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GITAM Institute of Management

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MPRBA - MM 402 ADVERTISING and BRAND MANAGEMENT
MBA IV TRIMESTER
COURSE OUTLINE
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No. of credits : 3
No. of sessions : 30
Instructor : Dr.R.Venu Gopal
Mobile : 98498 10375
Email : chinnirvgopal@yahoo.co.in
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A. Introduction

Advertising is an important and effective communication tool to promote the products to the
targeted customer. Advertising influences the perception of customers about the product
quality, price, and risk of purchase etc and develops positive attitude leading the customers to
act upon. Developing an effective media strategy in terms of market analysis, defining media
objectives, media selection, copy and layout design is very essential to achieve advertising
effectiveness.

B. Learning Objectives

To understand the concepts and trends in Advertising
To learn planning and measurement of Advertising
To understand the brand equity and branding strategies

C. Methods of Instruction
Class lectures
Case analysis
Assignments
Presentation

C Text Book
George E Belch, Michael A Belch and Keyoor Purani - Advertising and Promotion
An Integrated Marketing Communication Perspective, 9
th
E., Tata McGraw-Hill, New
Delhi, 2012

D. Reference
1. A.S.A.Chunawala and K.C.Sethia - Foundation of Advertising Theory and
Practice - Himalaya Publishing House

2. Terence A.Shimp- Integrated Marketing Communication in Advertising and
Promotion - 8
th
Edition - CENGAGE

3. Kenneth E. Clow and Donald Baack-Integrated Advertising, Promotion and
Marketing Communications - 4
th
Edition - PEARSON

4. Kevin L. Keller,Parameswaran,Isaac Jacob -Strategic Brand Mgmt -3
rd
Edition-Pearson




2



SESSION PLAN
Session TOPIC/CONTENT


Chapter Chapter
No.


UNIT-1 : Advertising

1

Introduction to Advertising 1

2

Objectives of Advertising

3

Advertising agencies 3

4

Advertising agencies 3

5

Advertising budgets 7

6

Emerging trends in Advertising



UNIT-II : Advertising Creativity


Creativity-Planning and development

7

Importance of creativity

8
8

The creativity process

8
9

The creativity process

8

Creativity-implementation and evaluation
10

Advertising appeals

9
11

Execution styles

9
12

Execution styles

9
13

Creative tactics for Print media 9
14

Creative tactics for electronic media 9

QUIZ-1


UNIT-III : Media planning and strategy
15

Media plan

10
16

Media objectives

10

Media Strategy


17

Media mix,Target market coverage,Scheduling 10
18

Reach Vs Frequency

10
19

Flexibility &Budget considerations 10
20

Evaluation of media

10

UNIT-IV : Advt.Effectiveness&Socioeconomic and
Ethical aspects
21

Classification of Testing methods of effectiveness 19
22

Concept testing,Prefinished copy testing 19
23

Pretesting &Post testing of finished Ads 19
24

Socioeconomic aspects of Advertising 22
25

Ethical aspects of Advertising

22

UNIT-V : Brand Management (Text Book: Strategic
Brand Mgmt-Kevin L Keller-Pearson-3
rd
Edn)

26

Managing a brand

1
27

PLC of a brand

13
28

Brand equity

4&5
29

Branding strategy

11
30

Brand positioning

3

3


QUIZ-2



ASSESSMENT


A) Internal Assessment 40

Mid-trimester exam - 15
Quiz - 10
Presentation/Assignment - 10
Attendance - 5

B) Term-end examination 60

Brief answer Questions 10
Descriptive Questions -- 40
Case analysis -- 10