Objectives:

• To learn advertising strategy and formulate budget
• Understand ethical aspects in advertising
• Familiarize online portals in advertising
• Unit 1: Advertising                                                                                                                                  (10 hours)Concept, objectives, setting the advertising budget, developing advertising strategy,evaluating advertising effectiveness and return on advertising investment.Unit 2: Customer data bases and direct marketing                                                     (10 hours)                       Direct-mail marketing, catalog marketing, telephone marketing, direct responsetelevision marketing, kiosk marketing, new digital direct marketing technologies.On-Line marketing – online marketing domains, setting up an online marketing presence, the promise and challenges of online marketing.Unit 3: Ethical Issues in Advertising                                                               (10 hours)Ethics in advertising – Misleading and surrogate advertising; Advertising regulatorybodies in India.