Course Description
Advertising-I serves as the foundational block for Advertising-II, with the latter preparing students for more comprehensive, involving and analytical work. Topics to be treated include consumer behaviour, advertising campaign, tools for monitoring & evaluating advertising campaigns, communication models and advertising research.
Learning Outcomes
By the end of the course, students should be able to
· Analyse the buying behaviour of consumers and use such knowledge in the design of products
· Formulate and implement effective advertising campaigns
· Design appropriate tools for monitoring & evaluating advertising campaigns,
· Evaluate various communication models and use them fashioning out appropriate ad copy
· Employ pertinent research methods in advertising programmes and activities
Course Content
· Consumer behaviour
· Communication models: Hierarchy of effects, DAGMAR, AIDA models
· Advertising campaigns
· Tools for monitoring & evaluating advertising campaigns,
· Advertising research
· Advertising law and ethics
Compulsory Reading Materials
· Moriarty, S., Mitchell, N., & Wells, W. (2014).Advertising & IMC: Principles and Practice. (10thed.). USA: Rowman & Littlefield Publishers.
· O’Guinn, T., Allen, C., &Semeneick, A. (Eds.) (2014). Advertising and Integrated
Brand Promotion. (7th ed.). USA: South-Western College.