Advertising & Communication Management

Course Code

: SL MM 614

Sessions

: 30

Credit

:3

Semester

: III/IV

Objective
The syllabus aims at providing Advertising knowledge required for perspective building to students
who wish to join the Advertising and Media Industry and those who want to get into the Marketing
Communication function in any Corporate. The course seeks to deliver basic skills for managing
advertising businesses by combining theoretical learning about Advertising with the practical inputs
from industry practices and considering that students are aware of Marketing, Marketing Research
and Consumer behavior.
REFERENCE BOOKS
Advertising Management
Advertising Management
Advertising Principles and Practice
The Online Advertising Playbook
Advertising And The Mind of the Consumer
Ogilvy on Advertising
The Practice and Advertising
Principles of Advertising & IMC
A Media Planning A Practical Guide
Advertising Media Planning
Advertising Strategy Creative Tactics from
The Outside/In

Detailed Syllabus
How Advertising Works: Evolution of
Advertising Advertising Theories & Models
Influencing People The Communication and
Persuasion Process Role of Conditioning &

AUTHOR & PUBLICATIONS

Rajeev Batra, J G Myers, David A Aaker
Pearson Education, Inc. 5th Edition
Jaishri Jethwaney, Shruthi Jain OXFORD
University Press
Wells, Moriarty, Burnett Prentice, Hall of
India Pvt. Ltd 7th Edition
Plummer, Rappaport, Hall, Barocci John
Wiley & Sons, Inc
M Sutherland, A K Sylvester Allen & Unwin
2nd Edition
David Ogilvy - Prion Books
Adrian R Mackay Elsevier 5th Edition
Tom Duncan Tata McGraw-Hill Publishing
Company Ltd 2nd Edition
Jim Surmanek McGraw Hill Professional 3rd
Edition
J Z Sissors, R B Baron McGraw Hill
Professional 6th Edition
Tom Altstie, Jean Grow SAGE 2005

Attitude formation and Change Perception

Cognition Affective and Emotions
Association Behavior.
Strategic Advertising Planning: Setting
Advertising Objectives DAGMAR and CAPP
90

Model Planning An Advertising Campaign

Appropriation & Budgeting Ground Rules Of
Making Of Good Campaign Creative Strategy
& Creative Development Idea Generation
Creative Brief Creative Appeals Message
Execution Message Story Telling Tone &
Style Synergy of Words & Pictures Role of
Visuals Visualizing ;The Big Idea
Copyrighting, Layout & Design Positioning.
Media Strategy & Media Planning: Overview
Major Media Forms Media Objectives
Media Ratings (Home Using TV HUT, People
Using TV PUT, People Using Radia PUR,
Gross Rating Points, Target Rating Points)
Media Share Impressions Reach
Frequency Media Mix Media Weighting
Media Concentration Message Consideration
Media Scheduling Media Indix (Brand
Development Index, Category Development
Index) - Cost per Thousand (CPT) Cost per
Point (CPP) Audience Data & Composition
Media Habits Negotiation a Media Buy
Media Models.
Types of Media: Traditional Vs Specialized Vs
Nontraditional Media Online Advertising
Reach & Frequency Types of Online Ads
The Internet & Interactivity Internet Privacy
Policies Wireless Communication (MCommerce) Infilm Advertising (Coveted
Advertising) Celluloid Media.
Advertising Research: Analyzing Consumer
Behavior Measuring Campaign Effectiveness
(Pre, Post & Concurrent) Continuous Tracking
(Exposure, Salience, Familiarity, Persuation)
Quantitative Techniques for Measurement of
Advertising Effects on Memory (Perceptual
Mapping, Multidimensional Scaling, Attitude
Measurement and Scale, Image Gap Analysis,
Conjoint Analysis, Discriminant Analysis,
Regression Analysis) Media Research.

9
1

Creating Oral, Written and Visual

Advertising: Creative Thinking Creative
Process Creative Brief Layout & Design
Copy Writing Styles Radio Copywriting
Scripts Film Production Banners Web
Designing Sketching & Graphics
Illustrations & Photos Art Reproduction
Video Graphics.
Profile of Advertising Industry: Types of
Agencies How Agencies Work Structure and
Process How Agencies Earn Revenue
Agency Relationships Planning And Preparing
Advertising Brief How to Get Clients
Pitching For an Account Role of Advertising
Advertising and Society Advertising
Regulations Advertising Laws and Ethics
Types of Advertising.
Global Advertising: Cross National Cultural
Understanding Standardization Vs Adaptation
Global Branding and Positioning Message &
Media Strategy.

Suggested Schedule of Sessions

Topic
How Advertising Works
Strategic Advertising Planning
Media Strategy & Media Planning
Types of Media

No. of
Sessions
4
4
4
3

Advertising Research
Creating Oral, Written and Visual
Advertising
Profile of Advertising Industry

5
5

Global Advertising
Defining / Analyzing preposition
in a consumer context (USP Vs.
UBP)

2
1

Total

30