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Advertising Management Notes


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 program.
The MBA Advertising Management Subject aims to acquaint the students with concepts and techniques and give experience in applying concepts for developing an effective advertising program. 

MBA Advertising management is a four-module subject. The first module deals with the general introduction of advertising and its importance. It will also discuss the functions in the organization and the main duties of the advertising manager. The second module is about Advertising strategies, it will explore the communication mix, creation of any advertising program. The third module is about advertising media, it deals with the different classifications 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

Introduction to Advertisement
Definition and Objectives of Advertising
Functions and Classifications of Advertising
Advertising Agency and its Functions
Types and Structure of Modern Ad-agency
Study about Agency Relationship and the Selection of Advertising Agency

Module-II: Advertising Strategy

Advertising as Mass Communication: The Communication Mix
Building of Advertising Program: Creative Strategy - Copy, Message
Advertising Appeals
AIDA Concept

Module III: Advertising Media

Advertising Media, the General and Special Characteristics of Different Media
Media Planning, Scheduling, Selection, and Evaluation
Measuring Advertising Effectiveness (DAGMAR)
The Rationale of Testing: Pretesting, Concurrent Testing and Post Testing
Recall, Recognition, and Persuasion

Module – IV: Advertising Management

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

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