Vskills Certification in Advertising Management provides an overview of tools of advertising, process of decision making, techniques of sales promotion, integrated marketing strategies, public relation skills etc. The certification focuses on assessing the candidates skills for reviewing advertising opportunities, procedure of setting advertising objectives, handling advertising budget, evaluating creative strategies, developing media plans and conducing advertising research. http://www.vskills.in/certification/Certified-Advertising-Manager

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Certified Advertising Manager
VS-1090

2. Certified Advertising Manager
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CCCCertified Advertising Managerertified Advertising Managerertified Advertising Managerertified Advertising Manager
Certification CodeCertification CodeCertification CodeCertification Code VS-1090
Vskills Certification in Advertising Management provides an overview of tools of
advertising, process of decision making, techniques of sales promotion, integrated
marketing strategies, public relation skills etc. The certification focuses on assessing the
candidates skills for reviewing advertising opportunities, procedure of setting advertising
objectives, handling advertising budget, evaluating creative strategies, developing media
plans and conducing advertising research.
Why should one take this certification?Why should one take this certification?Why should one take this certification?Why should one take this certification?
This Course is intended for professionals and graduates wanting to excel in their chosen
field. It is also well suited for those who are already working and would like to take
certification for further career progression.
Earning Vskills Advertising Manager Certification can help candidate differentiate in
today's competitive job market, broaden their employment opportunities by displaying
their advanced skills, and result in higher earning potential.
Who will benefit from taking this certification?Who will benefit from taking this certification?Who will benefit from taking this certification?Who will benefit from taking this certification?
Job seekers looking to find employment in advertising and marketing departments of
various companies, students generally wanting to improve their skill set and make their CV
stronger and existing employees looking for a better role can prove their employers the
value of their skills through this certification
Test DetailsTest DetailsTest DetailsTest Details
• Duration:Duration:Duration:Duration: 60 minutes
• No. of questions:No. of questions:No. of questions:No. of questions: 50
• Maximum marks:Maximum marks:Maximum marks:Maximum marks: 50, Passing marks: 25 (50%)
There is no negative marking in this module.
Fee StructureFee StructureFee StructureFee Structure
Rs. 4,000/- (Includes all taxes)
Companies that hire Vskills CertifiedCompanies that hire Vskills CertifiedCompanies that hire Vskills CertifiedCompanies that hire Vskills Certified Advertising ManagerAdvertising ManagerAdvertising ManagerAdvertising Manager
Vskills Certified Advertising Manager might find employment in advertising firms, media
outlets, marketing and PR department of various companies.

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Table of Contents
1.1.1.1. Advertising EnvironmentAdvertising EnvironmentAdvertising EnvironmentAdvertising Environment
1.1 Evolution of Advertising Industry
1.2 Theory and Principles of Advertising
1.3 Purpose and functions of Advertising
1.4 Modes of Advertisement
1.5 Advertising Process flow
1.6 Planning Advertising Framework
2.2.2.2. Advertising ManagementAdvertising ManagementAdvertising ManagementAdvertising Management
2.1 Advertising Process Control
2.2 Role of advertising department
2.3 Advertising Agency
2.4 Advertisement Objective
2.5 Advertisement budget
3.3.3.3. AdvAdvAdvAdvertising Planning and Decisionertising Planning and Decisionertising Planning and Decisionertising Planning and Decision makingmakingmakingmaking
3.1 Marketing Plans and Strategies
3.2 Communication and Persuasion
3.3 Advertising Communication System
3.4 Advertising Plans
3.5 Role of social, legal and global factors in Advertising Management
3.6 Decision making Process
4.4.4.4. Integrated MarketingIntegrated MarketingIntegrated MarketingIntegrated Marketing CommunicationCommunicationCommunicationCommunication
4.1 Communication Mix
4.2 Role of advertising within marketing
4.3 Direct Marketing
4.4 Sales Promotion
4.5 Public Relations
4.6 Action-oriented communication
5.5.5.5. Brand BuildingBrand BuildingBrand BuildingBrand Building
5.1 Segmentation and Positioning
5.2 Attention and Comprehension
5.3 Understanding benefits-based attitudes
5.4 Brand equity, image and personality
5.5 Word-of-mouth advertising

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6.6.6.6. AdvertisiAdvertisiAdvertisiAdvertising tng tng tng tacticsacticsacticsactics
6.1 Creative approach and Styles
6.2 Distraction effect
6.3 Copywriting
7.7.7.7. Production and ImplementationProduction and ImplementationProduction and ImplementationProduction and Implementation
7.1 Advertising Production Process
7.2 Creation and Production
7.3 Client-agency relationship
8.8.8.8. Media Strategy and TacticsMedia Strategy and TacticsMedia Strategy and TacticsMedia Strategy and Tactics
8.1 Advertising Media
8.2 Market Experimentation and budget allocation
8.3 Media Decisions
8.4 Timing and scheduling
8.5 Media Planning and Scheduling
8.6 Media Buying and Organization
9.9.9.9. AdvertisingAdvertisingAdvertisingAdvertising –––– Laws and EthicsLaws and EthicsLaws and EthicsLaws and Ethics
9.1 Advertising Standards Council of India
9.2 Social Responsibility and Self Regulation Code
9.3 Competitors Lawsuits
9.4 Advertising agencies and regulation
9.5 Advertising laws, code and constitution
9.6 Indian Contract Act, 1872
9.7 Copyright Act, 1957
9.8 Patent & Trademarkets Act
9.9 Defamation & Emblem and Names Act, 1980
10.10.10.10. Global Marketing and AdvertisingGlobal Marketing and AdvertisingGlobal Marketing and AdvertisingGlobal Marketing and Advertising
10.1 Market globalization
10.2 Global production and marketing
10.3 Cultural differences
10.4 Consumer behavior and Segmentation
10.5 Advertising Research
10.6 Global Branding and Positioning
10.7 Global Advertising and Organization
10.8 Message Strategy and Tactics
10.9 Media tactics

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Course OutlineCourse OutlineCourse OutlineCourse Outline
Advertising EnvironmentAdvertising EnvironmentAdvertising EnvironmentAdvertising Environment
Explains the evolution in the advertisement industry and the general perspective
about advertising
Explains the theories of advertising such as hierarchy of effects model, means-end
theory, leverage points etc
Explains the principles of advertisement
Illustrates the need, purpose and functions of advertising
Illustrates the various modes of advertisements such as television, radio, online
advertising etc
Explains the steps involved in the process advertising
Explains the process flow involved in developing advertising framework and process
of decision making
Advertising ManagementAdvertising ManagementAdvertising ManagementAdvertising Management
Explains the role of advertising department in an organization and their functioning
Explains the role of advertising agency and various types of advertising agencies
Illustrates the process of setting advertisement objectives and their motives
Illustrates steps involved in setting up the advertising budget and the process involved
in media scheduling
AdveAdveAdveAdvertising Planning and Decision Mrtising Planning and Decision Mrtising Planning and Decision Mrtising Planning and Decision Makingakingakingaking
Explains the process involved in developed marketing plans and strategies
Describes the process of communication and persuasion
Illustrates the advertising communication system and the advertising exposure model
Illustrates the steps involved in creating, assessing and execution of the advertising
plans
Explains the techniques and motives of setting goals and objectives in developing the
advertising plans
Explains the techniques of designing messages strategy and tactics in advertising
management
Explains the role of social, legal and global factors affecting the advertisement
management process
Explains the process of decision making during the course of advertising management
Integrated Marketing CommunicationIntegrated Marketing CommunicationIntegrated Marketing CommunicationIntegrated Marketing Communication
Explains the role of advertising within the communication mix and marketing
program
Explains the meaning, scope and importance of direct marketing
Explains the meaning, elements, scope and modes/types of sales promotion
Describes the techniques of maintaining and handling public relations

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Explains the other modes of action-oriented communication such as retail advertising,
cooperative advertising, in-store advertising and merchandising etc
Brand BuildingBrand BuildingBrand BuildingBrand Building
Illustrates the segmentation and positioning strategies
Illustrates the process of decision making in the practice of positioning
Provides an understanding of the attitude levels and its components
Describes the means-ends and laddering analysis and multiattribute attitude model
Provides an understanding benefits-based attitudes
Explains the concept of brand equity and the dimensions of brand knowledge
Illustrates the concept of brand personality association its importance and types
Explains the process involved in targeting a brand personality and steps involved in
implementing brand personality strategy
Illustrates the concept of reference groups, factors influencing degree of group
influence and diffusion process
Explain the concept of Word-of-mouth advertising
AdvertisingAdvertisingAdvertisingAdvertising TTTTacticsacticsacticsactics
Describes the various creative approach and styles of advertising such as comparative
advertising, inoculative advertising, refutational advertising etc
Explains the various approaches to advertise such as using emotional creative
approach, endorsement etc
Explains the distraction effect of advertising
Explains the import guidelines of copywriting, general copy principles, different
types of television commercial and their creative styles
Production and ImplementationProduction and ImplementationProduction and ImplementationProduction and Implementation
Explains the advertising production process with the help of model of creation and
production process
Explains the steps involved in developing client-agency relationship such as
selection, building partnership and trust, approval process, cost and compensation etc
Media Strategy and TacticsMedia Strategy and TacticsMedia Strategy and TacticsMedia Strategy and Tactics
Explains the economic analysis in budget allocation and the steps involved in market
experimentation
Illustrates the different types of media decisions in allocating media budget such as
media class decisions, media vehicle decision and media option decisions
Explains the important strategies in timing and scheduling decisions
Illustrates the concept and importance of media planning and scheduling
Illustrates the concept of media buying and organization
AdvertisingAdvertisingAdvertisingAdvertising –––– Laws and EthicsLaws and EthicsLaws and EthicsLaws and Ethics
Social Responsibility and Self Regulation Code
Competitors Lawsuits
Advertising agencies and regulation
Advertising Standards Council of India

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Advertising laws, code and constitution
Indian Contract Act, 1872
Copyright Act, 1957
Patent & Trademarkets Act
Defamation & Emblem and Names Act, 1980
Global Marketing and AdvertisingGlobal Marketing and AdvertisingGlobal Marketing and AdvertisingGlobal Marketing and Advertising
Describes the emergence of market globalization
Describes the process of Global production and marketing
Illustrates the cultural differences, need for localization and cross-national differences
Explains the concepts of consumer behavior and consumer segmentation
Explains the need, importance and various types of advertising research
Explains the concept of global branding, positioning, advertising and organization
need advertising research
Provides the strategies and tactics of message communication during global
marketing and advertising and the media tactics

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Sample QuestionsSample QuestionsSample QuestionsSample Questions
1.1.1.1. Which of the following defines brand extension?Which of the following defines brand extension?Which of the following defines brand extension?Which of the following defines brand extension?
A. A benchmark that measures the performance of a brand
B. A plan for systematic development of a brand to enable it to meet its stated objectives
C. Leveraging the values of the brand to take it into new markets and sectors
D. How an organization structures and names the brands in its portfolio
2.2.2.2. Advertising isAdvertising isAdvertising isAdvertising is notnotnotnot supposed to accomplish which of the following:supposed to accomplish which of the following:supposed to accomplish which of the following:supposed to accomplish which of the following:
A. persuade the consumer to buy, try or consider a product
B. provide sufficient information for the consumer to decide to buy or not to buy
C. encourage the consumer to buy regardless of need
D. make a conscious effort to ethically enhance the image of the product of company
3.3.3.3. Which of these isWhich of these isWhich of these isWhich of these is nnnnotototot a sales promotion technique?a sales promotion technique?a sales promotion technique?a sales promotion technique?
A. Coupons
B. Price off deals
C. Phone and gift cards
D. Cash incentives
4.4.4.4. Which of these isWhich of these isWhich of these isWhich of these is notnotnotnot considered a primary media form?considered a primary media form?considered a primary media form?considered a primary media form?
A. Electronic
B. Out of home
C. Print
D. Direct Marketing
5.5.5.5. Which of these iWhich of these iWhich of these iWhich of these issss notnotnotnot a criterion for building long term brand loyalty?a criterion for building long term brand loyalty?a criterion for building long term brand loyalty?a criterion for building long term brand loyalty?
A. Introduction
B. Positioning
C. Elaboration
D. Fortification
Answers: 1 (C), 2 (C), 3 (D), 4 (D), 5 (B)