Advertising and Public Relations

Paper Code: 
CJMC 304
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to understand the process of advertising and branding. Students will also learn about the structure and working of an advertising agency. Students will also learn the concept of public relations and difference from other forms of marketing and publicity. It will acquaint the students with the statutory bodies and ethics of advertising and PR.

 

15.00
Unit I: 
I

Introduction to Advertising:  Definition, Elements of Advertising, Importance and Functions of Advertising, Objectives of Advertising; Advertising Theories and Models-AIDA model, DAGMAR Model , Maslow’s Hierarchy Model; Communication theories applied to advertising.

 

 

 

 

10.00
Unit II: 
II

Types of Advertising-Basis of Advertising Segmentation; Positioning and Targeting; Media selection; Planning; Scheduling.

15.00
Unit III: 
III

Advertising agency –Structure; Department; types and their Functions; Advertising Budget; Campaign Planning; Creation and Production; Ethical & Regulatory Aspects of Advertising- Apex Bodies in Advertising-AAAI, ASCI and their codes

10.00
Unit IV: 
IV

Introduction &Concept of Public Relations, Growth and development of  Public Relations and practices; Role and Functions of PR;  Tools of Public relations;  PR in govt. and Private Sectors. Departments of I & B Ministry

10.00
Unit V: 
V

PR-Publics.  PR Campaign-planning, execution, evaluation;  Role of PR in crisis management; Ethical issues in PR-Apex bodies in PR- IPRA code - PRSI,PRCI .

Essential Readings: 
  1. David Ogilvy, Ogilvy on Advertising,Pan/Prion Books
  2. Frank Jefkins, Advertising Made Simple, Rupa& Co.
  3. Chunawalla , Advertising Theory And Practice, Himalaya Publishing House
  4. Jethwaney Jaishri, Advertising, Phoenix Publishing House
  5. Uncommon Sense of Advertising, Sanjay Tiwari
  6. Jefkins Frank Butterworth, Public Relation Techniques, Heinmann Ltd.
  7.  Heath Robert L, Handbook of Public Relations, Sage Publications,
  8.  Dennis L. Wilcose& Glen T, Public Relations, Pearson.
  9.  Cutlip S.M and Center A.H., Effective Public Relations, Prentice Hall.
  10.  Kaul J.M., NoyaPrakash, Public Relation in India, Calcutta.
Academic Year: 
2016-2017
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