Bmm Syllables
T.Y.B.M.M. ADVERTISING Semester V
Subject : Advertising in contemporary society
Paper-I
Objectives
To recognize the roles of advertising in modern society
To understand the current developments and problems concerning advertising as an economic and social force.
Appreciate the increasingly international nature of advertising.
To analyze the interdependent nature of advertising and popular culture.
Syllabus
1. Advertising in the Indian economy(10 lectures)
Role of advertising in the Indian economy
Liberalization and the resultant changes in buying patterns.
Impact of global competition in the field of advertising.
Present day economic issues & Policies & their effects on advertising
2. Advertising and culture(10 lectures)
Role of advertising in bringing about changes in culture, customs and traditions.
The interdependent nature of advertising and popular culture (i.e., fashion, music, films, slang).
Effects of globalization on the Indian advertising
The impact of advertising on commercialization of culture
Making messages culture-specific
Cross cultural psychological segmentation
Need and benefits of for assimilation of universal ideas with local flavour.
Cross-cultural Advertising
3. Advertising and the audience(6 lectures)
Market power
Marketer’s control on the media
Impact of advertising on attitudes, behaviour, societal norms, perception, needs, lifestyles
Controversial advertising discuss with the help of current examples
Social implications of advertising
Gender, diversity issues, Generational issues-children, youth, elders
Growing influence of advertising and its criticism
4. Global advertising (16 lectures)
The scope and challenges of International advertising
Current global trends
Multinational competition and its impact
Product packaging for international markets
Promotion for international markets
5. Internet marketing (6 lectures)
WWW as an advertising tool
6. Social marketing (2 lectures)
What is social marketing?
Subject : Advertising in contemporary society
Paper-I
Objectives
To recognize the roles of advertising in modern society
To understand the current developments and problems concerning advertising as an economic and social force.
Appreciate the increasingly international nature of advertising.
To analyze the interdependent nature of advertising and popular culture.
Syllabus
1. Advertising in the Indian economy(10 lectures)
Role of advertising in the Indian economy
Liberalization and the resultant changes in buying patterns.
Impact of global competition in the field of advertising.
Present day economic issues & Policies & their effects on advertising
2. Advertising and culture(10 lectures)
Role of advertising in bringing about changes in culture, customs and traditions.
The interdependent nature of advertising and popular culture (i.e., fashion, music, films, slang).
Effects of globalization on the Indian advertising
The impact of advertising on commercialization of culture
Making messages culture-specific
Cross cultural psychological segmentation
Need and benefits of for assimilation of universal ideas with local flavour.
Cross-cultural Advertising
3. Advertising and the audience(6 lectures)
Market power
Marketer’s control on the media
Impact of advertising on attitudes, behaviour, societal norms, perception, needs, lifestyles
Controversial advertising discuss with the help of current examples
Social implications of advertising
Gender, diversity issues, Generational issues-children, youth, elders
Growing influence of advertising and its criticism
4. Global advertising (16 lectures)
The scope and challenges of International advertising
Current global trends
Multinational competition and its impact
Product packaging for international markets
Promotion for international markets
5. Internet marketing (6 lectures)
WWW as an advertising tool
6. Social marketing (2 lectures)
What is social marketing?