BMS: Advertising

Unit 1: Introduction to Advertising
Definition and Nature of Advertising	VIEW
Evolution of Advertising	VIEW
Functions of Advertising	VIEW
Advertising Importance	VIEW
Advertising Scope	VIEW
Advertising Features, Benefits	VIEW
5 M’s of Advertising	VIEW
Types of Advertising:
Consumer Advertising	VIEW
Industrial Advertising	VIEW
Institutional Advertising	VIEW
Classified Advertising	VIEW
National Advertising	VIEW
Generic Advertising	VIEW
Theories of Advertising:
Stimulus Response Theory	VIEW
AIDA Model	VIEW
Hierarchy effects Model	VIEW
Means-end Theory, Visual verbal imaging	VIEW
Cognitive Dissonance Theory	VIEW
Ethics and Laws in Advertising:	VIEW
Puffery, Shock Ads, Subliminal Advertising, Weasel Claim	VIEW
Surrogate Advertising, Comparative Advertising	VIEW
Comparative Advertising code of ethics	VIEW
Regulatory Body for advertising	VIEW
CSR	VIEW
Public Service Advertising, Corporate Advertising, Advocacy Advertising	VIEW
Social, Cultural, economic impact of Advertising	VIEW
The impact of ads on Kids, women	VIEW

Unit 2: Strategy and Planning process in Advertising
Marketing Plan	VIEW
Advertising Plan: Background	VIEW
Situational analysis related to Advertising issues	VIEW
Marketing objectives, Advertising objectives	VIEW
Target Audience	VIEW
Brand Positioning	VIEW
Brand equity	VIEW
Brand image	VIEW
Brand Personality	VIEW
Brand Creative strategy, Message Strategy, Media Strategy	VIEW
Integration of advertising with other communication tools	VIEW
Role of Advertising in Marketing Mix.	VIEW
Product planning	VIEW
Product Brand policy	VIEW
Price	VIEW
Packaging	VIEW
Product Distribution	VIEW
Elements of promotion	VIEW
Role of advertising in PLC	VIEW
Advertising agencies: Functions	VIEW
Advertising agencies: Structure, Types	VIEW
Selection criteria for advertising agency	VIEW
Maintaining agency-client Relationship	VIEW
Agency Compensation	VIEW

Unit 3: Creativity in Advertising
Creativity: Introduction, importance	VIEW
Creative Process, Creative Strategy Development, Advertising campaign	VIEW
Determining the Message Theme/Major Selling ideas	VIEW
Introduction to USP	VIEW
Positioning Strategies	VIEW
Persuasion and Types of Advertising appeal	VIEW
Role of source in ads and celebrities as source in Indian ads	VIEW
Execution styles of presenting ads	VIEW
Role of different elements of ads: Logo, Company signature, Slogan, Tagline, Jingles, illustrations etc.	VIEW
Creating the TV commercial: Visual Techniques, Writing script, Developing storyboard, Music, Soundtrack	VIEW
Creating Radio commercial: Words, Sounds, Music,	VIEW
Scripting the commercial: Clarity, coherence, pleasantness, believability, interest, Distinctiveness	VIEW
Copywriting: Elements of Advertisement copy, Headline, sub-headline, Layout, Body copy, Slogans, Signature, closing ideas, Types of copy, Copy Research, essentials of good copy	VIEW
Principles of copywriting for print, OOH	VIEW

Unit 4: Budget, Evaluation, Current trends and Careers in Advertising
Advertising Budget: Definition, features	VIEW
Advertising Budget objectives	VIEW
Preparation of Advertisement Budget	VIEW
Advertising Budgeting	VIEW
Methods of budgeting	VIEW
Evaluation of Advertising effectiveness: pre-testing and Post-testing objectives	VIEW
Testing process for Advertising effectiveness & Method	VIEW
Concept Testing v/s Copy Testing	VIEW
Current testing in Advertising:
Rural and Urban Advertising	VIEW
Digital Advertising	VIEW
Content Marketing (Advertorials)	VIEW
Retail Advertising	VIEW
Lifestyle Advertising	VIEW
Ambush Advertising	VIEW
Global Advertising: Scope, Challenges	VIEW
Careers in Advertising:
Careers in Media and Supporting firms	VIEW
Freelancing option for careers in Advertising	VIEW
Role of Advertising Accounts executives	VIEW
Campaign Agency family Tree: Topmost advertising agencies and their famous advertisement Design	VIEW