CREATIVE ADVERTISING – EXECUTION AND EVALUATION

Paper Code: 
ABM 601
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcomes

Learning and teaching strategies

Assessment

Strategies

  
 

On completion of this course, the students will be able to;

 

CO70: Analyze the various layout and its designs.

CO71: Describe about typography, type and its various its principle.

CO72: Compare an advertising campaign, understand its various types and understand the factors affecting it.

CO73: Conduct  a Comprehensive advertising research

CO74: Comprehend the importance of visual communication

 

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

  

 

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 family, Type Measurement, Classification of Type, Basic principles of typography and its importance in design, 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 and Major decisions in campaign planning, Importance of unity and continuity in campaign.

10.00
Unit IV: 
Creative elevation

Creativity: Science or Art? Role of Creativity, Creative Brief, Frazer’s Six creative Strategy, Message strategies, Creative Process, Managing Creative Strategy

9.00
Unit V: 
Advertising Research

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)

Essential Readings: 
  • Chunawala S.A., Sethia K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai K. C, Book. Edition, 4th. Publication 2006.
  • Batra, Rajeev, Myres, John G. and Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi, 2009, 5th Edition.

 

References: 
  • Wells William, Burnett, John, Moriarty Sandra, Advertising Principles and Practice, Pearson Education, New Delhi 10th Edition 2018.
  • Belch George E, Belch Michael A, Advertising Promotion, Tata McGraw Hill Publishing Ltd, New Delhi 2013, 9th edition
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing ,Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing: Text and Cases, Tata Mc. Graw Hill Education Pvt. Ltd. 2009
  • Jethwaney Jaishri, Jain Shruti, Advertising Management, Oxford University Press, 2006

 

E resources

 
 

 

Journals

  • Journal of Marketing
  • Marketing Management

 

Academic Year: 
2022-2023
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