Advertising and Public Relations

Paper Code: 
24CJMC304
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to analyse advertising elements, theories, and strategies while integrating planning skills. Additionally, students will develop a comprehensive understanding of public relations.

 

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24CJMC304

Advertising and Public Relations

(Theory)

CO121: Analyse the foundations of advertising.

CO122: Integrate knowledge of various types of advertising strategies into comprehensive advertising campaigns.

CO123: Develop understanding of advertising agency structures.

CO124: Examine the historical evolution, contemporary practices, and diverse applications of public relations.

CO125: Analyse the role of strategic public in crisis management.

CO126:  Contribute effectively in course-specific interaction.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self-learning assignments, , Simulation, Seminar presentation,  Field practical

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Foundations of Advertising: Concepts, Objectives, and Models
  • Introduction to Advertising:  Definition, Elements of Advertising
  • Importance, Objectives and Functions of Advertising Importance and Functions of Advertising
  • Advertising Theories and Models – AIDA Model, DAGMAR Model, Maslow’s Hierarchy Model

 

12.00
Unit II: 
Advanced Strategies in Advertising
  • Types of Advertising
  • Positioning and Targeting
  • Media selection; Planning; Scheduling
12.00
Unit III: 
Advertising: Agencies, Budgeting, and Ethics
  • 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

 

12.00
Unit IV: 
Public Relations: Evolution, Strategies, and Applications
  • 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

 

12.00
Unit V: 
Public Relations: Strategies, Crisis Management, and Ethics
  • 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: 
  • Ahuja. (2011). Advertising. Surjeet Publications.
  • Jefkins, F. (1994). Advertising. Macmillian India Ltd.
  • Manukonda, R. (2012). Advertising at a glance. DPS Publishing House.
  • Singh. (2012). Advertising management. Anmol Publications.
  • Jain, T. K., & Singh, M. (2017). Advertising media and sales promotion. Garima Publication.
  • Vachani, J. (2016). Public relations management in media and journalism. Kanishka Publishers.
  • Moore, F. H., & Kalupa, F. B. (2004). Public relations principles, cases and problems. Surjeet Publication.
  • Sivaramakrihnan, A. (2014). Public-interest journalism: A guide for students. Orient BlackSwan.

 

 

References: 

Suggested Readings:

  • Kelley, L. D., & Jugenheimer, D. W. (2004, 2015). Advertising media planning: A brand management approach. Prentice Hall of India.
  • Tailor, R. K. (2010). Advertising: Modern methods. Aavishkar Publishers.
  • Wells, W., & Burnett, J. (2003). Advertising: Principles and practice. Pearson Education.
  • Moriarty, S., & Shimp, T. A. (2015). Advertising promotion and integrated marketing communications. Cengage Publications.
  • Kaptan, S. S. (2003). Advertising regulations. Sarup & Sons Publication.
  • Joshi, D. B. (2014). Advertising research. Paradise Publishers.
  • Kazmi, S. H. H., & Batra, S. K. (2001). Advertising & sales promotion. Excel Books.
  • Shukla, A. (2016). Public opinion making in India: An assessment of talk shows in Indian media. Kanishka Publishers.
  • Sharma, D. (2004). Public relations: An emerging specialised profession: Text and case studies. Deep & Deep Publications.
  • Shaikh, J. (2015). Public relation and press. Rajat Publications.
  • Vilanilam, J. V. (2011). Public relations in India. SAGE Publications.

E-Resources:

 

Academic Year: 
2024-2025
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