We are delighted to present the First Edition of “Advertising –I” for S.Y. B.Com., Semester III, as per the Revised Syllabus and New Paper Pattern of the University of Mumbai, applicable from the academic year 2025–26, in alignment with the NEP 2020 framework.
This edition comprehensively covers the core areas of Advertising – I, including:
● Fundamentals and Types of Advertising
● Economic, Social and Ethical Aspects
● Advertising Agency
● Brand Building
This book has been developed with the aim of providing students with a clear, concise, and comprehensive understanding of the Advertising, the demand in Advertising, role and career in advertising agency for todays generation.
Each chapter is structured to enhance conceptual clarity, encourage critical thinking, and provide real-world insights into Advertising. We have also aligned the content with the new paper pattern to support students in preparing effectively for examinations.
Contents –
Module I : Introduction to Advertising and Key Aspects
1. Fundamentals and Types of Advertising
1.1 Introduction
1.1.1 Definition
1.1.2 Features of Advertising
1.1.3 Scope of Advertising
1.2 Evolution of Advertising
1.3 Active Participants in Advertising
1.4 Important of Advertising
1.4.1 Towards Consumer
1.4.2 Towards Business
1.4.3 Towards Nation
1.5 Classification of Advertising
1.5.1 On the Basis of Media
1.5.2 On the Basis of Target Audience
1.6 Rural Advertising, Political Advertising, Green Advertising, Advocacy Advertising
1.7 Questions
2. Economics, Social and Ethical Aspects
2.1 Economic Impact of Advertising
2.2 Effect of Advertising on Consumer Demand
2.3 Effect of Advertising on Pricing
2.4 Impact of Advertising on Production Costs
2.5 Impact of Advertising on Distribution Costs
2.6 Impact of Advertising on Consumer Price
2.7 Ethical Issues in Advertising
2.8 Forms of Untruthfull/Unethical Advertising
2.9 Social and Cultural Issues in Advertising
2.10 Positive and Negative Influence of Advertising on Indian Values and Culture
2.11 Questions
Module II : Advertising Agency and Brand Building
3. Advertising Agency and Careeers in Advertising
3.1 Introduction of Advertising Agency
3.2 Definition of Advertising Agency
3.3 Features of an Advertising Agency
3.4 Functions of an Advertising Agency
3.5 Structure of an Advertising Agency
3.6 Classification of Advertising Agencies
3.7 Skills Required for Careers in Advertising
3.8 Various Careers in Advertising
3.9 Questions
4. Brand Building
4.1 Concepts of Branding
4.2 Process of Brand Building
4.3 Role of Advertising in Developing Brand Image
4.4 Brand Equity
4.5 Factors Determining/Influencing Brand Equity
4.6 Brand Crisis Management
4.7 Questions
