Advertising and Public Relations (Theory)

Paper Code: 
CJMC 304
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  1. Understand the strategies involved in the process of advertising.
  2. Understand the structure and working of an advertising agency.
  3. Understand the concept of branding, and advertising research.
  4. Understand the concept of public relations and difference from other forms of marketing and publicity.
  5. Understand the statutory bodies and ethics of advertising and PR.

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

CJMC 304

Advertising and Public Relations

CO64: Students would learn development and basic concepts of advertising.

CO65: Students would learn about the role and importance of advertising in media.

CO66: Learner would know about the advertising industry and its functioning.

CO67:Students would gain knowledge about the tools of public relations.

CO68: Students would gain knowledge about the basic ethics and laws of public relations and advertising.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

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

 

 

 

15.00
Unit I: 
UNIT 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: 
UNIT II
  • Types of Advertising-Basis of Advertising
  • Segmentation; Positioning and Targeting;
  • Media selection; Planning; Scheduling

 

 

15.00
Unit III: 
Unit 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: 
UNIT 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: 
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.

 

References: 

1.           Advertising, Ahuja( 2011) ; Chhabra, Surjeet Publications,New Delhi           

2.           Advertising (1994), Frank Jefkins,Macmillian India Ltd.

3.           Advertising at a Glance (2012), Manukonda,Rabindranath,New Delhi : DPS Publishing House,

4.           Advertising Management (2012), Singh,New Delhi : Anmol Publications,

5.           Advertising Media and Sales Promotion (2017), T.K Jain. Madhvi Singh, Garima Publication,

6.           Advertising Media Planning: A Brand Management Approach (2004,2015), Larry D. Kelley, Donald W .Jugenheimer,; Delhi : Prentice Hall of India, New Delhi

7.           Advertising: Modern Methods (2010), R.K. Tailor; Aavishkar Publishers, Jaipur

8.           Advertising: Principles and Practice (2003), William Wells; John Burnett,Delhi : Pearson Education, India

9.           Advertising Promotion and Integrated Marketing Communications (2015), Sandra Moriarty, Terence A  Shimp, , New Delhi : Cengage Publications

10.      Advertising Regulations (2003), S.S. Kaptan, Sarup& Sons Publication, New Delhi

11.      Advertising Research (2014), Dilip B. Joshi, Paradise Publishers, Jaipur

12.      Advertising & Sales Promotion (2001), S H H Kazmi, Satish K Batra,; Excel Books, New Delhi

13.      Public Opinion Making in India : An assessment of talk shows in Indian media (2016), Akanksha Shukla, ,Kanishka Publishers ,New Delhi

14.      Public Relations: An Emerging SpecialisedProfession:Text and Case Studies (2004) , Diwakar Sharma, Deep & Deep Publications, New Delhi

15.      Public Relation and Press (2015), Javed Shaikh, , Rajat Publications, New Delhi

16.      Public Relations in India (2011), J.V Vilanilam,.,SAGE Publications, New Delhi

17.      Public Relations Management in Media and Journalism(2016), Jagdish Vachani, ,Kanishka Publishers, New Delhi

18.      Public Relations Principles,Cases and Problems (2004), Frazier H. Moore, Frank B. Kalupa,. ,Surjeet Publication,New Delhi

19. Public-interest Journalism : A Guide for Students (2014), Arvind Sivaramakrihnan, Orient BlackSwan,New Delhi

Academic Year: 
2020-2021
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