Advertising and Digital Marketing
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Follow on Instagram for UpdatesAdvertising and Digital Marketing Syllabus — Unit-wise Content
The official GTU curriculum for Advertising and Digital Marketing (subject code DI04058071) as prescribed for PT · Semester 4 divides the course into 6 units, covering 20 listed topics. The unit-wise breakdown below is read from the GTU syllabus document for this subject code, so you can check what the course actually covers before deciding which papers to attempt.
Download the official syllabus PDF (DI04058071)Unit 1 Introduction to Advertising
- 1.1. Meaning, Definition, Importance of advertising
- 1.2. Advertising as a tool of communication. Role of advertising in promotion
- 1.3. Types of advertising – Product & Service oriented advertising, Institutional Advertising, Public Relations advertising, Public Service Advertising, and Financial Advertising.
- 1.4. Types of digital Advertising – Direct-Response Advertising, Interactive Advertising
Unit 2 Market Research
- 2.1. Types of research, market research, surveys, audience survey
- 2.2. Advertising research, advertising evaluation, techniques to measure the effectiveness of advertising
Unit 3 Media Management
- 3.1. Types of media – print, broadcast, support & Internet media functions TRP, NRS, ABC
- 3.2. Factors affecting selection of advertisement such as types, products/services, prospects, seasons, repetition and frequency, gender, cost etc
- 3.3. Concept of Media: buying and selling
- 3.4. Media Strategy: National Strategy, Key Market Strategy
Unit 4 Brand Building
- 4.1. Introduction of the brand, Purpose of the brand, Importance of brand, Brand Image
- 4.2. The brand Building process, the role of an advertising agency in building brand
- 4.3. Three phases of the campaign, campaign planning
Unit 5 Construction of Advertisement
- 5.1. Layout preparation, stages of layout Visualization, Principles of copy writing (AIDA- Attention, Interest, Desire, Action) copywriting headlines, slogans basic concepts of typography. Color, Fundamentals of design, Principles of design
- 5.2. Types of advertising agency, Advertising agency structure & function, choosing advertising agency, different law of advertising
- 08. 18 GUJARAT TECHNOLOGICAL UNIVERSITY Program Name: Diploma Engineering Level: Diploma Branch: Printing Technology Subject Code: DI04058071 Subject Name: Advertising and Digital Marketing w.e.f. 2025-26 http://syllabus.gtu.ac.in/ Page 3 of 4
Unit 6 Digital Marketing
- 6.1. Role of marketing, purpose of marketing, Comparison between Digital & traditional marketing
- 6.2. Digital advertising using mobile, QR code
- 6.3. The collaboration of different media such as video skills, audio & animation
- 6.4. Importance of e- commerce, types of e-commerce, Scope of e- commerce. Role of printing company in e commerce for job on demand, variable data printing
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