Advertisement of Cadbury

Helps in understanding the concept of Emotional appeals

AV-3

Advertisement of fevicol

Helps in understanding the concept of Humour appeal

AV-4

Incredible India

Understanding Social & Moral appeal

LTP week distribution: (LTP Weeks)

Weeks before MTE

Weeks After MTE

Spill Over

Detailed Plan For Lectures

Week
Lecture
Number Number

Broad Topic(Sub Topic)

Week 1

Lecture 1

Introduction to IMC
(Meaning and Importance of
IMC)

Lecture 2

Introduction to IMC
(Meaning and Importance of
IMC)

Chapters/Sections of Other Readings,

Text/reference
Relevant Websites,
books
Audio Visual Aids,
software and Virtual
Labs

Lecture Description

Learning Outcomes Pedagogical Tool Live Examples

Demonstration/
Case Study /
Images /
animation / ppt
etc. Planned

T-1:Chapter 1

L 1 Introduction to the
course,L 2 Marketing,
Marketing mix,
L 3 Communication and
Advertising

L 1 Ability to
Discussion and
comprehend the basic brain
terminologies of
storming
Advertising world
L 2 Ability to
comprehend the
basics of marketing
mix and
communication world
L 3 Ability to
comprehend the
basics of marketing
mix and
communication world

T-1:Chapter 1

L 1 Introduction to the
course,L 2 Marketing,
Marketing mix,
L 3 Communication and
Advertising

L 1 Ability to
Discussion and
comprehend the basic brain
terminologies of
storming
Advertising world
L 2 Ability to
comprehend the
basics of marketing
mix and
communication world
L 3 Ability to
comprehend the
basics of marketing
mix and
communication world

Week 1

Lecture 3

Introduction to IMC
(Meaning and Importance of
IMC)

T-1:Chapter 1

Week 2

Lecture 4

Introduction to IMC(Tools
of IMC)

T-1:Chapter 14 15 16

Lecture 5

Introduction to IMC(Tools
of IMC)

T-1:Chapter 14 15 16

L 1 Introduction to the
course,L 2 Marketing,
Marketing mix,
L 3 Communication and
Advertising

L 1 Ability to
Discussion and
comprehend the basic brain
terminologies of
storming
Advertising world
L 2 Ability to
comprehend the
basics of marketing
mix and
communication world
L 3 Ability to
comprehend the
basics of marketing
mix and
communication world

OR-1

L 4 Sales Promotion,
Direct marketing, L 5
Public relations,
publicity, corporate
advertising

L 4 Ability to analyse
the IMC campaigns
being used by
different companies
L 5 Ability to analyse
the IMC campaigns
being used by
different companies

Discussion with
the students using
the case study on
cadbury's

Integrated
Marketing
Remains The
Holy Grail For
Marketers And
Consumers
http://www.forb
es.com/sites/stev
eolenski/
2014/08/04
/integratedmarketingremains-theholy-grail-formarketers-andconsumers/

OR-1

L 4 Sales Promotion,
Direct marketing, L 5
Public relations,
publicity, corporate
advertising

L 4 Ability to analyse
the IMC campaigns
being used by
different companies
L 5 Ability to analyse
the IMC campaigns
being used by
different companies

Discussion with
the students using
the case study on
cadbury's

Integrated
Marketing
Remains The
Holy Grail For
Marketers And
Consumers
http://www.forb
es.com/sites/stev
eolenski/
2014/08/04
/integratedmarketingremains-theholy-grail-formarketers-andconsumers/

Week 2

Lecture 6

Advertising Classification
(Types of Advertising)

R-1:Chapter 11

L 6 Types of advertising L 6 Ability to

identify and
comprehend the
various types of
advertising

Week 3

Lecture 7

Structure of Advertising
World(Players in advertising
world)

T-1:Chapter 5

L 7 Advertisers, agency, L 7 Ability to analyse Discussion with

Media etc
the structure of
the students using
advertising agency
the white board
and
comprehend the
processes that govern
it.

Lecture 8

Structure of Advertising
World(Advertising Agency)

T-1:Chapter 5

L 8 Various advertising
agencies,Centralized
and
decentralized agency,
Specialized agency

L 8 Students will be Discussion and

able to recognize the brain storming
role of various
agencies i.e
specialized agency
and
integrating it for the
development of
advertising

What Do Ad
Agencies Do?
http://smallbusin
ess.chron.com/a
d-agenciesdo-24932.html

Structure of Advertising
World(Centralized and
decentralized agencies)

T-1:Chapter 5

L 8 Various advertising
agencies,Centralized
and
decentralized agency,
Specialized agency

L 8 Students will be Discussion and

able to recognize the brain storming
role of various
agencies i.e
specialized agency
and
integrating it for the
development of
advertising

What Do Ad
Agencies Do?
http://smallbusin
ess.chron.com/a
d-agenciesdo-24932.html

Advertising and Consumer

buying behaviour(Factors
influencing Buying
Behavior)

T-1:Chapter 3

L 9 Cultural, social,
L 10 Personal,
psychological

L 9 Students will be Case based

able to comprehend Discussion
the various factors
which influences
buyer behavior
L 10 Students will be
able to comprehend
the various factors
which influences
buyer behavior

Lecture 9

OR-2

Discussion with
the students using
the white board
along with an
article

Different Types
of Advertising
http://www.buzz
le.com/articles/d
ifferent-typesofadvertising.html

Week 4

Week 5

Lecture 10 Advertising and Consumer

buying behaviour(Factors
influencing Buying
Behavior)

T-1:Chapter 3

OR-2

L 9 Cultural, social,
L 10 Personal,
psychological

L 9 Students will be Case based

able to comprehend Discussion
the various factors
which influences
buyer behavior
L 10 Students will be
able to comprehend
the various factors
which influences
buyer behavior

Lecture 11 Advertising and Consumer

buying behaviour(Factors
influencing Buying
Behavior)

T-1:Chapter 3

OR-2

L 9 Cultural, social,
L 10 Personal,
psychological

L 9 Students will be Case based

able to comprehend Discussion
the various factors
which influences
buyer behavior
L 10 Students will be
able to comprehend
the various factors
which influences
buyer behavior

Lecture 12 Advertising and Consumer

buying behaviour(Buying
Decision Process)

T-1:Chapter 3

L 12 Consumer decision Students will be able Discussion with

making process
to analyse the usage students using
pattern of various
white board
brands for
communication
and advertising
which could
influence buyer
behaviour

http://www.smar
tinsights.com/m
arketplaceanalysis/custom
eranalysis/consum
er-decisionbuying-process/

Lecture 13 Strategy and Planning

Process in Advertising
Campaign(Defining
Strategy)

T-1:Chapter 7

L 13 Fundamentals of
advertising campaign,
Strategy statement And
choice of strategic
approc

L 13 Students will be Discussion

able to learn the
process of
devising an
advertising
strategy for a brand
with the help of
alternative strategy
statement formats

IMAGE
ADVERTISING
: THE
ADVERTISING
STRATEGIES
OF PEPSI AND
COCA COLA
IN INDIA
http://tejas.iimb.
ac.in/articles/58
.php

Lecture 14 Strategy and Planning

Process in Advertising
Campaign(Concept of
Creativity)

T-1:Chapter 8

L 14 Big Idea, Getting

creative to find the big
idea, Creative
techniques

L 14 Students will be
able to explore and
comprehend the Big
Idea behind an
advertisement
campaign and its
creativity

Audio-Video
advertisemnt
:Advertisement
of thums up

AV-1

Discussion with
students through
Audio Visual
afvertisements

Week 5

Lecture 15 Strategy and Planning

Process in Advertising
Campaign(Idea Generation)

T-1:Chapter 8

OR-3

L 15 Brainstorming for
creative ideas

L 15 Ability to
comprehend the
various techniques
and sources
to generate creative
ideas

Week 6

Lecture 16 Strategy and Planning

Process in Advertising
Campaign(Creative Brief)

T-1:Chapter 9

OR-3

L 16 Preparing creative
brief,
Mc Cann Erickson's role
playing approach

L 16 Students will be Discussion with

able to find out the
the students
basis for
creating idea for
advertisement
campaigns
campaign

Lecture 17 Strategy and Planning

Process in Advertising
Campaign(Creating An
Appeal)

T-1:Chapter 9

AV-2
AV-3
AV-4

L 17 Advertising
Appeals

L 17 Ability to figure Discussion and ad

out the essence of
videos
rational and
emotional
advertisements

Advertisement
of
Cadbury,fevicol
and Incredible
India

Lecture 18 Strategy and Planning

Process in Advertising
Campaign(Celebrity
Endorsement)

T-1:Chapter 9

L 18 Celebrity support
in
execution of
advertisements

L 18 Ability to find Discussion with an

out the Impact of
article
using
celebrities in product
endorsement

Celebrity
Endorsements
Still Push
Product
http://adage.com
/article/cmostrategy/marketi
ng-celebrityendorsementspushproduct/146023/

Lecture 19 Strategy and Planning

Process in Advertising
Campaign(DAGMAR
Approach)

T-1:Chapter 22

L 19 DAGMAR
approach

L 19 Student will be Discussion with

able to measure the the students using
effectiveness of
white board
various advertisement
campaigns

Week 7

Discussion with
the students using
white board

SPILL OVER
Week 7

Lecture 20

Spill Over

Lecture 21

Spill Over

MID-TERM
Week 8

Lecture 22 Creative execution in

different media(Creative
Execution in Print Media)

T-1:Chapter 10

OR-4

L 22 The print medium,

Elements of print
advertising, Executing
creative in other print
media

L 22 Students will be Case based

able to comprehend discussion
and analyse the basic
principles of
advertising design
and
enhancing the
effectiveness of these
components

Week 8

Week 9

Lecture 23 Creative execution in

different media(Creative
Execution in TV)

T-1:Chapter 12

OR-6

L 23 Elements Of TV
L 23 Ability to
Case based
commercial, Making TV analyse the elements discussion
commercial
of television
commercial and
process
of conceptualizing
and
producing a TV
commercial

Lecture 24 Creative execution in

different media(Creative
Execution in Radio)

T-1:Chapter 11

OR-5

L 24 Script writing for

Radio,producing
radio commercial

L 24 Ability to
design radio
advertisements

Case based
discussion

Lecture 25 Creative execution in

different media(Creative
Execution online)

T-1:Chapter 13

RW-1

L 25 Internet as an
advertising
medium, Marketing
through websites, search
engine, banner, text
links, Direct email,
popups,
Virals, Blogs and
communities

L 25 Ability to
design online
advertisement
campaigns

Discussion and
demonstration

L 26 Strengths and
weaknesses of print
media and broadcast
media

L 26 Ability to figure Discussion and

out the media
brain
strength
storming
and countering their
limitations

Lecture 26 Media Planning & Budget

Determination(Media
characteristics)

T-1:Chapter 18 19

Lecture 27 Media Planning & Budget

Determination(Preparing a
media plan)

T-1:Chapter 21

L 27 Steps involved in
media
planning and
Information
requirements and
database

L 27 Ability to
design a media plan

Discussion with
students using
white board

Week 10 Lecture 28 Media Planning & Budget

Determination(Factors
Affecting Media Budget)

T-1:Chapter 22

L 28 Budgeting for
marketing
communication

L 28 Ability to
undergo budget
determination and
design allocation of
budget
among various
promotional tools

Discussion with
the students along
with white board

Lecture 29 Media Planning & Budget

Determination(Budget
Determination Methods)

T-1:Chapter 22

L 29 Arriving and
allocating
marketing
communication budget

L 29 Ability to
allocate
budget
among various
promotional tools

Discussion and
brain storming

Week 10 Lecture 30 Unconventional Media

(Merchandising)

T-1:Chapter 17

L 30 Sponsorship,
Merchandising

L 30 Ability to figure Article based

out the reason behind discussion
rapid
growth of
communication
through
Merchandising

The art of visual

merchandising
http://www.fibre
2
fashion.com/ind
ustryarticle/6/547
/the-art-ofvisualmerchandising1
.asp

Week 11 Lecture 31 Unconventional Media

(Mobile Advertising)

T-1:Chapter 17

L 31 Van,Bus,Train,
airplane promotion

L 31 Ability to
analyse the logic
behind mobile
advertsing

Article based
discussion

Atheist Ads on
Buses Rattle
Fort Worth
http://www.nyti
mes.com/
2010/12/14/us/
14atheist.html?
pagewanted=all
&_r=0

Lecture 32 Unconventional Media(Out

of Home Media)

T-1:Chapter 17

L 32 Personal selling,
Village
fairs,billboards,Posters
banners etc.

L 32 Ability to
analyse the reason
behind OOH
campaigns

Case based
discussion

Billboard Boom
http://www.econ
omist.com/node/
18587305

Lecture 33 Unconventional Media

(Social Media)

T-1:Chapter 17

L 33 World wide web

L 33 Ability to
advertising,Social media analyse the reason
advertising etc
behind companies
going online

Article based
discussion

Social media
changing
relationships
http://articles.ec
onomictimes.ind
iatimes.com/
2009-1027/news/
27640812_1
_social-mediamobile-phonesrelationships

Week 12 Lecture 34 Unconventional Media

(Word of Mouth)

T-1:Chapter 17

L 34 Impact and
methods for
viral marketing

Ability to explore the Article based

impact of word of
discussion
mouth marketing in
present era

Word of mouth,
social media and
viral advertising
http://www.mar
keting-madesimple.com/artic
les/word-ofmouthadvertising.htm#
.VJEm4CuUe1U

Week 12 Lecture 35 Legal and Social Issues(Self

Regulations)

T-1:Chapter 24

OR-7

Lecture 36

L 35 Self regulation in
advertising

L 35 Ability to
Case based
explore and review
discussion
the role of regulatory
bodies regarding
advertisement
campaigns

Homework,Test,Present
ation and Write Up3

Week 13 Lecture 37 Legal and Social Issues

(Advertising Standards
Council of India)

T-1:Chapter 23

OR-7

L 37 Role and
objectives of ASCI
Legal and
ethical issues in
advertising

L 37 Ability to
Article based
explore the role of
discussion
ACBSI
Ability to review of
various acts
and codes, that
govern
advertising and some
ethical issues
haunting
advertising

Legal and Social Issues

(Federal Regulations of
advertising)

T-1:Chapter 23

OR-7

L 37 Role and
objectives of ASCI
Legal and
ethical issues in
advertising

L 37 Ability to
Case based
explore the role of
discussion
ACBSI
Ability to review of
various acts
and codes, that
govern
advertising and some
ethical issues
haunting
advertising

Lecture 38 Legal and Social Issues

(Social and Ethical Criticism
of Advertising)

T-1:Chapter 23

OR-7

L 38 Legal and
ethical issues in
advertising

L 38 Ability to
Case based
review of various acts discussion
and codes, that
govern
advertising and some
ethical issues
haunting
advertising

Lecture 39 Measuring Advertising

Effectiveness(Advertising
Testing Techniques)

T-1:Chapter 23

RW-1

L 39 Pre, Concurrent
and Post
testing tools and
techniques

L 39 Ability to
Discussion and
Measure the impact Brain storming
of
Ad before, during and
after running as
campaign

Advertising
Standards
Council of India
(ASCI):
Objectives and
Mission
http://www.your
articlelibrary.co
m/advertising/ad
vertisingstandardscouncil-of-indiaasci-objectivesandmission/22490/

Week 14 Lecture 40 Measuring Advertising

Effectiveness(Process of
Measuring Advertising
Effectiveness)

T-1:Chapter 23

L 40 Measuring
Communication
effectiveness,
Conducting research to
measure communication
effectiveness

L 40 Students will be Discussion and

able to answer
brain storming
questions
related to What,
When,
where and how
Communication
should
be measured

SPILL OVER
Week 14 Lecture 41

Spill Over

Lecture 42

Spill Over

Week 15 Lecture 43

Spill Over

Lecture 44

Spill Over

Lecture 45

Spill Over

Scheme for CA:

Component

Frequency

Homework,Test,Presentation and
Write Up

Out Of
2

Each Marks Total Marks

3

Total :-

10

20

10

20

Details of Academic Task(s)

AT No.

Objective

Topic of the Academic Task

Nature of Academic Task

(group/individuals/field
work

Evaluation Mode

Allottment /
submission Week

HW1

To enhance the
analytical skills of
students

Students will be allotted a Brand and they will have to analyze the Individual
advertising strategy, Big Idea, Appeal & Strategic approach of the
advertisement over a period of time.

Strategy: 8 marks,
Big Idea: 8 marks,
Appeal: 8 marks,
Strategic approach:
6 marks

3/6

Presentation and
Write Up1

To give insights on
preparing creative
designing and
execution of ad campaign

Group of 5 to 6 students will be formed and allocated a

Group
hypothetical product or service/ social cause for which they have
to design a TV commercial/ print advertisement and present in the
class along with the write up.

Novelty: 10 marks,
Overall impact: 10
marks, Relevance to
situation: 5
marks,Write Up:5
marks.

2/9

Test1

To judge the
Test, 6 questions would be there in the Test of 5 marks each.
understanding level Lecture 36 Reserved for Test
of the students about
the subject

Individual

6 questions of
marks each.

11 / 12