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