Practical: Advertising

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

Course Objectives:

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.

20.00
Unit I: 

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

15.00
Unit II: 

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

20.00
Unit III: 

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

20.00
Unit IV: 

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

15.00
Unit V: 

Case study of Brands and power point presentation

Academic Year: 
2017-2018
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