Advertising

Course Name: 

Advertising (MBA821)

Programme: 

MBA

Category: 

Elective Courses

Credits (L-T-P): 

(3-0-0) 3

Content: 

Introduction to Integrated Marketing Communications-Evaluating the Economic-Social and Regulatory Aspects of Advertising and Promotion-The Role of Ad Agencies and other Marketing Communication Organizations-Consumer Behavior-The Communication Process- Communications Mix. Creative Strategy- Pre Testing and Post Testing- Media Mix- Media Planning- Challenges in Media Planning. Developing the Media Objectives- The Message. Developing the Media Strategy- Media Scheduling, Calculating the Cost Efficiency. Steps in Campaign Planning-Role of Research in Advertising. Appropriation of Advertisement Budget.

References: 

Belch E. George & Belch A. Michael, Advertising and Promotion, Tata McGraw Hill, New Delhi, 2001.
Parameswaran, Brand Building Advertising: Concepts and Cases, Tata McGraw Hill, New Delhi, 2002.
William F Arens , Contemporary Advertising, Tata McGraw Hill, NewDelhi, 2008

Department: 

School of Management
 

Contact us

Dr. S. Pavan Kumar,
Head, School of Management,
National Institute of Technology Karnataka,
Post: Srinivasanagar, Surathkal, Mangalore - 575025
Karnataka, India.
•       Hot line: +91-824-2474000 (Extn. 4047)
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•       Mobile:   +91 7760020200
•       Email:          pavankumar@nitk.ac.in
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