Advertising and PR

Course Introduction

The advertising industry has exhibited tremendous growth in recent years and continues this trend, fuelled by product innovation, media modulation and technology development. Advertising not only creates awareness about products, services and ideas among the target segment, but also moves the client's goods off the shelves in the market.

Apart from planning and strategy, advertising involves creativity, which is the hidden persuader of marketing. This is how advertising & public relations have come to be the linchpins of corporate strategies worldwide. Through this course, students will gain practical insight into the structure in the advertising industry, and learn the process of planning & monitoring in an advertising agency. They will also learn all the facets of Television, Radio, Internet & Print Advertising.


Course Content

Advertising

> Advertising; Definition, Scope and Concept

> History and Development of Advertising

> Elements of Print, Radio, Television and Internet Advertising

> Creativity in Advertising; Appeal, Visualization, Copywriting and Layout

> Various Media of Advertising

> The art and craft of Print, Radio, Television and Internet Advertising

> Introduction to Advertising Campaigns

> Advertising Agency; Structure and Functions

> Production Exercise.

Public Relations

> PR: Definition, Role and Function

> Type of Public and their importance

> Principles and Functions of PR in Govt. and Private Sector

> Press Conference

> Press Release

> Image building, Publicity, Propaganda and Public Opinion

> Communication; Meeting, Presentations, Negotiations, Letters, Memos and Reports.