Advertising

Mrs. Gopika Kumar

Email: gopikakumar@gmail.com

Textbooks:

Lecture notes and handouts

Texts:

♦ Belch and Belch: Advertising and Promotion

♦ Batra and Kazmi: Advertising and Sales Promotion
♦ A.B. Halve: Planning for Power Advertising
♦ Burnelt: Promotion Management
♦ Kleppner: Advertising Procedures

Course Description:
Communication is an essential component of marketing. Advertising is one of the corporate tools for informing and
persuading the target customers. This course aims at training the participants in, first, gaining an overview of the
exciting field of advertising; second, formulating and executing workable advertising strategies; and, finally,
undertaking lateral thinking so as to arrive at creative communication solutions.This course, however, does not
train you to become a copywriter or a visualiser, or an art director.

Course Objectives:
The spotlight will be on:

• Planning and executing an advertising campaign, and

• Thinking laterally so as to arrive at creative communication solutions.

Attendance:

To realize the full potential of this course students are encouraged to attend all scheduled classes and participate in
class activities. Students who miss a class are responsible for researching the missing information on their own.

Please turn off or put your cell phones on a silent mode before the start of class.
 Grading:

Internal

Idea Briefs 10

Class Participation 5

Cases & Assignments 15

External

Final Exam 70%

Total 100%

Idea Briefs: You will be responsible to complete one separate briefings of real world applications in the advertising
field. The objective is to expand our understanding of the topical area and relate it to the practice of theory.
The topic can come from advertising related articles from on/off campus functions or else. You will report back to
the class what specific advertising concept you are exploring and how the article illustrates and adds to our
knowledge of the topic.

Panel Discussions: A variety of panel discussions are scheduled to occur during class at throughout the semester.
The method is to examine and discuss ethical issues in the field of advertising. The purpose is for the panel to
facilitate meaningful student conversation to build awareness and understanding for the issue under
discussion. The panel consists of a group of 4 people. For the panel discussion, each student on the panel must be
prepared to defend their views. The panel will then address questions from the class as well as from each other. On
the day of the discussion, each member must turn in a 1 page typed position paper regarding your thoughts about the
topic (i.e. Do you agree or disagree with the statement? Why?). Also each student should turn in a bibliography
containing at least 3 sources from which you formed your opinion. Rewards are based on the quality of your
presentation & the level of discussion. Audience members will be responsible for completing feedback for each
panel.

Cases & Research Presentations:

The objectives is to complete a project of your choice, to expand both yours and the class’s knowledge of a
specific advertising topic, and to practice effective written and presentation communication. Students may
work in teams of 3-4. Choose a topic in the advertising field and submit it to me by the 10 th Session. Marking is
based on the quality of your written and oral presentation, demonstration that you understand the topic you’ve
researched, and your ability to communicate that knowledge effectively. Every member of the work team must
participate in the presentation. You will be given the opportunity to present your findings to the class.
All projects must be typed.

A project will be considered late if it is not passed in during the class period that it is due. The assignment handed
in late will receive a 10% grade reduction.

Exams: One Final Trimester exam consisting of objective & subjective questions.
Tentative Schedule
ADVERTISING
Session Plan

Session 1 & 2
Introduction

Marketing and role of communication in it

Marketing and advertising communication
Advertising agency

Session 3 & 4
Profiling the target audience
Audience involvement and information needs
Type of decision making / information processing
Response hierarchy levels
Attributes, benefits, and motives
Consumer behaviour

Panel Debate: Group 1(Session 3)

Session 5 & 6
Setting up objectives of communication

Panel Debate: Group 2(Session 6)

Session 7 & 8
Preparing the ground for advertising creation and execution
Message strategy formulation and execution
Media strategy formulation and execution

Session 9 & 10
Pre-launch testing
Measurement of results
Panel Debate: Group 3(Session 9)

Session 11 & 12
Projects and Presentations

All course outline terms are subject to change at the instructor’s discretion.

Advertising Project

Approach an advertising agency and assume if you are the promotion manager for a product , you need to design the
communication plan and plan an advertising campaign for the same.
Division of marks
Pre Approach 5marks(5e,3a,1p)
Communication Plan
Approach 5marks(5e,3a,1p)
Mission
Money
Message strategy
Media Strategy
Measurement of results

Audio Visual Interview 3marks(3e,0p)

Formals 1mark
Visiting Card 1mark

Total 15marks