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    BMM Syllabus – Semester 5 (Advertising)

    Posted on 23 January 2013 by BMMBoxer


    Paper-I — ADVERTISING IN CONTEMPORARY SOCIETY

    Max. Marks: 100 (Theory:50, Internals: 50)

    Objectives:
    ◦¾ To recognize the roles of advertising in modern society
    ◦¾ To understand the current developments and problems concerning advertising as an economic and social force.
    ◦¾ Appreciate the increasingly international nature of advertising.
    ◦¾ To analyze the interdependent nature of advertising and popular culture.

    Topic of lectures
    ◦Advertising in the Indian economy
    ◦Advertising and culture
    ◦Advertising and the audience
    ◦Global advertising
    ◦Internet marketing
    ◦Social marketing.

    Paper-II — COPYWRITING

    Marks: 100 (Theory:60, Internals: 40)

    Objectives:
    ◦¾ To familiarize the students with the concept of copywriting as selling through writing
    ◦¾ To develop their inherent writing skills
    ◦¾ To train students to generate, develop and express ideas effectively
    ◦¾ To familiarize students with contemporary advertising techniques and
    ◦¾ Practices

    Topic of lectures
    ◦Copywriting, Introduction, Responsibility of Copy writer
    ◦Creative Strategy: Planning and Development
    ◦Phases of campaign creation
    ◦Brief
    ◦The big idea
    ◦Writing for print media
    ◦Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS.
    ◦Principles of writing press release copy 05 Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising.
    ◦Different types of copy.

    Paper-III — ADVERTISING DESIGN (Project Paper)

    Marks: 100 (Internal:0, External, Viva: 50)

    Objectives:
    ◦¾ To expose students to the creative and technical aspects of art direction

    Topic of lectures
    ◦Introduction to the Art department in ad agency
    ◦What is Art Direction –Making of an Art Director
    ◦Introduction to colour – colour harmonies
    ◦Introduction to Illusion -Principles and elements of design
    ◦Introduction to Photography
    ◦Introduction to Typography/Calligraphy-Word expression , Layout designing Logo designing
    ◦Introduction to desktop publishing
    ◦Introduction to Print Production -stationary design
    ◦Working with copy –partner
    ◦Art direction in print media
    ◦Art direction in outdoor Transit/Ambient
    ◦Art direction in films /television
    ◦Art direction in internet and new media
    ◦Art direction in Direct Mailers
    ◦Advertising campaign planning :Art -Radio ,T.V, Newspaper, magazine outdoor
    ◦Corporate Identity systems – Packaging , Brochure,P.O.P ,etc.
    ◦How to brief the art direction and get the best out of him.

    Paper-IV — CONSUMER BEHAVIOUR

    Marks: 100 (Theory:60, Internals: 40)

    Objectives:
    ◦¾ To introduce the students to the complexities of consumer behavior.

    Topic of lectures
    ◦Introduction to Consumer Behaviour
    ◦Communication
    ◦Perception : Physical Psychological : Subliminal perception
    ◦Cultural – Subculture (concepts and its impact on consumer behaviour)
    ◦Learning - Cognitive Theory, Conditioning Theory
    ◦Attitude
    ◦Motivation
    ◦Personality
    ◦Market Segmentation
    ◦Social Class
    ◦Groups
    ◦Family
    ◦The Consumer Decision making Process
    ◦Adoption and Diffusion
    ◦Indian Core Values

    Paper-V — MEDIA PLANNING AND BUYING

    Marks: 100 (Theory:60, Internals: 40)

    Objectives:
    ◦¾ To develop knowledge of major media characteristics and buying advertising space in them to develop an understanding of procedures, requirements, and techniques of media planning.



    Topic of lectures
    ◦Media planning
    ◦Sources of media research
    ◦Selecting the suitable media options
    ◦Criteria for selecting the media vehicles
    ◦Media timing
    ◦Comparing and Evaluating continuity ofmedia options/choices
    ◦Deciding the ideal media mix
    ◦The communications mix
    ◦Media buying and negotiation
    ◦Competitive media expenditure analysis
    ◦The concept of aperture
    ◦Scheduling and budgeting allocation
    ◦Media plan evaluation
    ◦Media presentations to the client
    ◦Media audit

    Paper-VI — BRAND BUILDING

    Marks: 100 (Theory:60, Internals: 40)

    Objectives:
    ◦¾ To provide an introduction to the concepts and practices of contemporary brand management.
    ◦¾ To understand the appropriate strategies and tactics to build, measure and manage Brand Equity.
    ◦¾ To learn to plan an effective advertising campaign

    Topic of lectures
    ◦The Brand
    ◦Branding Strategies
    ◦Introducing And Naming New Brands and Extensions
    ◦Brand Positioning
    ◦Brand Equity
    ◦Brand Leveraging
    ◦Managing Brands Over Time
    ◦Building Brand On Internet
    ◦Corporate Branding (Internal Assessment Only)
    ◦Campaign Planning (Internal Assessment Only)
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