Advertising

Paper Code: 
PSY 614 (B)
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

It acquaints the students with the behavioral techniques and skills in the field of advertising.

         

9.00
Unit I: 
Marketing Communication

Definition, Process, Barriers to Communication, Results of Communication, Source Effects in Marketing Communication, Effects of Message, Media Effect

9.00
Unit II: 
Group Influences

Reference Group, Influence of Reference Group, Types and Nature of Reference Group, Reference Group Influence on Consumer, Strategic Application of Reference Group Influences.             

9.00
Unit III: 
Marketing Research

Introduction, Process Of Marketing Research, Marketing Survey Techniques - Personal Telephonic, Mail Interview, Panel Research, Media Research Motivational Research, Advertising Research and Campaign Development. 

9.00
Unit IV: 
Psychology Of Advertising

Message Reception, Perception Awareness, Understanding, Persuation, Memoraability

 

9.00
Unit V: 
Advertising Appeals

Human Needs for Bases for Appeals, Buying Motives, Appeals and Advertising Message, Types of Appeal. Essentials of Advertising Appeal - Selling Points and Appeals.

Essential Readings: 
  • Kotler, P. (1997). Marketing Management : Analysis, Planning, Implementation and Control. New Delhi : Prentice Hall of India.
  • London, D.L. and Delle –Bitta , A. (1984). Consumer Behavior : Concepts and Applications. NY :  McGraw Hill.
References: 
  • Anasstasi, A (1964) Fields of Applied Psychology. McGraw Hall.
  • Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management, ND : Prentice Hall of India.
  • David L.L and Della Bitta A.J. 2nd Ed. (1984) : Consumer Behavior Concepts and Applications, McGraw Hill, New York.
  •  Eli P. Cox III(1979) : Marketing Research – Information for Decision Making, Harper and Row, New York.
  • Engle, J.F. and Blackwell R.D. 4th Ed. (1983). Consumer Behaviour. The Dryden. 
  • Kassarjian H. K. Petroshive S. M. 3rd Ed. (1981) : Perspective in Consumer Behavior, Scott Foreman III, (1977).
  • Kenneth E. R. : Consumer Behavior and The Practice of Marketing, Charles E. Merril Publishing Company, New Delhi.
  • Mahajan B. M. (1980): Consumer Behavior in India : An Economic Study. Concept Publishing Company, New Delhi.
  • Ogilvy D. (1983) Ogilvy on advertising. London : Pan.
  • Reynolds F. D. and Wolls W. D. (1977) : Consumer Behavior : McGraw Hill, New York.
  • Schiffman L.G. and Kanak L.L. 2nd Ed. (1983) : Consumer Behavior. Prentice Hall Inc. Englewood Chiffs, New Jersey.
  • Sengupta, S. (1998) Brand Positioning : Strategies for Competitive Advantage. ND Tata McGraw Hill.
  • Wasson C. R. and McConaughy D. H. (1968) : Buying Behavior and Marketing Decisions, Appleton Century, Crofts, New York.
  • Wright J Warnes . D. S. Winta and Ziegler S. K. (1997), Advertising. McGrawHall.
  • Zaltman G. and Berger P. C. (1975) : Marketing Research – Fundamental and Dynamics. The Dryden Press. Illusions.
  • Zik W. Michel D’ Amico (1984) : Marketing John Willey and Sono, New York.
Academic Year: 
2016-17
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