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UNIVERSITY OF MADRAS
B.Sc. DEGREE COURSE IN PSYCHOLOGY
SEMESTER SYSTEM WITH CREDITS
(Effective from the Academic Year 2003-2004)
SYLLABUS
Semester VI - Application Oriented Subject II - Psychology of Advertising
Chapter I:
Introduction: The Advertiser, facilitating institutions, Perspectives on advertising; Advertising and society; global marketing arid advertising.
Chapter II:
Managing Integrated Market communications: The Communication Process; developing effective communications; deciding a marketing Mix, Integrated marketing communications.
Chaper III:
Managing Advertising: Developing and managing an advertising Program, deciding on media and measuring effectiveness.
Chapter IV
Segmentation and positioning; Segmentation and positioning Strategies.
Chapter V:
Message Strategy: Brand equity, Image and personality, group Influence and word of mouth advertising message tactics creative Approaches, the art of copywriting Guest lectures from experts in the field of advertising must be arranged.
REFERENCE
1. Kotler, Philip (2001): Marketing Management, Millenium edition, Eastern Economy, Prentice Hall India, New Delhi.Business Schools - Engineering Colleges - Medical & Nursing Admissions - BEd in Distance mode - Journalism & Media Studies - Forensic Science
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