Diploma in Public Relations and Advertising Management

Semester I

UNIT I
Public Relations: Definitions, PR as a management concept, elements of PR, evolution of
PR, PR as a profession, PR Functions: public opinion, propaganda, and publicity. PR
practice in the present context., PR firms in India: status and growth.
UNIT II
PR Publics: Internal and external public ; issues and problems; management approach,
PR strategy,
Channels of Communication - public perception, evaluation.
UNIT III
Tools of PR: mass media, ICT, press conference, press kits, exhibition, out door media,
house journal, special events, advertising. PR publics: Employees, shareholders,
consumers, community,
government, media.
UNIT IV
PR in private and public sectors, educational institutions and in Government: Structure
and functions, policies, problems and issues.
UNIT V
Public Relations practice in the Global context - Corporate culture - global competition,
International PR and implications for developing countries ; PR policies, professional
organizations in PR , code of ethics - Future developments - Case studies.

Semester II

FUNDAMENTALS OF ADVERTISING
UNIT I
Advertising as Communication , Marketing Mix , Status of Advertising industry in India,
Socio economic effects of Advertising , Leading advertisers (national and international);
Advertising theories: Hierarchy of needs , Stimulus-Response theory;
UNIT II
Types of Advertising: Consumer, industrial, Corporate, Cooperative, Retail, Farm,
Comparative, Public service, and Trade. Strategies, merits and demerits; Critical analysis of ads.
UNIT III
Advertising Agency: Structure and functions, Types of Agencies , Agency selection,
Advertiser- Agency -Media relationship, Profiles of leading international and Indian
Agencies, diversifications and specializations , professional challenges and requirements.
UNIT IV
Advertising forms; Ad. production: Copy: copy platform , copy format , elements,
appeals , visuals and other creative elements. Techniques of print ad. production.
Audiovisual commercials: procedure and techniques. Media: Print, electronic, outdoor
and new media: characteristics, cost and effectiveness. Media planning strategy and
methods. Case study of print ads and commercials.
UNIT V
Cross-cultural and Lifestyle advertising; Global marketing and advertising; implications:
Professional Bodies: Advertising Agencies Association, Advertising Standards Council,
Press Council. Professional Ethics, advertising in future: challenges and issues.