Dibrugarh University - B.com 6th Semester: Advertising Management Syllabus

Course No. 602 ADVERTISING MANAGEMENT(ADSP XXII)

Marks: 80 Hours: 40

Objective : The course will acquaint the students about advertisement and sales promotion.

Course Contents:

UNIT-I: Advertisement:-Different types of advertisement, benefits of Advertisement to different groups-legal and ethical aspects of advertisement.                         20 : 10 hrs.

Unit II: Advertising Planning and Decision Making and development of advertising Programme: Market Segment and selection of Advertising Media, Types of media and its relative advantages and disadvantages        20 : 10 hrs

UNIT-II: Creative aspects; Advertisement appeals, copywriting, headlines, illustration, message, copy types, Selection of font, text and language.                   20 : 10 hrs

UNIT-IV: Advertising agency roles and services of selection and types of agency: Advertising agency, relationship with clients.                     20 : 10 hrs

Text and Reference Books:

1. Batra R, Myers J.G and Aaker D.A : Advertising Mangement, Prentice Hall, India.

2. Clow : Integrated Advertising, Promotion and Marketing communication, Pearson Education, New Delhi.

3. Wells : Advertising – Principles and Practice, Pearson Education, New Delhi.