University of Mumbai, Maharashtra (Mumbai University), General , Advertising-I Syllabus

Unit 1 Introduction to Advertising

• Integrated Marketing Communications (IMC)- Concept, Features, Elements,
Role of advertising in IMC
• Advertising: Concept, Features, Evolution of Advertising, Active Participants,
Benefits of advertising to Business firms and consumers.
• Classification of advertising: Geographic, Media, Target audience and
Functions.

Unit 2 Advertising Agency

• Ad Agency: Features, Structure and services offered, Types of advertising
agencies , Agency selection criteria
• Agency and Client: Maintaining Agency–Client relationship, Reasons and
ways of avoiding Client Turnover, Creative Pitch, Agency compensation
• Careers in advertising: Skills required for a career in advertising, Various
Career Options, Freelancing Career Options - Graphics, Animation,
Modeling, Dubbing.

Unit 3 Economic & Social Aspects of Advertising

• Economic Aspects: Effect of advertising on consumer demand, monopoly
and competition, Price.
• Social aspects: Ethical and social issues in advertising, positive and negative
influence of advertising on Indian values and culture.
• Pro Bono/Social advertising: Pro Bono Advertising, Social Advertising by
Indian Government through Directorate of Advertising and Visual Publicity
(DAVP), Self-Regulatory body- Role of ASCI (Advertising Standard Council of
India).

Unit 4 Brand Building and Special Purpose Advertising

• Brand Building: The Communication Process, AIDA Model, Role of
advertising in developing Brand Image and Brand Equity, and managing
Brand Crises.
• Special purpose advertising: Rural advertising, Political advertising-,
Advocacy advertising, Corporate Image advertising, Green Advertising –
Features of all the above special purpose advertising.
• Trends in Advertising: Media, Ad spends, Ad Agencies, Execution of
advertisements.