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Master of Commerce (M.Com.) Advertising Syllabus - Mumbai University

Advertising Syllabus.pdf
Mandatory course · Semester 4 · M.Com. Business Management · 4 credits · 100 marks

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Syllabus for Advertising

Mandatory course · Semester 4 · M.Com. Business Management · 4 credits · 100 marks

Module I

  • Unit 1 Fundamental of Advertising
  • a Introduction to Advertising: Definition, features, and evolution of advertising, advertising as an art of persuasion, Role of advertising, Types of advertising, Advertising Communication Process:
  • Advertising Models: Setting SMART advertising objectives, Behavioural Model (E.K. Strong AIDA), b)
  • DAGMAR Model (Russell Colley), Hierarchy of Effects (Lavidge and Steiners
  • Unit 2 Functions of Ad agency and Media
  • a Ad Agency : Various Functional Department, Types, Measures for gaining and reasons for loosing
  • clients, Evaluation Criteria for Selecting an Advertising Agency, Methods of budgeting, professional courses
  • b Media Planning: Classification of Media (Indoor, Outdoor- OOH and Digital), Media selection
  • criteria (reach, frequency, GRP), Measuring media effectiveness, Post-campaign analysis

Module II

  • Unit 1 Advertising Creativity and Production
  • a Creative Process: Generating creative ideas, Role of art directors and copywriters, Writing
  • effective headlines, body copy, and slogans, Storytelling techniques, Persuasive language and style
  • b Advertising Design & Production: Layout and design principles, Use of colour and typography, The production process (pre-production, production, post-production) Pre-test and post-test methods
  • Unit 2 Advertising Regulation and Ethics
  • Advertising Regulation: Legal Framework of Advertising, Role of Information and Broadcasting a)
  • Ministry (IBM), Self-Regulatory Bodies –Advertising Standards Council of India(ASCI) and Indian
  • Broadcasting Foundation(IBF)
  • b Advertising Ethics: Social responsibility of advertisers, Ethical issues in advertising, Ethical
  • guidelines and codes of conduct, Impact on culture and society, Controversial advertising
  • campaigns

References

  • 1 David Ogilvy. (2023) Ogilvy on Advertising: paperback publication
  • 2 O'Guinn, Thomas C., Allen, Chris T., and Semenik, Richard J. (2015). Advertising: The Social, Cultural, and Political Dimensions. Routledge.
  • 3 Wells, William, Burnett, John, and Moriarty, Sandra. (2016). Advertising Principles and Practice. Pearson.
  • 4 Belch, George E., and Belch, Michael A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • 5 Smith, J. A., & Jones, B. C. (2023). The impact of social media advertising on consumer behavior. Journal of Advertising Research, 45(2), 123-145.
  • 6 Lee, S. (2018). Digital advertising and its impact on consumer engagement. In J. Kim & D. Lee (Eds.), Advances in digital marketing (pp. 120-145). Routledge.
  • 7 Kazmi, S. H. H., & Batra, S. K. (2016). Advertising and sales promotion. Tata McGraw-Hill Education.
  • 8 Sen, S., & Bhattacharya, S. (2018). The impact of celebrity endorsements on consumer purchase intention in India. Vikalpa, 43(3), 39-52.
  • 9 Sharma, A. (2023, April 5). The rise of influencer marketing in India. The Economic Times.
  • 10 Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
  • 11 World Advertising Research Center. WARC. Retrieved from https://www.warc.com/
  • 12 American Marketing Association. (2023). About the AMA. https://www.ama.org/
  • Journal Articles:  o Journal of Advertising Research o Journal of Advertising o Journal of Marketing Research o Journal of Consumer Research

Reproduced from the University of Mumbai syllabus for M.Com. (Business Management) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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