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Course11010562562 lectures

Advertising & Promotions Management

Prof. Mrinalini Pandey · IIT-ISM Dhanbad

Start with lecture 1 At NPTEL

Lectures

Week 01

  1. Lecture 01 : Introduction to Advertising Video
  2. Lecture 02 : Introduction to Advertising II Video
  3. Lecture 03 : Introduction to Advertising III Video
  4. Lecture 04 : Introduction to Advertising IV Video
  5. Lecture 05 : Introduction to Advertising V Video

Week 02

  1. Lecture 06 : Understanding Communication Video
  2. Lecture 07 : Integrated Marketing Communications Video
  3. Lecture 08 : Introduction to Positioning Video
  4. Lecture 09 : Positioning II Video
  5. Lecture 10 : Positioning III Video

Week 03

  1. Lecture 11 : Classification of advertising Video
  2. Lecture 12 : Types of advertising Video
  3. Lecture 13 : Theories of advertising Video
  4. Lecture 14 : Segmentation,Targeting and Advertising Strategy Approaches Video
  5. Lecture 15 : Perception Video

Week 04

  1. Lecture 16 : AIDA Model Video
  2. Lecture 17 : DAGMAR MODEL Video
  3. Lecture 18 : Hierarchy Of Effects Model Video
  4. Lecture 19 : DRIP Model Video
  5. Lecture 20 : INFORMATION PROCESSING MODEL Video

Week 05

  1. Lecture 21 : Elaboration Likelihood Model (ELM) Video
  2. Lecture 22 : Innovation Adoption Model Video
  3. Lecture 23 : Foote, Cone and Belding Model and Kim Lord Model Video
  4. Lecture 24 : Lasswell’s Model Video
  5. Lecture 25 : Multi-Attribute Attitude Models (MAAMS) Video

Week 06

  1. Lecture 26 : Objectives of Advertising Video
  2. Lecture 27 : Communication and Sales as an Advertising Objective Video
  3. Lecture 28 : Setting Communication Objectives and Rossiter and Percy Grid Video
  4. Lecture 29 : Marketing Objectives Video
  5. Lecture 30 : Problems in Implementing Advertising and Promotions Objective Video

Week 07

  1. Lecture 31 : Introduction to Advertising Budgets Video
  2. Lecture 32 : Budgeting Approaches Video
  3. Lecture 33 : Budgeting Approaches II Video
  4. Lecture 34 : Advertising Budgets III Video
  5. Lecture 35 : Creative Strategy Video

Week 08

  1. Lecture 36 : Creative Execution Video
  2. Lecture 37 : Introduction to Media Planning Video
  3. Lecture 38 : Media Planning Process Video
  4. Lecture 39 : Media Planning Decision and Media Types Video
  5. Lecture 40 : Art of Copywriting Video

Week 09

  1. Lecture 41 : Copy Testing and Diagnosis Video
  2. Lecture 42 : Advertising Campaign Video
  3. Lecture 43 : Advertising Campaign II Video
  4. Lecture 44 : Advertising Research Technique Video
  5. Lecture 45 : Advertising Research Technique II Video

week-10

  1. Lecture 46 : Introduction to the Advertising Agency Video
  2. Lecture 47 : Advertising Agency II Video
  3. Lecture 48 : Advertising Agency III Video
  4. Lecture 49 : Advertising Agency IV Video
  5. Lecture 50 : Advertising Agencies V Video

week-11

  1. Lecture 51 : Introduction to Public Relations Video
  2. Lecture 52 : Introduction to Public Relations II Video
  3. Lecture 53 : Introduction to Public Relations III Video
  4. Lecture 54 : The Process of Public Relations Video
  5. Lecture 55 : Publicity and Corporate Advertising Video

week-12

  1. Lecture 56 : Advertising Laws and Ethics Video
  2. Lecture 57 : Intellectual Property Rights and Advertising Video
  3. Lecture 58 : Social Aspects of Advertising Video
  4. Lecture 59 : Economic Aspects of Advertising Video
  5. Lecture 60 : Advertising the Way Forward: Insights for Tomorrow’s Journey Video

Live Session

  1. Live Session 27-02-2025 Video
  2. Live Session 04-04-2025 Video

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT-ISM Dhanbad
Department
Management
Teacher
Prof. Mrinalini Pandey
Level
Undergraduate
Language
English
Subjects
Business and management
Source
NPTEL
Licence
CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
Attribution
NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge. Coordinated by IIT Kharagpur.
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