Fundamentals of Advertising

• Meaning of advertising
• Attributes of advertising
• Publicity versus advertising;Propaganda versus advertising
• Sales promotion versus advertising;The structure of advertising industry
• Role of advertising in modern business world
• Limitations of advertising;Advertising coverage;Evolution of advertising;Advertising planning and its significance;and Steps in advertising planning process.

Concept of advertising goals and objectives;Theapproaches to the task of objective setting: the sales school of thought and the communication effect school of thought;and DAGMAR.

• Organization for the advertising department
• Functions of advertising department
• Functions of the advertising manager;and Inter-departmental relations.

• Meaning and features of advertising age ncy
• Functions of advertising agencies;Organization of advertising agency
• Selection of an advertising agency
• Agency relations
• Agency turnover;and Methods of paying the agency services.

• Meaning and process of visualization
• Qualities of a creative visualizer;Meaning of advertisement copy
• Objectives of copy;Types of advertisement copy;Attributes of an effective advertising copy
• Approach to copy writing
• Structure of an advertising copy;Headline and its functio ns;Types of headline;Sub -headlines;Slogans andits functions
• Attributes of a good slogan
• The body of the copy
• Copy illustration;Functions ofillustrations;Essentials of good illustrations
• Techniques of illustrations
• Identification marks
• Structuring a poster;and Radio and television copy.

• Meaning and functions of layout;Types of layout;Principles of good layout;Meaning and types of artwork;Concepts of typography
• Principles of good typography
• Color a nd its qualities
• Functions of color;Limitations of color uses;and Color features.

• Message design
• AIDA and hierarchy of effects model;Factors affecting message design;Meaning of adverti sing appeal;Essentials of good appeal
• Classifications of advertising appeals;Advertising appeals and buying motives;Buying motives and selling points.

Meaning and role of media research;Media of advertising;Types, me rits and demerits of indoor media;Outdoor media;Direct media and display media; Factors affecting media choice;and Meaning and types of media scheduling.

Concept of advertising budget and advertising appropriations;The items of expenses included in advertising budgeting;Advertising budget procedures;The factors influencing the size of advertising budget;and The method of establishing the advertising appropriations.

Concept of advertising effectiveness testing;Reasons of advertising effectiveness testing;Areas to be tested;Types of testing;Pre -testing and post -testing;and Methods of pre - testing and post-testing. Project Work 10 LHs After the completion of forth year concentration classes, the students shall have to prepare and submit a project work in the area they have special ized. The subject teachers shall have to discuss with the students on possible topics of the project work, availability and sources of literature, availability of data, data collection methods, appropriate tools of data analysis, etc relevant to the subject within 10 lecture hours.