This document outlines the topics that will be covered in a course on advertising. The 5 units include: 1) An introduction to advertising including its meaning, types, objectives and budgeting. 2) Media decisions involving different media types and factors in media selection. 3) Message development covering advertising appeals and elements of copy. 4) Measuring effectiveness through evaluating communication and sales effects. 5) Advertising agencies discussing their role and types as well as the social, ethical and legal aspects of advertising in India.

1. Advertising
By
Ashish Kumar Yadav
Research Fellow (Management)
University Institute of
Management
Rani Durgavati University
Date 30/12/2020
Time - 1:30 pm

2. UNIT I
Introduction: Meaning, nature and importance of
advertising
Types of advertising;
Advertising Objectives, Audience Selection;
Setting of advertising budget:
Determination and major methods.

3. What is Advertising ?
A tool of Promotion
“Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product,
service or idea.” Wikipedia

5. UNIT II
Media Decisions: Major media types- their merits and
demerits;
factors influencing media choice, media selection, media
scheduling.

6. UNIT​ ​III
Message Development: Advertising Appeal, Advertising
Copy and elements.

7. UNIT IV
Measuring Advertising Effectiveness:
Evaluating Communication and sales effect,
Pre and Post-testing techniques.

8. UNIT​ ​V
Advertising Agency: role, types and selection of advertising agency.
Social, ethical and legal aspects of advertising in India.