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.