Advertising

9th April 2020 1 By indiafreenotes

Unit 1 Introduction to Advertising {Book}

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:

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:

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}

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}

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}

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:

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:

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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