Introduction of Advertising : 1.1 Fundamentals of Advertising: Introduction, 1.2 Objectives of Advertising, 1.3 Functions of Advertising, 1.4 Types of Advertising, 1.5 Advantages of an advertisement to manufacturer, 1.6 Limitations of Advertising, 1.7 Role of Advertising, 1.8 Marketing Mix, 1.9 Advertising Media, 1.10 Media Mix, 1.11 Electronic advertising, 1.12 Summary of the Unit, Questions for Discussion.
Appeals and Approaches in Advertising : 2.1 Introduction, 2.2 Appeals, 2.3 Use of Personalities in Advertising, 2.4 Humor in Advertising (Humor Appeal), 2.5 Advertising Message, 2.6 Positive and Negative Emotional Approaches to Advertisement, 2.7 Summary of Unit, Questions for Discussion.
Economic, Social and Regulatory Aspect of Advertising : 3.1 Economic Aspects: Introduction, 3.2 Effects of Advertising on Production Cost, 3.3 Effects of Advertising on Distribution Cost, 3.4 Effects of Advertising on Consumer Prices, 3.5 Advertising and Monopoly, 3.6 Wastes in Advertising, 3.7 Social Aspects: Introduction, 3.8 Ethics in Advertising, 3.9 Truth in Advertising, 3.10 Regulatory Aspects : Role of Advertising Standards Council of India (ASCI), 3.11 Summary of the Unit, Questions for Discussion.
Brands and Brand Management : 4.1 Introduction, Meaning and Definitions of Brand, 4.2 Characteristics of Brands, 4.3 Types of Brands, 4.4 Advertising and Branding, 4.5 Brand Extension, 4.6 Brand Identity sources : Symbols, Logos, Trademarks, 4.7 Brand Loyalty, 4.8 Brand Management Process, 4.9 Challenges in New Branding, 4.10 Summary of The Unit, Questions for Discussion, Collection of Multiple Choice Questions.