Advertising 1 SYBcom Sem 3 Manan Prakashan | NEP 2020

• Publisher : Manan Prakashan
• Author: Michael Vaz ,Aurora Vaz
• Edition: 2025-26
• Availability: In Stock
• Normally Deliver within 3-4 days

• Description :

  Syllabus

   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