Introduction: Although advertising is an accepted part of everyday life, there is still great debate as to how advertising works and the role it can and should perform within the marketing communication mix.
This course is intended to enable the students apply the theories to the advertising in our media today. They will learn how to put together an advertising plan and will examine the ingredients of an effective advertisement and ways in which this effectiveness can be measured.
Aims 1. To gain an understanding of the role of advertising within the Marketing Communication Mix. 2. To examine communication and advertising theories and their relationship with consumer behaviour. 3. To develop knowledge of advertising strategy and planning. 4. To examine the importance and use of creativity in advertising. 5. To acquire an understanding of various production techniques.
Objectives By the completion of the course, the student will be able to: 1. Identify the role of advertising within the Marketing Communication Mix. 2. Analyse advertisements in terms of creativity and execution. 3. Create advertising objectives and put together a plan to meet these objectives 4. Examine marketing data, using appropriate techniques, and use the information to establish and solve marketing communication problems. 5. Understand the techniques and procedures involved in advertisement production.
Course Outline Module I Advertising – Definitions--Origin and development of advertising-- economic impact of advertising--new trends in advertising.
Module II Advertising as a Process : four components: the advertiser, the advertisement, the ad agency and the mass media. Ad. Agency : structure, function and characteristics of a good ad agency--Media selection criteria--Client satisfaction.
Module III Advertisement types: Product, Service, Industrial, Institutional, Public Service Media wise category: Print media ads, Electronic media ads (Radio, TV and Film) and New Media ads. Non-Mass Media ads: Graffiti, Billboards, fliers, novelties etc.
Module IV Copy writing, copy creativity, copy structure, text: Headline, slogan, body copy, Copy style, credibility, readability. Qualities of a good copy writer. Visualization of Advertisements: typography, Illustration, logo, trademarks, themes, graphics, appeals, animation, special effects and basic principles of designing
Module V (Practical Oriented) Practice in copy writing and visualization focusing on the fourth module. Practice in analyzing textual and visual effects of advertisements
Core Text Vilanilam and Varghese. Advertising Basics! A Resource Guide for Beginners. Response books – a Division of Sage Publications, New Delhi, 2004.
General Reading: Aitchinson J. Cutting Edge Copy Writing. Prentice Hall, Singapre, 2001 Twitehell, J B. Twenty Ads that shook the World. Crown Publication (Random), 2000. Vilanilam J. V: More Effective Communication: A Manual for Professionals. New Delhi, Response Books/Sage, 2000. Nylen, D W, Advertising: Planning, Implemenation and Control, 4th Edition, Cincinnati, OH: South Western Publishing Co. 1993.
Evaluation Continuous Assessment Item Weightage Assignment: 4 Test paper 2 Project /Seminar 2 Attendance 2 Total 10
End Semester Examination Question Paper Pattern
I Objective type 3 bunches of 4 questions each 3 II Short Answer 7 out of 10 (7 x 1) III. Short Essay : (100 words) 5 out of 8 (5 x 2) 10 IV. Practical work (300 words) 1out of 2 (1 x 4)