Advertising and Public Relations

Teacher

Ms. Chinu Bohidar

Category

Core Courses

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Course Name: Advertising and Public Relations

Code (Credit): CUTM 1285 (2-3-3)

Course Objective

  • The paper will provide knowledge to students about the tools and techniques of Advertising and Public Relation and their uses in a corporate organization
  • The course enlighten the students about the strategies on how to make a product or a brand successful through communication and creativity in this competitive world
  • To provide students basic and emerging concepts and principles in relation to better decision making in the areas of Advertising, Public Relation and corporate Communication

Learning Outcome

  • Develop creative solutions to address advertising and marketing communications challenges
  • Evaluate the effectiveness of integrated advertising and marketing communications initiatives
  • Write and edit clear, accurate, targeted copy aligned to organizational objectives, appropriate for the chosen channel
  • Produce effective, accessible, and timely print, digital and multimedia communications, independently and collaboratively, to manage specific media  relations, issues and achieve organizational objectives

Projects List

  • Advertising campaign, including a logo, a slogan with the power words and phrases used to convince a consumer to make the purchase.
  • Design of Posters, Brochures, Bill Boards  Leaflets and Hoardings
  • Verbal Overview and presentation of a Product/ Campaign
  • Press Brief, Press Conference and Press release

References

1. Sandage and others :Advertising Theory and Practice.
2. Sethia and Chunawala :Advertising- Principles and Practice.
3. Otto Kleppner :Advertising Procedure.
4. Cutlip& Center :Effective Public Relations.
5. Ravindran : Handbook of Public Relations.
6. Ahuja and Chandra : Public Relations.
7. Sam Black :Practical Public Relations,

Course Syllabus

Module-I

Evolution and growth of advertising – definitions of advertising – relevance of advertising in the marketing mix – classification of advertising – various media for advertising – national and global advertising scene – socio-economic effects of advertising.

Module-II

Ad agency management, various specialist departments in an ad agency: (account planning, account servicing, creative, media planning, HRD, etc.)Client related issues and the process, business development, pitching for accounts – agency-client interface,

Module-III

Mass media laws concerning advertising – apex bodies in advertising AAAI, ASCI etc.),ASCI and its code of conduct, case studies from ASCI

Module-IV

Evolution and history of public relations – definitions of PR, PR and allied disciplines, publicity, propaganda, public affairs, lobbying, etc. Symmetrical and asymmetrical theories of PR - law and ethics of PR (defamation, copyright, invasion of privacy; PRSI code of ethics).

Module-V

Interface of PR with various management disciplines (human resource development, finance, marketing, law, etc.) - publics in PR, PR tools (interpersonal, mass media and selective media) – PR in industry (public sector, private sector and multinational) – PR in central and state governments and the functioning of various media units of the state and Union governments .Writing for PR: internal publics (house journals, bulletin boards, open houses, suggestion boxes, video magazines, etc.).Writing for media (press release/backgrounder, press brief, rejoinders, etc)

Session Plan

Session: 1

Evolution and Growth of Advertising

Video: Growth of Advertisement

History of Advertisement  

Session: 2

Definition of Advertisement

Video: What is Advertisement

Session: 3

What is Marketing Mix

Video: Marketing Mix

Session: 4

Role of Advertisement in  Marketing Mix

Video: Role of Ad in Marketing Mix

Session: 5

Classification of Advertising

Video: Classification of Ads

Session: 6

Various Media for Advertising

Video: Advertising Media

Session: 7

Practice/ Project- Design an Ad for News Paper

Session: 8

Practice/ Project- Design an Ad for Television

Session: 9

Practice/ Project- Design an Ad for Radio

Session: 10

Socio-economy Effect of Advertising

Video:Effects of Advertising

Session: 11

Practice: Present an advertisement that affect the society you feel

Session: 12

Ad Agency Management

Video: What does an Ad Agency do ?

Session: 13

Different Departments of Ad Agency

Video: Departments of Ad Agency

Session: 14

Ethical Issues in Advertisement

Video: Ethical Issues in Advertising

Session: 15

Project: Submit an ad project which you feel violate the Ethical Issues in Advertisement

Session: 16

Legal and Ethical Issues in Advertisement

Video: Legal and Ethical Issues in Ads

Session: 17

Advertising Agencies Association of India

File: AAAI

Session: 18

Advertising Standard Council of India

Video: ASCI

Session: 19

Code of Advertising Standard Council of India

File: Code of ASCI

Session: 20

Evolution and History of Public Relation

Video: Public Relation

Session: 21

Definition of Public Relation

Video: What is Public Relation

Session: 22

Publicity in Public Relation

Video:Publicity

Session: 23

Practice/ Project: Prepare a publicity report for a regional news paper about your institute/ organisation/ hospital/ brand where you work

Session: 24

Propaganda

Video: What is Propaganda

Video: What is Propaganda

Session: 25

Theory of Public Relation

Video: Four Models of Public Relation

Session: 26

Defamation Law

Video: Defamation in Advertisement

Session: 27

Defamation Law

Video: Copy Right

Session: 28

Practice/ Project: Give an example of copy right in a project mode

Session: 29

Invasion of Privacy

Video: Invasion of Privacy

Session: 30

Public Relation Society of India Code

File: PRSI Code

Session: 31

Public Relation for State and Central Government

Video:Public Relation for Government

Session: 32

Tools of Public Relation

Video: Tools of PR

Session: 33

Tools of Public Relation

Video:Modern PR tools

Session: 34

Writing for Public Relation

Video:Writing for PR

Session: 35

Writing a Press Release

Video:Press Release

Session: 36

Practice: Writing a Press Release

Session: 37

Project: Prepare a Press release about your university Annual Function

Session: 38

Project: Prepare a Press release about your university's placement success story

Session: 39

House Journal a tool of Public Relation

Video: House Journal

Session: 40, 41, 42

Project: Prepare a house journal for your University

Our Main Teachers

Ms. Chinu Bohidar

Assistant Professor
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Ms. Chinu Bohidar, Assistant Professor, School of Media and Communication presently pursuing Ph.D in Journalism and Mass Communication from Berhampur University ( Already submitted the thesis). She has more than 5 years of experience in the field of TV Journalism. She has worked as field reporter, Bulletin Producer and as news Anchor in the leading […]