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 –

1. Understand the art of copy writing.

2.  Develop the skill to produce advertisements for print, radio and TV.

3. Develop case study of one advertising campaign.

15.00

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

15.00

Developing Branding Building Strategies: Lining Strategy and Range Strategy, Multi Branding Strategy, Mixed Branding Strategy

20.00

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

25.00

Developing Ad-campaign of the Brand in Electronic Medium- Radio, Television, Online Medium

 

15.00

Case Study of Brands and power point presentation

References: 
  • Advertising Media Planning: A Brand Management Approach (2004, 2015). Larry D. Kelley, Donald W. Jugenheimer, Prentice Hall of India, New Delhi
  • Advertising: Modern Methods (2010). R.K. Tailor; Aavishkar Publishers, Jaipur
  • Advertising: Principles and Practice (2003), William Wells; John Burnett, Pearson Education, Delhi, India
  • Advertising Promotion and Integrated Marketing Communications (2015). Sandra Moriarty, Terence A Shimp, Cengage Publications, New Delhi.
  • Advertising and Public Relations (2013). Ahuja; Chhabra, Surjeet Publication, New Delhi,
  • Advertising Regulations (2003). S.S. Kaptan, Sarupand Sons Publication, New Delhi
  • Advertising Research (2014), Dilip B. Joshi, Paradise Publishers, Jaipur

 

Academic Year: 
2022-2023
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