Posted on
23 January 2013
by
BMMBoxer
Paper-I — ADVERTISING AND MARKETING RESEARCH
Marks: 100 (Theory:60, Internals: 40)
Objectives:
- ¾ To discuss the foundations of research and audience analysis that is imperative to successful advertising.
Topic of lectures
- Fundamental of marketing research
- Product Research
- Copy research
- Copy testing measures and methods
- Print pretesting
- Broadcast pretesting
- Projective techniques
- Physiological rating scales
- Challenges to pre-testing. E.g. The halo effect
- Post testing.
Paper-II — LEGAL ENVIRONMENT AND ADVERTISING ETHICS
Marks: 100 (Theory:60, Internals: 40)
Objectives:
- ¾ To provide a perspective on the Legal Environment in India.
- ¾ To guide students of media through the various ethics connected to Advertising.
- ¾ Maharashtra state centric cases to be discussed in class as the situation demands.
Topic of lectures
- Legal Environment
- Self-Regulation, Ethics and the Law
- Laws that affect Advertising in India
- Ethics
- Unfair Trade Practices and the Competition Act
- Consumer Rights and Laws
- Advertising and Society
- Critique of Advertising
Paper-III — FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTISING
Marks: 100 (Theory:60, Internals: 40)
Topic of lectures
- Introduction to Marketing and Advertising Finance
- Long Term Finance -Sources of Long Term Finance
- Short Term Finance
- Financial Statements
- Marketing Costs
Paper-IV — AGENCY MANAGEMENT
Marks: 100 (Theory:60, Internals: 40)
Objectives:
- ¾ To expose students to the business of advertising
- ¾ To familiarize students with the different aspects of running an ad agency
Topic of lectures
- Structure of an ad agency, functions of different departments, types of ad agency
- Client Servicing
- Marketing plan of the client
- Agency Finances
- Client’s evaluation of the agency
- Setting up an Agency
- Growing the Agency
- Sales Promotion Management
Paper-V — THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING
Marks: 100 (Theory:60, Internals: 40)
Objectives:
To learn and understand :
- ¾ What Direct marketing is, including direct marketing terminology
- ¾ How direct marketing differs from “traditional marketing”
- ¾ Direct marketing techniques
Topic of lectures
- Definition and importance of direct marketing
- Economics of direct marketing
- Growing importance of Direct marketing in IMC mix
- Understanding the DM business
- Direct marketing strategies
- Direct marketing concepts
- Various direct marketing methods and media
- Future of direct marketing current and future Scenario
- Customer relationship management
Paper-VI — CONTEMPORARY ISSUES
Marks: 100 (Theory:60, Internals: 40)
Objectives:
- ¾ To sensitise students to the environment around them
- ¾ Developing a perspective towards issues related to the marginalized sections of the society
Topic of lectures
- Ecological system, services and Economics of Environmental Protection
- Concepts of human rights and civil liberties
- Regional issues – Economics, Social, Political
- Sugar Lobby, operation Flood, Terrorism, tribal Movement, etc.
Posted on
28 January 2010
by
BMMBoxer
T.Y.B.M.M. ADVERTISING Semester VI
- 1. ADVERTISING AND MARKETING RESEARCH
- Fundamental Marketing Research Skills:
- Research techniques
- Sampling methods
- Research Design
- Steps in the Research Process
- Questionnaire Development
- Report writing
- Data analysis
- Product research
- New product research
- Product specifications
- Branding research
- Pricing research
- Packaging research
- Product testing
- Comparison tests
- Analysis of trends, competition
- Searching for and analyzing the competitive advantages
- Advertising Content Analysis
- Copy research
- Objectives and product appeals
- Creative strategy research
- Message element selection
- Consumer attitude and usage studies
- Concept testing
- Name testing
- Slogan testing
- Copy testing – different measures and methods
- Few association tests
- Direct questioning
- Direct mail tests
- Statement – comparison tests
- Qualitative interviews
- Focus groups moderating
- Motivational research
- Rating Scales
- Steps
- Importance
- The strengths and weaknesses of different qualitative methods used to help inspire ideas
- Criteria of validity sensitivity, stability, reproducibility, predictability.
- Test results as aid to creative judgment
- Pretesting
- Pretesting objectives
- Variables evaluated markets, consumers’ motives, messages, media
- Print Pretesting
- Broadcast Pretesting
- Trailer tests
- Theatre tests
- Live telecast tests
- Clutter tests
- Television storyboard Pretesting
- Radio commercial pretesting
- Projective techniques
- Consumer jury
- Matched samples
- Word Association
- Completion
- Consultation
- Challenges to pretesting e.g. The Halo Effect
- Data interpretation and presentations
- Physiological rating scales
- Pupil metric devices
- Eye-movement camera
- Galvanometer
- Voice pitch analysis
- Brain pattern analysis
- Post testing
- Measuring advertising effectiveness
- Attitude change
- Recognition test
- Aided recall
- Unaided recall
- Sales tests
- Inquiry tests
- Measurements of perception, communication, influence
- Customer satisfaction research
- Using qualitative research in advertising
2. LEGAL ENVIRONMENT AND ADVERTISING ETHICS
- Advertising and the law
- Need for self regulation
- Introduction to MRTP act
- Introduction to ASCI and AAAI code of conduct
- The standard contract between the agency and the advertiser
- Self regulation by individual agencies
- Drug and cosmetics act
- Drugs and magic remedies (objectionable advertisement) act
- Copyright act
- Pharmacy act
- Prize and competition act
- Emblems and names (prevention of improper use) act
- Obscenity act
- Ethical Issues in advertising
- Puffery
- Taste in advertising general guidelines
- Advertising directed at cultural and religious minorities
- Advertising to children
- Use of women in advertising
- Portraying minorities and women in ‘traditional’ roles and occupations
- Depiction of old people
- Stereotyping ethnic and racial
- Advertising controversial products; alcohol. Tobacco, contraceptives
- Manipulation of research in advertising
- Deceptive and Unfair trade Practices
- False promises
- Incomplete description
- False comparisons
- Misleading comparisons
- Bait-and-switch offers
- Visual distortions
- False testimonials
- Partial disclosures
- Small print clarification
- Case studies of select ads that violate legal and ethical concerns
- Consumer guidance and concerns
- Consumer protection act 1986
- Essential commodity act
- Standard of weights and measures act
- Packaged commodities act
- Prevention of food adulteration act
- AGMARK, ISI
- Role of PDS and consumer co-operatives
- Consumer forums
- CGSI, CFBP, CERC, Grahak Panchayats
- Social criticism of advertising
- Increasing the prevalence of materialism
- Creating artificial needs
- Idealizing the ‘good life’ stressing conformity with others
- Encouraging instant gratification and a throwaway society
- Promoting the good of the individual over the good of the society
- Creating unrealistic ‘ideal’ characterizations
- Using appeals that prey on feelings of inadequacy
- Social responsibilities of Advertising
Advertising as a molder of thought, opinion and values
- Critique of advertising
- A study of Vance Packard
- A study of Jean Kilbourne
3. FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTIZING
- Costing of decision making
- Costing classification and allocation
- Nature of cost
- Historical and future costs
- Cost classification in manufacturing firms
- Cost concepts for planning and control (relevant costs)
- Cost-volume profit analysis and operating leverage
- Break-even analysis
- Operative leverage
- Use of cost-volume-profit for decision-making
- Profit Planning: A Budgetary approach
- Meaning and purpose of budgeting
- Financial Management
- Financial management and goals
- Objectives
- Functions and scope
- Evolution
- Interface with other functional area
- Time value of money
- Why money has time value
- Basic concepts
- Risk and returns
- Fundamentals of capital budgeting
- The capital budgeting process
- Evaluation techniques
- Net present value
- Internal rate of return
- Financial statement analysis
- P/L, A/c, B/s, vertical analysis
- Radio analysis
- Time series analysis
- Estimation of working capital needs
- Objectives of working capital needs
- Factors offering composition of working capital
- Operating cycle approach to working capital
- Sources of long term finance
- Equity capital
- Preference capital
- Debenture capital
- Term loans
- Deferred credit
- Government subsidies
- Leasing and hire purchases
4. AGENCY MANAGEMENT
- Objectives:
- To expose students to the business of advertising.
- To familiarize students with the different aspects of running an ad agency.
- 1. Account management : Structure of an ad agency, functions of different departments, types of ad agency
- Role of account planning
- Account planning systems
- Attributes of a good Account Planner
- 2. Client servicing
- Characteristics of services
- 7 P’s of services
- Gap Model
- Stages in client-agency relationship
- Issues in client servicing
- Understanding the clients business, key success factors, business mode
- Key success factors
- Business model
- Understanding client behavior
- Understanding communication tasks
- Conflict resolution accountability
- Negotiation process
- 3. Marketing plan of the client
- Understanding client’s marketing strategy
- Outlining Marketing problem/opportunity
- Marketing objectives as stated by the client
- Profit objective
- Sales and market share objective
- Setting advertising objective
- STP
- Constraints on strategy formulation and implementation
- Setting evaluation criteria
- 4. Agency Finances
- Sources of income
- Expenditure heads of an agency
- Modern systems of financial planning followed by leading agency
- Setting objectives
- Profit objectives
- Sales and market share objectives
- Setting the overall advertising and promotion budget
- Setting evaluation criteria
- 5. Client’s evaluation of the agency
- Areas of evaluation
- Expertise
- Objectivity
- Dedication
- Staffing and Management
- 6. Setting up an Agency
