Practical: Advertising

Paper Code: 
DJMC 601(B)
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to understand the concept of art of copy writing and skill to produce advertisements for print, radio and TV. Students will also develop the skills to develop case study of one advertising campaign.

 

Unit I                                                                                                20 hrs

Developing a  Brand: Meaning, Characteristics, Elements of Brands: Name, Logo, Tag Line; Branding Challenges and opportunities

Unit II                                                                                               15hrs

Developing branding building strategies: Lining Strategy and Range strategy, Multi branding strategy, Mixed branding Strategy

Unit III                                                                                             20 hrs

Developing Brand positioning and Values: Identifying and establishing Brand Positioning; Positioning Guidelines; Defining and Establishing Brand Values

Unit IV                                                                                             20 hrs

Developing ad-campaign of the Brand in electronic medium-radio,television, online medium

Unit V                                                                                               15hrs

 Case study of Brands and power point presentation

Examination Scheme and Distribution of Marks for Semester End Examination.

A.

40

The students will be given at least one written and one practical exercise to be performed. Students will be examined on their performance.

B.

20

Marks will be given on the basis of  the file and soft copy of assignments prepared by the students during the semester.

C.

10

The examiner will take vive- voce of the students to assess the level of understanding of the subject.

Max Marks

70

Semester End Examination .

 

Academic Year: 
2018-2019
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