Coming soon
Creative Advertising - Execution and Evaluation
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Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
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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. |
Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
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CO72: Compare an advertising campaign, understand its various types and understand the factors affecting it. |
Learning activities for the students: |
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CO73: Conduct a Comprehensive advertising research CO74: Comprehend the importance of visual communication |
Self learning assignments, Effective questions, Giving tasks |
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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
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.
: 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.
Creative elevation:
Creativity: Science or Art? Role of Creativity, Creative Brief, Frazer’s Six creative Strategy, Message strategies, Creative Process, Managing Creative Strategy
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)
• 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.
• 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
