Creative Advertising – Execution and Evaluation

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

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.

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

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)

Meaning and Scope of Advertising Research,, Type of Research- Copy research, Media research and Motivation research (Pre-tests for Print Media Advertisements: Consumer Jury Test, Portfolio test, Mock magazine Test, Direct questioning Test, Perceptual Meaning Studies (PMS), Pre-tests for Broadcast Media Advertisements: In Home Projection Tests, Trailer Tests, Theatre Test, Live Telecast Test:, Physiological Testing Eye Movement Camera, Galvanometer, Perceptoscope or Pupilometric Devices)