Advertising Management Notes
The MBA Advertising Management Subject aims to acquaint the students with concepts and techniques and give experience in applying concepts for developing an effective advertising program.
MBA Advertising management is a four-module subject. The first module deals with the general introduction of advertising and its importance. It will also discuss the functions in the organization and the main duties of the advertising manager. The second module is about Advertising strategies, it will explore the communication mix, creation of any advertising program. The third module is about advertising media, it deals with the different classifications of different media, its planning, scheduling, selection, and evaluation. The last module is the management of advertisement, it deals with advertising budget, control, and administration, it also covers the social responsibility in advertising.
Module I: Introduction to Advertising
Introduction to AdvertisementDefinition and Objectives of Advertising
Functions and Classifications of Advertising
Advertising Agency and its Functions
Types and Structure of Modern Ad-agency
Study about Agency Relationship and the Selection of Advertising Agency
Module-II: Advertising Strategy
Advertising as Mass Communication: The Communication MixBuilding of Advertising Program: Creative Strategy - Copy, Message
Advertising Appeals
AIDA Concept
Module III: Advertising Media
Advertising Media, the General and Special Characteristics of Different MediaMedia Planning, Scheduling, Selection, and Evaluation
Measuring Advertising Effectiveness (DAGMAR)
The Rationale of Testing: Pretesting, Concurrent Testing and Post Testing
Recall, Recognition, and Persuasion
Module – IV: Advertising Management
Advertising Budget: Approach and Procedures for Determining the Size of the BudgetAdministration and Control of Budget
Regulation of Advertising: Self Regulation by Advertising Media
Ethics and Social Responsibility in Advertising
