Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Administration (BBA)
Course Objective
:This course aims to impart knowledge and skills to the students about the fundamentals of advertising and help the students in designing advertisements, media planning and scheduling, advertising budgeting, and evaluating the effectiveness of advertisements.
Course Description
:This course contains an introduction, the advertising Department, advertising agencies, creation of advertisements, designing the advertising message, advertising appeals, establishing and allocating advertising budget, and advertising effectiveness measurement.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1.Introduction
- Advertising – concept, features, and objectives
- Elements of Advertising
- Role of Advertising to Firm, Consumers and Society
- Types of Advertisements
- Key Players in the Advertising Industry
- Criticism of Advertising.
Unit 2.Advertising Department
- Organization for the Advertising Department
- Functions of the Advertising Department
- Functions of the Advertising Manager
- and Inter-Departmental Relations.
Unit 3.Advertising Agencies
- Meaning, Features and Functions of Advertising Agencies
- Types of Advertising Agencies and Their Role in Advertising Business
- Selection Criteria of Advertising Agency;
Unit 4.Creation of Advertisements
Creative Advertising and Its Features: Creative Process or Visualization Process of an Advertisement Copy: Creation of a Print Copy, Radio Commercials, Web Advertisements, and Television Commercials: Creative Persons in Creating an Advertisement Copy; Meaning and Types of Advertisement Copy: Major Components of an Advertisement Copy: Essentials of a Good Advertisement Copy: Concept, Functions and Principles of a Good Advertisement Layout.
Unit 5.Designing the Advertising Message
- Concept and Essentials of an Effective Advertising Message: Use of Unique Selling Propositions (USP) in Message Design
- Models of Message Design: Heart & Heart, Advertising Effectiveness, and MECCA Models
- Message Strategies: Cognitive, Affective, Conative and Brand Image, Strategies.
Unit 6.Advertising Appeals
- Concept and Types of Advertising Appeals: Rational, Emotional, and Sex Appeals
- Essentials of A Good Advertising Appeal
- Role of Various Colors in Advertisement;
Unit 7.Media Planning and Scheduling
- Concept and Process of Media Planning
- Types and Characteristics of Advertising Media
- Role of Media Research in Media Planning
- Media Selection Criteria
- Concept and Methods of Media Scheduling.
Unit 8.Establishing and allocating Advertising Budget
Concept and Need of Advertising Budgeting: Advertising expenses and factors affecting the Advertising Budget Size, Process of Setting the Advertising Budget, Approaches to Advertising Budgeting: Methods for Establishing Advertising Budget - Percentage of Sales Method, Affordable Method, Competitive parity Method, and Objective and Task Method.
Unit 9.Advertising Effectiveness Measurement
- Concept and Importance of Effectiveness Measurement: Effectiveness Testing Areas: Market
- Message, Media, Motives and Mission, and Overall Results
- Copy Testing: Concept and Methods: Measurement of Overall Effectiveness of Advertising Campaign: PACT & DAGMAR Models. Addendum: At least one case will be administered at the end of each chapter. The student will also complete a project and a few other assignments as specified by the faculty member.
Suggested Readings:
Belch and Belch:Advertising and promotion: An Integrated marketing Communications Perspective.New Delhi:TATA McGRAW-HILL. Jaishri Jethwaney and Shruti Jain,Advertising Management,New Delhi: Oxford University Press. Sontakki, C. N.:Advertising,New Delhi:Kalyani Publishers Ruchi Gupta. Advertising Principles and Practice. New Delhi: S ChandandCompany Limited