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Advertising II SYBCOM Semester IV

Advertising II SYBCOM Semester IV

Description

Advertising

SYBCOM Semester IV

Contents :

1. Media in Advertising (11 Lec.)

l Traditional Media : Print, Broadcasting, Out-Of-Home advertising and films - advantages and limitations of all the above traditional media

l New Age Media: Digital Media / Internet Advertising – Forms, Significance and Limitations

l Media Research: Concept, Importance, Tool for regulation - ABC and Doordarshan Code

2. Planning Advertising Campaigns (11 Lec.) 

l Advertising Campaign: Concept, Advertising Campaign Planning -StepsDetermining advertising objectives - DAGMAR model

l Advertising Budgets: Factors determining advertising budgets, methods of setting advertising budgets, Media Objectives - Reach, Frequency and GRPs

l Media Planning: Concept, Process, Factors considered while selecting media, Media Scheduling Strategies

3. Fundamentals of Creativity in Advertising (11 Lec.) 

l Creativity: Concept and Importance, Creative Process, Concept of Créative Brief, Techniques of Visualization

l Creative aspects: Buying Motives - Types, Selling Points- Features, Appeals – Types, Concept of Unique Selling Preposition (USP)

l Creativity through Endorsements: Endorsers – Types, Celebrity Endorsements – Advantages and Limitations, High Involvement and Low Involvement Products

4. Execution and Evaluation of Advertising (12 Lec.) 

l Preparing print ads : Essentials of Copywriting, Copy – Elements, Types, Layout- Principles, Illustration – Importance

l Creating broadcast ads: Execution Styles, Jingles and Music – Importance, Concept of Storyboard

l Evaluation: Advertising copy, Pre-testing and Post-testing of Advertisements – Methods and Objectives

 

 

Additional Information

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ISBN-13 978-93-86758-69-9
AUTHOR Michael Vaz and Aurora vaz
YEAR 2017
ED First
PAGES 240
SUBJECT Advertising
LANGUANGE English