SVKM’s Narsee Monjee Institute of Management Studies

ASMSOC/SOC

Program: Bachelor of Business Administration Trimester /Semester : IV

Course/Module : Advertising and Media Module Code:

Teaching Scheme Evaluation Scheme

Lecture Term End Examinations
Practical Tutorial Internal Continuous
(Hours (TEE)
(Hours (Hours per Credit Assessment (ICA)
per (Marks- 50
per week) week) (Marks - 50 )
week) in Question Paper)
4 - - 4 Marks Scaled to 50 Marks Scaled to 50
Pre-requisite: Principles of Marketing
Objectives :
CLO1: To explain and discuss the various Advertising/IMC concepts. (PLO 1a, PLO1c)
CLO2: To explain various concepts relating to media. ( PLO 1a, PLO1c )
CLO3: To enable the students to apply and execute strategies after analysing the given business situation
using concepts.( PLO1c )
Outcomes:
After completion of the course, students would be able to :
 The student will be able to apply the different types and evaluate the rationale behind the advertising type
and medium chosen.
 The student will understand how the process of Objective Setting, Budgeting and Media planning is done
for IMC
 The student will be able to construct and design media alternatives for different marketing messages

Detailed Syllabus: ( per session plan )

Unit Description Book

1 Module I: Introduction to Advertising Management Belch and

1. What is Marketing, Marketing communication, Advertising- Belch,
objectives K. Shah
-Advertising types
-ATL, BTL, TTL
IMC
-Definition, process
-growing importance of IMC
-Audience touchpoints& Moment of truth
2. Theories of Advertising
• Hierarchy of effects model
• AIDA
• DAGMAR
• FCB grid
• Cognitive dissonance
• Innovation adoption
• Information Processing Model of Advertising Effects (William
McGuire, 1978)
3. Role of advertising in Marketing process
• Marketing strategy & Analysis
• Target market selection, identification
• Market segmentation
 SVKM’s Narsee Monjee Institute of Management Studies
ASMSOC/SOC

• Market positioning
• Market mix strategy
Learning Outcome:
This model will help student understand the basic of advertising. It will
help identify and apply models to the further topics in the subject
2 Module II: Situation Analysis Belch and
Belch,
1. Perspective on Consumer Behavior w. r. t. Advertising K. Shah
• Overview
• Factors influencing buying behavior- Henry Assael 4 buying
behaviour
• Buying decision process & Psychological process
2. Understanding communication process for advertising
Learning Outcome:
This modules will enable the learner to contrast the various consumer
behaviour and apply that understanding to the communication process.

3 Module III: Objective Setting and Budgeting Belch and

Belch,
1. Developing Advertising Research and Strategy K. Shah
• Fundamentals of an AD campaign
• Research process
• Big Idea analysis
2. Establishing Objectives and Budgeting for the Promotional
program
• Importance of objectives
• Determining objectives
• Establishing and allocating promotional budget
Learning Outcome:
The student will learn to categorize the type of advertising on the basis of
the research and differentiate the budget for the same

4 Module IV: Developing a program Belch and

1. Creative Strategy : planning and Development Belch,
• Importance of creativity K. Shah
• Advertising creativity
• Planning creative strategy
• Creative process- J.young and Wallas
• Creative strategy development
2. Creative strategy : Implementation and Evaluation
• Appeals
• Creative tactics
• Source factors
• Message factors
• Channel factors
Learning Outcome:
The learner will be able to analyse, recommend and formulate the
creatives for the ad.
 SVKM’s Narsee Monjee Institute of Management Studies
ASMSOC/SOC

5 Module V: Monitoring, Evaluation and Control Belch and Belch,

K. Shah
1. Measuring the effectiveness of Advertising program
• Conducting research
• Testing process- Pre and post testing
Regulation of Advertising and Promotion
Learning Outcome:
The student will be able to identify and interpret the ways to conduct the
evaluation of promotional communication.

6 Module VI: Media planning and Strategy Belch and Belch,

1. Developing media plan Jack Z. Scissors
Criteria for selecting the media vehicles and Roger B.
• Reach Baron
• Frequency
• GRPs
• Cost efficiency
• Cost per Thousand
• Cost per rating
• Waste
• Circulation
• Pass-along rate(print)
Media timing
• Flight
• Pulsing
• Scheduling
2. Market Analysis and Target market identification
3. Establishing Media objectives
4. Developing and implementing media strategies
5. Social Media
Learning Outcome:
The student will be able to evaluate and develop the media plan

7 Module VII: Evaluation of various media Belch and Belch,

Evaluating and Selecting Media Vehicles Jack Z. Scissors
• Television and Radio and Roger B.
• Print media Baron
• Support media
• Internet and Interactive media
• Direct marketing
• Sales promotion
• PR
Learning Outcome:
The learner will be able to evaluate and combine the various media for a
promotional communication
8 Module VIII: Sources of media research Belch and Belch,
• Audit bureau of circulation Jack Z. Scissors
• Press audits and Roger B.
• National readership survey/IRS Baron
 SVKM’s Narsee Monjee Institute of Management Studies
ASMSOC/SOC

• Businessmen’s readership survey

• Television
• Audience Measurement
• TRP
• National television study
• ADMAR satellite cable network study
• Reach and coverage study
• ClB listener ship survey
Learning Outcome:
The student will be able to compare and choose the various alternatives to
research on the media available.
9 Module IX: Media buying and negotiation Belch and Belch,
• Considerations in Planning and Buying Jack Z. Scissors
• Media Buying and Planning and Roger B.
• Media Negotiations and Strategies Baron
Learning Outcome:
The learner will be able to breakdown and assess the various techniques for
media buying and negotiation.
10 Module X- New trends in Media for advertising Belch and Belch,
• Online advertising K. Shah
• Covert advertising
• Surrogate advertising
• Product placement- on various media
• Guerrilla advertising
• viral advertising
• Influencer Marketing
• Introduction to Artificial intelligence(AI) in Marketing & CGI
Learning Outcome:
The student will be able to identify the new trends and apply them to their
own campaigns
Total 60 hours

Text Books:
Text Books:
1. Advertising and Promotion: An Integrated Marketing Communications Perspective by George E Belch
and Michael A Belch, Keyoor Purani, McGraw Hill Education India, 12/e, 2021
2. Advertising Media Planning by Jack Z. Scissors and Roger B. Baron, 7/e, 2017
Reference Books:
1. Advertising and Integrated Marketing Communications. Kruti Shah, McGraw Hill Education India, 1/e,
2017
2.The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and
Buying (Routledge Communication Series) 7/e, 2019

Note: The books stated are the latest reprint/classic books that can be referred for the topic.
Any other information :
Total Marks of Internal Continuous Assessment (ICA) : 50 Marks

Distribution of ICA Marks :

Description of ICA Marks
 SVKM’s Narsee Monjee Institute of Management Studies
ASMSOC/SOC

ICA1- Mid-term Test 20

ICA2- Project 10
ICA3- Presentation 10
ICA4- 10
Assignments
Total ICA 50