Basics Of Advertising

Syllabus
Unit I: [Concept of Advertising] 
1. Advertising: Definition, Types and Functions
2. Models of Advertising Communication

• a. AIDA model
• b. DAGMAR model
• c. Maslow’s Hierarchy Model

3. Classification of Advertising on the basis of Target Audience, Geographical Area, Medium and    
    Purpose
4. Ethical and Regulatory Aspects of Advertising: ASCI & AAAI Code

Unit II: [Creativity in Advertising]
1. Creativity in Advertising: Concept and Importance
2. Elements of Advertisement: Copy, Slogan and Audio-Visual Elements
3. Concept of Brand; Segmentation, Targeting and Positioning
4. Advertising Appeals

Unit III: [Ad Agency - Structure and Functions] 
1. Advertising Agency: Concept, Types, Functions and various departments
2. Structure and Hierarchy of an Advertising Agency
3. Planning and Pitching in Advertising
4. Role and Functions of DAVP

Unit IV: [Advertising Campaign] 
1. Media Planning and Scheduling
2. Uses and Importance of media measurement tools: IRS, RAM, BARC and WAM
3. Budgeting Process and factors affecting Advertising Budget
4. Advertising Campaign: Definition, Concept and stages of product Life Cycle