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1. Advertising – Its Purpose and Function
a. From fig leaf to furs
b. The advertising spectrum
c. Role of advertising
d. Non-commercial advertising
e. Ethical issues in advertising
f. Need for advertising
g. Study of advertising

 

2. Economical and social implications of advertising
a. Introduction
b. Economic effects of advertising
c. Explicit role of advertising
d. Indirect role of advertising
e. Criticism of advertising
f. Social issues in advertising
g. Controversial effects of advertising
h. Concluding comments

 

3. Advertising in marketing mix
a. The marketing concept
b. The marketing mix
c. Advertising decision
d. The communication spectrum

 

4. Advertising and psychology
a. Triangle of communication
b. Effectiveness of advertising
c. Advertising and buyer behavior

d. Speed of response
e. Audience perception
f. Perpetual mapping

 

5. Advertising Strategy, Planning and Organization
a. Contribution of advertising
b. Setting of advertising objectives
c. Advertising strategy
d. Advertising planning
e. Level of decision making
f. Advertising situations
g. Factors influencing organizational features
h. Organizational approach

 

6. Advertising Appropriation
a. Introduction
b. Purchase proposition
c. Creative execution
d. Pre- budget thinking
e. Advertising appropriate for industrial products
f. Allocation of the advertising budget

 

7. Creative strategy
a. Introduction
b. Purchase proposition
c. Creative execution
d. Core concept
e. Reinforcement of message
f. Evaluation of advertising message

 

8. Creative execution and judgment
a. Creative process

b. Copywriting
c. Copy research
d. Motivational approaches and appeals
e. Candidness and creativity

 

9. Media decisions
a. Role of media
b. Print media
c. Media related decisions
d. Media research and advertising decision

 

10. Other promotional media and methods
a. Other promotional media
b. Consumer promotional
c. Dealer promotion
d. Overall impact of consumer and trade promotions

 

11. Evaluation of advertising effectiveness
a. Introduction
b. Advertising objectives and plans
c. Areas of assessment of effectiveness
d. Pre- placement evaluation of advertising
e. Post- testing
f. Interpretation of research findings

 

12. Advertising agency functions, selection and coordination
a. A consultant’s role
b. Functions of an advertising selection
c. Coordination with the agency
d. Changing the agency
e. Summing up

13. Industrial advertising
a. Objectives of industrial advertising
b. Common themes
c. Media in industrial advertising
d. Sales literature
e. Other sales promotion devices
f. Cost effectiveness of Industrial advertising
g. Supplementary advertising efforts
h. Industrial advertising in India

 

14. Institutional advertising
a. Interdependence of institutional and product advertising
b. Image building
c. Audience segmentation and media
d. Corporate advertising
e. Corporate advertising in India
f. State of art

 

15. Non commercial advertising
a. Universality of communication process
b. Advertising for social causes
c. Professionalization

 

16. Future of advertising in developing countries
a. Relevance of marketing approach to national goals
b. Advertising regulation
c. Stage of development
d. New horizons