Discipline Specific Elective Course- 6.3(DSE-6.
3): Advertising
Course Credi Credit distribution of the Eligibili Pre-
title ts course ty requisite
& criteria of the
Lectur Tutori Practical/
Code course
e al Practice (if any)
Advertising 4 3 1 0 Pass in NIL
Class XII
DSE-6.3
Learning Objectives
The objective of this paper is to familiarise the students with concepts and techniques of
advertising used in marketing.
Learning Outcomes
After completion of the course, learners will be able to:
1. Discuss communication objectives behind advertising of various products and services.
2. Describe advertising appeals, elements of print and broadcast advertisement.
3. Elucidate various advertising and media elements in the advertising decisions.
4. Discuss advertising effectiveness.
5. Explain various organizational arrangements and examine the ethical and legal issues of
advertising.
SYLLABUS OF DSE-6.3
Unit 1: Introduction to Advertising (9 hours)
Communication Process-basic and elements; Communication Response Hierarchy Models: AIDA
Model, Hierarchy of Effects Model, Advertising: significance, types and objectives; DAGMAR
Approach; Target audience selection – approaches and basis; Setting of advertising budget:
determinants and major methods. Integrated marketing communication- meaning and process.
Unit 2: Advertising Message (9 hours)
Advertising appeals – types; Advertising Copy - Elements of print and broadcast advertisements
Unit 3: Advertising Media Decisions (9 hours)
Major media types: merits and demerits; Factors influencing media choice; Media scheduling-types.
Unit 4: Advertising: Effectiveness (9 hours)
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Rationale of Measuring Advertising Effectiveness: Evaluating Communication and Sales effects; Pre
and Post-testing techniques
Unit 5: Organisational Arrangements (9 hours)
Advertising Agency: Role, types and selection; Agency remuneration - methods
Social, ethical and legal aspects of advertising in India; Role of Advertising Standards Council of
India (ASCI), Recent developments and issues in Advertising
Exercises:
The learners are required to:
1. Discuss communication objectives behind advertising of any product or service.
2. Identify advertising appeals used in any advertisement.
3. Identify various media elements in advertising decisions.
4. Discuss a case study on advertising effectiveness.
5. Present a report on the role of ASCI.
6. Comment on various ethical and legal issues in advertising.
7. Perform a content analysis of various advertising campaigns to:
a. Identify the objective of an advertisement forming part of an advertising
campaign.
b. Find out the target audience of a campaign.
c. Prepare a report on various media options used in a campaign.
d. Prepare a report on message strategy and copy elements used in the campaign.
8. Develop an advertising campaign for any product or service.
Suggested Readings:
• Belch, G. E., Belch, M. A., & Purani, K. (2009). Advertising and promotion: an
integrated marketing communications perspective. New York, United States:
McGraw Hill Education.
• Gupta, R. (2017). Advertising. Delhi, India: Scholar Tech Press.
• Kapoor, N. (2022). Fundamentals of advertising. (2nd ed.). Delhi, India: Cengage
Learning India Pvt. Ltd.
• Shah, K., & D’Souza, A. (2008). Advertising and promotions: an imc perspective.
Delhi, India: Tata McGraw Hill Publishing Company Limited.
• Sharma, K. (2018). Advertising: planning and decision making. Delhi, India:
Taxmann Publication.
• Sharma, S., & Singh, R. (2006). Advertising: planning and implementation. (3rd ed.).
India: PHI Learning Pvt. Ltd.
Note: Suggested readings will be updated by the Department of Commerce and
uploaded on the Department's website.
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