Advertising - Lesson Plan
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  • Amity Business School


  • 1. Amity School of Communication BJ&MC, 1 st Semester Sec- B & C FUNDAMENTALS OF ADVERTISING Course Code- BJM 102 By- Tanu Bhargava
  • 2. Course Structure
    • Session starts- 18 th July’11
    • Credit Unit- 04 Sessions scheduled: 45(3*15)
    • Self Study Hours: 30
    • Objective:
    • This module will help students understand the concepts of advertising . The students will understand the advertising scenario in India , organizational structure , and brand-management . Students will have an opportunity to explore various creative fields involved in making advertisements .
  • 3. Session Progress Session is divided into 4 modules
  • 4. Week 1 (18 th July-24 th July)
    • Module 1- Introduction to Advertising, types of ads and mediums to advertise
    • Introduction , Showcasing advertisements, understanding the need for them, Defining advertising
    Week 2(25 th July-31 st July) Types of advertisements- Classified, Financial, Corporate with examples
  • 5. Week 3 (1 st Aug-7 th Aug)
    • Types of advertisements- Public Service, Institutional, Advertorials, Souvenirs, Promotional with examples
    Week 4(8 th Aug-14 th Aug) Group Activity- Students will be making an advertorial or a souvenir of the brand thus, be given to them. Different types of Media to advertise, its features, Advantages & Disadvantages – TV, Radio, Print, Internet, Mobile
  • 6. Week 5 (15 th Aug-21 st Aug)
    • Module 2: Understanding Markets and Advertising concepts
    • Market- Definition, Functions and Types
    Week 6(22 nd Aug-28 th Aug) Different types of Media to advertise, its features, Advantages & Disadvantages – TV, Radio, Print, Internet, Mobile
  • 7. Week 7 (29 th Aug-4 th Sep)
    • Class Test- 10 marks
    • Advertising campaigns, case study, examples
    Week 8 (5 th Sep-11 th Sep) Concepts of Advertising and key terminologies
  • 8. Week 9 (12 th Sep-18 th Sep)
    • Embedded Advertising
    • Group Presentation- 10 marks - The student is supposed to make a presentation on advertising campaigns related to a product so given to them
    Week 10(19 th Sep-25 th Sep) Guest Lecture Advertising campaigns, Celebrity endorsements, Embedded ads- case study and examples
  • 9. Week 11 (26 th Sep-2 nd Oct)
    • Structure of advertising agencies, function of each department
    Module 3-Understanding Advertising agencies structure and their functioning Types of advertising agencies, structure of advertising agencies, function of each department Week 12(3 rd Oct-9 th Oct) Functions of each department in advertising agencies and revenue generation
  • 10. Week 13 (10 th Oct-16 th Oct)
    • Module 4: Understanding ASCI rules and regulations and ethics in advertising
    • ASCI rules and regulations- case discussion
    Week 14(17 th Oct- 23th Oct) Class Test – 5marks Ethics in Advertising- case studies
  • 11. Week 15 (31 st Oct-6 th Nov)
    • Revision, cross questioning sessions in the class, understanding the art of answering the questions, working on the case studies
  • 12. Assessment Sheet 05 marks for Attendance
  • 13. Thank You!!