T.Y.B.M.M. ADVERTISING Semester V
Subject : Advertising in contemporary society
Paper-I
Objectives
To recognize the roles of advertising in modern society
To understand the current developments and problems concerning advertising as an economic and social force.
Appreciate the increasingly international nature of advertising.
To analyze the interdependent nature of advertising and popular culture.
Syllabus
1. Advertising in the Indian economy(10 lectures)
- Role of advertising in the Indian economy
- Liberalization and the resultant changes in buying patterns.
- Impact of global competition in the field of advertising.
- Present day economic issues & Policies & their effects on advertising
2. Advertising and culture(10 lectures)
- Role of advertising in bringing about changes in culture, customs and traditions.
- The interdependent nature of advertising and popular culture (i.e., fashion, music, films, slang).
- Effects of globalization on the Indian advertising
- The impact of advertising on commercialization of culture
- Making messages culture-specific
- Cross cultural psychological segmentation
- Need and benefits of for assimilation of universal ideas with local flavour.
- Cross-cultural Advertising
3. Advertising and the audience(6 lectures)
- Market power
- Marketer’s control on the media
- Impact of advertising on attitudes, behaviour, societal norms, perception, needs, lifestyles
- Controversial advertising discuss with the help of current examples
- Social implications of advertising
- Gender, diversity issues, Generational issues-children, youth, elders
- Growing influence of advertising and its criticism
4. Global advertising (16 lectures)
- The scope and challenges of International advertising
- Current global trends
- Multinational competition and its impact
- Product packaging for international markets
- Promotion for international markets
5. Internet marketing (6 lectures)
- WWW as an advertising tool
6. Social marketing (2 lectures)
- What is social marketing?
- Need for and objectives of social marketing
- Tools and components of social marketing
Books list
- Philip R Cateora and John L. Graham, International marketing-Irwin McGraw Hill 1999
- D.Lamont Handbook of global marketing-Identify books2000
- William F arens and Courtland L Bovee, Contemporary advertising-Irwin 1994
- Philip Kotler and Eduardo L Roberto, Social marketing-strategies for changing public behaviour-The free press-1989
- Paul Timmers, Electronic commerce – strategies and models for business to business trading-John Wiley and sons 1999
- Dave Chaffey, Richard Mayer, Kevin Johnston and Fiona Ellis Chadwick, Internet marketing –Financial times-Prentice Hall
- Mica Nava, Andrew Blake, Iain Macrury and Barry Richards, Buy this book-Studies in advertising and consumption-Routledge 1997
- Jib Fowles, Advertising and Popular Culture. –Sage Publications 1996
- Mary Cross, Advertising and Culture-Prentice Hall 2001
10. Elioise Coupey, Marketing and the internet-Prentice Hall 2001
11. Roxanne Hovland and Gary B. Wilcox Lincolnwood Advertising in Society : Classic and Contemporary Readings on Advertising’s Role in Society, NTC Business Books. 1989.
12. Neil Barrett, Getting your message across the World Wide Web
13. Advertising in Contemporary Society by Kim B Rotzoll, James E Haefner, University of Illinois Press 1994.
Revised Syllabus
Copywriting
BMM-Semester-V
Objectives:
- To familiarize the students with the concept of copywriting as selling through
writing
- To develop their inherent writing skills
- To train students to generate, develop and express ideas effectively
- To familiarize students with contemporary advertising techniques and
Practices
Syllabus:
(Lectures to be used for both theory and practical, with more emphasis on practical. Show Indian and/or international ads as reference material wherever possible)
1. Copywriting, Introduction, Responsibility of Copy writer.
- Attributes of a good copywriter
- Principles of copywriting
2. Creative Strategy: Planning and Development
- Developing an Advertising Plan
- Advertising Creativity: The five stages of creativity, Creative Thought Process, Who is a creative person?
- Creative Strategy: Components of the Creative Strategy, Putting the Strategy in writing
- Combining Creativity and Strategy
- Organizing the Creative Task
- The Creative Plan (Copy Platform)
- Phases of campaign creation
3. Phases of campaign creation:
- Understanding the psychographics of target audience
- Finding out what to say
- Understanding the barriers to purchase
- Interrogating a product or service –Outlining the rational benefit and emotional benefit
- Developing an ear for ‘human insights’
- How to get an idea
- Choosing the idea that effectively communicates the emotional/rational benefit
4. Brief
- Taking the brief
- Product brief
- Marketing brief
- Agency brief
- Converting into creative brief
5. The big idea
- Arriving at the proposition
- From proposition to head line
- Understanding tone of voice
- The positioning statement
6. Writing for print media
- Head lines
- Base line
- Sub headlines
- Body copy
- Slogan
- Captions
- Structuring the copy
7. Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS
8 Principles of writing press release copy.
9. Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising
10. Different types of copy
- Advertorial
- Infomercial
- Comparative copy
- Copy for different languages
Booklist
- Hey Whipple Squeeze this – A guide to creating great ads by Luke Sullivan
- Cutting Edge Advertising – Jim Aitchison
- One Show Annuals
- D&AD Annuals
- Luerzer’s Archive
- Campaign Brief Asia
Subject : Advertising design
Paper: III
Objective:
To expose students to the creative and technical aspects of art direction
Syllabus
Introduction to the Art department in ad agency(2)
What is Art Direction –Making of an Art Director (2)
Introduction to colour(3)-colour harmonies
Introduction to Illusion (3)-Principles and elements of design
Introduction to Photography(2)
Introduction to Typography/Calligraphy(3)-Word expression , Layout designing Logo designing
Introduction to desktop publishing(4)
Introduction to Print Production(2)-stationary design
Working with copy –partner
Art direction in print media (3)
Art direction in outdoor (2)Transit/Ambient
Art direction in films /television(2)
Art direction in internet and new media (3)
Art direction in Direct Mailers (2)
Advertising campaign planning :Art (2)-Radio ,T.V, Newspaper, magazine outdoor
Corporate Identity systems(3)- Packaging , Brochure,P.O.P ,etc.
How to brief the art direction and get the best out of him(1)
The course material heavily depends upon examples. The examples should be collected by the instructor every academic year, since the trends in art direction change as quickly as fashion does
20 hours to be used to familiarise students with the concepts and theory of the subject and the rest 30 hours to be used to guide students in preparing professional campaigns for the project work
Sample format for campaign:
Logo design (black and white ,8-9 color design)
stationary
newspaper
magazine
T.V. campaign (story board)
Merchandising
Outdoor
packaging
synopsis
sketch book
radio
There will be no written exam for this paper The student will be evaluated on the basis of the quality of campaign prepared. With 50 marks evaluation to be done by the internal faculty and 50 marks allotted to viva which will be conducted by two external examiners (One faculty of the BMM Ad design department from any other college and second a professional from an Ad agency ). The viva shall contain questions on the Ad campaign prepared by the candidate.
Booklist
Ed.Andre ,graphic design in computer age –series of 8 books
Illustration –Vicky Squires
Color –Andre Jute
Video graphics –Hugh Skinner
Publications-Andre Jute
Presentations-BillMurphy
Design Solutions –Linda Reed
Typography-Grant Shipcott
Corporate image- Amanda Barrett
Conway Lloyd Morgan,Packaging design –rotovision 1997
G.S.Rege ,Advertising –art and ideas
Kathleen Ziegler and Nick Greco- Digitalink-digital design and advertising –Dimensional
Jeanne Allen Designers guide to color –volumes 1,2 and 3-chronicle books 1986
Mike Quon –Business graphics –PBC international publications 1995
Prints best logos and symbols –R.C publications 2005
The design library series –Rockport publishers 1996
Hugh Marshall –Art directing Photography quarts publishing p/c
Subject: Consumer Behaviour
Objectives:
To introduce the students to the complexities of consumer behaviour
Syllabus:
- Introduction to Consumer Behaviour (2)
The Concept of Consumer Behaviour
Need to Study Consumer Behaviour
External and Internal variables influencing Consumer Behaviour (Diagrammatic representation)
- Communication (5)
Components of Communication
Communication Process (model)
Communication strategy
Message Factors (Structure, Order Code, appeal)
Types of Appeals
Rational/emotional fear/Humour/Sex/Prestige/Ego
Persuasion
Central and Peripheral Route
ELM
- Perception : Physical Psychological : Subliminal perception (3)
- Cultural – Subculture (concepts and its impact on consumer behaviour) (2)
- Learning – Cognitive Theory, Conditioning Theory (5)
- Attitude (7)
Concept and Characteristics of Attitudes
Formation of Attitudes
Relationship between Attitudes and Behaviour
Attitude Models -Cognitive Dissonance, Tricomponent Theory, Multi attribute model
- Motivation (5)
Definition
Nees and motives
Types of motives
Arousal of motives
Need Theories – concept and applilcation
Maslows. Alderfer, Herzberg
- Personality (5)
Nature and Characteristics
Theories of personality – concept and application
Freudian theory, Trait theory, Jungian theory
Self and self image concept
- Market Segmentation (2)
Psychographic Profile SRI Vals II
- Social Class (2)
Concept
Classification
Influence of social class on purchase behaviour
- Groups (3)
Reference Groups
Influence factors
Consumer related reference groups
Reference group appeal
- Family (2)
Definition (Traditional and Non Traditional)
Family Life Cycle
Its importance to advertisers
Family decision making and consumption related roles.
- The Consumer Decision making Process (2)
Consumer decision about brands and producsts
Influence of opinion leadership on consumer decision making
- Adoption and Diffusion (3)
Concept
Adoption process
Diffusion process
- Indian Core Values (2)
What are our Core Values
Its influence on decision making process
Effect of changes in the economic policies on our Core values
Book list:
- Leon G. Schiffman, Consumer behaviour ; LeslieLazar Kanok
- Loudon. David and Dela Consumer Behaviour – Bita Albert
- Max Sutherland and Alice K. Sylvester, Advertising and the mind of the consumer Krogen page 2000
Semester V
Subject
Paper
:Media planning and buying
:V
Objectives:
To develop knowledge of major media characteristics and buying advertising space in
them to develop an understanding of procedures, requirements, and techniques ofmedia
planning.
Syllabus
1. Media planning (10)
• The function ofmedia planning in advertising
• Role ofMedia planner
• Challenges in media planning
• Media Planning process
• Media Planning for Consumer Goods
• Media Planning for Industrial Goods
2. Sources ofmedia research(6)
• Audit bureau of circulation
• Press audits
• National readership survey/IRS
• Businessmen’s readership survey
• Television
• Audience Measurement
• TRP
• Nat ional television study
• ADMAR satellite cable network study
• Reach and coverage study
• ClB listener ship survey
3. Selecting the suitable media options (12)
• TV o Advantages of television
o Disadvantages of television
o Buying Television Space/Air time
• Radio
o Advantages of radio
o Disadvantages of radio
o Buying Radio slot
• Magazines
o Strengths ofmagazineso Weaknesses ofmagazines
o Types ofmagazines
o Buying magazine space
• Newspapers
o Strengths ofnewspapers
o Weaknesses ofnewspapers
o Types ofnewspapers
o Buying newspaper space
• Buying media space for other medium like
o The internet
o Billboards
o Yellow pages
o Direct response and direct mail
o Stadium
o In-st ore
o Types ofout-of-home advertising
o Place-based media
o Newer Media Options
4. Criteria for selecting the media vehicles (3)
• Reach
• Frequency
• GRPs
• Cost efficiency
• Cost per Thousand
• Cost per rating
• Waste
• Circulation
• Pass-along rate(print)
5. Media timing (2)
• Flight
• Pulsing
• Scheduling
6 Comparing and Evaluating continuity ofmedia options/choices(l)
7. Deciding the ideal media mix(2)
8. The communications mix(2)
9. Media buying and negotiation(4)
10. Competitive media expenditure analysis
11. The concept ofaperture(1)
12. Scheduling and budgeting allocation(3)
13. Media plan evaluation(1)
14. Media presentations to the client(1)
15. Media audit(2)Book list
1. Jack Z. Sissors and Jim Surmanek, Advertising Media Planning-Crain Books
1976
2. James R Adams, Media planning-Business books 1977
3. Advanced M.P.-John R Rossister, Kluoer Academic Publications 1998
4. Advertsing M.P., Jack Z Sissors McGraw Hill 6th
Edission
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Subject : Brand Building
Paper : VI
Objectives
To provide an introduction to the concepts and practices of contemporary brand management.
To understand the appropriate strategies and tactics to build, measure and manage Brand Equity.
To learn to plan an effective advertising campaign.
Syllabus
The Brand (Lectures 04)
What is a Brand
Brand Vs. Product
Why Brands Matter?
Can anything be Branded?
Process of Branding
Advantages And Limitations of Branding
Brand Building Blocks (Obstacles To/Difficulties In Building Strong Brands)
Brand Vision with Respect To Generic Brand Status
Product Vs. Corporate Branding
Branding Strategies ( Lectures 06)
Manufacturer Branding (National Brand) And Distributor Branding (Private/store Brand)
Multi-Product Branding Strategy
Multi-Branding Strategy
Mixed Branding
Brand Licensing
Co-Branding
Composite Co-Branding
Ingredient Co-Branding
Brand-Product Matrix
Brand Hierarchy
Introducing And Naming New Brands and Extensions (Lectures 02)
Physical And Psychological Dimensions
Cognitive And Emotional Benefits
Developing Brand Identity And Personality
Brand Personality Vs. User Imagery
Brand Positioning (Lectures 08)
Four Components
Product Class
Consumer Segmentation
Perceptual Mapping
Brand Benefits And Attributes
Cornerstones of Positioning Strategy
Brand Equity (Lectures 08)
Concept of Brand Equity
Sources of Brand Equity
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Other Brand Assets
Benefits of Brand Equity
Choosing Brand Elements To Build Equity
Managing Brand Equity
Brand Equity Measurement Systems
Brand Equity Ten
BAV/Y & R
Equi-trend
Inter Brand
Brand Assets – How To Find Them Equity
Brand Leveraging (Lectures 04)
Leveraging Process
Line Extensions
Brand Extensions
Creating Range Brands
Ad Hoc Brand Extension
Moving The Brand Down
Moving A Brand Up
The Process of Brand Orientation
Managing Brands Over Time (Lectures 04)
Reinforcing Brands
Revitalizing Brands
Consistency Plan
Re Branding
Entering New Markets
Building Brand On Internet (Lectures 04)
Comparing Brand Building In Cyberspace And In Brick & Mortar World
Internet User Segments
Website Objectives
Brand Building Dimensions
Corporate Branding (Internal Assessment Only ) (Lectures 04)
Visual and Verbal Identities
Name, Term, Sign, Symbol, Logos, Design, Phrase, Slogan Or Combination of These
More Visual Outputs
Packaging
Showrooms
Advertising
Employee Uniforms
The Company’s Reputation Through Publicity
Campaign Planning (Internal Assessment Only) ( Lectures 04)
Marketing Operations For The Campaign
Target Audience Selection And Advertising Objectives
Planning Strategies And Media Characteristics
Creative Execution Of The Campaign
Campaign Evaluation And Measuring Effectiveness
Reference Book List:
- David, A Aker, Building Strong Brands, The Free Press, 1996
- Deirdre Breakenridhe, Cyber branding – Financial Times – Prentice Hall 2001
- John Philip Jones, What’s in a brand? – Building brand equity through advertising, Tata MacGraw Hill: 2001
- Al Ries and Laura Ries, The 11 Immutable Laws Of Internet Branding, Happer Coolins; 2001
- Susannah Hart and John Murphy7, Brands The New Wealth Creators, Macmillan Business; 1998
- Kumar, Ramesh S, Marketing and Branding : Indian Scenario; Pearson 2007
- Keller, Kevin Larie- Strategic brand management, Prentice Hall of India 2003
- ICFAI Unv Press – Corporate Branding; Concepts and Cases; ICFAI 2005
- Parmeswara,, M.G. – Building Brand Value : 5 Steps To Building Powerful Brands; Tata Mcgrawhill; 2006
- Harsh V Verma – Brand Management; 2nd; Excel Books; 2006
- Brad VanAuken – The Brand Management; Kogan Page
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