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    • ECT QP Nov 2014
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    • Syllabus >
      • Revision - Module 3
      • Modules 4, 6
      • Module 5 - Knowledge Resources
      • Sample Question Paper
      • Univ Q Paper
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    • Cliffs of Moher
    • Night Photos @37,000 feet
  • Blog
  • Studies in Advertising
    • Syllabus
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    • Printouts/ iPad optimised
    • Model Question Paper >
      • CCSS QP Nov 2011
    • iPad optimised
    • Teachers >
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    • Int. Virtual Education Convention - New Delhi >
      • My presentation
      • Day 1
      • Cultural programme
      • Details >
        • Int Conference 2013, Thrissur Day 1 >
          • Paper Presenters
          • Day 2
          • Presentation - ppt
          • Valedictory
        • Presentation-Myanmar
        • Int. Conf 2012 - Thrissur - Day 1 >
          • Day 2
          • Day 3
        • Christ University 2012
      • Day 2
      • Air India ( CCJ - DEL)
      • On board the Delhi Metro
      • Rajdhani (Del - Clt)
      • Snap shots
      • Abstract
  • Conferences
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    • Staff Club Onam 2015 >
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        • Staff Club Photos
        • Students' Onam
    • Adieu 2014
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      • Gr8 Eight
      • With retired colleagues
    • Staff tour - Alleppey 2013 >
      • Staff tour 21/1/2012 >
        • Christmas 2012
        • Sreejith's 'Tharavadu'
        • Waterfalls
        • Odyssey - World's largest Wall Magazine
    • NAAC visit >
      • Evening
      • Day 2
      • Day 2 Afternoon
      • Exit Meeting
      • Credible achievement
    • Centum >
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        • More pictures
  • ASC Kannur
  • Cyber Writing
    • Assignment Writing >
      • Assignment topics
    • Introduction
    • Word choice skills >
      • Denotation/Connotation
    • Grammar >
      • Verbs - Powerpoint
    • Correct placement of Modifiers >
      • Exercise
    • Brainstorming >
      • Ideas
    • Narrative Writing >
      • Exercise
    • Descriptive Writing >
      • Exercise
    • Cause & Effect Writing >
      • Exercise 1
      • Exercise 2
      • Writing
    • Argumentative Writing
    • Compare & Contrast Writing >
      • Exercise - Comparison
      • Exercise - Contrast
    • Analogy Writing >
      • Exercise
    • Classification Writing >
      • Topics of lecture
    • Controversial ideas
  • Communicative English
  • HF 2015 8/2/15
  • Indo-Hungarian EEP 2013
    • Conditions for visit
    • Biographical data
    • Lecture topics
  • AdvertZ
  • Photos - personal
    • Reception 16/1/2012 >
      • Grand entry
      • MGW (meet, greet, wish)
      • Slurp slurp!!!
      • Video
      • Invitation to dinner
      • Videos 8/1/2012
      • Drama - Comedy
      • Wedding Photos
  • TBS - Welcome
  • Suggestions/Comments
  • Viral page
    • Viral videos
  • Computer Primer
    • Syllabus
  • Day 2
    • Improving comprehension
  • App-centric World
    • Apps
  • Church picnic
  • G English Syllabus
  • Infographics
  • Essential Grammar
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                                                                  Core Course-XV—Elective-1

                                                           
ADVERTISING: THEORY & PRACTICE

Code: FE6B15(E)1 Contact Hours: 3 hrs/week                                                                                       Credit: 2

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)

Total 30

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