DSC 2F (MM):
Advertising and Media Management
Unit-I: Concept of Public Relations -
Working definitions - Nature and scope of public relations.
Unit-II: Four elements of Public
Relations : Public Relations as a Social Philosophy of Management - Public Relations
as Policy Decisions – Public Relations as Action - Public Relations as
communication.
Unit-III: Advertising and Marketing:
Marketing Mix -Brand Management and Market Segmentation - Brand Positioning:
Strategies for competitive advantages - components of positioning - consumer
segmentation - perceptual Mapping - Brand benefits and attributes, positioning
with Non-Functional values - Self Concept and Preferred Brand – Brand
Personality - Image Versus Personality - Positioning Successes.
Unit-IV: Types of Advertising: Classified - Display - Political advertising - public service ads - radio and television spots.
Unit-V: Media Planning: Research,
Frequency and Continuity, Media information and selection, media plan frame
work - Media Mix - Computerized media selection - determining the size and
timing of insertion -determining the reach and frequency and GRP goals -
creativity in media planning – scheduling and patterns of scheduling.
References:
1. Jack G. Wiechmann, N.T.C’s Dictionary of Advertising, NTC Publishing Group Lincolnwood, Illinois, U.S.A. 1998.
2.
D.B. Taraporevala : Advertising Management – Selected Readings, D.B.
Taraporevala& Sons Co. Private Ltd., Bombay,1965.
3. J.S. Chandan, Jaggit Singh, P.N. Malhan, : Essentials of Advertising, Oxford & IBH Publishing Co. Pvt. Ltd, Calcutta,1990.
4. Rajeev Batra, John G. Myers, David A. Aaker: Advertising Management, Prentice Hall of India Pvt. Ltd., New Delhi, 1997.
5. William F Arens, Irwin : Contemporary Advertising, MC Graw Hill, Boston.
6. Paul Winner: Effective PR Management - A Guide to Corporate Survival, Jaico Publishing House, Bangalore, 2001.
7.
Alison Theaker: The PR Hand Book, Routledge Publishers New York, 2001.
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