MARKETING SPECIALIZATION

SEMESTER/YEAR : III SEM / II YEAR

COURSE CODE : 16MBM311
TITLE OF THE COURSE : Advertising and Brand Management
L: T/A: P: C : : : -:

Course Objective:
 To enable the students to understand the basics of advertising and branding; also
to assess the consumer preferences and appropriately choose the right mode of
advertising.

Course Outcomes:
 Clear knowledge of advertising campaigns and research.
 Careful designing of an advertisement copy and know advertising regulations.

Unit 1 Introduction
Advertising – meaning, definition – role in the marketing process. Integrated marketing
communications, its evolution, reasons for its growth and its role in branding. Indian
Media Scene. Advertising Campaigns – Strategic consideration – Contemporary trends.

Unit 2 Advertisement Copy and Budget

Advertisement copy, its components and types. The importance of creativity in
advertising, creative strategy and process, implementation and evaluation. Commercial,
Non-commercial, Classified and Display advertising, Comparative advertising –
DAGMAR
Approaches –Setting of Advertising Objectives – Advertising Appeal – Advertising
message – Advertising Budget – Affordable Method, Per unit Method, Percentage
Method,
Competitive parity and Task objective Method.

Unit 3 Advertising Research

Advertising Campaign Planning and Execution – Research – Measuring Advertising
Effectiveness – Measuring the effectiveness of the promotional program, Advertising
Research, Market testing, testing via internet, Pre-testing, Post-testing, Laboratory
Tests,
Field tests, PACT. Media Concepts, Characteristics and Issues in Media Planning – Media
Selection, Planning and Scheduling – Internet Advertising Functions and Structure of Ad
Agency – Managing Client-Agency Relationships.

Unit 4 Branding
Branding, Need for Branding, Brand & related concepts: Brand Equity, Brand Life Cycle,
Brand Positioning & Repositioning, Branding decisions, Family vs. individual Branding,
Multiple branding, brand extension, Branding in specific sectors like Industrial, retail,
service, e-branding. Product – levels, difference of product and brand. Brand – Meaning,
 definition – brand equity –Identity, objectives. Importance and relevance of branding in
contemporary marketing environment.
Product and brand management strategies – pricing and communication strategies.

Unit 5 Advertising Regulations

Brand communities, Luxury branding, Brand characters, Brand personas, Brand
makeovers, shopper marketing, Brand extension scorecard. Advertising regulations,
self-
regulations – role of ASCII.
Total: 45 hours

References:
1. Aaker, David A. etc., Advertising Management, PHI.
2. Belch, George E. and Belch, Michael A, Advertising and promotion, Tata McGraw Hill,
New Delhi.
3. Ogilvy David, Ogilvy on Advertising, London, Longman
4. Rajeev Batra, John. G.Myers. T. David.A. Aaker, Advertising Management, PHI Edition,
New Delhi.
5. Manendra Mohan, Advertising Management - Concepts & Cases; Tata McGraw Hill
Publishing company Ltd, New Delhi
6. Kevin Lane Keller, Strategic Brand Management, Prentice Hall.
7. Kevin Lane Keller, Best Practice cases in Branding, Prentice Hall.
8. Advertisement and Marketing, Indian Management, Harvard Business Review.