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ADVERTISING: CONCEPTS AND PRINCIPLES

MJMC Semester I- Class of 2011 Amity School of Communication Amity University Rajasthan, Jaipur Abhishek K. Singh Sr. Lecturer
Email: aksingh1@jpr.amity.edu Phone No. 9636623113 Consultation hour: As per time table 1. Instruction Detail : Overview Credit -04 Course duration: 35 Sessions of 60 Minutes each Course Lecture Hall No. Days * Time * code MJM As per Time Table As per Time Table As per Time Table 104 *Indicative class schedule. Please check with the master timetable of the program for changes if any, for each semester. We may have few extra sessions also if required to accommodate guest lecture. 2. Course Detail. 2. a. Course Objective/s: The challenging and very competitive world of Advertising will be unveiled in this module. This fascinating subject will be explored with the specific objective of enabling interested students to eventually carve out a viable career in this field. The modules have been designed to give students indepth knowledge of the principles and practices of advertising. The mysteries of marketing will also be dwelt upon. Agency structures and advanced advertising practices like positioning, market segmentation and

targeting will be explained. Moreover, another aspect of course is to train the students about the marketing approach of the adverting.

3. b. Learning Outcome/s At the end of this course students will able to: 1. Examine the concept of marketing and its various tools used in the advertising purpose.
2. Analyze the core concepts of the advertising like Segmentation,

Targeting and Positioning. 3. Understand the processes used to gain key consumer insights and evaluate the relation between consumer behavior and advertising strategy. 4. Prepare an advertising plan and apply advertising principle and practices of the advertising function in an advertising plan. 2.c Pedagogy/Instruction Methodology Lecture Class exercise Project Discussion.

2.d Suggested Text Book/s and references/s Text Book/s Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, Prentice Hall of India David Ogilvy, Ogilvy on Advertising, Vintage Books S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing References/s

1. Belch,E. George and blech,A,mickeal,2003,advertising & promotion, Tata MC Graw- Hill,New Delhi
2. Chunawalla ,S.A.sethia k.c. 2008,7th edition ,foundation of

advertising ,Himalayas publishinh house Pvt.Ltd, New Delhi. 3. Tiwari, S.2003.the (un) common sense of advertising , response books ,A division of sage publications India Ltd. New Delhi.

Case Studies, Project/s & Article/s

1. Media plan project

2. Discussion on different Media plans

Tentative Delivery Schedule Session No. 1 Topic Introduction of the Course: - Overview & General Guidelines. What Is Advertising: Definition Concept of Advertising Advertising Campaign Audience for Advertising Classification of Advertising Advertising And Marketing Tutorial 1 Module No. Continuous Evaluation Remarks

2 3 4 5 6 7 8

I I I I I II Assignment 1.a

9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34

Marketing Mix Concept of Marketing and its Significance in Advertising Market Share STP Advertising Agencies & Types Tutorial2 Structure Of Ad Agencies Functions Various Department Tutorial 3 Market Segmentation Markets, Market Segments and Niches Basis for Segmenting Consumer Markets Targeting Strategies Undifferentiated Targeting Differentiating Targeting & Niche Targeting Tutorial 4 Benefit Approach Price- Quality Approach User Approach Product Category Approach Competitor Approach Analysis Of Marketing & Advertising Tutorial 5 Tutorial 6 Tutorial 7 Presentation

II II II II III III III IV IV IV IV IV IV Assignment 1.b

IV IV IV IV IV IV Project & presentation

I-IV

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Presentation

I-IV

Academic Integrity Policy Students are expected to follow rules of conduct and academic behavior standards as detailed in the students regulations. Failure to comply with these rules may result in disciplinary actions as stipulated in the students regulations. Evaluation Scheme Continuous evaluation will be conducted for 30 marks. It is continues and spread throughout the course. The detail of the evaluation components are given below. S.No. Evaluation component Weight date for evaluation Date for evaluation Session 08 & 18 Session 28 Throughou t the semester Session 15 Decided by unit. Leaning outcome evaluated 1,2 & 3 1&4 1-4 1,2,3 1-4 Date of completion of evaluation

1 2. 3. 4 5

Home 5 assignmen t Project & 10 presentatio n Attendanc 5 e Class test End term Total 10 70 100

Component 1 Home Assignment (5 marks) It will be individual task to test the practical learning of the students. They will have to make: a. Five prints advertisement b. Electronic advertisement Evaluation Criteria 1. 2. 3. 4. Originality Creativity Theme covered Understanding of the Concept

Component II- Project & Presentation (10 marks) Advertising Planning Project: This is your major project for the course. You will be developing a complete advertising campaign. Your campaign should serve as an advertising plan and should include: identification of the target audience, objectives selection of appropriate media creative work budgets, advertising calendar and methods for monitoring progress. Guidelines for projects 1. It will be an individual projects for all the students in the class.

2. Projects should be in the form of power point presentation. 3. Should be innovatively prepared and cover all the aspects of advertising campaign. 4. All the references used in the projects needs to be coated at the end of the projects. Evaluation Criteria. 1. Originality 2. Creativity 3. Planning 4. Presentation.