Creative Advertising – Execution and Evaluation

Paper Code: 
ABM 601
Credits: 
3
Contact Hours: 
45.00
8.00
Unit I: 
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

8.00
Unit II: 
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.

10.00
Unit III: 
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

10.00
Unit IV: 
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)

9.00
Unit V: 
Advertising Research

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

Essential Readings: 

1. Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai.
2. Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi.
3. Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi
4. Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford

References: 

1. Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi
2. Clow Kenneth E, Baack Donald, Integrated Advertising Promotion and Marketing Communication, Prentice-Hall of India, New Delhi
3. Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition

Academic Year: