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6/07/2012

Advertising Management

advertising management
The aim of MBA Advertising Management Subject is to acquaint the students with concepts, and techniques; and to give experience in the application of concepts for developing an effective advertising programme. 

MBA Advertising management is a four module subject, the first module deals with the general introduction of advertising and its importance, it will also discus the
functions in the organisation and the main duties of advertising manager. The second module is about Advertising strategies, it will explore the communication mix, creation of advertising program. The third module is about advertising media, it deals with different classification of different media, its planning, scheduling, selection and evaluation. The last module is the management of advertisement , it deals with advertising budget , control and administration, it also covers the social responsibility in advertising.
Module I: Introduction to Advertising
This module explore with the Introduction of advertisement, some definition and objectives, it also covers the functions and classification of advertising. Some part is a discussion about Advertising Agency : Functions & structure of modern agency, functions of the advertising department and advertising manager. Study about Agency Relationship and the Selection of advertising agency.
Module-II: Advertising Strategy
This module will cover the Advertising as Mass communication: the communication mix, building of advertising program: Creative strategy-Copy, message, advertising appeals, the AIDA concept Creation and production in advertising: TV commercials, Radio Jingles, Print ads.
Module III: Advertising Media
This module deals with advertising media, the general and special characteristics of different media. It will discuss the Media planning, scheduling, selection and evaluation, Measuring advertising effectiveness (DAGMAR): The rationale of testing: pretesting, concurrent testing
and post testing, recall and recognition.
Module – IV: Advertising Management
This module will focus on the Advertising Budget: Approach and procedures for determining the size of the budget, Administration and control of budget. Regulation of Advertising: Self Regulation by advertising Media, Ethics and Social Responsibility in Advertising and the trends in E-advertising.

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