Escolar Documentos
Profissional Documentos
Cultura Documentos
Format For Instruction Plan [for Courses with Lectures and Labs
Text Book: 1 Kruti Shah & Alan D Souza, Advertising & Promotion: an IMC Perspective, Tata McGraw Hill, New Delhi, 2009
3 Belch & Belch, Advertising & Promotion an Integrated Marketing Communication Perspective, Tata McGraw Hill, New Delhi, 2008
4 Sangeeta Sharma & Raghuvir Singh, Advertising Planning & Implementation, Prentice Hall of India, New Delhi, 2008
Other Reading
Sr. No. (Web adress) (only if relevant to the courses) Salient Features
15 http://www.multimediamarketing.com/mkc/marketingcommuni Discusses about Barrier to IMC and Benefits of IMC
cations/
16 http://www.zeromillion.com/marketing/print-advertising.html Discusses about creativity in pint advertisements
17 http://www.marketresearchworld.net/index.php? Discusses about the creativity in TV advertisements
option=com_content&task=view&id=2547&Itemid=77
18 http://www.turnoffyourtv.com/programsratings/advertising2004 Explains about Advertising in Past Present and Future
.html
Part 1
Week 1 Lecture 1 Indian Advertising from past to present ->Reference :15, Video Advertisements
->Reference :18,
Lecture 2 Players in the advertising world ->Reference
:1,Chapter-5
Lecture 3 The advertising agency ->Reference Term Paper 1 Allocation Case- Deshi Ad Agency,
:1,Chapter-5 Book-1, Page-236
->Reference :6,
Week 2 Lecture 4 Centralized and de-centralized advertising agencies ->Reference HomeWork 1 Allocation
:1,Chapter-5
Lecture 5 Advertising strategy and Fundamentals of ->Reference
Advertising Campaign :1,Chapter-7
->Reference :7,
Lecture 6 Advertising Strategy -strategy seelction, Marketing ->Reference Case Tata Salt-I, Book-
communication work out plan format :1,Chapter-7 1, Page-282
Week 3 Lecture 7 Advertising Strategy -Choice of strategy approaches ->Reference
:1,Chapter-7
->Reference :5,
Lecture 8 Finding the Big Idea ->Reference Case-Tata Salt-II, Book-
:1,Chapter-8 1, Page-310
Lecture 9 Brainstorming for Creative Ideas HomeWork 1 Submission
Part 2
Week 4 Lecture 11 Preparing a creative brief ->Reference HomeWork 2 Allocation
:1,Chapter-9
Lecture 12 creative execution elements Case- Raymond- The
Complete Man, Book-1,
Page- 381
Week 5 Lecture 13 celebrity support in execution ->Reference
:1,Chapter-9
Lecture 14 Creative execution and design in Print ->Reference
:1,Chapter-10
->Reference :16,
Lecture 15 Creative execution and design in Print ->Reference Case- Marico Attracts
:1,Chapter-10 talent with its corporate
campaign, Book-1,
Page-460
Week 6 Lecture 16 Creative execution on radio ->Reference Case- CloseUp, Book-1,
:1,Chapter-11 Page- 481
Lecture 17 Script Writing for Radio ->Reference HomeWork 2 Submission
:1,Chapter-11
->Reference :11,
Lecture 18 Creative execution on television ->Reference Case- Lifebuoy capture
:1,Chapter-12 audience with
->Reference :17, Gandhigiri, book-1,
Page-512
Week 7 Lecture 19 Creative execution on television ->Reference Quiz 1
:1,Chapter-12
->Reference
:9,Chapter-12
Lecture 20 Creative execution online- Search engine marketing, ->Reference
Banner Advertisements :1,Chapter-13
->Reference
:8,Chapter-13
Lecture 21 Creative execution online- Internet Direct mail, Pop ->Reference
ups, Virals, Blogs and community forums :1,Chapter-13
MID-TERM
Part 3
Week 8 Lecture 22 Different type of print media and its classification ->Reference Case- Divya Bhaskar
:1,Chapter-18 rocks Gujarat, Book-1
3 Approved for Spring Session 2010-11
Week 8 Lecture 23 Buying media space in print media ->Reference HomeWork 3 Allocation
:1,Chapter-18
Lecture 24 Guidelines and specifications for print advertisers
Part 4
Week 10 Lecture 30 Introduction to out of home media- Different types ->Reference HomeWork 4 Allocation Case- Amul The taste of
:1,Chapter-20 India, Book-1, Page-793
Week 11 Lecture 31 Creative aspects in out of home media ->Reference
:1,Chapter-20
->Reference
:14,Chapter-20
Lecture 32 Regulatory aspects in out of home media ->Reference
:1,Chapter-20
Lecture 33 Developing the media plan- Steps involved in Media ->Reference Term Paper 1 Submission Case- Champion: the
planning, Information requirement for media :1,Chapter-21 premium Milkfood Drink,
planning Book1, Page-820
Week 12 Lecture 34 Developing the media plan- Audience ->Reference
measurements, Evaluation of Mass media types, :1,Chapter-21
Media budget
Lecture 35 Advertising Testing Process ->Reference HomeWork 4 Submission
:1,Chapter-23
Lecture 36 Advertising Testing tools and techniques Quiz 2
Spill Over
Week 14 Lecture 40 By Word of Mobile ->Reference :13,
Lecture 41 By Word of Mobile
Lecture 42 A meeting of creative minds ->Reference :10,
Homework 2 Each student will be allotted an advertisement and he/she will have to analyze the message strategy in Individual
the advertisement.
Evaluation Criteria-
Comprehensiveness-5
Clarity-5
Reasoning-5
Homework 3 Each student will design a print advertisement for a specific company, which will cover the whole Individual
Components of print Add (Use of headings, sub headings, body, captions, colors, Font size, font style,
foot notes etc.)
Evaluation Criteria- Comprehensiveness-5 Clarity-5 Reasoning-5
Homework 4 Situation based problems Individual
Evaluation Criteria-
Quality of case Analysis-5marks
Test -10marks
Total :- 55 100
* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the
UMS
List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)