Advertising — DU B.A. (V.S.) Small And Medium Enterprise Previous Year Question Papers

B.A. (VS) Small and Medium Enterprises DISCIPLINE SPECIFIC ELECTIVE COURSE -6.1 (DSE-6.1) CREDIT DISTRIBUTION, ELIGIBILITY AND PRE-REQUISITES OF THE COURSE Course title & Credits Credit distribution of the course Eligibility Pre-requisite Code Lecture Tutorial Practical/ criteria of the course Practice (if any) Advertising 4 3 1 - 12' Pass Nil Learning Objectives: The objective of this paper is to familiarize the students with concepts and techniques of advertising used in marketing. Learning outcomes: After completion of the course, learners will be able to: 1. evaluate communication objectives behind advertising of various products and services. 2. describe advertising appeals, print and broadcast advertisement. 3. compare various advertising and media elements in the advertising decisions. 4. analyse the ethical and legal issues of advertising. 5. evaluate various advertising agencies. Unit 1: Introduction to Advertising 9 Hours Communication Process-basic and elements; Communication Response Hierarchy Models: AIDA Model, Hierarchy of Effects Model, DAGMAR Approach; Advertising: significance, types and objectives; Audience selection; Setting of advertising budget: determinants and major methods Unit 2: Message 9 Hours Advertising appeals; Advertising Copy: Elements of Print and Broadcast Advertisements. Unit 3: Media Decisions 9 Hours Major media types: merits and demerits; Factors influencing media choice; media scheduling. Unit 4: Advertising: Effectiveness 9 Hours Rationale of Measuring Advertising Effectiveness: Evaluating Communication and Sales effects; Pre and Post-testing techniques. Unit 5: Organizational Arrangements 9 Hours Advertising Agency: Role, types and selection Social, ethical and legal aspects of advertising in India; Role of Advertising Standards Council of India (ASCI), Recent developments and issues in Advertising. Practical Exercises: The learners are required to: 1. perform a content analysis of various advertising campaigns to: a. identify the objective of an advertisement forming part of an advertising campaign. b. find out the target audience of a campaign. c. prepare a report on various media options used in a campaign. d. prepare a report on message strategy and copy elements used in the campaign. 2. instructor to assign a product and students to develop an advertising campaign for it. 3. group discussion on various advertising through internet 4. case study on Indian advertising agency 5. brief role of Advertising Standards Council of India (ASCI). Suggested Readings: Belch, G. E., Belch, M. A., & Purani, K. (2009). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York; McGraw Hill Education. Gupta, R. (2012). Advertising Principles and Practice. S. Chand Publishing. (Units I to Kapoor, N. (2022). Fundamentals of Advertising- IInd Edition. New Delhi; Cengage Learning India Pvt. Ltd. (Units I to V) Shah, K., & D'Souza, A. (2008). Advertising and Promotions: An IMC Perspective. New