Advertising 1 sem 3 Sheth Publication B.Com Sem 3 -

Advertising 1 sem 3 Sheth Publication

  • Publisher : Sheth
  • Author: Ajagoankar, Patkar
  • Edition: 2024
  • Availability: In Stock
  • Normally Deliver within 3-4 days
  • Rs.135

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  • Description :


     1. Introduction to Advertising (12 Lec.)

    ♦ Integrated Marketing Communications (IMC) – Concept, Features, Elements, Role of advertising in IMC
    ♦ Advertising: Concept, Features, Evolution of Advertising, Active Participants, Benefits of advertising to Business firms and consumers
    ♦ Classification of Advertising: Geographic, Media, Target audience and Functions

    2. Advertising Agency (11 Lec.)
    ♦ Ad Agency: Features, Structure and services offered, Types of advertising agencies , Agency selection criteria
    ♦ Agency and Client: Maintaining Agency–Client relationship, Reasons and ways of avoiding Client Turnover, Creative Pitch, Agency Compensation
    ♦ Careers in Advertising: Skills required for a career in advertising, Various Career Options, Freelancing Career Options – Graphics, Animation, Modeling, Dubbing.

    3. Economic & Social Aspects of Advertising (11 Lec.)
    ♦ Economic Aspects: Effect of advertising on consumer demand, monopoly and competition, Price
    ♦ Social Aspects: Ethical and social issues in advertising, positive and negative influence of advertising on Indian values and culture
    ♦ Pro Bono/Social advertising: Pro Bono Advertising, Social Advertising by Indian Government through Directorate of Advertising and Visual Publicity (DAVP), Self-Regulatory body – Role of ASCI (Advertising Standard Council of India)

    4. Brand Building and Special Purpose Advertising (11 Lec.)
    ♦ Brand Building: The Communication Process, AIDA Model, Role of advertising in developing Brand Image and Brand Equity, and managing Brand Crises
    ♦ Special Purpose Advertising: Rural advertising, Political advertising, Advocacy advertising, Corporate Image advertising, Green Advertising – Features of all the above special purpose advertising
    ♦ Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of Advertisements

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