Generic Elective- 3.2(GE-3.
2): Basics of Advertising
CREDIT DISTRIBUTION, ELIGIBILITY AND PRE-REQUISITES
OF THE COURSE
Course Credit Credit distribution of the Eligibility crite Pre-
title & s course ria requisite
Code of the
Lectur Tutoria Practical course (if
e l / any)
Practice
GE 3.2- 4 3 1 0 Pass in XII Studied
Basics of MARKETING
Advertisin FOR
g BEGINNERS
(GE- 1.3)
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. Identify communication objectives behind advertising various products
and services.
2. Evaluate the importance of advertising appeals.
3. Explain various media elements in the advertising decisions.
4. Examine the role of various advertising agencies.
5. Evaluate the effectiveness of advertising campaigns.
SYLLABUS OF GE-3.2
Unit 1: Introduction to Advertising (9 hours)
Marketing Communication Process; Advertising: Significance, Types and
Objectives; Target audience selection- basis; DAGMAR Approach; Methods of
setting of Advertising Budget.
Unit 2: Message (9 hours)
Advertising Appeals; Advertising Copy: Elements of Print
Advertising Copy. Unit 3: Media Decisions (9 hours)
Types of Media: Merits and Demerits; Advertising through internet and interactive
media issues and considerations.
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Unit 4: Advertising Agency (9 hours)
Role, Types and Selection of advertising agency.
Unit 5: Advertising: Effectiveness and Institutional Framework (9 hours)
Rationale of Measuring Advertising Effectiveness: Evaluating Communication and
Sales Effect; Pre and Post testing Techniques. Brief role of Advertising Standards
Council of India (ASCI).
Exercises:
The learners are required to:
1. Analyse the marketing communication strategies of select firms.
2. 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.
3. Select a product to develop an advertising campaign for it.
4. Evaluate the advertising appeals of certain top brands.
5. Assess the merits and demerits of different forms of media used in
advertising.
6. Prepare a list of advertising agencies along with their strategies.
7. Analyse case studies on evaluating the effectiveness of advertising campaigns.
Suggested Readings:
• Belch, G. E., Belch, M. A., & Purani, K. (2009). Advertising and Promotion:
An Integrated Marketing Communications Perspective. New York:
McGraw Hill Education.
• Gupta, R. (2012). Advertising Principles and Practice. S. Chand
• Kapoor, Neeru. (2022). Fundamentals of Advertising- IInd Edition. New
Delhi: Cengage Learning India Pvt. Ltd.
• Shah, K., & D’ Souza, A. (2008). Advertising and Promotions: An IMC
Perspective. New Delhi: Tata McGraw Hill Publishing Company Limited.
• Sharma, K. (2018). Advertising: Planning and Decision Making. New
Delhi: Taxmann Publication.
• Sharma,S. & Singh,R. Advertising: Planning and Implementation, 3rd ed.
PHI Learning
Note: Suggested readings will be updated by the Department of
Commerce and uploaded on Department’s website.
Note: Examination scheme and mode shall be as prescribed by the
Examination Branch, University of Delhi, from time to time.
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