Coming soon
Creative Advertising – Planning and Development
Situation analysis, Advertising Objectives, Means End Theory (Leverage Points), Target Audience, Product Image And Personality
The Big Idea, USP, Creativity & Creative Thinking (Free Association, Divergent Thinking, Analogies & Metaphors, Right Brain Thinking), Creative Process
Buying Motives, Types of Appeals , Rational, Emotional (positive and negative) and Moral appeals, Message Approaches, Message Execution, Concept of Copy & Copywriter, Main steps in copy development, Essentials of good copy
Types of print copy - Display Copy & Body Copy, Copy elements – Headline, Sub Headline, Body Copy, Caption, Slogan, Call outs, Tag line, logo - Signature, Call to Action
Copywriting for radio
Tools of Radio copy writing, Characteristics of Radio copy, Various techniques of Radio Copy writing
Copywriting for television
Tools of Television copy writing, Characteristics of Television copy, Scripts & Story Board
Search Engine marketing, Writing for the internet –banners, web ads, websites, Types of internet ads, Writing for Social Media- Instagram, LinkedIn and Facebook
• 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
• Advertising Media Planning, Seventh Edition, Jack Z. Sissors and Roger B. Brow, Mc GrawHill.
• Ogilvy on Advertising, David Ogilvy, Prion; 2014
• Agarwal P.K., Advertising, Sales Promotion And CRM, A Pragati Edition
