Group (B) : Advertising

Paper Code: 
PSY 614
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

  
 

On completion of this course, the students will be able to:

CO146: 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.

CO147: Analyze the influence and strategic applications of various reference groups that influence individual buying behaviour.

CO148: Identify and real-world marketing research process & techniques through case studies and surveys.

CO149: Develop a scientific attitude comprising the ability of reflection and logic reasoning towards the advertising campaign that builds the basis of influencing buying behaviour.

CO150: Develop a rigor to understand different marketing appeals and the essentials of advertising.

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: 

Suggested Readings

  • Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management. New Delhi: Prentice Hall of India.
  • Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. New Delhi: Prentice Hall of India.
  • 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.
  • Sengupta, S. (1998) Brand Positioning: Strategies for Competitive Advantage. New Delhi: Tata McGraw Hill.

E Resources

  • ResearchGate
  • JSTOR
  • Proquest
  • Shodhganga
  • Delnet
  • Google Scholar
  • National Digital Library (NPTEL)
  • Academia

Journals

  • Current Opinion in Psychology
  • Journal of Consumer Psychology
  • Journal of Modern Power Systems and Clean Energy

 

Academic Year: 
2022-23
  • Printer-friendly version
  • PDF version