Communicating with the right target customer in the most effective way is a major challenge in a cluttered environment. Everyday a consumer is heavily bombarded with advertising messages from a variety of channels - traditional as well as modern. All the marketers are in the race of winning share of mind, heart and wallet of customer by all possible means. Breakthroughs in technologies - printing, production, broadcast media, digital media, telecommunication, internet etc has equipped modem marketers with a range of sophisticated promotional tools to attract, motivate, and retain the customer in a highly competitive market. To be effective and efficient, advertising needs to be highly focused and coordinated. It calls for an out of the box approach - an open mindset, prepared to experiment and bring out creative and innovative ideas that work. This course deals with understanding the art and science of advertising processes, partnering organizations and creation of advertisements for a variety of media. It is aimed at providing an insight into the realities of advertising world, imparting knowledge and developing skills to contribute in management of advertising campaigns.
Introduction to Advertising
CEC and Devi Ahilya Viswavidyalaya, Indore via Swayam
This course may be unavailable.
Overview
Syllabus
COURSE LAYOUT
Week Lesson
W1L1 AN INTRODUCTION TO ADVERTISING
W1L2 HISTORY OF ADVERTISING
W2L1 ROLES OF ADVERTISING
W2L2 PRODUCT - THE KEY ELEMENT OF MARKETING
W3L1 INTRODUCTION TO MARKETING, PART-1
W3L2 INTRODUCTION TO MARKETING, PART-2
W3L3 INTEGRATED MARKETING COMMUNICATION - IMC
W4L1 INCREDIBLE INDIA : AN INTEGRATED MARKETING COMMUNICATION APPROACH
W4L2 ADVERTISING CAMPAIGN, PART-1
W4L3 ADVERTISING CAMPAIGN, PART-2
W5L1 MEASURING ADVERTISING EFFECTIVENESS
W5L2 MEDIA STRATEGY
W5L3 VISUALISATION, IDEATION & CREATIVE IDEA
W5L4 CLIENT BRIEF, CREATIVE BRIEF AND MEDIA INFORMATION SOURCES
W6L1 CREATIVE APPEALS IN ADVERTISING
W6L2 CREATIVE STRATEGY & BRAND POSITIONING
W6L3 MESSAGE FORMATS AND EXECUTION STYLES
W6L4 MEDIA PLANNING, PART-1
W6L5 MEDIA PLANNING, PART-2
W7L1 MEDIA SCHEDULING
W7L2 PRINT MEDIA : NATURE & CHARACTERISTICS
W7L3 DESIGNING ADVERTISEMENT FOR PRINT MEDIA
W8L1 BROADCAST MEDIA : NATURE & CHARACTERISTICS
W8L2 OOH OUT OF HOME - ADVERTISING
W8L3 DIGITAL MEDIA & SEARCH ADVERTISING
W8L4 ADVERTISING ON SOCIAL MEDIA AND MOBILE
W9L1 ROLE OF ADVERTISING AGENCY
W9L2 FUNCTIONS OF AN ADVERTISING AGENCY
W9L3 FUNCTIONS OF AN ADVERTISING AGENCY : CLIENT - AGENCY MEDIA RELATIONSHIP
W10L1 CAREERS IN ADVERTISING, PART-1
W10L2 CAREERS IN ADVERTISING, PART-2
W10L3 ETHICAL & REGULATORY ASPECTS OF ADVERTISING
W10L4 CONTENT MARKETING IN DIGITAL ERA
W11L1 INTRODUCTION TO PR
W11L2 PR CAMPAIGN PLANNING
W12L1 SALES PROMOTION
W12L2 PERSONAL SELLING AND SALESMANSHIP
W12L3 CURRENT TRENDS IN ADVERTISING
Taught by
Dr. Lalit Engle
