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Advertising Management

This document outlines 40 lessons on advertising management, organized into the following sections: concepts of advertising, integrated advertising program analysis, understanding message strategy, media types and decision, campaign making, advertising stakeholders, issues in advertising, Indian advertising, and case studies. The lessons cover topics such as integrated marketing communication, advertising types, target audiences, positioning, budgets, message strategies, media planning, campaigns, advertising agencies, regulation, effectiveness, ethics, and case studies.

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Enquiry IIBMS
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42 views3 pages

Advertising Management

This document outlines 40 lessons on advertising management, organized into the following sections: concepts of advertising, integrated advertising program analysis, understanding message strategy, media types and decision, campaign making, advertising stakeholders, issues in advertising, Indian advertising, and case studies. The lessons cover topics such as integrated marketing communication, advertising types, target audiences, positioning, budgets, message strategies, media planning, campaigns, advertising agencies, regulation, effectiveness, ethics, and case studies.

Uploaded by

Enquiry IIBMS
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ADVERTISING MANAGEMENT

CONTENTS
Lesson Topic Page No.
No.
Concepts of Advertising - The Field of Advertising
Lesson 1 Introduction 1
Lesson 2 Integrated Marketing Communication 6
Lesson 3 Tutorial 24
Lesson 4 Advertising and Its Types 25
Lesson 5 Comparative Advertising 31
Lesson 6 Tutorial 37
Lesson 7 Communication models in Advertising 38
Lesson 8 Tutorial 47
Integrated Advertising Program Analysis of Mission &
Market
Lesson 9 Objective Setting & Determining Target Audience 48
Lesson 10 Tutorial 55
Lesson 11 Understanding Segmentation 56
Lesson 12 Positioning 65
Lesson 13 Tutorial 73
Lesson 14 Budget Decision 74
Lesson 15 Case Study on Budgets 77
Understanding Message Strategy
Lesson 16 Message & Copy in Advertisements 84
Lesson 17 Headlines in Print & TV Advertising 91
Lesson 18 Visualization & Layout 102
Lesson 19 Tutorial 108
Lesson 20 AD. APPEALS 109
Lesson 21 Tutorial 118
Lesson 22 Testimonials & Celebrity Endorsement 119
Lesson 23 Tutorial 123
Media Types & Decision
Lesson 24 Media Planning & Decision 124
Lesson 25 Tutorial 140
Campaign Making
Lesson 26 Understanding Campaigns 141
Lesson 27 Case Study & Campaign Making 149
Lesson 28 Tutorial 151
Advertising Stake Holders - Advertising Organization
Lesson 29 Ad Agencies – A Look 152
Tutorial: Case Study 159
Lesson 30 Tutorial 168
Issues in Advertising
Lesson 31 Regulation In Advertising 169
Lesson 32 Advertising Effectiveness 176
Issues in Advertising

Lesson 31 Regulation In Advertising 169


Lesson 32 Advertising Effectiveness 176
Indian Advertising
Lesson 33 Lesson: Indian Advertising 181
Lesson 34 Ethics in Advertising 188
Lesson 35 Children & Women in Advertising 192
Lesson 36 Tutorial 199
Case Study
Lesson 37 Key Questions 200
Lesson 38 Advertising Campaign Exercise 201
Lesson 39 Cases 1 & 2 202
Lesson 40 Cases Study 207

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