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

1. Philip R Cateora and John L. Graham, International marketing-Irwin McGraw Hill 1999
2. D.Lamont Handbook of global marketing-Identify books2000
3. William F arens and Courtland L Bovee, Contemporary advertising-Irwin 1994
4. Philip Kotler and Eduardo L Roberto, Social marketing-strategies for changing public behaviour-The free press-1989
5. Paul Timmers, Electronic commerce – strategies and models for business to business trading-John Wiley and sons 1999
6. Dave Chaffey, Richard Mayer, Kevin Johnston and Fiona Ellis Chadwick, Internet marketing –Financial times-Prentice Hall
7. Mica Nava, Andrew Blake, Iain Macrury and Barry Richards, Buy this book-Studies in advertising and consumption-Routledge 1997
8. Jib Fowles, Advertising and Popular Culture. –Sage Publications 1996
9. 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

1. Hey Whipple Squeeze this – A guide to creating great ads by Luke Sullivan
2. Cutting Edge Advertising – Jim Aitchison
3. One Show Annuals
4. D&AD Annuals
5. Luerzer’s Archive
6. 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:

1. Introduction to Consumer Behaviour (2)

The Concept of Consumer Behaviour

Need to Study Consumer Behaviour

External and Internal variables influencing Consumer Behaviour (Diagrammatic representation)

1. 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

1. Perception : Physical Psychological : Subliminal perception (3)
2. Cultural – Subculture (concepts and its impact on consumer behaviour) (2)
3. Learning – Cognitive Theory, Conditioning Theory (5)

1. Attitude (7)

Concept and Characteristics of Attitudes

Formation of Attitudes

Relationship between Attitudes and Behaviour

Attitude Models -Cognitive Dissonance, Tricomponent Theory, Multi attribute model

1. Motivation (5)

Definition

Nees and motives

Types of motives

Arousal of motives

Need Theories – concept and applilcation

Maslows. Alderfer, Herzberg

1. Personality (5)

Nature and Characteristics

Theories of personality – concept and application

Freudian theory, Trait theory, Jungian theory

Self and self image concept

1. Market Segmentation (2)

Psychographic Profile SRI Vals II

1. Social Class (2)

Concept

Classification

Influence of social class on purchase behaviour

1. Groups (3)

Reference Groups

Influence factors

Consumer related reference groups

Reference group appeal

1. Family (2)

Definition (Traditional and Non Traditional)

Family Life Cycle

Its importance to advertisers

Family decision making and consumption related roles.

1. The Consumer Decision making Process (2)

Consumer decision about brands and producsts

Influence of opinion leadership on consumer decision making

1. Adoption and Diffusion (3)

Concept

Adoption process

Diffusion process

1. 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:

1. Leon G. Schiffman, Consumer behaviour ; LeslieLazar Kanok
2. Loudon. David and Dela Consumer Behaviour – Bita Albert
3. 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:

1. David, A Aker, Building Strong Brands, The Free Press, 1996
2. Deirdre Breakenridhe, Cyber branding – Financial Times – Prentice Hall 2001
3. John Philip Jones, What’s in a brand? – Building brand equity through advertising, Tata MacGraw Hill: 2001
4. Al Ries and Laura Ries, The 11 Immutable Laws Of Internet Branding, Happer Coolins; 2001
5. Susannah Hart and John Murphy7, Brands The New Wealth Creators, Macmillan Business; 1998
6. Kumar, Ramesh S, Marketing and Branding : Indian Scenario; Pearson 2007
7. Keller, Kevin Larie- Strategic brand management, Prentice Hall of India 2003
8. ICFAI Unv Press – Corporate Branding; Concepts and Cases; ICFAI 2005
9. Parmeswara,, M.G. – Building Brand Value : 5 Steps To Building Powerful Brands; Tata Mcgrawhill; 2006
10. Harsh V Verma – Brand Management; 2^nd; Excel Books; 2006
11. Brad VanAuken – The Brand Management; Kogan Page