Revised Course Structure for Master in Business Administration
MBA Semester III Specialization: - Marketing Management
Elective OP 306B: ADVERTISING MANAGEMENT
Advertising-Purpose and Functions-Advertising Process-Advertising in the Marketing Mix-Various Approaches
Advertising Agency-Functions- Advertising Agency partnership-Services offered by the modern Advertising Agency.
Concept of copy-Elements of copy and Message-Media objectives-Media Plan-Factors influencing Media Selection-Types of Media.
Concepts of Reach, Frequency and Gross Rating points-Significance of rating and its implications.
Advertising Appropriation-Methods and Significance
Advertising Effectiveness-Tests and Techniques
Event Management- Techniques and Significance
Sales Promotion as Promotion Tool-Types of Sales Promotion Techniques-Evaluation of Sales Promotion Schemes
Publicity –Forms of Publicity- Techniques adopted
Belch, Advertising and Promotion: An Integrated Marketing, SIE, Tata Mc Graw Hill Edition, 9780070144965
Kumar N Mittal R , Advertising Management, Amol Publication, 1st Edition 2002
Belch George Belch Michel, Advertising and Promotion, Tata Mc Graw Hill 12th Reprint 6th Edition 2003
Batra , Myers and Aaker , Adverting Management, Pearson, 2nd Reprint 2003
Chunawala SA, Advertising Sales and Promotion Management, Himalaya Publication 3rd Revised Edition 2008
Clow, Back, Integrated Advertising , Promotion and Marketing Communication, Pearson, 3rd Edition 2007
Note :- At least 10 Case Studies should be taught in class on relevant