Introduction to Advertising

By Dr. Lalit Engle | Educational Multimedia Research Centre, Devi Ahilya Vishwavidyalaya, Indore

Learners enrolled: 735

Communicating with the right target customer in the most effective way is a major challenge in a cluttered environment. Everyday a consumer is heavily bombarded with advertising messages from a variety of channels - traditional as well as modern. All the marketers are in the race of winning share of mind, heart and wallet of customer by all possible means. Breakthroughs in technologies - printing, production, broadcast media, digital media, telecommunication, internet etc has equipped modem marketers with a range of sophisticated promotional tools to attract, motivate, and retain the customer in a highly competitive market. To be effective and efficient, advertising needs to be highly focused and coordinated. It calls for an out of the box approach - an open mindset, prepared to experiment and bring out creative and innovative ideas that work. This course deals with understanding the art and science of advertising processes, partnering organizations and creation of advertisements for a variety of media. It is aimed at providing an insight into the realities of advertising world, imparting knowledge and developing skills to contribute in management of advertising campaigns.

Summary

Course Status :	Completed
Course Type :	Elective
Duration :	12 weeks
Category :	Multidisciplinary
Credit Points :	3
Level :	Undergraduate
Start Date :	16 Jan 2020
End Date :	18 Apr 2020
Enrollment Ends :	08 Mar 2020
Exam Date :	09 May 2020 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week Lesson

W1L1 AN INTRODUCTION TO ADVERTISING

W1L2 HISTORY OF ADVERTISING

W2L1 ROLES OF ADVERTISING

W2L2 PRODUCT - THE KEY ELEMENT OF MARKETING

W3L1 INTRODUCTION TO MARKETING, PART-1

W3L2 INTRODUCTION TO MARKETING, PART-2

W3L3 INTEGRATED MARKETING COMMUNICATION - IMC

W4L1 INCREDIBLE INDIA : AN INTEGRATED MARKETING COMMUNICATION APPROACH

W4L2 ADVERTISING CAMPAIGN, PART-1

W4L3 ADVERTISING CAMPAIGN, PART-2

W5L1 MEASURING ADVERTISING EFFECTIVENESS

W5L2 MEDIA STRATEGY

W5L3 VISUALISATION, IDEATION & CREATIVE IDEA

W5L4 CLIENT BRIEF, CREATIVE BRIEF AND MEDIA INFORMATION SOURCES

W6L1 CREATIVE APPEALS IN ADVERTISING

W6L2 CREATIVE STRATEGY & BRAND POSITIONING

W6L3 MESSAGE FORMATS AND EXECUTION STYLES

W6L4 MEDIA PLANNING, PART-1

W6L5 MEDIA PLANNING, PART-2

W7L1 MEDIA SCHEDULING

W7L2 PRINT MEDIA : NATURE & CHARACTERISTICS

W7L3 DESIGNING ADVERTISEMENT FOR PRINT MEDIA

W8L1 BROADCAST MEDIA : NATURE & CHARACTERISTICS

W8L2 OOH OUT OF HOME - ADVERTISING

W8L3 DIGITAL MEDIA & SEARCH ADVERTISING

W8L4 ADVERTISING ON SOCIAL MEDIA AND MOBILE

W9L1 ROLE OF ADVERTISING AGENCY

W9L2 FUNCTIONS OF AN ADVERTISING AGENCY

W9L3 FUNCTIONS OF AN ADVERTISING AGENCY : CLIENT - AGENCY MEDIA RELATIONSHIP

W10L1 CAREERS IN ADVERTISING, PART-1

W10L2 CAREERS IN ADVERTISING, PART-2

W10L3 ETHICAL & REGULATORY ASPECTS OF ADVERTISING

W10L4 CONTENT MARKETING IN DIGITAL ERA

W11L1 INTRODUCTION TO PR

W11L2 PR CAMPAIGN PLANNING

W12L1 SALES PROMOTION

W12L2 PERSONAL SELLING AND SALESMANSHIP

W12L3 CURRENT TRENDS IN ADVERTISING

Books and references

• Aaker, ‘David A., Batra, Rajeev and Meyer, Jhon G.,“Advertising Management New Delhi: PHI

• Belch, G. E., Belch, M. A., and Purani, K., “Introduction to Advertising and Promotion: An integrated marketing communications perspective ”. New Delhi: Tata McGraw Hill.

• Percy, Larry, "Strategic Advertising Management”, New Delhi: Oxford.

• Russel, J. Thomas and Lane. W. Ronald, "Klepnner’s Advertising Procedure”, New Delhi, PHI.

• Clow, K. E. and Baack, D., “Integrated Advertising, Promotion, and Marketing Communications”, New Delhi: Pearson.

• Shah, K. and D’Souza, A., “Advertising and Promotion - An IMC Perspective”, Tata McGraw Hill, New Delhi.

• Chunawalla, "Advertising Theory and Practice", Himalaya Publishing House

• Jefkins & Frank, "Advertising Made Simple", Rupa & Co.

Instructor bio

Dr. Lalit Engle

Educational Multimedia Research Centre, Devi Ahilya Vishwavidyalaya, Indore

Dr. Lalit Engle is Assistant Professor at Educational Multimedia Research Centre, Devi Ahilya University Indore. He is teaching Digital Media, E-Content Development, Advertising and Video Production subject at EMRC. His current research interest are Digital Media Advertising and Digital Humanities.