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)