ADVERTISING MANAGEMENT

MODULE I - FUNDAMENTAL OF ADVERTISING

WHY ADVERTISING?
USES AND TYPES OF ADVERTISING
SETTING ADVERTISING OBJECTIVES
LEGAL FRAMEWORK OF ADVERTISING

MODULE II- COMMUNICATION MIX AND ADVERTISING

WHAT IS CONSUMER BEHAVIOUR?
WHAT IS ATTITUDE ?
COMMUNICATION PROCESS
RULE OF FIVE IN COMMUNICATION
WHAT IS PROMOTIONAL MIX?
PUSH AND PULL STRATEGIES

MODULE III- ADVERTISING CREATIVITY

WHAT IS CREATIVITY?
ACTIVITIES IN CREATING DESIGN PROCESS
HOW TO MAKE A GOOD ADVERTISING COPY
CLASSIFICATIONS AND COMPONENTS OF AD COPY
ADVERTISING LAYOUT

MODULE IV- CAMPAIGN AND MEDIA PLANNING

MAJOR PARAMETERS
OBJECTIVE OF ADVERTISING CAMPAIGN PLANNING
APPRAISAL OF ADVERTISING OPPORTUNITY
FACTOR INFLUENCING
MEDIA STRATEGY
MEDIA TYPES
VARIOUS ADVERTISING MEDIA

MODULE V- ADVERTISING SCHEDULING AND EFFECTIVENESS

MAIN ELEMENTS OF SCHEDULING
DIRECT MEASURES OF ADVERTISING EFFECTIVENESS
CONTROL GROUP DESIGN
INDIRECT MEASURES
KEYING THE ADVERTISING

MODULE VI- ADVERTISING AND MARKETING PROCESS

ADVERTISING AND MARKETING MIX
PRODUCT POSITIONING STRATEGIES
WHAT IS PACKAGING?
CHANNELS OF DISTRIBUTION AND ADVERTISING

CREATING BRANDS

HOW TO CREATE BRANDS
ADVERTISING AND BRAND NAME
BRAND NAME TRADEMARK

ADVERTISING BUDGET

WHAT IS BUDGET?
THE MARGINAL ANALYSIS APPROACH
METHODS OF APPROPRIATION
TIMINGS ADVERTISING

PRODUCTION

PRODUCTION OF PRINT ADVERTISEMENT
ART OF TYPOGRAPHY
PRODUCTION TECHNIQUES

ADVERTISING AGENCY AND PUBLIC RELATION

AD AGENCY MEANING AND ORGANISATION
TYPES OF AGENCY
IN-HOUSE AGENCY
WHO ARE THE PUBLIC?
THE NEED OF PUBLIC RELATION