Tribhuvan University

Faculty of Management

Office of the Dean

Bachelor of Business Management (BBM)

Course Title: Fundamentals of Advertising

Course Code: MKT 217

Semester: Semester 6

Nature of Course: required

Full Marks: 100

Pass Marks: 50

Credit Hours: 3 Cr.

Curriculum: BBM curriculum effective from 2021

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 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.

Advertising – concept, features, and objectives
Elements of Advertising
Role of Advertising to Firm, Consumers and Society
Types of Advertisements
Key Players in Advertising
Industry
Criticism of Advertising.

Organization for the Advertising D epartment
Functions of Advertising D epartment
Functions of the Advertising Manager
and Inter-departmental Relations.

Meaning, Features and Functions of Advertising Agencies
Types of Advertising Agencies and Their Role in Advertising Business
Selection Criteria of Advertising
Agency;

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

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

Concept and Types of Advertising Appeals: Rational, Emotional, and Sex Appeals
Essentials of a Good Advertising Appeal
Role of Various Colors in Advertisement

Concept and Process of Media Planning
Types and Characteristics of Advertising Media
Role of Media Research in Media Planning
Media Selection Criteria
Concepts and Methods of Media Scheduling

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, Objective and Task
Method.

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 project work and a few other assignments as specified by the faculty member.

Fundamentals of Advertising

Syllabus