Advertising Management Syllabus For B.Com. IInd Semester of Babasaheb Bhimrao Ambedkar Bihar University, Bhupendra Narayan Mandal University, Jai Prakash University, Lalit Narayan Mithila University, Magadh University, Munger University, Patliputra University, Patna University, Purnea University, Tilka Manjhi Bhagalpur University, Veer Kunwar Singh University

• UNIT-I Introduction to Advertising Communication Process, Information Response, Hierarchy Models : AIDA Model & Hierarchy of Effects Model; Advertising Importance, types and objectives; DAGMAR Approach, Target audience selection : basis methods of setting of Advertising Budget.
• UNIT-II Advertising : Message and Media Decisions Advertising Message : Advertising appeals Elements of print and broadcast advertising copy; Types of Advertising Media Strenghts and limitations Factors influencing selection of advertising media, Media Scheduling.
• UNIT-III Advertising Effectiveness and Institutional Framework Rationale of measuring advertising effectiveness communication and sales Effect, Pre and Post testing Techniques Advertising Agency : Role types and selection Ethical and legal aspects of advertising; Role of Advertising Standards Council of India (ASCI).

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