The main aim of studying Advertising Management is to understand the role of advertising in making a product successful. A product, no matter how brilliantly designed, if gets no buyers, it is considered a failure. Advertising helps in generating brand awareness and sales. In this course, students will learn about various types of advertising, how an advertising agency functions and its role in planning and developing the marketing communication.
Module 1: Introduction To Advertising
Meaning ‐ Evolution ‐ Features ‐ Active participants ‐ Functions ‐ Advertising as a Communication process Overview and scope of advertising industry in India ‐ Trends in advertising and advertising industry in India – Challenges faced by advertisers in India in the era of globalization.
Module 2: Classification Of Advertising
Classification on the basis of – Audience, Media, Advertiser and Area, including advertising in rural India Special purpose advertising such as Green advertising, Political advertising, Advocacy advertising, Retail advertising, Financial advertising, Corporate Image advertising, Comparative advertising, Primary / Generic advertising and Pro Bono/Social advertising including Social Advertising by Indian Government through Directorate of Advertising and Visual Publicity (DAVP).
Module 3: Advertising Agency
Meaning ‐ Features ‐ Structure and services offered – Types ‐ Emergence of Global agencies ‐ Agency selection criterion ‐ Maintaining Agency–Client relationship – Creative pitch ‐ Agency compensation ‐ Agency accreditation.
Module 4: Planning In Ad-Making
The creative brief ‐ Setting Communication and/or Sales Objectives for the ad/ad campaign – Factors affecting determination of Advertising budget – Methods of setting ad budget ‐ Media planning ‐ Media buying ‐ Media objectives ‐ Factors to be considered while selecting media / media vehicles ‐ Developing a media strategy with media‐mix and media scheduling strategies.
Module 5: Creativity In Advertising
Role of creativity in advertising ‐ Determining the message theme / major selling idea – Introduction to Unique Selling Proposition (USP) ‐ Positioning strategies ‐ Persuasion and types of advertising appeals – Role of source in ads and celebrities as source in Indian ads ‐ Executional styles of presenting ads 5 Role of different elements of ads such as logo, company signature, slogan, tagline, jingle, illustration etc.
State the salient features of advertising
List out the appropriate mediums used for various advertisements
Analyse the shift in advertising industry from yester years to now in India
Compare advertising in rural India versus urban India
Explain the meaning and structure of an advertising agency
Who Should Attend?
Graduates with Management background
Media Marketing Executive
Social Media Executive
After completing this course and successfully passing the certification examination, the student will be awarded the “Advertising Management” certification.
If a learner chooses not to take up the examination, they will still get a 'Participation Certificate'.