Creative Advertising – Planning and Development

Paper Code: 
ABM 501
Credits: 
3
Contact Hours: 
3.00
Max. Marks: 
100.00
Objective: 

This course aims to develop creative solutions to address advertising and marketing communications. The various facets of the content help the students to learn the art of copywriting for print, radio, and television.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

 

 

 

 

 

ABM 501

 

Creative Advertising – Planning and Development                        

(Theory)

 

 

 

 

 

The students will  –

 

CO56: Discuss the role of advertising strategic planning and apply various aspects of creative strategy.

CO57: Understand message strategies, along with appeals and approaches

CO58: Comprehend copywriting skills for various platforms.

CO59: Interpret the nitty-grity of advertising on Internet

 

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

 

9.00
Unit I: 
Advertising Strategic Planning

Situation analysis, Advertising Objectives, Means End Theory (Leverage Points), Target Audience, Product Image And Personality

9.00
Unit II: 
Creative Strategy

The Big Idea, USP, Creativity & Creative Thinking (Free Association, Divergent Thinking, Analogies & Metaphors, Right Brain Thinking), Creative Process

9.00
Unit III: 
Message Strategy

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

9.00
Unit IV: 
Copywriting for print

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

9.00
Unit V: 
Effective Advertising for the Internet

Search Engine marketing, Writing for the internet –banners, web ads, websites, Types of internet ads, Writing for Social Media- Instagram, LinkedIn and Facebook

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.
  • 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

 

 

Academic Year: 
2021-2022
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