Advertising Management

The book ‘Advertising Management’ has been published strictly according to the new syllabus for B.Com. Semeter II effective from the academic session 2023-24 under New Education Policy (NEP), 2020.

The unique feature of the book is that all the topics of the new syllabus have been covered in the book.

Keeping in new of the examination pattern, Long Answers, Short Answers and Multiple Choice Questions have been given in each chapter.

विज्ञापन प्रबन्ध (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).

Advertising Management Contents :-

1. Communication Process, Information Response, Hierarchy Models and Aida Model
2. Importance and Objectives of Advertising
3. Types of Advertising and Target Audience Selection
4. Dagmar Approach
5. Basis Methods of Setting of Advertising Budget
6. Advertising : Message and Appeals
7. Elements of Print and Broadcast, Advertising Copy
8. Advertising Media (Types of Media : Its Merits and Demerits, Factors Influencing Selection of Advertising Media)
9. Media Scheduling (Types, Media Scheduling Strategies, Models, Factors Affecting Media Scheduling)
10. Rationale of Measuring Advertising Effectiveness, Communication and Sales Effect
11. Pre and Post Testing Techniques
12. Advertising Agency (Role, Types And Selection of Advertising Agency)
13. Ethical and Legal Aspects of Advertising
14. Role of Advertising Standards Council of India (Asci)