Curriculum

MODULE 1
Overview of Advertising Management: Introduction, Meaning and Framework of Advertising; Defining Advertising; Role of Advertising in Marketing Mix and Positioning;

MODULE 2
Structure of an Advertising Agency: Introduction, Overview of an Advertising Agency; Choosing an Advertising Agency; Departments of an Advertising Agency, Creative department, Media department, Client servicing department, marketing research department; Ancillary Services

MODULE 3
Setting Advertising objectives advertising budget: Introduction, Marketing Objectives; Advertising Objectives, Sales-oriented/ Behavioural objectives, Communication-oriented objectives; The DAGMAR Approach to Setting Objectives and Measuring, Advertising Effectiveness, Factors Influencing Budget Setting, Common Budgeting Approaches, Budgeting Methods

MODULE 4
Advertising Copy and media planning: Introduction, Advertising Copy, Types of advertising copy; Copy Testing Methods; Visual Strategies, Art department specialists, developing a layout Media Planning: Introduction, Media Objectives; Media Options; Measuring Media Audiences; Media Schedule Decisions; Space and Time Buying; Cost Considerations

MODULE 5
Sales Promotion: Introduction, Meaning and Importance of Sales Promotion; Strengths and Limitations of Sales Promotion; Difference between Sales Promotion and Advertising; Tools and Techniques of Consumer Sales Promotion; Trade Promotions; Organising Sales Promotion Campaigns

MODULE 6
Sales promotion- requirement identification-requirement of sales promotion campaign-involvement of sales man and dealers- integration promotion- coordination within various promotion techniques.