ADVERTISING – 1

Pointwise Explanation in the book

ATKT Papers Included too to provide a greater scope of Expected Questions

1. Introduction to Advertising | 1.1 − 1.24

• 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 | 2.1 − 2.24

• 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 | 3.1 − 3.20

• Economic Aspects : Effect of Advertising an 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 | 4.1 − 4.30

• Brand Building : The Communication Process, AIDA Model, Role of Advertising in Developing Brand Image and Brand Equity, and Managing Brand Crisis.
• 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.

 Solved Question Papers