Group (B) : Advertising

Paper Code: 
PSY 614
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 and 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: 
  1. Anasstasi, A (1964) Fields of Applied Psychology. McGraw Hall.
  2. David L.L and Della Bitta A.J. 2nd Ed. (1984) : Consumer Behavior Concepts and Applications, McGraw Hill, New York.
  3. Eli P. Cox III(1979) : Marketing Research – Information for Decision Making, Harper and Row, New York.
  4. Kassarjian H. K. Petroshive S. M. 3rd Ed. (1981) : Perspective in Consumer Behavior, Scott Foreman III, (1977).
  5. Kenneth E. R. : Consumer Behavior and The Practice of Marketing, Charles E. Merril Publishing Company, New Delhi.
  6. Mahajan B. M. (1980): Consumer Behavior in India : An Economic Study. Concept Publishing Company, New Delhi.
  7. Reynolds F. D. and Wolls W. D. (1977) : Consumer Behavior : McGraw Hill, New York.
  8. Schiffman L.G. and Kanak L.L. 2nd Ed. (1983) : Consumer Behavior. Prentice Hall Inc. Englewood Chiffs, New Jersey.
  9. Wasson C. R. and McConaughy D. H. (1968) : Buying Behavior and Marketing Decisions, Appleton Century, Crofts, New York.
  10. Zaltman G. and Berger P. C. (1975) : Marketing Research – Fundamental and Dynamics. The Dryden Press. Illusions.
  11. Zik W. Michel D’ Amico (1984) : Marketing John Willey and Sono, New York.
  12. Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management, ND : Prentice Hall of India.
  13. Wright J Warnes . D. S. Winta and Ziegler S. K. (1997), Advertising. McGrawHall.
  14. Sengupta, S. (1998) Brand Positioning : Strategies for Competitive Advantage. ND Tata McGraw Hill.
  15. Ogilvy D. (1983) Ogilvy on advertising. London : Pan.
  16. Engle, J.F. and Blackwell R.D. 4th Ed. (1983). Consumer Behaviour. The Dryden. 
Academic Year: 
2018-19
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