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ADVERTISING I

Prof Vijay Vishwakarma

The Syllabus is taken from University of Mumbai website

UNIT 1

Integrated Marketing Communications (IMC) - Concept, Features, Elements, Role of advertising in IMC

Advertising: Concept, Features, Evolution of Advertising, Active Participants, Benefits of advertising to Business firms and consumers.

Classification of advertising: Geographic, Media, Target audience and Functions

Introduction to Advertising

UNIT 2

Advertising Agency

Ad Agency: Features, Structure and services offered, Types of advertising agencies , Agency selection criteria

Agency and Client: Maintaining Agency–Client relationship, Reasons and ways of avoiding Client Turnover, Creative Pitch, Agency compensation

Careers in advertising: Skills required for a career in advertising, Various Career Options, Freelancing Career Options - Graphics, Animation, Modeling, Dubbing.

UNIT 3

Economic Aspects: Effect of advertising on consumer demand, monopoly and competition, Price.

Social aspects: Ethical and social issues in advertising, positive and negative influence of advertising on Indian values and culture.

Pro Bono/Social advertising: Pro Bono Advertising, Social Advertising by Indian Government through Directorate of Advertising and Visual Publicity (DAVP), Self-Regulatory body- Role of ASCI (Advertising Standard Council of India)

Economic & Social Aspects of Advertising

UNIT 4

Brand Building: The Communication Process, AIDA Model, Role of advertising in developing Brand Image and Brand Equity, and managing Brand Crises.

Special purpose advertising: Rural advertising, Political advertising-, Advocacy advertising, Corporate Image advertising, Green Advertising – Features of all the above special purpose advertising.

• Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of advertisements

Brand Building and Special Purpose Advertising

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