Course Overview :
Advertising in business can be defined as a form of marketing communication used to encourage, persuade an audience .The course provides an overview of the advertising industry, discusses the roles and functions of advertising within society and business, its key components, identifies the key players and their roles in creating advertising, explains the different types of advertising, summarizes the characteristics of effective advertising, explains why it is always goal directed and analyzes the changes affecting the advertising industry. The course agenda covers such topics as definitions of advertising, the place and role of advertising in integrated marketing communications, types of advertising and their strengths and weaknesses, history of advertising, branding, global advertising, creativity in advertising, advertising ethics, research in advertising and effective advertising strategies and tactics.
- Teacher: Dr. KAVITA THAKUR