Syllabus - 

Unit I    :    Introduction

Meaning, Nature and Importance of Advertising; Types of Advertising; Advertising Objectives, Audience Selection, Setting of Advertising Budget : Determinants and Major Methods.

Unit II    :    Media Decision
 Major Media Types—Their Merits and Demerits; Factor Influencing Media Choice, Media Selection, Media Scheduling.

Unit III    :    Message Development

Advertising Appeals, Advertising Copy and Elements.

Unit IV    :    Measuring Advertising Effectiveness
Evaluating Communication and Sales Effects; Pre and Post Testing Techniques.

Unit V    : 

(a)    Advertising Agency : Role, Types and Selection of Advertising Agency.
(b)    Social, Ethical and Legal aspects of Advertising in India.

Content :-

1. Advertisement (Meaning, Nature, Objectives, Functions, Impor-tance, Economic and Social Effects, 2. Advertising : Types and Media, 3. Advertising Process (Media Planning and Scheduling and Advertising Budget, 4. Appeals in Advertising, 5. Preparation of Advertising Copy, 6. Evaluation of Effectiveness of Advertisement, 7. Advertising Agency : Structure and Functions, 8. Social, Ethical and Legal Aspects of Advertising