Advertising and Public Relations

Paper Code: 
25CJMC304
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

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 Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

25CJMC304

Advertising and Public Relations

(Theory)

CO127: Analyse the foundations of advertising.

CO128: Integrate knowledge of various types of advertising strategies into comprehensive advertising campaigns.

CO129: Develop understanding of advertising agency structures.

CO130: Examine the historical evolution, contemporary practices, and diverse applications of public relations.

CO131: Analyse the role of strategic public in crisis management. 

CO132:  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 – AIDAModel, 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: 

Essential Readings:

 

  • Ahuja. (2011). Advertising. Surjeet Publications.

  • Jain, T. K., & Singh, M. (2017). Advertising media and sales promotion. Garima Publication.

  • Jefkins, F. (1994). Advertising. Macmillian India Ltd.

  • Manukonda, R. (2012). Advertising at a glance. DPS Publishing House.

  • Moore, F. H., & Kalupa, F. B. (2004). Public relations principles, cases and problems. Surjeet Publication.

  • Goswami, R. (2024). Innovations and advanced practices in public relations in the digital era. SGSH Publications.

  • Singh. (2012). Advertising management. Anmol Publications.

  • Sivaramakrihnan, A. (2014). Public-interest journalism: A guide for students. Orient BlackSwan..

  • Vachani, J. (2016). Public relations management in media and journalism. Kanishka Publishers.

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: 
2025-2026
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