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.

 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

DJMC 601(B)

Practical: Advertising

 

CO162: Students would learn development of advertising and basic concepts.

CO163: Students would be able to know about role and importance of advertising in media.

CO164: Learner will have the knowledge of self-employment.

CO165: Students would know about advertising agencies.

CO166: Learner would know about the advertising industry and its functioning.

Approach in teaching:

Discussion, Demonstration, Action Research, Project, Field Trip

 

Learning activities for the students:

Field activities, Simulation, Presentation, Giving tasks

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects, Software learning, producing advertisements for different platforms

 

 

15.00
Unit I: 
UNIT I

 

Unit I                                                                                            

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

 

 

 

20.00
Unit II: 
UNIT II

 

Unit II                                                                                          

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

 

 

20.00
Unit III: 
Unit III

 

Unit III                                                                                      

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

 

20.00
Unit IV: 
UNIT IV

 

Unit IV                                                                                            

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

 

15.00
Unit V: 
UNIT V

 

Unit V                                                                                            

  • Case study of Brands and power point presentation

 

 

 

 

Essential Readings: 

 

  • 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.
References: 

 

  • Advertising & Public Relations (2013). Ahuja; Chhabra, Surjeet Publication, New Delhi,
  • Advertising Regulations (2003). S.S. Kaptan, Sarup& Sons Publication, New Delhi
  • Advertising Research (2014), Dilip B. Joshi, Paradise Publishers, Jaipur
Academic Year: 
2020-2021
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