Advertising

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

Course Objectives (COs):

This course will enable the students to –

 

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

Course Outcomes (COs):

 

Learning Outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

 

 

 

 

PSY 614 (B)

 

 

 

 

 

 

 

Advertising

The students will be able to –

CO122: Demonstrate the ability to evaluate, integrate, and apply appropriate information from various examples of advertisements to create cohesive, persuasive arguments towards understanding of the field.

CO123: Analyse the influence and strategic applications of various reference groups that influence individual buying behaviour.

CO124: Identify and real-world marketing research process & techniques through case studies.

CO125: Develop a scientific attitude comprising the ability of reflection and logic reasoning towards the advertising campaign that builds the basis of influencing buying behaviour.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

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: 
  • David L.L and Della Batia A.J. 2nd Ed. (1984): Consumer Behavior Concepts and Applications. New York: McGraw Hill.
  • Eli P. Cox, I. (1979). Marketing Research – Information for Decision Making. New York: Harper and Row.
References: 
  • Mahajan, B. M. (1980): Consumer Behavior in India: An Economic Study. New Delhi: Concept Publishing Company.
  • Reynolds F. D. and Wolls W. D. (1977): Consumer Behavior: New Delhi: McGraw Hill.
  • Schiffaman L.G. and Kanak L.L. 2nd Ed. (1983): Consumer Behavior. New Jersey: Prentice Hall.
  • Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management. New Delhi: Prentice Hall of India.
  • Sengupta, S. (1998) Brand Positioning: Strategies for Competitive Advantage. New Delhi: Tata McGraw Hill.
  • Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. New Delhi: Prentice Hall of India.
Academic Year: 
2021-22
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