Practical: Advertising

Paper Code: 
JMC 425
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Objectives: 

This course will enable the students to –

  • Understand the art of copy writing.
  • Develop advertisements for print, radio and TV.
  • Develop case study of one advertising campaign.

Course Outcome (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper   Code

Paper Title

JMC

425

Practical: Advertising

CO113:Students would learn development of advertising and basic concepts.

CO114:Students would know about role and importance of advertising in media.

CO115:Learner will have the knowledge of self-employment.

CO116:Students would know about advertising agencies.

CO117:Learner would know about the advertising industry and its functioning.

Approach in teaching:

Ideation and conceptualisation of an advertising campaign.

Lecture cum Discussion.

Creative writing practice.

Recording, editing and finalising Ads for print, TV and Radio for a product

Learning activities for the students

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

 

Continuous Assessment Test

Semester end examination

 

 

 

10.00
Unit I: 
Unit I

Developing an Advertising Communication Campaign or Concept strategy of a Product of own choice

 

 

 

 

8.00
Unit II: 
Unit II

Application of STP (Segmentation, Targeting and Positioning) in a advertising campaign

 

10.00
Unit III: 
Unit III

Copy Writing for Print Advertisement; TV Advertisement; Radio Jingle

20.00
Unit IV: 
Unit IV

Production of one complete  Advertisement for Print, Radio and TV

12.00
Unit V: 
Unit V

Case Study of any one Advertising Campaign.Behavioral Change Communication Strategy.

References: 
  1. Chhabra,A. (2011). Advertising. New Delhi. Surjeet Publications.
  2.  Jain, T.K. (2017). Advertising Media and Sales Promotion.Jaipur. Garima Publication
  3. Jefkins,F. (1994). Advertising. India.Macmillian.
  4. Larry, D. and Donald W. J. (2015). Advertising Media Planning: A Brand Management Approach. Delhi. Prentice Hall of India
  5. Ogilvy, D. (2011). Confessions of an Advertising Man. London. Southbank Publishing.
  6. Pandey, P. (2016). Pandeymonium: PiyushPandey on Advertising. New Delhi. Penguin Random House India.
  7. Rabindranath, M. (2012). Advertising at a Glance. New Delhi.  DPS Publishing House.
  8. Singh, P. (2012). Advertising Management.New Delhi. Anmol Publications.
  9. Tailor, R.K. (2010). Advertising: Modern Methods. Jaipur. Aavishkar Publishers.

 

Academic Year: 
2020-2021
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