1. Unit I ADVERTISING AND MEDIA MANAGEMENT

2. History Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century , which included line or classified advertising.

3. Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, Louvre

4. Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan

5. History of INDIAN Advertising

6. History of INDIAN Advertising contd..

8. Advertising as a communication process

14. Marketing Mix

15. Promotional Mix

16. BRAND IGNORANCE AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE THE HIERARCHY OF COMMUNICATION EFFECTS

17. Communication process

18. Shannon’s (1948) Model of the communication process.

19. An Interactive Model.

20. An Intermediary Model.

21. A Transactional Model.

22. A Ecological Model of the Communication Process

23. DAGMAR Defining Advertising Goals for Measured Advertising Results

24. Stages of DAGMAR AWARENESS COMPREHENSION ACTION CONVICTION