University of Mumbai
NAAC ACCREDITED
BACHELOR OF COMMERCE (B.COM)
SEMESTER – III & IV
SKILL ENHANCEMENT COURSES (SEC)
ADVERTISING PAPER I & II
Choice Based Credit System
To be implemented from AY 2017 - 2018
Board of Studies in Commerce, University of Mumbai Page 1 of 7
Revised Syllabus of courses of SYB.Com Programme
with effect from the Academic Year 2017-2018
Skill Enhancement Courses (SEC)
Semester – III
ADVERTISING - I
Course Objective:
1. To highlight the role of advertising for the success of brands and its
importance within the marketing function of a company.
2. It aims to orient learners towards the practical aspects and techniques of
advertising.
3. It is expected that this course will prepare learners to lay down a
foundation for advanced post-graduate courses in advertising
Sr. Modules No. of
No. Lectures
1 Introduction to Advertising 12
2 Advertising Agency 11
3 Economic & Social Aspects of Advertising 11
4 Brand Building and Spécial Purpose Advertising 11
Total 45
Board of Studies in Commerce, University of Mumbai Page 2 of 7
Sr. No. Modules
1 Introduction to Advertising 12
• Integrated Marketing Communications (IMC)- Concept, Features,
Elements, Role of advertising in IMC
• Advertising: Concept, Features, Evolution of Advertising, Active
Participants, Benefits of advertising to Business firms and consumers.
• Classification of advertising: Geographic, Media, Target audience and
Functions.
2 Advertising Agency 11
• Ad Agency: Features, Structure and services offered, Types of advertising
agencies , Agency selection criteria
• Agency and Client: Maintaining Agency–Client relationship, Reasons and
ways of avoiding Client Turnover, Creative Pitch, Agency compensation
• Careers in advertising: Skills required for a career in advertising, Various
Career Options, Freelancing Career Options - Graphics, Animation,
Modeling, Dubbing.
3 Economic & Social Aspects of Advertising 11
• Economic Aspects: Effect of advertising on consumer demand, monopoly
and competition, Price.
• Social aspects: Ethical and social issues in advertising, positive and negative
influence of advertising on Indian values and culture.
• Pro Bono/Social advertising: Pro Bono Advertising, Social Advertising by
Indian Government through Directorate of Advertising and Visual Publicity
(DAVP), Self-Regulatory body- Role of ASCI (Advertising Standard
Council of India)
4 Brand Building and Special Purpose Advertising 11
• Brand Building: The Communication Process, AIDA Model, Role of
advertising in developing Brand Image and Brand Equity, and managing
Brand Crises.
• Special purpose advertising: Rural advertising, Political advertising-,
Advocacy advertising, Corporate Image advertising, Green Advertising –
Features of all the above special purpose advertising.
• Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of
advertisements
..
Board of Studies in Commerce, University of Mumbai Page 3 of 7
Revised Syllabus of courses of SYB.Com Programme
with effect from the Academic Year 2017-2018
Skill Enhancement Courses (SEC)
Semester – IV
ADVERTISING - II
Course Objective:
1. To highlight the role of advertising for the success of brands
and its importance within the marketing function of a
company.
2. It aims to orient learners towards the practical aspects and
techniques of advertising.
3. It is expected that this course will prepare learners to lay down
a foundation for advanced post-graduate courses in advertising
Sr. Modules No. of
No. Lectures
1 Media in Advertising 11
2 Planning Advertising Campaign 11
3 Execution and Evaluation of Advertising 11
4 Fundamentals of Creativity in Advertising 12
Total 45
Board of Studies in Commerce, University of Mumbai Page 4 of 7
Sr. No. Modules
1 Media in Advertising 11
• Traditional Media: Print, Broadcasting, Out-Of-Home advertising and films
- advantages and limitations of all the above traditional media
• New Age Media: Digital Media / Internet Advertising – Forms, Significance
and Limitations
• Media Research: Concept, Importance, Tool for regulation - ABC and
Doordarshan Code
2 Planning Advertising Campaigns 11
• Advertising Campaign: Concept, Advertising Campaign Planning -Steps
Determining advertising objectives - DAGMAR model
• Advertising Budgets: Factors determining advertising budgets, methods of
setting advertising budgets, Media Objectives - Reach, Frequency and GRPs
• Media Planning: Concept, Process, Factors considered while selecting
media, Media Scheduling Strategies
3 Execution and Evaluation of Advertising 11
• Creativity: Concept and Importance, Creative Process, Concept of Créative
Brief, Techniques of Visualization
• Creative aspects: Buying Motives - Types, Selling Points- Features, Appeals
– Types, Concept of Unique Selling Preposition (USP)
• Creativity through Endorsements: Endorsers – Types, Celebrity
Endorsements – Advantages and Limitations, High Involvement and Low
Involvement Products
4 Fundamentals of Creativity in Advertising 12
• Preparing print ads: Essentials of Copywriting, Copy – Elements, Types,
Layout- Principles, Illustration - Importance.
• Creating broadcast ads: Execution Styles, Jingles and Music – Importance,
Concept of Storyboard
• Evaluation: Advertising copy, Pre-testing and Post-testing of Advertisements
– Methods and Objectives
Board of Studies in Commerce, University of Mumbai Page 5 of 7
Revised Syllabus of Courses of SYB. Com
Programme at Semester III & IV
with effect from the Academic Year 2017-2018
Reference Books
Advertising
1. Advertising and Promotion : An Integrated Marketing Communications
Perspective George Belch and Michael Belch, 2015, 10th Edition, McGraw Hill
Education
2. Contemporary Advertising, 2017, 15th Edition, William Arens, Michael Weigold
and Christian Arens, Hill Higher Education
3. Strategic Brand Management – Kevin Lane Keller, 4th Edition, 2013 – Pearson
Education Limited
4. Kleppner’s Advertising Procedure – Ron Lane and Karen King, 18th edition,
2011 – Pearson
a. Education Limited
5. Advertising: Planning and Implementation, 2006 – Raghuvir Singh, Sangeeta
Sharma –Prentice Hall
6. Advertising Management, 5th Edition, 2002 – Batra, Myers and Aaker – Pearson
Education
7. Advertising Principles and Practice, 2012 - Ruchi Gupta – S.Chand Publishing
8. Brand Equity & Advertising- Advertising’s role in building strong brands, 2013-
David A. Aker, Alexander L. Biel, Psychology Press
9. Brand Positioning – Strategies for Competitive Advantage, Subroto Sengupta,
2005, Tata McGraw Hill Publication.
10. The Advertising Association Handbook - J. J. D. Bullmore, M. J. Waterson, 1983
- Holt Rinehart & Winston
11. Integrated Advertising, Promotion, and Marketing Communications, Kenneth E.
Clow and Donald E. Baack, 5th Edition, 2012 – Pearson Education Limited
12. Kotler Philip and Eduardo Roberto, Social Marketing, Strategies for Changing
Public Behaviour, 1989, The Free Press, New York.
13. Confessions of an Advertising Man, David Ogilvy, 2012, Southbank Publishing
14. Advertising, 10th Edition, 2010 - Sandra Moriarty, Nancy D Mitchell, William
D. Wells, Pearson
Board of Studies in Commerce, University of Mumbai Page 6 of 7
PAPER PATTERN
ADVERTISING PAPER I & II
SEMESTER - III & IV
W.E.F. 2017-2018
Q.1 Multiple Choice Questions
(A) Select the most appropriate answer from the option given below 10
(Any Ten out of Twelve)
(B) State whether the following statements are True or False 10
(Any Ten out of Twelve)
Q.2 Answer Any Two of the following Out of Three questions - Module - I 15
a.
b.
c.
Q.3 Answer Any Two of the following Out of Three questions - Module - II 15
a.
b.
c.
Q.4 Answer Any Two of the following Out of Three questions - Module - III 15
a.
b.
c.
Q.5 Answer Any Two of the following Out of Three questions - Module - IV 15
a.
b.
c.
Q.6 Write notes on Any Four out of Six 20
Board of Studies in Commerce, University of Mumbai Page 7 of 7
