g. Lesson Plan

 

Week

Topics and Readings

Books with Page No.

 

1

Role of advertising in society .

 

2

The Evolution of Advertising

 

3

Advertising and Consumer Behavior

 

4

Ethics and social responsibility

 

5

Social, and Regulatory Aspects of Advertising

 

6

Advertising and the marketing mix

 

7

Planning and Strategy

 

8

Advertising research

 

9

Media strategy in print, broadcast, out-of-home, and interactive media

 

10

Creative Strategy and the Creative Process

 

11

Creative aspects of advertising in print, broadcast, out-of-home, and interactive media

 

12

Direct -Response advertising

 

13

Interactive, Direct Mail & Out of Home Media

 

14

Promotions

 

15

Public Relations

 

16

Developing an integrated advertising campaign