BBA 310 Advertising and Brand Management Notes cover all four units of this GGSIPU BBA Semester 6 Marketing elective in 94 pages: 18 diagrams, 14 Indian case studies, 35 solved short answers, 29 long-answer plans and 40 MCQs with answers. They follow the revised NEP-based BBA scheme that applies from the 2024-25 session.
Written and reviewed by Sheetal Kirola, BBA and B.Ed (University of Delhi, School of Open Learning), 6 years of experience in BBA · Checked against BBAwef2024_25_200125.pdf (BBA Scheme and Syllabus, revised w.e.f. 2024-25) · Updated 14 October 2026 · Editorial policy
Scheme: NEP-based BBA scheme, revised w.e.f. 2024-25 | Applies to: students under the revised 2024-25 BBA scheme | Verified against: BBAwef2024_25_200125.pdf, checked 13 October 2026
BBA 310 Advertising and Brand Management at a glance: GGSIPU BBA Sem 6 credits, units and exam pattern
Students looking for BBA 310 Advertising and Brand Management IPU notes usually want credits and marks first. Every fact below comes from the official BBA scheme and syllabus PDF.
| Item | Official detail |
|---|---|
| Code and title | BBA 310 Advertising and Brand Management (elective list: "Advertising & Brand Management") |
| Course and semester | BBA, Semester 6, Marketing specialisation |
| Category | Elective: a Major elective (DSC) or a Minor elective (IDC), depending on the specialisation scheme chosen |
| Credits | L-4, T-0, 4 credits (4 lecture hours a week) |
| Marks | 100: 40 internal + 60 end-term |
| Internal 40 | Class test 15 + activities 25 |
| End-term pattern | 60 marks; paper-setter instructions are not printed in the official PDF |
| Units | 4 (14 + 14 + 16 + 16 = 60 lecture hours) |
| Paired lab | None |
BBA 310 snapshot from the official BBA scheme (w.e.f. 2024-25)
- Item
- Code and title
- Official detail
- BBA 310 Advertising and Brand Management (elective list: "Advertising & Brand Management")
- Item
- Course and semester
- Official detail
- BBA, Semester 6, Marketing specialisation
- Item
- Category
- Official detail
- Elective: a Major elective (DSC) or a Minor elective (IDC), depending on the specialisation scheme chosen
- Item
- Credits
- Official detail
- L-4, T-0, 4 credits (4 lecture hours a week)
- Item
- Marks
- Official detail
- 100: 40 internal + 60 end-term
- Item
- Internal 40
- Official detail
- Class test 15 + activities 25
- Item
- End-term pattern
- Official detail
- 60 marks; paper-setter instructions are not printed in the official PDF
- Item
- Units
- Official detail
- 4 (14 + 14 + 16 + 16 = 60 lecture hours)
- Item
- Paired lab
- Official detail
- None
Electives run at the discretion of the college or university, so confirm your institute offers BBA 310. It sits with the other GGSIPU BBA Semester 6 papers.
Pass and re-appear rules are not in the BBA scheme; they sit in Ordinance 11 (examinations and results).
BBA 310 Advertising and Brand Management Notes unit-wise: 64 exam questions, 18 diagrams and 14 case studies across 4 units
Each unit teaches every syllabus topic with diagrams and Indian cases, then ends with an Exam Corner: short answers, long-answer plans, ten MCQs, a revision table and a glossary.
These GGSIPU BBA Sem 6 Advertising and Brand Management notes sit with every other paper under GGSIPU BBA notes.
BBA 310 Unit 1: Concept of IMC
Also covered as "Concept of IMC & Advertising Management" (pages 9 to 30, 9 sections). It covers IMC tools, the 5 M's, DAGMAR, AIDA and the FCB grid, planning, the creative brief and appeals. Count: 4 diagrams, Amul and IPL cases, 8 short answers, 6 fifteen-mark plans.
Quick look: fixing an advertising budget (from page 24)
| Method | How it works | Limitation |
|---|---|---|
| Affordable | Spend what is left over | Ignores effect on sales |
| Percentage of sales | Fixed share of sales, e.g. 5% | Cuts ads when sales fall |
| Objective and task | Objectives, tasks, cost of tasks | Costs hard to estimate |
Quick look: budget methods (from page 24)
- Method
- Affordable
- How it works
- Spend what is left over
- Limitation
- Ignores effect on sales
- Method
- Percentage of sales
- How it works
- Fixed share of sales, e.g. 5%
- Limitation
- Cuts ads when sales fall
- Method
- Objective and task
- How it works
- Objectives, tasks, cost of tasks
- Limitation
- Costs hard to estimate
BBA 310 Unit 2: Media Planning
Also covered as "Media Planning & Advertising Effectiveness" (pages 31 to 50, 8 sections). It defines reach, frequency, GRP and CPM, builds media strategy and scheduling, compares TV, print, radio, outdoor, cinema and digital, and covers media buying, ASCI and advertising law. Count: 4 diagrams, Fevicol and endorser cases, 9 short answers, 6 long plans.
Quick look: post-testing after release (from page 42)
| Method | What it measures |
|---|---|
| Recall tests | What viewers remember; aided, unaided, Day-After Recall |
| Starch recognition | Print ads Noted, Associated or Read Most |
| Inquiry tests | Enquiries, coupons, calls, site visits |
Quick look: post-testing methods (from page 42)
- Method
- Recall tests
- What it measures
- What viewers remember; aided, unaided, Day-After Recall
- Method
- Starch recognition
- What it measures
- Print ads Noted, Associated or Read Most
- Method
- Inquiry tests
- What it measures
- Enquiries, coupons, calls, site visits
BBA 310 Unit 3: Brand Concept
Also covered as "Brand Concept, Brand Equity & Brand Personality" (pages 51 to 72, 13 sections). It covers brand naming and types, Keller's brand management process, equity measures, loyalty measures such as NPS, Jennifer Aaker's personality scale and concept management. Count: 5 diagrams, Maggi and Royal Enfield cases, 9 short answers, 9 long plans.
Quick look: Aaker versus Keller (from page 63)
| Basis | Aaker | Keller (CBBE) |
|---|---|---|
| Year | 1991 | 1993 / 2001 |
| Structure | Five parallel dimensions | Step-by-step pyramid |
| Use | Managing brand assets | Roadmap to build a brand |
Quick look: two brand equity models (from page 63)
- Basis
- Year
- Aaker
- 1991
- Keller (CBBE)
- 1993 / 2001
- Basis
- Structure
- Aaker
- Five parallel dimensions
- Keller (CBBE)
- Step-by-step pyramid
- Basis
- Use
- Aaker
- Managing brand assets
- Keller (CBBE)
- Roadmap to build a brand
BBA 310 Unit 4: Brand Positioning
Also covered as "Brand Positioning, Branding Strategies & Brand Extension" (pages 73 to 94, 17 sections, the longest unit). It covers the 3 Cs, repositioning, celebrity endorsement with the TEARS model, Kapferer's hierarchy, multibrands, revitalisation and global brands. Count: 5 diagrams, 8 cases, 9 short answers, 8 long plans.
Quick look: line versus brand extension (from page 85)
| Basis | Line extension | Brand extension |
|---|---|---|
| Category | Same category | New category |
| Risk | Low (cannibalisation) | Higher (dilution) |
| Example | Maggi Atta noodles | Maggi ketchup |
Quick look: two kinds of extension (from page 85)
- Basis
- Category
- Line extension
- Same category
- Brand extension
- New category
- Basis
- Risk
- Line extension
- Low (cannibalisation)
- Brand extension
- Higher (dilution)
- Basis
- Example
- Line extension
- Maggi Atta noodles
- Brand extension
- Maggi ketchup
Kapferer's brand identity prism in brand management: excerpt from page 57 of the BBA 310 notes
Excerpt from page 57
What the prism shows
Jean-Noël Kapferer described brand identity as a hexagonal prism with six facets. The left side of the prism shows externalisation, the visible and social expression of the brand. The right side shows internalisation, the inner spirit of the brand. The top of the prism is the picture of the sender (the brand), and the bottom is the picture of the recipient (the consumer).
The six facets, with Royal Enfield as the example
| Facet | Meaning | Royal Enfield |
|---|---|---|
| 1. Physique | Physical features and visible qualities: product, logo, colours, packaging | Heavy, retro-styled bike, the "thump" sound, metal tank badge |
| 2. Personality | The character of the brand if it were a person; its tone of communication | Rugged, independent, confident |
| 3. Culture | The values and principles of the brand, often linked to the company or country | Heritage, "Made Like a Gun", Indian touring culture |
| 4. Relationship | The type of relationship between brand and customer | A companion on long rides; a community of riders |
| 5. Reflection | The stereotypical user as others see them (the external image of the buyer) | Adventurous, mature, masculine rider |
| 6. Self-image | How customers see themselves when using the brand (the inner mirror) | "I am free, bold and different from the crowd" |
Kapferer's six facets of brand identity (excerpt, page 57)
- Facet
- 1. Physique
- Meaning
- Physical features and visible qualities: product, logo, colours, packaging
- Royal Enfield
- Heavy, retro-styled bike, the "thump" sound, metal tank badge
- Facet
- 2. Personality
- Meaning
- The character of the brand if it were a person; its tone of communication
- Royal Enfield
- Rugged, independent, confident
- Facet
- 3. Culture
- Meaning
- The values and principles of the brand, often linked to the company or country
- Royal Enfield
- Heritage, "Made Like a Gun", Indian touring culture
- Facet
- 4. Relationship
- Meaning
- The type of relationship between brand and customer
- Royal Enfield
- A companion on long rides; a community of riders
- Facet
- 5. Reflection
- Meaning
- The stereotypical user as others see them (the external image of the buyer)
- Royal Enfield
- Adventurous, mature, masculine rider
- Facet
- 6. Self-image
- Meaning
- How customers see themselves when using the brand (the inner mirror)
- Royal Enfield
- "I am free, bold and different from the crowd"
Which facets face outward
In the prism diagram on this page, physique, relationship and reflection sit on the externalisation side, because they express the brand to the outside world. Personality, culture and self-image sit on the internalisation side, because they carry the brand's inner spirit. Reading the prism this way helps you place each facet correctly when you draw it in an answer.
Exam tip printed on this page
Remember Aaker's four identity perspectives with the trick "P-O-P-S": Product, Organisation, Person, Symbol. Do not mix these four perspectives up with the six facets of Kapferer's prism; they are two separate models that often appear in the same long answer.
How to write BBA 310 answers: diagram-led fifteen-mark answers and two- or three-mark definitions with Indian brand examples
BBA 310 is a theory paper whose only numericals are simple media maths such as CPM and GRP, so marks come from a clear structure, correct model names with years and a neat labelled diagram. The notes give a ready plan for every long question, plus an exam tip and a "Common Mistakes by Students" box in each unit.
Short answers (2 or 3 marks). Open with a one-line definition credited to its author (AMA for advertising, Keller for CBBE, Kotler for positioning), add two or three points and one Indian example. The model answers use Fevicol for a USP and DMart's Premia for a private label.
Long answers (10 or 15 marks). Follow the order the notes use: definition, a labelled figure, the model's steps or facets in a table, an Indian case and a conclusion. For an advertising effectiveness question, the page 43 tip asks you to name Starch (recognition), Day-After Recall (TV recall) and eye camera or GSR (physiological tests).
Worked example: a DAGMAR objective. Page 16 says a DAGMAR objective needs a concrete communication task, a defined audience, a benchmark, the degree of change and a time period, all written down. So instead of "increase awareness", write: "Raise brand awareness among college students in Delhi NCR from 20% to 45% within six months." Draw the ACCA staircase (Awareness, Comprehension, Conviction, Action) beside it, as the page 17 tip suggests.
Mistakes the notes warn about. GRP is Reach × Frequency, not Reach + Frequency. ASCI is a voluntary self-regulatory body, not a government one. The Brand Personality Scale is Jennifer Aaker's, not David Aaker's. In positioning, the 3 Cs are Customer, Company and Competitor.
Practise this format on GGSIPU BBA important questions.
BBA 310 exam corner: 35 two- and three-mark answers and 29 ten- and fifteen-mark answer plans by unit
Short answers are written in full ("[2]" or "[3]"); long questions ("[10]" or "[15]") get a plan you expand yourself.
| Unit | Short (2 / 3 Marks) | Long plans (10 / 15 Marks) | MCQs | Cases + practice case |
|---|---|---|---|---|
| Unit 1 | 8 (3 + 5) | 6 (0 + 6) | 10 | 2 + 1 |
| Unit 2 | 9 (5 + 4) | 6 (1 + 5) | 10 | 2 + 1 |
| Unit 3 | 9 (4 + 5) | 9 (4 + 5) | 10 | 2 + 1 |
| Unit 4 | 9 (4 + 5) | 8 (1 + 7) | 10 | 8 + 1 |
| Total | 35 (16 + 19) | 29 (6 + 23) | 40 | 14 + 4 |
BBA 310 Exam Corner questions by unit
- Unit
- Unit 1
- Short (2 / 3 Marks)
- 8 (3 + 5)
- Long plans (10 / 15 Marks)
- 6 (0 + 6)
- MCQs
- 10
- Cases + practice case
- 2 + 1
- Unit
- Unit 2
- Short (2 / 3 Marks)
- 9 (5 + 4)
- Long plans (10 / 15 Marks)
- 6 (1 + 5)
- MCQs
- 10
- Cases + practice case
- 2 + 1
- Unit
- Unit 3
- Short (2 / 3 Marks)
- 9 (4 + 5)
- Long plans (10 / 15 Marks)
- 9 (4 + 5)
- MCQs
- 10
- Cases + practice case
- 2 + 1
- Unit
- Unit 4
- Short (2 / 3 Marks)
- 9 (4 + 5)
- Long plans (10 / 15 Marks)
- 8 (1 + 7)
- MCQs
- 10
- Cases + practice case
- 8 + 1
- Unit
- Total
- Short (2 / 3 Marks)
- 35 (16 + 19)
- Long plans (10 / 15 Marks)
- 29 (6 + 23)
- MCQs
- 40
- Cases + practice case
- 14 + 4
The BBA 310 notes solve 35 short-answer questions and give answer plans for 29 long-answer questions across 4 units, plus 40 MCQs with answers.
- Unit 1: What is a Unique Selling Proposition (USP)? [2]. Pointer: Rosser Reeves; a benefit rivals do not offer; Fevicol.
- Unit 2: Calculate CPM if a newspaper ad costs ₹1,50,000 and readership is 6,00,000. [2]. Pointer: (1,50,000 ÷ 6,00,000) × 1,000 = ₹250 per thousand readers.
- Unit 3: What is Net Promoter Score? [2]. Pointer: % promoters (9 to 10) minus % detractors (0 to 6) on a 0 to 10 scale.
- Unit 4: What is glocalisation? [2]. Pointer: global identity, local adaptation; McAloo Tikki.
More practice sits in the BBA 310 important questions.
BBA 310 and the GGSIPU BBA Sem 6 papers it connects to
BBA 310 has no lab; see where it fits in the GGSIPU BBA syllabus.
Semester 6 has two core papers, BBA 302 Business Policy and Strategy and BBA 304 Digital & Social Media Marketing. BBA 310 pairs with BBA 312 Principles of Event Management in the Marketing specialisation.
- Unit 2 digital media and programmatic buying → closest to BBA 304 Digital & Social Media Marketing.
- Unit 1 sponsorship and events as IMC tools → covered in depth in BBA 312.
- Unit 4 positioning and brand architecture → strategy choices met again in BBA 302.
- Unit 1 Indian ad-spend trends point back to BBA 309 Rural Marketing (Semester 5).
Who writes and checks the BBA 310 Advertising notes?
- Sheetal Kirola, author and subject reviewer · BBA and B.Ed, University of Delhi (School of Open Learning) · 6 years of experience in BBA · profile
Every topic, from DAGMAR to Kapferer's branding strategies, is mapped against the revised BBA scheme w.e.f. 2024-25. The 2026-27 edition has 18 diagrams and 14 Indian cases; last updated 14 October 2026. Read our editorial policy.
The same team prepares GGSIPU important questions for every course.
Do the BBA 310 notes cover the full GGSIPU syllabus?
Yes. Every topic in the four official BBA 310 units has its own section in the notes; the unit check found no gaps.
| Official unit | Official topics | In the notes | Status |
|---|---|---|---|
| Unit I: Concept of IMC | Definition of Advertising; Nature & Scope of Advertising Management; Advertising Objectives; DAGMAR & Other Models; Advertising Planning & Strategy; Creative Strategy Development & Implementation; Advertising Budget (Indian Prospects) | Sections 1-9, pp 10-26 | Covered |
| Unit II: Media Planning | Media Objectives; Media Strategies; Evaluation of Media and Media Selection; Media Buying; Pretesting & Post testing; Social, Ethical and Legal Aspect of Advertising | Sections 1-8, pp 32-46 | Covered |
| Unit III: Brand-Concept | Naming, Importance, Types of Brands; Strategic Brand Management Process; Identity perspectives, prism, levels; Brand Equity, assets, liabilities; Aaker, Keller models; Brand Loyalty; Brand Personality; Brand Image; Concept Management | Sections 1-13, pp 52-68 | Covered |
| Unit IV: Brand Positioning | 3 Cs; Differentiation; Repositioning; Celebrity Endorsements; Branding strategies; Kapferer hierarchy; Line and Brand Extension; Multiple, New Brands; range, umbrella branding; reinforcement; revitalization; global brands; sectors; Case studies | Sections 1-17, pp 74-90 | Covered |
BBA 310 official syllabus mapped to the notes
- Official unit
- Unit I: Concept of IMC
- Official topics
- Definition of Advertising; Nature & Scope of Advertising Management; Advertising Objectives; DAGMAR & Other Models; Advertising Planning & Strategy; Creative Strategy Development & Implementation; Advertising Budget (Indian Prospects)
- In the notes
- Sections 1-9, pp 10-26
- Status
- Covered
- Official unit
- Unit II: Media Planning
- Official topics
- Media Objectives; Media Strategies; Evaluation of Media and Media Selection; Media Buying; Pretesting & Post testing; Social, Ethical and Legal Aspect of Advertising
- In the notes
- Sections 1-8, pp 32-46
- Status
- Covered
- Official unit
- Unit III: Brand-Concept
- Official topics
- Naming, Importance, Types of Brands; Strategic Brand Management Process; Identity perspectives, prism, levels; Brand Equity, assets, liabilities; Aaker, Keller models; Brand Loyalty; Brand Personality; Brand Image; Concept Management
- In the notes
- Sections 1-13, pp 52-68
- Status
- Covered
- Official unit
- Unit IV: Brand Positioning
- Official topics
- 3 Cs; Differentiation; Repositioning; Celebrity Endorsements; Branding strategies; Kapferer hierarchy; Line and Brand Extension; Multiple, New Brands; range, umbrella branding; reinforcement; revitalization; global brands; sectors; Case studies
- In the notes
- Sections 1-17, pp 74-90
- Status
- Covered
Verify the wording in the official BBA Scheme and Syllabus, revised w.e.f. 2024-25.
Longer unit titles inside the notes are ours. Every course in GGSIPU notes is mapped to its official PDF the same way.
BBA 310 Advertising notes FAQs
How do I get the full BBA 310 notes?
Tap "Get Full Notes" at the top or the WhatsApp button at the end and send the pre-filled BBA 310 message. The full notes come only as a printed book, not as a PDF, and reach you within 5 to 7 days depending on your location.
Can I download the BBA 310 notes as a PDF?
No. The complete BBA 310 notes are sold only as a printed book delivered to your address. The unit summaries, quick looks and the Kapferer excerpt on this page are free to read and revise from.
What is the passing mark for BBA 310 Advertising and Brand Management?
BBA 310 is marked out of 100: 40 internal and 60 end-term, as the BBA scheme of examination states. The BBA scheme PDF does not print a pass percentage, so we do not quote any figure here. End-term minimums, passing and re-appear rules are set by Ordinance 11, linked in the at-a-glance section near the top.
Which BBA 310 unit takes the longest to revise?
Unit 4, Brand Positioning, is the longest in the notes: 17 sections, 5 diagrams and 8 case studies across pages 73 to 94. Unit 3, Brand Concept, follows with 13 sections and the Aaker and Keller equity models. The official syllabus also gives both brand units 16 lecture hours, against 14 for Units 1 and 2.
Is BBA 310 compulsory in BBA Semester 6?
No. BBA 310 is an elective in the Marketing specialisation, listed with BBA 312 Principles of Event Management. It counts as a Major or a Minor elective depending on the scheme you choose, and carries 4 credits either way. The official PDF says electives run at the college's or university's discretion, so confirm with your institute.
How are the 40 internal marks for BBA 310 split?
The BBA scheme gives 15 marks to a compulsory written class test held as per the university calendar. The other 25 come from at least two activities chosen by faculty: assignments, presentations, viva-voce, group discussion or class participation. The four HOTS practice cases in the BBA 310 notes work well for presentation or assignment practice.
Get the full BBA 310 Advertising and Brand Management Notes on WhatsApp
The full BBA 310 Advertising and Brand Management Notes are a 94-page printed book, delivered within 5 to 7 days at most, depending on your location. They are Advertising and Brand Management notes in English and are not sold as a PDF.
| Unit | Pages | Diagrams | Short + long + MCQs |
|---|---|---|---|
| Unit 1 | 9-30 (22) | 4 | 8 + 6 + 10 |
| Unit 2 | 31-50 (20) | 4 | 9 + 6 + 10 |
| Unit 3 | 51-72 (22) | 5 | 9 + 9 + 10 |
| Unit 4 | 73-94 (22) | 5 | 9 + 8 + 10 |
BBA 310 notes book, unit by unit
- Unit
- Unit 1
- Pages
- 9-30 (22)
- Diagrams
- 4
- Short + long + MCQs
- 8 + 6 + 10
- Unit
- Unit 2
- Pages
- 31-50 (20)
- Diagrams
- 4
- Short + long + MCQs
- 9 + 6 + 10
- Unit
- Unit 3
- Pages
- 51-72 (22)
- Diagrams
- 5
- Short + long + MCQs
- 9 + 9 + 10
- Unit
- Unit 4
- Pages
- 73-94 (22)
- Diagrams
- 5
- Short + long + MCQs
- 9 + 8 + 10
Order the BBA 310 notes book on WhatsApp (4 units, 94 pages)
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