Third Year BMM Advertising Semester V

1. Advertising in contemporary Issues:

Philip R Cateora and John L Graham, International marketing- Irwin McGraw Hill 1999
D. Lamont Handbook of global marketing-Infinity books 2000
William F Arens and Courtland L Bovee, Contemporary advertising- Irwin 1994
Philip Kotler and Eduardo L Roberto, Social marketing-strategies for changing public behavior – The free press- 1989
Paul Timmers, Electronic commerce – Strategies and models for business to business trading – John Wiley and sons 1999
Dave Chaffey, Richard Mayer, Kevin Johnston and Fiona Ellis Chadwick, Internet marketing – Financial times- Prentice Hall
Mica Nava, Andrew Blake, lain Macrury and Barry Richards, Buy this book- Studies in advertising and consumption -Routledge 1997
Jib Fowles, Advertising and Popular Culture. -Sage Publications 1996
Mary Cross, Advertising and Culture – Praeger 1996
Elioise Coupey, Marketing and the internet- Prentice Hall 2001
Roxanne Hovland and Gary B. Wilcox Lincolnwood Advertising in Society: Classic and Contemporary Readings on Advertising’s Role in Society, NTC Business Books. 1989
Neil Barrett, Getting your message across the World Wide Web

2. Copywriting:

Arthur A winters and Shirley F Milton, The creative connection: ad copy writing and idea visualization- Fairchild publications- 1989
Herschel Gordon Lewis , On the art of writing copy-Amacom 2000
Luke Sullivan, Hey Whipple, squeeze this -A guide to creating great ads – John Wiley and sons 1998
Robert W Bly, The copywriter’s handbook – Henry Holt and company 1985
James L. Marra, advertising Creativity: Techniques for Generating Ideas -Prentice- Hall 1990
Hank Seiden, advertising Pure and Simple -Macmillan 1963
John Caples, Tested advertising methods.

3. Advertising Design:

Ed. Andre jute ,Graphic design in the computer age – series of 8 books:
Illustration-Vicky squires
Color- Andre jute
Video graphics -Hugh skinner
Publications- Andre jute
Presentations-Bi\\ Murphy
Design solutions-Linda Reed
Typography-Giant Shipcott
Corporate image-Amanda Barrett
Conway Lloyd Morgan .Packaging design, -Rotovision 1997
V.S. Rege, Advertising-art and ideas
Kathleen Ziegler and nick Greco, Digitalink-digital design and advertising – Dimensional illustrators 1996
Jeanne Alien, Designer’s guide to color – volumes 1, 2 and 3. -chronicle books 1986
Mike Quon- Business graphics – PBC international publications 1995
The design library series – Rockport publishers 1996. Series of 9 books:
Logo and letterhead
Business card
Promotion
Airbrush
Brochure
Packaging
T-shirt
Poster
Music
Print’s best logos and symbols-R. C. Publications 2000
Hugh Marshall – Art Directing Photography – Quarts Publishing P/c
Don Sparkman – Selling of Grahic Design – Allworth Press

4. Consumer Behavior:

Leon G Schiffman, Consumer behavior – Leslie Lazar Kanuk
Loudon, David and Dela Consumer behavior – Beta Albert
Max Sutherland and Alice K Sylvester, Advertising and the mind of the consumer Kogen page 2000

5. Media Planning and Buying:

Jack Z. Sissors and Jim Surmanek, Advertising Media Planning – Grain Books 1976
James R Adams, Media planning- Business books 1977

6. Brand Building:

David A Aaker, Building strong brands – The free press 1996
Deirdre Breakenridge, Cyber branding- Financial times – Prentice Hall 2001
Harvard business review on brand management – Harvard business school press 1999
Andreas Buchholz and Wolfram Wordemann What makes winning brands different
John Philip Jones What’s in a brand? – Building brand equity through advertising – Tata McGraw hill 2001
Al Ries and Laura Ries, The 11 immutable laws of internet branding- Harper Collins 2001
Susannah Hart and John Murphy, Brands- the new wealth creators – Macmillan business 1998

Second Year B.M.M. Semester IV

1. Mass Media Research:

Kothari; Research Methodology; Wiley Eastern Ltd.
Dixon, Bouma, Atkinson; A Handbook of Social Science Research; Oxford University Press
Reffe, Daniel; Lacy, Stephen and Fico, Fredrick; Analyzing Media Message(1998); Lawrence Erlbaum Associates
Gunter, Barrie; Media Research Methods; (2000); Sage
Wimmer and Dominick; Mass Media Research
De Fleur; Milestones in Mass Communication Research

2. Organizational Behavior:

Tossi, Rizzo and Carrol; Handbook of organizational behavior; Infinity Books
Robbins, S.P; Organizational Behavior : concepts, controversies, applications’, (1999); Prentice Hall
Luthans, Fred; Organizational Behavior, 8th edition; Irwin McGraw Hill
Newstron and Davis; Organizational Behavior : Human behavior at work; 10th edition; ( 1997); Tata McGraw Hill
Fisher, Dalmer; Communication in the Organization; 2nd edition; (1999); Jaico Publishing

3. Understanding Cinema:

Note – The list of suggested reference has been provided only as a guideline for the faculty.

Ed. Bill Nichols; Movies and Method; 2 Volumes; University of California, Press 1976
Gaston Roberge; Chitra Bani: A Book on Film appreciation
Cherry Potter, Secker and Warburg; Image, Sound and Story – The art of telling in Film; 1990
Gaston Roberge; The Ways of Film Studies; Ajanta Publications; 1992
Gerald Mart; A short history of the Movies; The University of Chicago Press 1981
Erik Barnouw and S. Krishnaswamy; Indian Film; Oxford University, Press, 1980
Torben Grodal; Moving Pictures; Oxford University Press, 1997

4. Radio and Television:

Wurtzel; Television Production
Zettle; Television Production Handbook; 7th edition.
Zachariah, Aruna; Communication Media and Electronic Revolution; (1996); Kanishka
Bhatt, S.C; Satellite Invasion of India; (1994); Gyan Publishing House
Ed. Goonasekera and Lee, S.N; Television without borders; (1998); Asian Media Information and Communication Centre
Roland, W.D; Watkins; Interpreting Television; (1984); Sage
Burton, Graeme; Talking Television; (2000); Arnold
Michael Talbot-Smith, Audio explained, -Focal press 2000
Alec Nisbett, The techniques of the sound studio-Focal press 1987
Julian Nathan, Back to basics audio-Butterworth-Heinemann l998

5. Print Production and Photography:

Mitchell Beazley – The Art of Colour Photography – Octopus Publishing Group Ltd.
John Hedgecoe- John Hedgecoe’s Creative Photography-Collins and Brown
M. Beazely-John hedgecoe’s Workbook of Darkroom Techniques-Red International Books Ltd.
Steve Bavister -Digital Photography-Collin’s and Brown Ltd, 2000
John Hedgecoe- John Hedgecoe’s Basic Photography -Collin’s and Brown Ltd, 2000

Second Year B.M.M. Semester III

1. Introduction to Advertising:

Handbook of advertising; Herschel Gordon Lewis and Carol Nelson; NTC Business books 2000
Advertising- principles and practice- William Wells, John Burnett and Sandra Moriarty- Prentice Hall 1995
Contemporary advertising; William F Arens and Courtland L Bovee; Irwin 1994
Kleppner’s advertising procedure Thomas Russell and Ronal lane – Prentice Hall,1999.
Getting your message across the World Wide Web – Neil Barrett

2. Introduction to Journalism:

Mencher, Melvin; News Reporting and Writing, 7th edition; (1997); Columbia University Press
Ed. Boyce, George; Curran, James; Wingate, Pauline; Newspaper History from the 17th century lo the present day; ( 1978); Sage
Wilson, John; Understanding Journalism; (1996); Routledge
Mazumdar, Aurobindo; Indian Press and Freedom Struggle; (1993); Orient Longman
Parthasarthy, Ramaswamy; Here is the News; (1994); Sterling
Brumley and O’Malley; A Journalism Reader; ( 1997); Routledge
Howard, T; News : A Reader; (1991)-, OUP
Williams, Francis; Dangerous Estate; (1957); Longman
Dhavan, Rajeev; Only the Good News; (1987); Bharat Enterprises
Sarkar, R.C.S; The Press in India; (1984); S. Chand and Co. Ltd.
Raghavan, G.N.S; PTI Story; (1987); Indraprastha Press
Rao, Amiya and Rao, B.G.; The Press she could not whip; (1977); Popular Prakashan
Srinivasan. R; Crusaders of the 4th Estate; (1989); Bhartiya Vidya Bhavan
Smith, Anthony; The News – An International History; (1979); Thames and Hudson
Hohenberg; The professional Journalist

3. Introduction to Public Relations

A Handbook of Public Relations and Communication – Lesle Philip
Handbook of Media and Public Relations – Judith Ridgway
This is PR – the realities of Public Relations – Newson, Turk, Kruckeberg (Thomas Asia PTE Ltd)
Dynamics of Public Relations – Arya Ashok-Manas Publications, Delhi
Corporate Public Relations The Profession and the Practice, Brown and Benchmark – K. R. Balan – Sterling Baskin Otis, Craig Aronoff, Dan Lattimore – Public Relations (A Times Mirror Company), 1997
Effective Public Relations – Cutlip and Center
A practical Handbook of Public Relations – Cole Robert
Introduction to Mass Communication – Emery, Ault and Gee
Public Relations Today – Ghosh Subin
The Practice of Public Relation – Howard Edward
Public Relations in India – Kaul J. M.
Teach Yourself Public Relations – Llyod Herbert
Making it in Public Relations – Mogel Leonard-Collier Books Macmillan Publishing Company, New York

4. Introduction to Media Studies:

Baran and Davis; Mass Communication theory; (2000); Thomas-Wadsworth
Fiske; Introduction to Communication Studies; (1982)
Infante, Rancer and Womack; Building Communication Theory; 2nd edition; (1993); Waveland Press
Berger; Media Analysis Techniques

5. Introduction to Culture Studies:

Keesing; Cultural Anthropology
Lienhardt, Godfrey; Social Anthropology
Baran; Introduction to Mass Communication
Ed. During, Simon; The Cultural Studies Reader
Bronowski, J; Ascent of Man

6. Introduction to Creative Writing

The anatomy of Drama Boulton, Marjorie
On Writing the Short Story (Harper and Row) Burnett, Halie
Fiction Writer’s Handbook (Harper and Row) Burnett, Hallie
The Way to Write Novels (Elm Tree Books) Kitchen, Paddy
Poetry in the Making (Faber) Hughes, Ted
The Creative Writer (Writer’s Digest, Cincinnati, Ohio) – Mathieu, Aron M. (Ed.)
The Writer’s Handbook (The Writer Inc. Boston) Burack, A. S. (Ed.)
Brief Handbook for Writers (Prentice Hall) Howell, James and Dean, Memering
Hints for Young Writers (Thomas Y. Crowell Co. N. Y.) Marden, Orison Swett
The Writer’s Art (George Newnes Ltd.) Warren C. Henry

First Year B.M.M. Semester II

1. Effective Communication Skill – II

General:

Study strategies – Grellet, F.N. Delhi : Oxford University Press 1979
ELT Cell, University of Mumbai – Note making and Composition Exercise 1979 – Bhasker, W.S. and Prabhu, N.S.
Communication skills in English – Bellare, Nirmala, Martin, J.R. – Examination Papers, 1981
Communication Skills in English – Hamp-Lyons, L. and Heasley B. – Examination Papers, 1987

Reading:

Developing Reading Skills – Cambridge University Press 1981 – Freeman, Sarah
Reading and Thinking in English, Four Vols. (Vol. 1 for the Lowest Level, Vol. 4 for the Highest Level), The British Council, Oxford University Press, 1979 – 1981 – Saraswathi, V.
English through Reading, Vols. 1 and 2, Oxford University Press, 1988.
Reading and Study strategies, Vols. 1 and 2, Oxford University Press, 1988.

Writing:

Factual Writing: Exploring and Challenging Social Reality, Oxford University 1990.
Study Writing : A course in Written English for Academic and Professional Purposes, Cambridge University Press 1987
Written Communication. Orient Longman, 1977.
Organized Writing, Book1, Orient Longman
Organized Writing, Book 2, Orient Longman

Thinking:

De Bono, Edward; Teaching Thinking, (1986); Penguin Books
De Bono, Edward; De Bono’s Thinking Course; (1996); BBC Books
De Bono, Edward; Serious Creativity; (1992); Penguin
Buzan, Tony; The Mind Map Book; (1995) BBC Books

2. Political Concepts and Indian Political System:

Goyal; Indian Political Sym (McMillan)
Macherey and Tikekar; Indian Political System
Axford, Browning, Huggins, Rosamond and Turner; Politics – an Introduction; (1997); Routledge.
Ed. Frankel, Hasan, Bhargava and Arora; Transforming India; (2000); OUP
The Oxford Companion to Politics.

3. Principles of Marketing:

Marketing : An Introduction – Fifth Edition – – Publishers: Prentice Hall – Gary Armstrong and Philip Kotler
Principles of Marketing – Eighth Edition – Publishers: prentice Hall – Kotler and Armstrong
Marketing Real People Real – Second Edition – Publishers: Prentice Hall – Michael R. Solomon and Elnore W. Stuart
Marketing – Seventh Edition – Publishers : Prentice Hall – Joel R. Evans and Barry Berman
Marketing Management – Second Edition – Publisher Tata McGraw Hill – Rajan Saxena (1999)
Basic Marketing – Thirteenth Edition – A Global Managerial Approach – Publishers: Irwin McGraw Hill – William D. Perreanlt, Jr.
Marketing Management – Planning Implementation and control – second Edition – Namakumari S. and Ramaswamy V.S.,

4. Introduction to Psychology:

Psychology: An introduction 6th Edition, McGraw Hill Publications 1978, Lahey B.B.
Introduction to Psychology 7th Edition, Tata McGraw Hill Publications, 1986 – Morgan C. T. et al
Introduction to Psychology 10th Edition, Harcourt Brace Jovanorich Publication USA, 1990- Atkinson R. L. et al
Psychology 2nd Edition, Norton W. W. and Company New York, 1986, Gleitman H.
Social Psychology 8th Edition – Prentice Hall of India Pvt. Ltd., New Delhi 1997 – Baron R. A. and Byrne D.
Human Development, 7th Edition McGraw Hill, 1998 Papalia E. E. et al.

5. Principles of Management:

Management – Ninth Edition – Publisher McGraw Hill International Editions – Harold Koontz, Heinz Weihrich
Management – Sixth Edition – Publisher Prentice – Stephen P. Robbins, Mary Coulter
Management – Sixth Edition – Publisher: John Wiley and Sons, Inc. – John R. Schermerhorn, Jr.
Management – International Edition- Publisher: Prentice Hall International – Courtland L. Bovee,, John V. Thill Marian Burk Wood, George P. Dovel
Management – Sixth Edition – Publisher: Prentice Hall International – Stoner J. A. F., Freeman A. F., Gilbert D.A. (1999)

6. Introduction to English Literature:

American Literature since 1990, Vol. 9 of the Penguin History of Literature – Cunliffe Marcus, ed,
The Pelican Guide to English Literature, Vol.s. 5, 6, 7, Penguin Books 1962, Ford Boris, ed.
Modern Indian Poetry in English, Oxford University Press 1987 – King Bruce
Twice Born fiction – Educational Books- India Ltd, New Delhi, 1971 – Mukherjee Meenakshi
English Literature: An Introduction for Foreign Readers, Macmillan, 1973 – Rees R. J.
Indian Literature in English, Longman Literature in English Series 1990 – Walsh William

S.Y.B.M.M Semester IV

1. MASS MEDIA RESEARCH

• Introduction to Research Concepts
  • Scientific research and its basic principles, empiricism, verifiability, generalization
    • Quantitative vs. qualitative idea
  • Role of research in the media
    • Commercial vs. academic research
    • Administrative v. cultural research
    • Research related to media institutions, media message and media audiences
  • Research Approaches or designs
    • Experiment
    • Survey
    • Case study
    • Comparison
    • Longitudinal research
    • Observational study
    • Content analysis
  • Data collection techniques
    • Questionnaire
    • Interview
    • Schedule
    • Different types of observation techniques
  • Sampling techniques
  • Measurement and scaling
  • Basic statistical technique – deviation, correlation analysis
• Introduction to Mass Media Research
  • Research in media messages – content analysis and semiotic analysis
• Content Analysis
  • Definition and uses
  • Quantitative and qualitative approach
  • Steps in content analysis
  • Devising means of a quantification system
  • Limitations of content analysis
• Introduction to Semiology
• Research in media audience and the ‘effects’ debate
  • Magic bullet to limited effects
  • Users and gratification model
  • Cultivation analysis
  • Audience reception

2. UNDERSTANDING CINEMA

• A discussion of early narrative cinema
• A discussion of Soviet cinema
• Lecture with clips on Hollywood studio system
• Discussion and screening of early Indian cinema and the development of studio system in India
• A discussion of Italian neorealism
• A discussion of parallel cinema movement
• A discussion of Hate’s films
• A discussion of Japanese cinema
• A screening of Kurosawa’s films
• A discussion of classical narrative technique
• A discussion of East
• European comic-political cinema
• A discussion on the Star system and the Hindi formula film
• A discussion on independent film-making in Hollywood
• A discussion of Indian global cinema
• Screening of Mohsen makhmalbaf or Abbas Kiarostamis recent films along with the discussion of contemporary cinema
• A visit to a shoot in film city
• Lecture demonstration on technical aspects of the film

3. ORGANISATIONAL BEHAVIOUR

• The Organizational Environment Model
  • Organization environments
  • Organization as systems
  • Formal organization : design and structure
  • Division of labor and task independence
  • Specialization of work
  • Distribution of authority
• Organizational Culture
  • Sources of organizational culture
  • Types of organizational culture
  • Manifestation of organizational culture
  • Managing organization culture
  • Organizational sub-culture
• Organizational Socialization
  • Learning how to adapt to work
  • Early socialization influences
  • Preliminary work socialization
  • Organizational socialization
  • Work force diversity, gender, ethnic, and community issues
• Motivation

a) Motivation results model

b) Theories of motivation

• • Need theories
    • Two factor theory
    • Job design approach
    • Achievement power theory
  • Process theories
    • Reinforcement theory
    • Expectancy theory
    • Equity theory
    • Goal setting theory
• Application of motivation theories
  • Job enrichment
  • Self directed work group
  • Job rotation and cross training
  • Learner management structures
  • Total quality management
  • Positive reinforcement programme
  • Productivity gain sharing approaches
• Groups in Organization and Group Dynamics
  • Issues of conformity, social facilitation
  • Risky shift and polarization
  • Group cohesion and consequences
  • Cooperation and competition
  • Conditions fostering cooperation and competition
• Decision making
  • Characteristics of decision making process
  • Ideal vs. actual decision making
  • Advantages and disadvantages
  • Group thinking
  • Decision making in networked organization
• Concept of team work and its effectiveness
• Stress
  • Sources of stress; work and non work factors
  • Stress and coping
    • Objective environment
    • Psychological environment
    • Individual differences
    • Stress manifestations coping strategies

4. RADIO AND TELEVISION

Radio:

A)

• Radio Language
• Script writing for news
• Documentary, feature, drama, speech, skit, soap opera
• Special audience programmes
• Voice presentations
• Announcing
• Compeering
• Adlibbing
• Interviewing
• Narrating
• Conversation
• News reading

• Programme policies and services
• Critical analysis of radio programme
• Radio forums and clubs
• Audience research

B)

• Radio programme production techniques
• Sound studios and transmission facilities
• Reverberation and echo
• Various types of microphones
• Tape recorders and playback machines
• Recording
• Sound mixing
• Editing

Television:

• Scripting for various kinds of programmes on television
  • Documentaries and features
  • Entertainment programmes
  • Online programmes
  • Educational programmes
• Models of presentations
• Programme research
• Planning
• Budgeting and scheduling
• Indoor and outdoor shooting
• Video production
  • Introduction to video camera techniques
  • Audio techniques
  • Television studio operations
  • Lighting
  • Live programme production
  • Role and functions of studio personnel
  • Graphics
  • Special effects
  • Editing
• Programme evaluation
• Identifying and researching topics
• Writing programme proposals
• Marketing

5. ADVANCED COMPUTERS

• Desktop publishing
• Advanced desktop publishing
• Computer animation
• Web Page designing

6. PHOTOGRAPHY AND PRINT PRODUCTION

• Basic Principles of Photography
  • Properties of light, electromagnetic spectrum, reflection, transmission, refraction and polarization of light. Different type of light sources and their properties
  • Controlling light, pinhole camera, concave and convex lenses and mirrors, real and virtual image formation
  • Photosensitive material, Image formation, latent image development as fixing
• Camera
  • Mechanism of aperture, shutter, camera body, view finder, lenses, transport
  • Classification of camera and their relative comparison
  • Camera operation, exposure light tables
• Basic Photography
  • Various parts of the camera
  • Loading and shooting on black and white film
  • Effect of aperture
  • Effect of shutter speed
  • Using flash light
  • Use of camera accessories
  • Care and maintenance of camera equipment
• Colour Photography
  • Introduction to colour film
  • Chemistry of colour development and enlargement
  • Contact and projection printing
  • Colour and light, basic principles of colour sensitivity, colour temperature, colour reversal film, colour negative film
  • Light and lighting, outdoor, night and indoor lighting
  • Colour development
• Print Production
  • Major landmarks in history and development of print technology
  • Basic print process
  • Print machines and image carriers, letter press, offset, silk screen, digital print
  • DTP
  • Future trends in print technology
  • Exercise for handling typical jobs