Advertising and Public Relations
advertising-and-public-relations-2
Syllabus
Faculty: Dr. Chinu Bohidar
Course Objective
Learning Outcome
Projects List
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
Course Name: Advertising and Public Relations
Code (Credit): CUTM 1285 (3-2-2)
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
Session plan & materials
No materials published yet.