Advertising and Public Relations

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

1. Learn about the basic concepts and development, role and importance of advertising in media.

2. Acquaint with advertising industry and its functioning.

3. Gain knowledge about the tools, ethics and laws of public relations.

 

15.00
Unit I: 

Introduction to Advertising:  Definition, Elements of Advertising, Importance, Objectives and Functions of Advertising, Advertising Theories and Models-AIDA Model, DAGMAR Model, Maslow’s Hierarchy Model

 

10.00
Unit II: 

Types of Advertising; Positioning and Targeting; Media selection; Planning; Scheduling

 

 

15.00
Unit III: 

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

 

10.00
Unit IV: 

Introduction and Concept of Public Relations, Growth and Development of  Public Relations and Practices, Understanding e-PR, Role and Functions of PR,  Tools of Public Relations,  PR in Govt. and Private Sectors, Departments of I and B Ministry

 

 

10.00
Unit 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, Ethical aspects of e-PR

 

Essential Readings: 
  • Advertising, Ahuja( 2011) ; Chhabra, Surjeet Publications,New Delhi
  • Advertising (1994), Frank Jefkins,Macmillian India Ltd.
  • Advertising at a Glance (2012), Manukonda,Rabindranath,New Delhi : DPS Publishing House,
  • Advertising Management (2012), Singh,New Delhi : Anmol Publications,
  • Advertising Media and Sales Promotion (2017), T.K Jain. Madhvi Singh, Garima Publication,
  • Advertising Media Planning: A Brand Management Approach (2004,2015), Larry D. Kelley, Donald W .Jugenheimer,; Delhi : Prentice Hall of India, New Delhi
  • Advertising: Modern Methods (2010), R.K. Tailor; Aavishkar Publishers, Jaipur
  • Advertising: Principles and Practice (2003), William Wells; John Burnett,Delhi : Pearson Education, India
  • Advertising Promotion and Integrated Marketing Communications (2015), Sandra Moriarty, Terence A  Shimp, , New Delhi : Cengage Publications
  • Advertising Regulations (2003), S.S. Kaptan, Sarupand Sons Publication, New Delhi
  • Advertising Research (2014), Dilip B. Joshi, Paradise Publishers, Jaipur
  • Advertising and Sales Promotion (2001), S H H Kazmi, Satish K Batra,; Excel Books, New Delhi
  • Public Opinion Making in India : An assessment of talk shows in Indian media (2016), Akanksha Shukla, ,Kanishka Publishers ,New Delhi
  • Public Relations: An Emerging SpecialisedProfession:Text and Case Studies (2004) , Diwakar Sharma, Deep and Deep Publications, New Delhi
  • Public Relation and Press (2015), Javed Shaikh, , Rajat Publications, New Delhi
  • Public Relations in India (2011), J.V Vilanilam, SAGE Publications, New Delhi
  • Public Relations Management in Media and Journalism(2016), Jagdish Vachani, ,Kanishka Publishers, New Delhi
  • Public Relations Principles,Cases and Problems (2004), Frazier H. Moore, Frank B. Kalupa,.,SurjeetPublication,New Delhi
  • Public-interest Journalism : A Guide for Students (2014), Arvind Sivaramakrihnan, Orient BlackSwan,New Delhi

 

Academic Year: 
2022-2023
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