Advertising through Print, Radio & TV

Paper Code: 
JMC 402
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to develop the skill to produce advertisements for print, radio and TV. IT will help students to learn the concept, process and ethics of advertising. 

15.00
Unit I: 

Advertising-Definition & Meaning; Evolution and Development; Publicity, Propaganda and Advertising; Limitations of Advertising; Need and Functions of Advertising.

15.00
Unit II: 

Classification of Advertising on the basis of Coverage; Target Audience; Media Functions and Advertisement Stages.

10.00
Unit III: 

Advertising Approaches- Unique Selling Proposition; Emotional Advertising; Social/Public Advertising.

10.00
Unit IV: 

Brand Management – Definition; Concepts of Brand Management; Components of a Brand; Brand Equity; Brand Image and Personality.

10.00
Unit V: 

Advertising and Society – Ethics, Regulations and Social Responsibility.

References: 
  1. Aakar, DavidA., Rajeev Batra and John G. Myers, Advertising Management, Prentice-Hall, New Delhi.
  2. Sengupta, Subroto, Brand Positioning, Tata McGraw Hill Publishing Co., New Delhi.
  3. Rege, G.M., Advertising Art and Ideas, Kareer Institute, Mumbai.
  4. Caples, John, Tested Advertising Methods, Harper & Bros, New York.
  5. William Wells, John Burnett, Sandra Moriarty, Advertising : Principles and Practice, Pearson Prentice Hall.
  6. Harriosn, Tony (Ed.), A Handbook of Advertising Techniques, Kogan Page, London.
  7. K. Chandrakandan, Noorjehan A.K. Hanif, N. Balasubramani, C. Karthikeyan. Art & Sciece of Advertising, RBSA Publishers, Jaipur.

 

Academic Year: 
2015-2016
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