Advertising
9th April 2020
Unit 1 Introduction to Advertising {Book} |
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Definition and Nature of Advertising |
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Evolution of Advertising |
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Functions of Advertising |
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Advertising Importance |
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Advertising Scope |
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Advertising Features, Benefits |
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5 M’s of Advertising |
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Types of Advertising: |
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Consumer Advertising |
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Industrial Advertising |
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Institutional Advertising |
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Classified Advertising |
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National Advertising |
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Generic Advertising |
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Theories of Advertising: |
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Stimulus Response Theory |
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AIDA Model |
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Hierarchy effects Model |
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Means-end Theory, Visual verbal imaging |
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Cognitive Dissonance Theory |
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Ethics and Laws in Advertising: |
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Puffery, Shock Ads, Subliminal Advertising, Weasel Claim |
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Surrogate Advertising, Comparative Advertising |
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Comparative Advertising code of ethics |
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Regulatory Body for advertising |
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CSR |
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Public Service Advertising, Corporate Advertising, Advocacy Advertising |
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Social, Cultural, economic impact of Advertising |
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The impact of ads on Kids, women |
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Unit 2 Strategy and Planning process in Advertising {Book} |
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Marketing Plan |
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Advertising Plan: Background |
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Situational analysis related to Advertising issues |
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Marketing objectives, Advertising objectives |
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Target Audience |
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Brand Positioning |
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Brand equity |
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Brand image |
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Brand Personality |
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Brand Creative strategy, Message Strategy, Media Strategy |
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Integration of advertising with other communication tools |
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Role of Advertising in Marketing Mix. |
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Product planning |
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Product Brand policy |
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Price |
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Packaging |
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Product Distribution |
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Elements of promotion |
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Role of advertising in PLC |
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Advertising agencies: Functions |
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Advertising agencies: Structure, Types |
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Selection criteria for advertising agency |
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Maintaining agency-client Relationship |
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Agency Compensation |
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Unit 3 Creativity in Advertising {Book} |
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Creativity: Introduction, importance |
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Creative Process, Creative Strategy Development, Advertising campaign |
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Determining the Message Theme/Major Selling ideas |
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Introduction to USP |
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Positioning Strategies |
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Persuasion and Types of Advertising appeal |
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Role of source in ads and celebrities as source in Indian ads |
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Execution styles of presenting ads |
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Role of different elements of ads: Logo, Company signature, Slogan, Tagline, Jingles, illustrations etc. |
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Creating the TV commercial: Visual Techniques, Writing script, Developing storyboard, Music, Soundtrack |
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Creating Radio commercial: Words, Sounds, Music, |
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Scripting the commercial: Clarity, coherence, pleasantness, believability, interest, Distinctiveness |
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Copywriting: Elements of Advertisement copy, Headline, sub-headline, Layout, Body copy, Slogans, Signature, closing ideas, Types of copy, Copy Research, essentials of good copy |
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Principles of copywriting for print, OOH |
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Unit 4 Budget, Evaluation, Current trends and Careers in Advertising {Book} |
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Advertising Budget: Definition, features |
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Advertising Budget objectives |
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Preparation of Advertisement Budget |
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Advertising Budgeting |
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Methods of budgeting |
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Evaluation of Advertising effectiveness: pre-testing and Post-testing objectives |
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Testing process for Advertising effectiveness & Method |
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Concept Testing v/s Copy Testing |
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Current testing in Advertising: |
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Rural and Urban Advertising |
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Digital Advertising |
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Content Marketing (Advertorials) |
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Retail Advertising |
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Lifestyle Advertising |
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Ambush Advertising |
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Global Advertising: Scope, Challenges |
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Careers in Advertising: |
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Careers in Media and Supporting firms |
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Freelancing option for careers in Advertising |
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Role of Advertising Accounts executives |
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Campaign Agency family Tree: Topmost advertising agencies and their famous advertisement Design |
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