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