22209 ADVERTISING

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About Course

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 response

    television 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 regulatory

    bodies in India.

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