CBCS – 2020 Sem V – Advertising
SEMESTER - V
ADVERTISING
THEORY
Program : B.A. Max Hours : 60 Hrs
Course Code : U20/MCJ/DSC/501 Hours Per Week : 4 Hrs
Course Type : DSC Max. Marks : 100
No. of Credits : 4
Course Objective:
To explore the concepts and practices of advertising.
Course Outcomes:
CO1:Remember and gain understanding on the History of Advertising and its
importance.
CO2: Identify and Understand the various Advertising Media
CO3:Gain ability to sensitize on the role, relevance, need and inter relationship between
Advertising in Journalism.
CO4: Demonstrate an understanding of how an Advertising Agency operates.
Department of Mass Communication, St. Francis College for Women, Hyderabad - 16
CBCS – 2020 Sem V – Advertising
MODULE I : BASICS OF ADVERTISING (15 Hrs)
Definition– Nature – Scope – History of Advertising. Analysing Advertisements –
Advertising vs. Publicity – Propaganda – A.I.D.A - Types of Advertising – Product –
Institutional– Consumer based – Public services – Selective and Primary Demand – Trade –
Direct Action and Indirect Action – Geographical Coverage
Module II : Ad Agency (15 Hrs)
Advertising Agency – Structure of a National Advertising Agency – Functions of each
department in an Ad Agency – Roles and function of an agency – Roles and functions of an
Account Executive – Copywriter – Visualizer - Process of campaign planning – Objectives
and principles of advertising campaign planning.
MODULE III : MEDIA PLANNING (15 Hrs)
Advertising Media – Types of Media – Print – Television – Radio – Outdoor Transit –
Internet and Social Media – Direct mailers etc. – Merits and Demerits - Copy Writing Visuals
- Layouts - Scheduling - Media Strategy – Importance of Media Mix – Product Life Cycle
MODULE IV : AD COPY PREPARATION AND RESEARCH (15 Hrs)
Elements of a copy – Types of Ad Copy – Print – Headlines – Slogans – Body Copy – Radio
Spots – Jingles – Television Advertisements – Product Placements (In Film Advertising) -
Market Research – Focus Group Discussions and other methods – Media Strategy – Case
studies. Market Targets – Creative Strategy – Copywriting Visuals – Layouts – Media
Planning – Scheduling – Measuring effectiveness of Ad planning – Advertising Ethics –
Advertising Council of India – DAVP
Reference Books:
1. S. A. Chunawalla, Advertising Sales and Promotion Management
2. Sethia and Chuunnawala,Foundations of Advertising – Theory and Practice –
Himalaya Publishing House.
Suggested Readings:
1. Piyush Pandey, Pandeymonium: Piyush Pandey on Advertising
2. David Ogilvy, Ogilvy on Advertising (Vintage)
3. Moriarty, Wells Advertising: Principles and Practice
Department of Mass Communication, St. Francis College for Women, Hyderabad - 16
CBCS – 2020 Sem V – Advertising
ADVERTISING
MODEL QUESTION PAPER
THEORY
Course Code : U20/MCJ/DSC/501 Time : 2 Hrs
Credits : 4 Max Marks : 60
Section – A
I. Answer the following 4 x 10 = 40 M
1. Discuss about the history of Indian advertising in detail.
(Or)
2. Do you think that advertisement is wasteful? Give your comments.
3. Pen down the different types of advertisements with suitable examples.
(Or)
4. Give short notes on Convergence advertisement, Election advertisement and
International advertisement.
5. Discuss about the merits and demerits of TV advertisement in detail.
(Or)
6. Discuss about the merits and demerits of radio advertisement in detail.
7. Give a detailed note on media selection and media planning while advertising for a
product.
(Or)
8. Give short notes on TAS, TRP and Telecast time.
Section - B
II. Answer any FOUR 4 x 5 = 20 M
9. Service advertisement and PR advertisement.
10. Tear sheet and checking copies.
11. Primary data and secondary data.
12.PLC.
13. Media mix
14. Online advertisement.
Department of Mass Communication, St. Francis College for Women, Hyderabad - 16
