Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB753 Advertising Management

Advertising as an element in the marketing mix-its role and importance-classification of advertising- Ad objectives-Sales oriented objectives-Behavioural oriented objectives-DAGMAR

Creative strategy: Appeals, ad values, ad designing- print copy visual elements, layout designing, story boarding, creative strategy for high and low involvement level products.

Pre testing and post testing of advertisement-the tests and the suitability of them for various media

Media mix-print, broad cast (T.V. & Radio), Cinema, Outdoor, Direct Mail advertising, and Internet. Defining media planning-From marketing plan to media plan, challenges in media planning. Developing the media objectives-Reaching the audience and distributing the message. Developing the media strategy- selection of media scheduling, calculating the cost efficiency.

Steps in campaign planning-role of research in advertising campaign planning. Setting up the ad budget- process and methods. Appropriation of ad budget.

Ad agency: Ad agency as a business-functions & structure.

Advertiser: Choosing an ad agency-building and maintaining relationship with ad agency- changing agencies.

Books:

1. Belch E. George & Belch A. Michael, "Advertising and Promotion", 5 edition, Tata Mcgraw Hill, New Delhi, 2001.

2. Parameswaran, "Brand building advertising: concepts and cases", Tata Mcgraw Hill, New Delhi, 2002.

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