Practical: Advertising and Public Relations

Paper Code: 
CJMC 305
Credits: 
2
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. Understand the strategies involved in the process of advertising.
  2. Understand the structure and working of an advertising agency.
  3. Understand the concept of branding, and advertising research.
  4. Understand the concept of public relations and difference from other forms of marketing and publicity.

 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

CJMC 305

Practical-Advertising and Public Relations

CO69: Students would learn development and basic concepts of advertising and.

CO70:Students would be able to know about role and importance of advertising in media.

CO71:Learner would know about the advertising industry and its functioning.

CO72: Students would gain knowledge about the tools of public relations and their usage.

CO73: Students would learn the basics of public relations writings.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

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

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects, software learning, producing ads for tv, radio, print and web, working on professional cameras still and video both

 

10.00
Unit I: 
I
  • Designing and Developing Pamphlets
  •  Brochures and Transit advertisement

 

15.00
Unit II: 
II
  • Designing and developing advertisement for Print Media: Newspaper,

Magazine with designing softwares

 

10.00
Unit III: 
III
  • Press Invite and News for Workshops, Conferences and other events
  • Assignment on Crisis Management (Power point and Oral Presentations), PR Writings- Poster/ Wall/ Pamphlet

 

10.00
Unit IV: 
IV
  • Visiting and observing the functioning of PR Agencies
  • Reviewing House Journals

 

15.00
Unit V: 
V
  • Planning and designing PR campaign

 

Essential Readings: 

Suggested Text Books:

  • 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.

 

Suggested Reference Books:

  • Advertising & Public Relations (2013), Ahuja; Chhabra, Surjeet Publication, New Delhi,
  • Public Relation and Press (2015), Javed Shaikh, Rajat Publications, New Delhi
  • Public Relations in India (2011), J.V Vilanilam, SAGE Publications, New Delhi
  • Public Relations Principles,Cases and Problems (2004), Frazier H. Moore, Frank B. Kalupa, Surjeet Publication, New Delhi

 

References: 

 

Reference Journals:

  • Media Watch
  • The Indian Journal of Mass Communication and Journalism
  • Journal of Media and Communication
  • Amity Journal of Media and Communication Studies
  • International Journal of Communication
  • Critical Studies in Media Communication
Academic Year: 
2023-2024
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