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Swayam Central

Introduction to Advertising

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

Learners enrolled: 252

SUMMARY

Course Status : Upcoming
Course Type : Elective
Duration : 12 weeks
Start Date : 16 Jan 2020
End Date : 18 Apr 2020
Exam Date : 09 May 2020
Enrollment Ends : 29 Feb 2020
Category :
  • Multidisciplinary
  • Level : Undergraduate

    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.

    COURSE CERTIFICATE

    30% for in Course Assessment & 70% of End-term Proctored Exam.

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