Coming soon
Creative Advertising – Execution and Evaluation
This objective of this course is to develop complete understand related to layout, design, ad campaigns, and creative elevations. The major objective is to cover the creative aspects in the field of advertising.
Course Outcomes (COs):
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Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABM 601
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Creative Advertising – Execution and Evaluation (Theory)
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The students will be able to –
CO70: Understand the various layout and its designs. CO71: Comprehend about typography, type and its various its principle. CO72: Plan an advertising campaign, understand its various types and understand the factors affecting it. CO73: Plan a comprehensive advertising research CO74: Comprehend the importance of visual communication
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Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching
Learning activities for the students: Self learning assignments, Effective questions, Giving tasks |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
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 family, Type Measurement, Classification of Type, Basic principles of typography and its importance in design, 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 and Major decisions in campaign planning, Importance of unity and continuity in campaign
Creativity: Science or Art? Role of Creativity, Creative Brief, Frazer’s Six creative Strategy, Message strategies, Creative Process, Managing Creative Strategy
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)
- Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2006.
- Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi 10th Edition 2018.
- Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi, 2009, 5th Edition.
- Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford University Press, 2006
