Course Outline
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Explains the evolution in the advertisement industry and the general perspective about advertising
Explains the theories of advertising such as hierarchy of effects model, means-end theory, leverage points etc
Explains the principles of advertisement
Illustrates the need, purpose and functions of advertising
Illustrates the various modes of advertisements such as television, radio, online advertising etc
Explains the steps involved in the process advertising
Explains the process flow involved in developing advertising framework and process of decision making

Explains the role of advertising department in an organization and their functioning
Explains the role of advertising agency and various types of advertising agencies
Illustrates the process of setting advertisement objectives and their motives
Illustrates steps involved in setting up the advertising budget and the process involved in media scheduling

Explains the process involved in developed marketing plans and strategies
Describes the process of communication and persuasion
Illustrates the advertising communication system and the advertising exposure model
Illustrates the steps involved in creating, assessing and execution of the advertising plans
Explains the techniques and motives of setting goals and objectives in developing the advertising plans
Explains the techniques of designing messages strategy and tactics in advertising management
Explains the role of social, legal and global factors affecting the advertisement management process
Explains the process of decision making during the course of advertising management

Explains the role of advertising within the communication mix and marketing program
Explains the meaning, scope and importance of direct marketing
Explains the meaning, elements, scope and modes/types of sales promotion
Describes the techniques of maintaining and handling public relations
Explains the other modes of action-oriented communication such as retail advertising, cooperative advertising, in-store advertising and merchandising etc

Illustrates the segmentation and positioning strategies
Illustrates the process of decision making in the practice of positioning
Provides an understanding of the attitude levels and its components
Describes the means-ends and laddering analysis and multiattribute attitude model
Provides an understanding benefits-based attitudes
Explains the concept of brand equity and the dimensions of brand knowledge
Illustrates the concept of brand personality association its importance and types
Explains the process involved in targeting a brand personality and steps involved in implementing brand personality strategy
Illustrates the concept of reference groups, factors influencing degree of group influence and diffusion process
Explain the concept of Word-of-mouth advertising

Describes the various creative approach and styles of advertising such as comparative advertising, inoculative advertising, refutational advertising etc
Explains the various approaches to advertise such as using emotional creative approach, endorsement etc
Explains the distraction effect of advertising
Explains the import guidelines of copywriting, general copy principles, different types of television commercial and their creative styles

Explains the advertising production process with the help of model of creation and production process
Explains the steps involved in developing client-agency relationship such as selection, building partnership and trust, approval process, cost and compensation etc

Explains the economic analysis in budget allocation and the steps involved in market experimentation
Illustrates the different types of media decisions in allocating media budget such as media class decisions, media vehicle decision and media option decisions
Explains the important strategies in timing and scheduling decisions
Illustrates the concept and importance of media planning and scheduling
Illustrates the concept of media buying and organization

Describes the emergence of market globalization
Describes the process of Global production and marketing
Illustrates the cultural differences, need for localization and cross-national differences
Explains the concepts of consumer behavior and consumer segmentation
Explains the need, importance and various types of advertising research
Explains the concept of global branding, positioning, advertising and organization
need advertising research
Provides the strategies and tactics of message communication during global marketing and advertising and the media tactics

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Certified Advertising Manager Course Outline