Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Labs

Course No Cours Title Course Planner Lectures Tutorial Practical Credits

MGT962 ADVERTISING 12234 :: Rahul Sharma 3 0 0 3

Text Book: 1 Kruti Shah & Alan D Souza, Advertising & Promotion: an IMC Perspective, Tata McGraw Hill, New Delhi, 2009

Other Specific Book:

2 Clow & Baack, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, New Delhi, 3rd Edition, 2008

3 Belch & Belch, Advertising & Promotion an Integrated Marketing Communication Perspective, Tata McGraw Hill, New Delhi, 2008

4 Sangeeta Sharma & Raghuvir Singh, Advertising Planning & Implementation, Prentice Hall of India, New Delhi, 2008

Other Reading

Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference)

5 Article- “Advertising's 15 Basic Appeals” by Jib Fowles Link- http://www.frankwbaker.com/fowles
6 Article-“ How to Choose a Marketing Agency (Ad Agency)” Link- http://webbiquity.com/outsourced-marketing-services/how-to-choose-a-marketing-agency-ad-
agency/
7 Article-“ The Structure of Advertising” Link- http://xroads.virginia.edu/~CLASS/am485_98/graham/structure.html
8 Article- “ The five platinum rules of online advertising” Link- http://www.marketingevolution.com/downloads/MarketingEvolution_FivePlatinumRules(Web).pdf
9 Article- “Absolut to Try Television Ads” by Stuart Ellioti Link- http://www.brandkeys.com/news/press/090304NYTimes.Absolut.pdf
10 A meeting of creative minds, Haymarket Business Publications Ltd. Jan 13, 2010 Link: http://proquest.umi.com/pqdweb?
index=0&did=1960507791&SrchMode=1&sid=5&Fmt=3&VInst=PROD&VType=PQD&RQT=30 9&VName=PQ
11 Article- “Giving Radio Creativity a Better Airing” by Mike Bersin Link- http://www.mediauk.com/article/12/giving-radio-creativity-a-better-airing
12 “Marketing Malpractise: The Cause and the Cure” by Scott Cook, HBR December 2005
13 “By Word of Mobile” by Sravanthi Challapalli, Business Line, September 10, 2009
14 Inside Out: A Look at Out-of-Home Media, by Media Blue Plate , Link-www.sgma.com/img/home/insideout.pdf

1 Approved for Spring Session 2010-11

Relevant Websites

Sr. No. (Web adress) (only if relevant to the courses) Salient Features
15 http://www.multimediamarketing.com/mkc/marketingcommuni Discusses about Barrier to IMC and Benefits of IMC
cations/
16 http://www.zeromillion.com/marketing/print-advertising.html Discusses about creativity in pint advertisements
17 http://www.marketresearchworld.net/index.php? Discusses about the creativity in TV advertisements
option=com_content&task=view&id=2547&Itemid=77
18 http://www.turnoffyourtv.com/programsratings/advertising2004 Explains about Advertising in Past Present and Future
.html

Detailed Plan For Lectures

Week Number Lecture Number Lecture Topic Chapters/Sections of Homework to be Assigned Pedagogical tool
Textbook/other to students Demonstration/case
reference study/images/anmatio
n ctc. planned

Part 1
Week 1 Lecture 1 Indian Advertising from past to present ->Reference :15, Video Advertisements
->Reference :18,
Lecture 2 Players in the advertising world ->Reference
:1,Chapter-5
Lecture 3 The advertising agency ->Reference Term Paper 1 Allocation Case- Deshi Ad Agency,
:1,Chapter-5 Book-1, Page-236
->Reference :6,
Week 2 Lecture 4 Centralized and de-centralized advertising agencies ->Reference HomeWork 1 Allocation
:1,Chapter-5
Lecture 5 Advertising strategy and Fundamentals of ->Reference
Advertising Campaign :1,Chapter-7
->Reference :7,
Lecture 6 Advertising Strategy -strategy seelction, Marketing ->Reference Case Tata Salt-I, Book-
communication work out plan format :1,Chapter-7 1, Page-282
Week 3 Lecture 7 Advertising Strategy -Choice of strategy approaches ->Reference
:1,Chapter-7
->Reference :5,
Lecture 8 Finding the Big Idea ->Reference Case-Tata Salt-II, Book-
:1,Chapter-8 1, Page-310
Lecture 9 Brainstorming for Creative Ideas HomeWork 1 Submission

2 Approved for Spring Session 2010-11

Week 4 Lecture 10 Creative execution of Big Idea ->Reference Case -Santro, Book-1,
:1,Chapter-9 Page- 372

Part 2
Week 4 Lecture 11 Preparing a creative brief ->Reference HomeWork 2 Allocation
:1,Chapter-9
Lecture 12 creative execution elements Case- Raymond- The
Complete Man, Book-1,
Page- 381
Week 5 Lecture 13 celebrity support in execution ->Reference
:1,Chapter-9
Lecture 14 Creative execution and design in Print ->Reference
:1,Chapter-10
->Reference :16,
Lecture 15 Creative execution and design in Print ->Reference Case- Marico Attracts
:1,Chapter-10 talent with its corporate
campaign, Book-1,
Page-460
Week 6 Lecture 16 Creative execution on radio ->Reference Case- CloseUp, Book-1,
:1,Chapter-11 Page- 481
Lecture 17 Script Writing for Radio ->Reference HomeWork 2 Submission
:1,Chapter-11
->Reference :11,
Lecture 18 Creative execution on television ->Reference Case- Lifebuoy capture
:1,Chapter-12 audience with
->Reference :17, Gandhigiri, book-1,
Page-512
Week 7 Lecture 19 Creative execution on television ->Reference Quiz 1
:1,Chapter-12
->Reference
:9,Chapter-12
Lecture 20 Creative execution online- Search engine marketing, ->Reference
Banner Advertisements :1,Chapter-13
->Reference
:8,Chapter-13
Lecture 21 Creative execution online- Internet Direct mail, Pop ->Reference
ups, Virals, Blogs and community forums :1,Chapter-13
MID-TERM
Part 3
Week 8 Lecture 22 Different type of print media and its classification ->Reference Case- Divya Bhaskar
:1,Chapter-18 rocks Gujarat, Book-1
3 Approved for Spring Session 2010-11
Week 8 Lecture 23 Buying media space in print media ->Reference HomeWork 3 Allocation
:1,Chapter-18
Lecture 24 Guidelines and specifications for print advertisers

Week 9 Lecture 25 Broadcast Media ->Reference Case- Jassi Jaisi Koi

:1,Chapter-19 Nahin, Book-1, Page-
771
Lecture 26 Buying media space in broadcast media

Lecture 27 Selecting times and pro grammes

Week 10 Lecture 28 Measuring broadcast media audience ->Reference

:1,Chapter-19
Lecture 29 Guidelines and specifications for broadcast HomeWork 3 Submission
advertisers

Part 4
Week 10 Lecture 30 Introduction to out of home media- Different types ->Reference HomeWork 4 Allocation Case- Amul The taste of
:1,Chapter-20 India, Book-1, Page-793
Week 11 Lecture 31 Creative aspects in out of home media ->Reference
:1,Chapter-20
->Reference
:14,Chapter-20
Lecture 32 Regulatory aspects in out of home media ->Reference
:1,Chapter-20
Lecture 33 Developing the media plan- Steps involved in Media ->Reference Term Paper 1 Submission Case- Champion: the
planning, Information requirement for media :1,Chapter-21 premium Milkfood Drink,
planning Book1, Page-820
Week 12 Lecture 34 Developing the media plan- Audience ->Reference
measurements, Evaluation of Mass media types, :1,Chapter-21
Media budget
Lecture 35 Advertising Testing Process ->Reference HomeWork 4 Submission
:1,Chapter-23
Lecture 36 Advertising Testing tools and techniques Quiz 2

Week 13 Lecture 37 Advertising Testing tools and techniques ->Reference

:1,Chapter-23
Lecture 38 Legal and ethical issues in advertising ->Reference
:1,Chapter-24
->Reference
:12,Chapter-24

4 Approved for Spring Session 2010-11

 Week 13 Lecture 39 Regulations governing sales promotions, packaging ->Reference
and labeling and Internet marketing :1,Chapter-24

Spill Over
Week 14 Lecture 40 By Word of Mobile ->Reference :13,
Lecture 41 By Word of Mobile
Lecture 42 A meeting of creative minds ->Reference :10,

Details of homework and case studies

Homework No. Topic of the Homework Nature of homework
(group/individuals/field work
Homework 1 A student will be required to choose a brand in the assigned product category and the student will have to Individual
critically analyze the promotion mix strategies adopted by the company for this brand.
Evaluation Criteria-
Clarity-5
Reasoning-5
Illustrations-5

Homework 2 Each student will be allotted an advertisement and he/she will have to analyze the message strategy in Individual
the advertisement.
Evaluation Criteria-
Comprehensiveness-5
Clarity-5
Reasoning-5

Homework 3 Each student will design a print advertisement for a specific company, which will cover the whole Individual
Components of print Add (Use of headings, sub headings, body, captions, colors, Font size, font style,
foot notes etc.)
Evaluation Criteria- Comprehensiveness-5 Clarity-5 Reasoning-5
Homework 4 Situation based problems Individual
Evaluation Criteria-
Quality of case Analysis-5marks
Test -10marks

Scheme for CA:out of 100*

5 Approved for Spring Session 2010-11

 Component Frequency Out Of Each Marks Total Marks
Homework 3 4 15 45
Term Paper 1 25 25
Quiz 2 15 30

Total :- 55 100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the
UMS

List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)

Sr. No. Topic

1 Every student will choose a particular brand for a different product or service category assigned by the teacher and will prepare integrated marketing
communications plan.
2 Biscuit
3 Branded Clothing
4 Digital Cameras
5 Energy Drinks
6 Luggage (Bags / Suitcases)
7 Music Mobile Phones
8 Packaged Fruit Juice
9 Perfume
10 Fast Food Restaurant
11 Washing powder
12 Edible oils
13 Insurance
14 Soap
15 Tea

6 Approved for Spring Session 2010-11