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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,
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.
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,
Mass media laws concerning advertising – apex bodies in advertising AAAI, ASCI etc.),ASCI and its code of conduct, case studies from ASCI
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).
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)
Evolution and Growth of Advertising
Video: Growth of Advertisement
Practice/ Project- Design an Ad for News Paper
Practice/ Project- Design an Ad for Television
Practice/ Project- Design an Ad for Radio
Practice: Present an advertisement that affect the society you feel
Project: Submit an ad project which you feel violate the Ethical Issues in Advertisement
Practice/ Project: Prepare a publicity report for a regional news paper about your institute/ organisation/ hospital/ brand where you work
Practice/ Project: Give an example of copy right in a project mode
Practice: Writing a Press Release
Project: Prepare a Press release about your university Annual Function
Project: Prepare a Press release about your university's placement success story
Session: 40, 41, 42
Project: Prepare a house journal for your University
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 […]