Advertising University of Mumbai BMS 3rd Sem Notes

09/04/2020 1 By indiafreenotes
Unit 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
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
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