Advertising University of Mumbai BMS 3rd Sem Notes
9th April 2020Unit 1 Introduction to Advertising {Book} | |
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 {Book} | |
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 {Book} | |
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 {Book} | |
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 |
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