S.Y.B.M.M Semester III

1. INTRODUCTION TO ADVERTISING

• Meaning, Definition and Function
• Relationship with Public Relations and Marketing
• Need for Advertising
• History of Advertising at national and international level
• Various Advertising Media and their developments from print to broadcast to internet
• Structure of and Ad agency and the role of each department
• Basic relationship between client, agency, media and consumer
• The Advertising Industry – advertisers, advertising agencies, media etc.
• Need for research in Advertising
• Types of Advertising
  • Consumer advertising
  • Classified advertising
  • Retail advertising
  • Financial advertising
  • PR advertising
  • Business to Business advertising
  • Political advertising
  • Image advertising
  • Lifestyle advertising
  • Internet Advertising
  • The world wide web as an advertising medium
    • How it differs from the traditional media
    • Techniques and trends of web advertising
    • Current trends in online advertising
  • Public Service advertising
    • What is PSA
    • Need for and objectives of PSA
    • How PSA forms a duty and an advantage for corporate citizens
• Introduction to Advertising Strategies – AIDA, DAGMAR, Information Processing Model
• Introduction to brands
• Introduction to price, profit, margin and cash flow
• The Creative process
  • Conceptualization
  • Search for the big idea
  • Message planning and evaluation
  • Writing the copy platform
  • Developing and conveying ideas in words and visuals
  • Elements of layout
  • Importance of USP

2. INTRODUCTION TO JOURNALISM

• Historical aspect
• Journalism in India
  • Early developments and the role of press in reform movements
  • The rise of the nationalist press
  • Post independence Nehruvian era
  • The emergency
  • Post emergency magazine boom
  • The nineties
• Definitions of ‘news’, ‘hard news’ and ‘soft news’
• News sources
  • Staff reporters
  • Correspondents
  • News agencies
  • syndicates
• News values
  • Immediacy
  • Proximity
  • Prominence
  • Magnitude
  • Relevance
  • Human interest
• The Role and Functions of Journalism
  • Surveillance
  • Interpretation
  • Linkage
  • Transmission of values
  • Entertainment
  • Development
• Theories of the Press
  • Authoritarian theory
  • Libertarian theory
  • Social responsibility theory
  • Communist/Ideological theory
  • Democratization
• Organization and structure of the newspaper
  • Editorial department
  • Management department
  • Advertising department
  • Circulation department
• Journalistic writing formats
  • Report – style, structure, basic principles and types of reports
  • Leads – types and functions
  • News angles
  • Feature
  • Editorial
• Indian Press institutions and their role
  • Press council of India
  • Press Institute of India
  • The Press Clubs etc.
• Principles/Canons of Journalism
  • Objectivity
  • Accuracy
  • Freedom
  • Independence
  • Impartiality and fairness
  • Balance
• Freedom of the press and gate-keeping mechanism
  • Editor
  • Ownership
  • Advertising
  • Government inference and control

3. INTRODUCTION TO PUBLIC RELATIONS

• A)Definition, concept and use of Public Relation and Communication for
  • And individual
  • A group

B) Internal PR and External PR – The various stakeholders to which PR person is responsible – Consumer, shareholder, government, employee, general public

C) Public Relations and related fields like advertising, marketing and journalism

Strategies of PR

Press Release

Press Conference and other media tools used

D) Code of ethics in PR

E) Behavioral patterns for improving PR

• Role of public relations in different sectors
  • PR in manufacturing sector
  • PR in Services sector; Public and private
  • PR in non-profit organization
  • Relevant case studies for each sector
• Code of ethics in Public Relations
  • Need to establish professional standards
  • Guidelines for ethical practice
  • Code of ethics of the American PR association
  • PRSI (Public Relations Society of India)
• Behavioral patterns for improving the public relations
  • An overview of the following
    • Understanding laws governing commercial enterprises
    • Study, research and understanding of business of employer
    • Evaluation and adaptability to corporate culture
    • Understanding socio-economic issues, political issues and legal/commercial issues impacting on business
    • Understanding transactional analysis and its relevance to Public Relations
  • Creating conditions and tools to improve strategies of communication
  • Maintaining and building strong organization through communications
  • Understanding the media and handling of media relations
  • Understanding the consumer and keeping him informed
  • Developing crisis handling techniques, in special context with specific instances like natural calamities, air crash and similar specific situations

4. INTRODUCTION OF MEDIA STUDIES

• Media theory
  • Definition and need
• 4 eras of Media Theory
  • Mass society and mass culture
  • Emergence of a scientific perspective
  • Era of limited effects
  • Cultural criticism
• Mass society and mass culture
  • Theoretical assumptions of mass society
  • Mass society critics
  • Folk and modern industrial societies
  • Mechanical and organic solidarity
  • Direct effects paradigm
• Normative theories
  • Social responsibility
  • Technocratic control vs. libertarianism
  • Radical libertarianism – laissez faire
  • Civic journalism, developmental theory – Schramm
  • Democratic participant theory – Paulo Frieire
• Effects theories
  • Magic bullet
  • Limited effects paradigm – Klapper
  • Attitude change
  • Selective exposure and cognitive dissonance
  • Moderate effects model
  • Lazarsfeld two step flow theory
• Media and society
  • Innis – oral societies, literate societies, electronic society
• Media and technological determinism
  • Mc Luhan
    • “the media is the massage”
    • “the medium is the massage”
    • Hot and cool medium
    • Concept of the global village
    • Raymond William’s critique of technological determinism
• Cultural criticism
  • Marxist
  • New-Marxist – the Frankfurt school medias cultural industries and social construction of reality
  • Adorno – media as vehicle of indoctrination of capitalist society
  • Barthes – construction of reality, semiology, ‘mass’ vs. ‘popular’ culture
• Psychoanalytic perspectives on the media

5. INTRODUCTION TO CULTURE STUDIES

• Definition and different theoretical perspectives
• Evolution and need for cultural studies
• Concepts related to the study of culture
  • Cultural relativity
  • Cultural ethos
  • Cultural patterns
  • Acculturation
  • enculturation
• Cultural theories
  • Diffusion
  • Evolution
  • Functionalist
  • Social interaction
• Dimensions of Culture
  • Language
  • Gender
  • Religion
  • kinship
• Material and non-material culture
  • Material tools of communication, housing and architecture, travel, food, art etc.
• Construction of Culture
• Agents of cultural transmission
• Factors of cultural change with reference to media
• Media and Culture

6. INTRODUCTION TO CREATIVE WRITING

• Formal aspects of short stories
  • Genre – science fiction, horror, romance etc.
  • Theme
  • Plot character
  • Point of view
  • Setting tone symbolism
• Formal aspects of Poetry
  • Theme
  • Diction
  • Tone
  • Imagery
  • Symbolism
  • Figures of speech
  • Meter, rhythm, and sound
  • Structure and form
• Formal aspects of Drama
  • Theme
  • Character
  • Plot
  • Form
  • Dialogue writing
• Screenplay writing
  • Converting short stories into screenplays