Course Objectives:

• To identify the social, ethical and legal responsibilities of advertising.
• To make students understand the manipulation of target population’s psychographics in advertising.
• To encourage further interest in advertising studies.
• To familiarize students with basic types and skills in marketing research.
• To make students appreciate the diversity of modes of advertising and the corresponding manipulation of psychographics.

PSYCHOLOGY OF ADVERTISING AND MARKETING RESEARCH

Orientation to Marketing

Marketing-what’s it all about? Micro and macro-marketing. Product positioning and product life cycle. Marketing mix. Marketing and economic systems.  Psychology and marketing.

Functions of Marketing

The target market. How marketing serves customers? The cost of marketing. The value added by marketing. Marketing functions. Marketing strategy.

Market Segmentation and Product Differentiation

Significance of market segmentation. Demographic segmentation. Psychographic segmentation. Geographic segmentation. Behavioral segmentation. Evaluation of market segmentation. Product differentiation. Cost of differentiation. Limits of market segmentation.

Essentials of Marketing Research

Marketing Research Defined. The importance of marketing research. The proactive role of marketing research. Applied versus basic research. Qualitative versus quantitative research. Primary and secondary data. Important research designs in marketing research.

Process of Marketing Research

The importance of correctly defining the problem. Creating the research design. Choosing a basic method of research. Selecting the sampling procedure. Collecting the data. Analyzing the data. Writing and presenting the report.

Promotional Strategies in Marketing

Importance and range of promotional strategies in marketing. Sales promotion. Various forms of sales promotion. Publicity. Public relations. Personal selling. Principles of effective selling.

Advertising in Marketing

What is advertising? Role of advertising in marketing. Objectives of advertisement.  Functions of advertisement. Types of advertisement. Types of advertisers. The advertising business. Selecting advertising media.

Advertising Media

Types of media. Newspaper advertising. Magazine advertising. Radio advertising. Television advertising. Direct-mail advertising. Outdoor advertising. Specialty advertising. Directories and Program advertising. Advertising through internet.

Psychology of Advertisement

Applications of cognitive psychology in advertisement. Applications of social psychology in advertisement. Creativity in advertisement. Creating effective advertisement.

Recommended Texts:

McDanile, C., & Gates, R. (2004). Marketing research essentials. NY: John Wiley & Sons, Inc.

Wells, W., Burnett, J., & Moriarty, S. (2005). Advertising: Principles and practice. New Delhi: Prentic-Hall.

Mason, R., Rath, P., Husted, S., & Lynch, R. (1995). Marketing: Practices and principles. McGraw-Hill Inc.

Assesssment Criteria:

Sessional: 20 (Students are supposed to give presentation and surprise quiz or viva voce exam for specific topics).

Midterm: 30

Final exam:50