B.A. in Multimedia and Mass Communication Account Planning and Advertising Syllabus - Mumbai University
This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.
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Syllabus for Account Planning and Advertising
Module I: 1 Modules I printed in the syllabus as Module 2
- 1 Introduction
- a Definition
- b Various views and practice in account planning
- 2 What is Account Planning
- a Knowing the difference between facts and
- insights
- b The Creative Pursuit of Insights
- c Identifying the true problem
- d Asking the right questions, in the right ways.
- e Setting objectives
- 1 Where Does Insights Come From
- a Consumer insights
- b Cultural insights
- c Future insights
- d Project insights
- e Brand insights
- f Market insights
- g Purchase insights
- h Usage insights
- i Owner insights
- 2 Study of insight of three awards winning advertising campaign of the Previous two years.
- a What kind of insight is been used by the campaign should be Discussed.
- 3 Research In Accounts Planning
- a Techniques of In-depth interviews for discovering consumer insights
- b Ethnography for in-depth consumer insight
- c Google analytics for digital account planning
Module II printed in the syllabus as Module 3
- 1 The Account Planning Process
- a Role of account planning in advertising
- b Role of Account Planner
- c Account Planning Process
- 2 The Importance Of Preparation
- a Why it’s so important to prepare
- b how to prepare
- c Why this skill is vital for planners and strategists.
- 3 Propogation Planning
- a Definition
- b Adoption curve with propagation
- c Propagation platforms
- d Propagation process
- 4 Transmedia Planning
- a Definition
- b Who does trans media planning
- c Why trans media
- d How is trans media different
- e Elements of Trans media Storytelling
Module III printed in the syllabus as Module 4
- 1 Review of different types of briefs from – major agencies
- a JWT
- b Ogilvy and Mather
- c DDB
- d FCB
- e BBDO
- f YandR
- the role of the briefing.
- the hallmark that makes a brief
- inspiring? Uninspiring? Pitfalls and how to avoid them
Module IV printed in the syllabus as Module 5
- 1 Defining the Benefit
- a What is an Attribute?
- b Attribute Versus Benefit
- c Attribute to Functional Benefit
- d Emotional Benefits
- e Plus or Minus Emotions
- f Benefit Laddering
- g Benefit Matrix
- 2 Developing a Brand Story
- a The Story Problem
- b Elements of story
- c Building story brand
- d Crafting the Story
- e SB7 Frame work (CHARACTER, PROBLEM, GUIDE, PLAN, CALLS THEM TO ACTION, FAILURE, and SUCCESS).
Suggested reading
- Truth, Lies and Advertising: The Art of Account Planning by Jon Steel, John Wiley and Sons,
- 1998 The Practical Pocket Guide to Account Planning by Chris Kocek, Yellow Bird Press
- Building a story brand by Donald Miller
Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Modules are numbered in sequence here; in the syllabus itself, Module I is printed as Module 2; Module II is printed as Module 3; Module III is printed as Module 4; Module IV is printed as Module 5. The PDF above is the syllabus's own page, unaltered.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.