Course Name: 

Advertising (MBA821)




Elective Courses

Credits (L-T-P): 

(3-0-0) 3


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.


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


School of Management

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National Institute of Technology Karnataka
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