Advertising Environment

• 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

Advertising Management

• 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

Advertising Planning and Decision Making

• 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

Integrated Marketing Communication

• 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

Brand Building

• 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

Advertising Tactics

• 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

Production and Implementation

• 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

Media Strategy and Tactics

• 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

Advertising – Laws and Ethics

• Social Responsibility and Self Regulation Code
• Competitors Lawsuits
• Advertising agencies and regulation
• Advertising Standards Council of India
• Advertising laws, code and constitution
• Indian Contract Act, 1872
• Copyright Act, 1957
• Patent & Trademarkets Act
• Defamation & Emblem and Names Act, 1980

Global Marketing and Advertising

• 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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