Creative Advertising – Execution and Evaluation

Layout & Design
- Layout Stages (Thumbnail sketches, Rough layout, Comprehensive layout)
- Layout Types (Page layout and Dummy layout)
- Components of layout (Border, Space, Text, Illustration, Logo etc.)
- Design Principles in layout (Optical Centre, Balance, Eye Movement, Harmony, Proportion, Emphasis etc.)
- Empty Space, Zeigernik & Halo effect

Visual Communication
- Concept
- Art Direction for Print (Importance of Illustrations,
Pictures, Colour )
- Introduction of typography
Type Terminology - Type Font, Type Series, Type family, Type Measurement,
Classification of Type
Basic principles of typography and its importance in design
- Television Art Direction (Video Graphics)
- Principles for designing effective internet ads.

Ad Campaign
- Meaning
- Types (Multi-media, Single media & brand building)
- Phases of Campaign Creation (Strategy development phase, Advertising brief phase & Creative phase)
- Factors influencing the planning of an ad campaign.
- Objectives, Principles and Major decisions in campaign planning, Importance of unity and continuity in campaign

Basic Principles of Printing Processes
- Line /Half tone copy
- Relief or Letter Press (Introduction, Principle & Plate Making)
- Planography or Offset (Introduction, Principle & Plate Making, Two Cylinder, Three Cylinder & Four Cylinder Press System
- Intaglio or Gravure Printing Process (Introduction, Principle, Flexography
- Screen Printing (Introduction & Principle)

Advertising Research
- Meaning and Scope of Advertising Research,
- Type of Research- Copy research, Media research
- Pre Test & Post Test
- Methods of Measuring Advertising Effectiveness
- Research Process
- Quantitative & Qualitative Research