Advertising: Importance of Advertising in Modern Economies – Emergence of Advertising - Consumption and Social Transition: From Traditional to Industrial Society – From Industrial to Consumer Society – Advertising and Growth of Communication Media - Advertising and the Growth of Advertising Agencies – Criticism of Advertising: Neo-Liberalism Position and Marxist Critique

The Indian Advertising Industry - Liberalization and Its Impact – Non-Conventional Advertising Media – Rural Advertising – Public Service Advertising & Social and Development Messages - Legal, Ethical and Moral Implications on Advertising Practices – Surrogate Advertising – Audit Bureau of Circulation (ABC) – Advertising Agencies Association of India – Advertising Standards Council of India

Approaches to Understanding Advertising Messages: Media Theory and Perception of Social Reality: Cultural Hegemony – Ideological State Apparatus - Cultivation Theory – Agenda Setting - Social Cognitive - Elaboration Likelihood Model of Persuasion - Media System Dependency - Media Priming – Encoding / Decoding

Advertising and Regulation

Study of Legal and Non-Legal Regulatory Forces: Organized Market forces such as Consumerism, Environmentalism – Self Regulatory Forces - Governmental Forces - Advertising and Regulatory Forces operating in India

Advertising Research: Copy Testing Measures – Methods of Audience Measurement - The DAGMAR Approach - Understanding the Consumer: Consumer Decision Making Process – Models of Consumer Behaviour - Factors Influencing Consumer Behavior: Personal, Social Cultural, Sub-Cultural - Consumer and Brand Engagement.