Advertising Management Syllabus, B.Com 6th Sem Hons, Dibrugarh University CBCS Pattern

Advertising Management Syllabus
B.Com 6th Sem Hons
Dibrugarh University CBCS Pattern
B.Com. (Hons) CBCS Semester: VI
Course No. DSE 602 (GROUP-III) ADVERTISING MANAGEMENT
Marks: 100 (Internal Assessment 20 + Term End 80)
Lecture: 60 Tutorial: 4

Objective : The course will acquaint the students about advertisement and sales promotion.

Course Contents:

UNIT-I: Advertisement:-Different types of advertisement, benefits of Advertisement to different groups-legal and ethical aspects of advertisement.           Marks 20: 15L+1T

Unit II: Advertising Planning and Decision Making and development of advertising Programme: Market Segment and selection of Advertising Media, Types of media and its relative advantages and disadvantages  Marks 20: 15L+1T

UNIT-II: Creative aspects; Advertisement appeals, copywriting, headlines, illustration, message, copy types, Selection of font, text and language.               Marks 20: 15L+1T

UNIT-IV: Advertising agency roles and services of selection and types of agency: Advertising agency, relationship with clients.                                  Marks 20: 15L+1T

Text and Reference Books:

1)    Batra R, Myers J.G and Aaker D.A : Advertising Mangement, Prentice Hall, India.

2)    Clow : Integrated Advertising, Promotion and Marketing communication, Pearson Education, New Delhi.

3)    Wells : Advertising – Principles and Practice, Pearson Education, New Delhi.