To equip the students with the nature, purpose & complex constructions in the planning and execution of a successful advertising program. The course will expose student to issues in brand management, faced by firms operating in competitive markets.
At the end of the course, students should be able to:
Unit I (2 Weeks)
Introduction to advertising and marketing communication:
Advertising need & importance; growth of modern advertising; advertising & the marketing mix; types & classification of advertisement; social & economic aspects of advertising; Marketing communication models- AIDA, hierarchy of effect, innovation adoption model; Planning framework of promotional strategy.
References:
Batra, R., Myers, J.G., Aaker, D.A. Advertising Management. Prentice Hall. [ Chapter 1 and 19]
Kazmi, S.H.H and Batra, S. Advertising and Sales Promotion Management. Excel Books [ Chapter 1,2,3,4,5,6,7and 8]
Unit II (4 Weeks)
How advertising works:
Exposure, salience, familiarity, low involvement, central route & peripheral route & cognitive learning; Associating feelings with a brand; creating copy strategies- Rational & emotional approaches; FCB Grid and Elaboration Likelihood model; selection of an endorser; creative strategy & style- brand image, execution, USP, common touch & entertainment; message design strategy; format & formulae for presentation of appeals (slice of life, testimonials, etc); different types of copy; art & layout of an advertisement- principles of design, layout stages, difference in designing of television, audio & print advertisement
References:
Batra, R., Myers, J.G., Aaker, D.A. Advertising Management. Prentice Hall. [ Chapter 5,6,7,9,10,12 and 13]
Kazmi, S.H.H and Batra, S. Advertising and Sales Promotion Management. Excel Books [ Chapter 10 and 11]
Unit III (2 Weeks)
Media planning and scheduling:
Introduction to broadcast & non -broadcast media; Budgeting decision rule- percentage of sales method, objective to task method, competitive parity, & all you can afford; Key factors influencing media planning; Media decisions- media class, media vehicle & media option; Scheduling- flighting, pulsing, & continuous
References:
Batra, R., Myers, J.G., Aaker, D.A. Advertising Management. Prentice Hall. [ Chapter 16 and 17]
Kazmi, S.H.H and Batra, S. Advertising and Sales Promotion Management. Excel Books [ Chapter 14,15,16 and 17]
Unit IV (1 Week)
Management of sales promotion:
Importance & need for sales promotion; planning for consumer schemes & contests; different types of consumer schemes.
References:
Kazmi, S.H.H and Batra, S. Advertising and Sales Promotion Management. Excel Books [Chapter 22, 23 and 24]
Unit V (3 Weeks)
Brand Management:
Concept of a brand; brand evolution; branding challenges and opportunities; brand elements; brand resonance pyramid; introduction to strategic brand management process; brand positioning strategies; brand extension; brand hierarchy-Kapfrer. Brand equity; brand personality.
References:
Kazmi, S.H.H and Batra, S. Advertising and Sales Promotion Management. Excel Books [Chapter 11 and 12]
Keller, K.L., Parameswaran, A.M.G. and Jacob, I. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson Education India.[Chapter 1,2,3,4,7,11, and 13]
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