Advertising Management
To provide an adequate overview of the field of “Advertising” from a managerial and creative standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions along with discussions & group presentations. A few video commercials & cases will also be shown and discussed in class. A significant component of the learning experience, in a course of this type, is constructive and reasoned class discussion. With this in mind, all students are encouraged to actively and judicously participate in all class discussions.
To provide an adequate overview of the field of “Advertising” from a managerial and creative standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions along with discussions & group presentations. A few video commercials & cases will also be shown and discussed in class. A significant component of the learning experience, in a course of this type, is constructive and reasoned class discussion. With this in mind, all students are encouraged to actively and judicously participate in all class discussions.
- Topics Covered
- The World of Advertising & the Structure of the Advertising Industry
- The History, Evolution & Social Aspects of Promoting & Advertising Brands
- Consumer Behavior
- Segmentation, Targeting & Positioning
- Advertising & Promotions Research
- The Communications Process
- Sales Promotion
- International Advertising
- Advertising Creativity & Preparing the Message
- Art & Copywriting
- Art Direction & Production
- Media Planning & Strategy
- Subliminal Advertising