Education is not the learning of facts but the training of the minds … · z Newcomb’s Model of Communication, George Gerbner’s Model, z Wilbur Schramm’s Interactive Model,

Education is not the learning of facts but the training of the minds to think.

Albert Einstein

1

THE INSTITUTE

The principal objectives of the Institute as set out in its Memorandum are:

— To organise training and research in the use and development of media, mass communication with special reference to the requirements of socio-economic growth in the country.

— To provide training to the Information and Publicity personnel of Central and State Governments; to make available facilities for training and research to meet the information and publicity needs of the public and private sector industries.

— To arrange lectures, seminars and symposia on problems related to mass communication, information and publicity in collaboration with universities, educational and research institutions as well as trade and industry.

— To organise refresher courses and workshops and invite mass communication experts and research scholars from within the country and abroad for delivering lectures.

Course Objectives

■ Toprovidebasicandemergingconceptsandprinciplesinrelationtobetterdecisionmakingintheareasofadvertising&alliedfields,publicrelations,government&corporatecommunication.

■ Toenablethestudentstointegratevariousfunctionswithorganizationalgoalsandstrategies.

■ Tosensitizestudentsonvariousgender/socialcommunicationissuesinthelightofemergingconcepts.

■ Toprovidehands-ontrainingonplanningandproductionofbrandandsocialcampaigns.

To provide skills on various relevant software especially in Media Planning and production of campaigns Introduction

1. The program will commence on 1 August, 2018, and conclude on May 31, 2019. The academic session will be divided into two semesters, followed by industry attachment for a period of one month in May 2019.

2. Inthefirstterm(August-December)elementsandconceptsofvariouspaperswillbetakenupalongwithpractical/fieldwork wherever required. In this term major emphasis will be on conceptual inputs.

3. Inthesecondterm(January–May)studentswillbeworkingindividuallyandingroupstolearnhands-on-skillsinvariousareas of the curriculum. The term also includes one-month industry attachment.

a) Project Study:UnderthePaperXvizAdvertising,PR&MarketingResearch,thestudentswilllearnvariousresearchtechniques and methodologies. Based on their interest and aptitude, they will be required to identify a subject from anyoneareaofthecoursecurriculumandworkonaResearchProjectStudy.Thestudentswillbeadjudgedonthebasis of the application of research, gathering on insights and presentation of the Project Study.

b) Group Campaign: The class for this is divided into small groups and briefed to suggest an area of their interest for a 360 degree campaign planning and production. The aim is to synergise the learning of various papers. The students work from client brief to production of campaign that broadly includes research to gather consumer insights, development ofcreatives,mediaplans,suggestPRstrategies,mediaengagementtobudgetingandproduction.Clientsareinvolvedatallstagesofcampaignwork.Ad/PRagencyenvironmentwithinthegroupisencouragedtoenablestudentstoworkon areas of their aptitude and interest. An effort is made to make the students understand group dynamics and team effort.Thecampaignsarepresentedtoagalaxyofindustryexpertsandconcernedclientorganizationforevaluation.

2

4. Attachment:Torelatetheconceptswithpractice,thestudentswilllookforattachmentstoadvertisingagencies/publicrelationsconsultancies/government/corporatesector/NGOs,inthemonthofMay2019.

5. A fair balance of theoretical input and practicals has been maintained in the teaching of the Course.

6. SocialrelevanceofAdvertisingandPublicRelationshasbeengivendueweightage.Apartfrompreparingfullcampaignson social issues, relevant segments have been included in the papers on marketing, public relations and advertising to sensitizethestudentsaboutsocialresponsibilitiesofadvertisingandpublicrelationspractitioners.Specialemphasiswillbe given on gender sensitivity in communication.

7. In examination and evaluation, a certain proportion of the total marks will be assigned to external faculty experts.

8. The students are advised to learn the use of computer, various software, including multi-media and internet during their stay at the Institute.

9. The institute is Wi-Fi enabled.

10. While the institute has computer labs and limited number of still and video cameras which can be used by students, those who can afford, are encouraged to have their personal laptops and professional digital camera.

11.TheinstitutehasthebestlibraryinthecountryinthefieldofMassCommunication.Studentsareencouragedtovisitlibrary regulary in their free time and in the periods assigned for library work.

12. ThesyllabusreflectsSUGGESTEDREADINGSundervariouspapers.

PG DIPLOMA IN ADVERTISING AND PUBLIC RELATIONS

Course Outline

Paper Subject Marks (Theory) Marks (Practical)I Communication Theories Concepts and Process 70 30II Marketing 40 60III Advertising Principles, Concepts and Management 50 50IV Media Planning 40 60V Creativity and Campaign Planning 25 75VI Public Relations & Corporate Communication: Principles,

Tools & Techniques50 50

VII Government and Public Service Communication 50 50VIII New Media: Concepts and Applications 25 75IX Production Techniques & Methods 25 75X Advertising, Marketing and PR Research 25 75

Total Marks 1000 400 600

3

PAPER I Communication Theories, Concepts and Process

Marks: Theory 70, Practical 30

Course Objectives

z To introduce students to various path-breaking theories of communication, media and development communication.

z To introduce the students to the evolution of development debate –Global and Indian -and sensitize them ondevelopment issues, the ‘rights’ approach to development and to enable them to work on strategies on development communication issues and campaigns.

Unit I: Understanding Communication

No of Sessions: 5 (10 Marks)

z DefiningCommunication, Scope, Importance,Need,Functions,ElementsandProcessofCommunication

z Levels of Communication: Intrapersonal, Interpersonal and Group Communication, Mass Communication, OnlineCommunication

z Verbal andNon-verbalCommunication:Types andImportance

z Barriers to Communication

Unit II: Models and Theories of Communication


Part A) Classical, Intermediary, Interactive, Transactional Models:

z Aristotle’s definition ofRhetoric,Lasswell’sModel,Berlo’sSMCRModel,CharlesOsgoodModel

z Shannon-Weaver Mathematical Model, Westley and MacLean’s Conceptual Model,

z Newcomb’s Model of Communication, GeorgeGerbner’s Model,

z Wilbur Schramm’s Interactive Model,

z Dance’sHelicalSpiralModelandEcologicalModels

Part B) Theories and Ideologies of Mass Communication

z Media Effects:HypodermicNeedle,Two-Step/Multi

z Step Flow Theory, Gatekeeping

z Psychological Theories: IndividualDifferenceTheory,Selective Exposure, Selective Perception, SelectiveRetentionandCognitiveDissonance

z Sociological Communication Theories: Cultivation Theory, Agenda Setting Theory and Needs andGratificationTheory

z Powerful Effects of Media: Dominant Paradigm,DiffusionofInnovations,SpiralofSilence

z NormativeTheoriesofPress

z Critical and Cultural Theories : Hegemony,PoliticalEconomy&FrankfurtSchool(Adorno,Horkhiemer&Habermas, andFiske),BirminghamSchool (RichardHoggart,StuartHall,RaymondHenryWilliams)

z Social Learning Theories and Social Change Public Sphere and Opinion: Manufacturing Consent/Propagandamodel(Chomsky)

z Indian Communication Theories:Concept&Process(SahridayaandSadharanikaran,NaatyaSharda)

z New Media Theories: OnlineDisinhibition,NetworkSociety

Unit III : Development Communication: Concepts and Process


UnderstandingDevelopment:Theories,Concepts,Practices

z Development,StateandGovernment:IndianExperiencesand Challenges

z UnderstandingDevelopmentCommunication:Theories,Concepts and Practices

z Development Communication and DevelopmentOrganisations: International,National,Governmentaland others

z DevelopmentCommunication,Campaign,Advocacyand Policy Change

z DevelopmentCommunication:NewTrendsandTools

z International Communication

z TelecomandDevelopment

Unit IV: Visual Communication


z Visual Literacy, Perception and Persuasion

z PsychologicalandEmotionalAspectsofColour,Shapesand Forms

4

z Use of Visuals Across Media, Visual Manipulation and Ethics

Unit V: Understanding Folk Media and Oral Tradition


z FolkMedia:Concepts,Definitions,Types, FunctionsandSignificance

z Elements,VariousFormsandProcess

z Application of Folk Media in Product, Services and Social Communication

z CaseStudies(SuccessfulAdvertisingCampaignsWhichHaveUsedFolkMedia)

z Advantages of Folk Media

z ElectronicMediaandFolkMedia

z Folk Theatre Forms: Tamasha, Yakshagana, Bhavai, Therukoothu,Jatra,RamLila,RasaLilaetc

z The Art of Puppetry

z Street Theatre

Practicals : (30 Marks)

Communication/Presentation Skills: 10 Marks

Skit Presentation 20

Suggested Readings:

� AlisonAlexaner,W.JamesPotter:(Ed)(2001).CommunicationResearch:Sage.

� Allen,MikeTitsworth,ScottHunt,StephenK.QuantitativeResearchInCommunication

� AmartyaSen:Developmentasfreedom,AlfredAKnopf,NewYork,1999.

� AndersHansenEtal,(2004).MassCommunicationResearchMethodUniversityPress,NewYork.

� BaranandDavis,MassCommunicationTheory(coversUnitIII,IV,V)

� Baran,S.J.&Davis,D.K.(2012).IntroductiontoMassCommunicationTheory:Foundations,FermentandFuture,5thIndianEdition,CengageLearning.

� Belmont CA : Technology Communication Behaviour, Wordsworth

� Berger,A.A. (2000).Media andCommunicationResearchMethods:An introduction toqualitativeandquantitativeapproaches,SagePublicationsandThousandOaks,California.

� Bryant,Jennings.(2002).MediaEffects:AdvancesInTheoryAndResearchNewJersey:LawrenceEvibaumPublishersChoudharyRajatK.(2007).ResearchMethodsInMassCommunicationPearlBooks.

� CoxRobert.(2010).EnvironmentalCommunicationAndThePublicSphereSagePublications,USA&India.

� Dennis,M.Q.(2012).MassCommunicationTheory,6thSouthAsianEdition,Sage.

� DevitoJosephA:EssentialsOfOralCommunication(Usa:PearsonCustomPublishing,1999)

� Fiske,J.(1982).IntroductiontoCommunicationStudies,Routledge,London.FlewTerry:NewMediaanIntroduction(OxfordUniversityPress,2002)Ghosh&Pramanik:PanchayatSysteminIndia,KanishkaPublication,New

� HaroldLasswell,1995,“TheStructureandFunctionofCommunicationinSociety.”InApproachestoMedia:AReaderEditedbyOliverBoydBarrettandChrisNewbold,London,Arnold

� Harris,C.R.&Lester,P.M.(2002).VisualJournalism:AGuidefornewmediaprofessionals,AllynandBacon.

� Jackson,S.L.(2011).ResearchMethods:Amodular approach,CengageLearning. JohnFiske, 1982, Introduction toCommunicationStudies,Routledge(CoversUnitII)

� JohnSumser.(2000).AGuideToEmpiricalResearchInCommunicationSagePublications,2000,Isbn:0761922229,9780761922223

� KevalJ.Kumar:MasscommunicationinIndia,JaicoPublishingHouse,KevinWilliams,UnderstandingMediaTheory(CoversUnitIVandV)

5

� Kothari,C.R.(1990).ResearchMethodology:MethodsandTechniques,VishwabharatiPrakashan,.

� Lester,P.M.(2006).VisualCommunication:imageandmessages,ThomsonWordsworth.

� ListerMartin,DoveyJon,GiddingsSethEt.Al.:NewMedia:ACriticalIntroduction(RoutledgeTaylor&FrancisGroup,London&NewYork,2003ed.)

� Littlejohn,S.W.,FossK.A.(2008).TheoriesofHumanCommunication,LynUhl.

� London, 2006.

� MichaelRuffnerandMichaelBurgoon,InterpersonalCommunication(UnitI)

� ParmarShyam(Dr):TraditionalFolkMediaInIndia(ResearchPress,1995)

� RogersEverettM:CommunicationandDevelopment-CriticalPerspective,

� Sage,NewDelhi,2000

� Schramm,W.&Roberts,D.F.(1971).TheprocessandEffectsofMassCommunication,Urbana,IL:UniversityofIllinoisPress.

� ShivaniDharmarajan:NGOsasPrimeMovers,KanishkaPublication,NewDelhi

� SrinivasR.Melkote&H.LeslieSteeves:CommunicationForDevelopmentInTheThirdWorld,SagePublications.

� UmaNarula:Developmentcommunication-TheoryandPractice,HarAnandPublication,1999.

� UmaNarula,HandbookofCommunication:Models,PerspectivesandStrategies2006,AtlanticPublications

� VinceJohnAndEarnshawRae(Eds):DigitalConvergence:TheInformationRevolution(Springer-VerlagLondonLimited1999)Vivian,J.(2011).TheMediaofMassCommunication,PrenticeHall.

� WilburSchrammandDonaldF.Roberts(ed)1971,TheprocessandEffectsofComuunication,UniversityofIllinoisPress(CoversUnitII)

� Williams,K.(2003).UnderstandingMediaTheory,BloomsburyAcademic.

� Wimmer,R.D.andDominick,J.R.(2005).MassMediaResearch,WadsworthPublishing:London.

� Yadava,J.S.(1998).CommunicationResearch:SomeReflections,IIMC(Mimeo)

Magazines/Journals

� Communicator

� CommunicationResearchTrends

� AustralianJournalofCommunication

� संचार माध्यम

6

PAPER II Marketing


Course Objective

z To take the students through various concepts of Marketing, the ever changing dynamics, especially in view of seamless markets, changing consumer behaviour and the emergence of the new age media.

Unit I : Understanding Economics

No. of Sessions: 5 ( 05 marks)

z BasicEconomics:ConceptsandDefinitions(Micro&MacroEconomics)

z VariousTheories:TRMalthus,AdamSmith,KarlMarxtowelfareeconomicspropoundedbyNobelLaureateDr.AmartyaSen&Dr.JagdishBhagwati.

z ConceptsofDemandandSupply,theLawsofMarginalandEqua-marginalreturnsetc.

Unit II: Understanding Marketing


z Marketing: Concepts, Principles and Process

z Natureandscopeofmarketing,

z The Production Concept, the Product Concept, the Selling Concept, the Customer Concept.

z The Marketing Mix

z TheRoleofManagementinMarketing

z TypesofMarketing-Service,Retail,Direct,Rural,

z OnlineMarketing

z Marketing and Communications: The Intrinsic Linkages andEvolutionoftheConceptof‘Marcom’

z Marketing and Branding

z Measurement of the Marketing Plan

z ScanningtheMarketingEnvironment

z Marketing Challenges

z LawsandEthicsinMarketing

Integrated Marketing Communication

z Concept,Definitions,CreatinganIntegratedMarketing

Communication Plan

z BlurringtheTraditionalDifferenceBetweenATLandBTL

z IMC Components: Advertising Tools, Promotional Tools, Integration Tools, Activation Tools

z Competitive Advantage and Core Competency

z Marketing Strategy Case Studies

Unit III: Developing Marketing Strategy


z The Strategic Planning Process

z Marketing Planning

z Marketing Strategy

z AnalyzingVariousIndustriesandCompetition

z Deriving Consumer Insights andCommonlyUsedResearchTechniquestodoso

z ConsumerBehaviourResearch :How toChoose theMostResponsiveSegment

z UnderstandingOnlineConsumerBehaviour,Culture,SpottingChallengesandOpportunities

Unit IV: Understanding Consumer Behaviour


z The Indian Consumer: Psychology and Buying Behaviour

z Consumer Marketing

z Models and Applications

z Market Segmentation and Market Targeting

z The Consumer Behaviour Mapping and the Consumption DecisionMaking Process, Need for Pre and PostConsumption Behaviour Mapping

z Consumer Segmentation and its Importance in Marketing Strategy, Segmentation Parameters and Framework

z Understanding Consumer Lifestyles

z Deriving Consumer Insights andCommonlyUsedResearchTechniquestodoso

7

z ConsumerBehaviourResearch :How toChoose theMostResponsiveSegment

z UnderstandingOnlineConsumerBehaviour,Culture,SpottingChallengesandOpportunities

Unit V : Managing the Product


z DefiningProduct,ProductPersonalityandits

z Components

z ClassificationofProducts

z Product Line and Product Mix

z ProductDifferentiationandPositioning

z Product Lifecycle and Managing PLC

z NewProductDecisions

z Product and Pricing

Unit VI : Laws and Ethics in Marketing


z Legal framework pertaining toMarketing (in Indian

context):ConsumerRights,DrugandCosmeticActetc.

z Legal Issues in product development, Intellectual PropertyRights-PatentLaws,CopyrightActandDesignAct,PricingDecisions

z The Competition Laws: Competition Act 2002 and 2007, The role of Competition Commission of India

z DigitalLaws

z VariousEthicalIssues

Practicals (60 Marks)

z Consumer Archetypes

z BrandName&Positioning

z Market Segmentation

z SWOTAnalysis

z MarketOverview

z Consumer Segmentation

Suggested Readings

� AtantonWilliamJ&Others:MarketingManagement,(NewYork1989,Mcgraw-HillBookCo.1990)BrianSheehan:Online

� Marketing,(Switzerland:AnAvaBooks,2010)

� BirdDrayton:CommonSenseDirect&DigitalMarketing(KoganPageIndiaLtd,2008)

� JoelREvans&BarryBerman:Marketing(CollienMacmillan)

� Kerin,Roser:StrategicMarketingProblemsCaseStudies(NewJersey)

� KotlerPhilip:MarketingForHospitalityAndTourism(OxfordFocalPress,1999)

� KotlerPhilip:SocialMarketing(TheFreePress,NewYork,1989)

� PeterJPaul&OlsonJerryC:ConsumerBehaviour-MarketingStrategyPerspective(Illinois:RichardIrwinInc,1987)

� RobDonovan:SocialMarketing:AnInternationalPerspective(CambridgeUniversityPress,2010)

� RyanDamian,ClvinJones:UnderstandingDigitalMarketing(2Edition)(ReplicaPressPvt.Ltd.India,2012)SShajahan:

� StrategicMarketing:TextAndCases,(Viva,2010)

� EncyclopaediaofStrategicMarketingManagement(JaicoPublishingHouse,NewDelhi,2005)

� E.C.ThomasBusinessandFinancialJournalism,(DepartmentofPublication,IIMC,2018)

8

MAGAZINES/JOURNALS

� JournalofMarketing

� JournalofConsumerResearch

� HarvardBusinessReview

� Business India

� Business World

� Business Today

9

PAPER III Advertising Principles, Concepts and Management


Course Objective

z To introduce the students to the concepts and principles of Advertising, Ad Agency Management and Brand Management.

Unit I: Understanding Advertising


z Concept,Nature,Definitions,History

z Role,Objectives,Functions,andSignificance

a) Advertisingasatoolofcommunication

b) RoleofadvertisinginMarketingmix,PR

z TypesofAdvertisingandClassificationofAdvertising,

z Factors determining advertising opportunity of a product/service/idea,TypesofAppealsandAdvertisingMessages

z Advertising Theories andModels- AIDAModel,DAGMARModel,Maslow’sHierarchyModel,

z Communication theories applied to advertising

Unit II : Agency Structure: Roles and Responsibilities across Levels


z EvolutionofAdAgencies-VariousStagesandCurrentStatus

z Various FunctionalDepartments andScope of theirworks

z (AccountPlanning,AccountServicing.Creative-Copy&Art,Media,Production,Billing,HRetc.)

z AdAgency:Functions,Types,Structure,Departments,Remuneration,Pitching,Client-AgencyRelationship

z RevenueandCommissionSystems

Unit III: Account Management


z IntroductiontoAccountManagement-Scope,Definition,ResponsibilitiesandImplementationPaths

z AgencyOperation:TheOrganizationsinAdvertising,theRoleofAdvertisingAgency,TypesofAdvertisingAgencies

z ClientRelatedIssuesandProcess:StagesintheClient-AgencyRelationship,FactorsaffectingClient-AgencyRelationship,thePitchingMechanism-Simulation

Creative and Media Briefing Process:

z Agency -Media Interface

z AgencyRevenueProcess

z Setting and Allocating the Budget, Various Methods of Budgeting

Budget and Audit Process:

z Allocation of Budget and Methods

z AgencyRevenueProcesses

z Audits and its Processes

Unit IV

Advertising and Society

No. of sessions: 5 (05 Marks)

z Advertising and Gender issues

z EthicalIssuesinAdvertising

z Social Criticism of Advertising

z Laws in Advertising

z Laws relating to Indecent Portrayal ofWomen (TheIndecentRepresentationofWomen(Prohibition)Act,1986, The Information Technology Act, 2000, Cable TelevisionNetworks(Regulation)Act,1995etc.)

z AdvertisingStatutoryBodies in India,Role ofAAAand ASCI and the study of various codes of conduct and case studies.

z Analysis of Gender Issues in Professional Codes of EthicsofASCI,AAAIatBCCCIandBARC.

Unit V : Strategic Planning and Brand Management


Part A) Strategic Planning

z Introduction to Strategic Planning and Client Servicing

10

: The Concept of a Brand, Characteristics of Brands (Generic, Expected, Augmented, Potential), TheImportanceofBrandPlanning,IssuesInfluencingBrandPotential

z Role and Relevance of Strategy in Advertising:Understanding the Branding Process and Advertising Perspective

z Structure and Process of Strategic Planning

Part B) Brand Management

z TheEvolutionofBrandinginToday’sWorld

z Understanding Brand Management

z Various Theories and Models in Brand Management,

z Brand Prism Model, Perceptual Mapping,

z BrandPurchasingUnderDissonanceReduction,BrandNameSpectrum,

z BrandPositioning,BrandBenefits,ConsumerBenefits

z Brand Matrix And Media Matrix

z ProductResearch—ImportantToolsandAnalysis

z Brand Anatomy, Strategy and Structure, Brand-Positioning, Personality

z Image,BrandExtensions-AdvantagesandPitfalls

z Brand Architecture

z How IntegratedMarketingCommunications (IMC)BuildsBrands–IncludingDigitalEcosystemandtheIntegrationofDigitalChannels

z BrandAudit–InventoryandExploratoryandTracking,Co-Branding/Licensing,LuxuryBrands,B2BBrands

z TheMakingofIndian&GlobalBrands

z Leveraging Secondary Brand Associations to Build BrandEquity

z DigitalBrandBuilding:TheFLIRTModel

z What is aGlobal Brand?HowCan IndianBrandsBecome Global?


z Brand Audit

z Analysis of Case Studies

z ApplicationofTheoreticalModelse.g.BrandResonanceModelandBrandIdentityPrismtoExistingandNewBrands

z Analysis of Various Award Winning Campaigns

z Quizzes

z Projects

Suggested Readings:

� BhatiaK.Tej:AdvertisingandMarketinginRuralIndia(MacmillanIndiaLtd.2007)

� CliftonRita&JohnSimmons:BrandsandBranding(ProfileBooksLtd.UK,2011)

� Dorothy,Cohen:Advertising,(USA:Scott.ForsmonandCo.1988)

� ElliottRichard:StrategicAdvertisingManagement(NTCBusinessBook,USA,2009)

� GelderSiccoVan:GlobalBrandStrategy(KoganPage,UK,2004)

� Ghosal,Subhash:MakingofAdvertising(McMillan2002)

� Haig,Matt:BrandFailures(KoganPageIndia,2008)

� HalveAnand:Darwin’sBrands,AdaptingForSuccess(SagePublicationsIndiaPvt.Ltd.NewDelhi,2012)

� JethwaneyJaishri&JainShruti:AdvertisingManagement,SecondEdition,2011(OxfordUniversityPress)

� KevinLaneKeller:StrategicBrandManagement-3rdEdition(PrenticeHallFinancialTimes,2008)

� KapfererJean-Noel:StrategicBrandManagement-Creating&SustainingBrandEquity(KoganPage,2009).

� KapfererJ.N&BastienV:TheLuxuryStrategy(2Edition)(KoganPage,NewDelhi,2012)

� Lepla,JosephF:IntegratedBranding(LondonKoganPage2002)

11

� LokenBarbara,Et.Al:BrandsAndBrandManagement,ContemporaryResearchPerspectives(PsychologyPressNewYork,2010)

� ManukondaR.:AdvertisingPromotionsandNewsMedia(DpsPublishingHouseIndia,2013

� MariekeDeMooij:ConsumerBehaviorAndCulture:ConsequencesForGlobalMarketing&Advertising(SagePublicationNewDelhi,2011)

� MartinLindstrom:BrandSense(KoganPagePublishers,2005)

� MelissaDavis:TheFundamentalsofBranding(AvaPub.,2009)

� MonleyLee,JohnsonCarla:PrinciplesOfAdvertising:AGlobalPerspective(VivaBooks,NewDelhi,2007)NaomiKlein:

� NoLogo(Macmillan,2003)

� Mueller,Barbara:DynamicsOfInternationalAdvertising:TheoreticalAndPracticalPerspectives(NewYork:PeterLang,2006)

� NirmalayaKumar:India’sGlobalPowerhouses(HarvardBusinessPress,2009)

� OgilvyDavid:OgilvyOnAdvertising(London,PrionBooks.1997)

� Russel,ThomasJ:Kleppner’sAdvertisingProcedure:(UsaPenticeHall,2002)

� SchroederE.Jonathan,MiriamSalzer-Morling:BrandCulture(NewYork:Routledge,2010)

� Scudson,Michael:Advertising,TheUneasyPersuasion(London:Routledge,1993)

� ShitoleG.Y&BageshreeP.B.B:SocialAdvertisingAndYouth(AdhyayanPublicationsAndDistributions,2011)

� VilanilamJ.V&VergheseA.K:AdvertisingBasics(SagePublications,India,2012)

� खानाशामा (डॉ) : विज्ापन एिं मीडड्या में नारी की छवि (राज पब्लिशशगं हाऊस,ं ज्यपर,ु 2011)

� भाटि्यातारेश (डॉ.) : आधुननक विज्ापन और जनसंपक्क (तक्षशशशलिा प्रकाशन, नई टिललिी, 2000)

� सेठीरेखा (डॉ.) :विज्ापन डॉिकॉम (िाणी प्रकाशन, नई टिललिी, 2012)

� शसहंननशांत :विज्ापन प्रबंधन (ओमेगा प्रकाशन, नई टिललिी, 2010)

MAGAZINES/JOURNALS:

� AdvertisingAgeBrandReporter

� BrandEquity(EconomicTimes)

� Campaign

� InternationalJournalofAdvertising

� Pitch

12

PAPER IV Media Planning


Course Objectives

z To take the students through media planning process, tools and functioning.

Unit I : An overview of Indian Media Scenario


z Understanding Media and its Landscape, ownership, consolidation and convergence, sociology

z DifferencebetweenPrint,Electronic&DigitalMedia

z Media management: Concepts, Origin, Growth,Characteristics and models

z DefiningMediaPlanning

z The shift of Media Planning function from Advertising Agencies to independent BuyingAgencies – Theramifications.

z Majormediabuyingagenciesandagencyaffiliations

z Sources of Media Information : Population census, AnnualEconomicSurvey,India-Yearbook,INFAYearBook,AuditBureauofCirculation,IndianNewspaperSociety(INS)handbook,SyndicatedResearch,IndianReadership Survey (IRS), Database for ElectronicMedia,BARC,Dataonmarketshare.

Unit II : Media Characteristics


z Media Brief

z Marketing information checklist

z Marketing problem

z Objectives

z Product category information

z Geography/location

z Seasonality/timing

z Target audience

Unit III : Media Planning and its Applications

No. of sessions: 10 (05 marks)

z Defining media objectives : target audience objectives, distribution objectives, media terms, media weight theories

z Various Models of Media Planning :BillHarvey’sExpansionModel,RecencyModelandOtherModels

z Applications : Analysis, techniques and implication of a media plan

z Information Needs for Making a Media Plan: Marketing and copy background, marketing objectives, rationale, media strategy, gross impression analysis, media rationale

z Preparing a Media Brief: Marketing information checklist, the objectives, product category information, geographic location, seasonality and target audience.

Unit IV : Understanding Media Objectives


z Setting Media Objectives: DeterminingMediaObjectives,BudgetConstraints,CreativeConstraints,ReachandFrequency,ChoosingtheRightMedia/MediaOptionsandEvaluationTechniques,DeterminingMediaValues,QualitativeValueofMedia,AdPositionsWithinMedia,EvaluatingandSelectingMediaVehicles

z Developing Media Strategy: Consideration in Strategy Planning, the Competitive Strategy, Formulating StrategyWhenBudgetistooSmall.SeasonalEffectOfMediaEffectiveness

z Scheduling Strategy and Tactics: The Media Flowchart (Schedule),Pulsing,FightingContinuousMediaPlan

z Developing Media Plan

Unit V : Budgeting and Evaluation Plan

No. of session: 5 (05 Marks)

Budgeting

z Setting and allocating the budget, different methods of setting budget-competitive spending, objective and task,expenditureperrate,factorsaffectingthesizeofthe budget

z Presentation of media plan to a client and evaluation of media plan

z Media matrix and measurability and global challenges

z Differencesbetweenbrandmatrixandmediamatrix

z EvaluationofMediaPlan

13

z Retrievalandinterpretationofdata

z Audience audit techniques

z People meter, single source data, geo-demographic measurement

z Practicalsessiononmediainformationretrieval-IRSetal

z Learning of relevant software

Unit VII : Media Buying

No. of sessions 10 (10 Marks)

z Media Buying Process : Structure, Roles andResponsibilities

z StepsinBuyingProcessandObjectivesofaMediaBuyer

z NewTrends inMediaBuying, Problems inMedia

Buying,EvaluatingMediaBuys,

z Media negotiations and strategies

z Media Costs

z Media Buying Problems

z Considerations in Planning and Buying

z MediabuyingandplanningforDigitalMedia

z Media Planning Softwares

z IRS,BARC


z Preparing national Media Plan for a company

z Preparing an international Media Plan for a company

Suggested Readings:

� BartonEtAl:EssentialsOfMediaPlanning(UsaNtcBusinessBook,1993)

� CoyneRichard:TurningOfPlace:SociableSpaceAndPerspectiveDigitalMedia(Uk:MitPress,2010)

� DominickJosephR:TheDynamicsOfMassCommunication:MediaInDigitalAge(Us:McgrawHillCompanies,2007)

� MenonArpita:MediaPlanningAndBuyingPrinciplesAndPracticeInTheIndianContext(India:TataMcgrawHillEducationPvt.Ltd,2010)

� RobertWHall:MediaMath:BasicTechniqueOfMediaEvaluation(IllinoisNtsBusinessBooks1995)

� SissorsAndMumba:AdvertisingMediaPlanning(UsaNtcBusinessBook,1966)

� Surmanek(Jim):IntroductionToAdvertisingMedia(UsaNtcBusinessBook,1997)

� Surmanek(Jim):MediaPlanning3rdEdition(UsaNtcBusinessBook,1997)

� Turk(PeterB):AdvertisingMediaSourceBook,(UsaNtcBusinessBook,1997)

� StaigerJanet&HakeSabine:ConvergenceMediaHistory(Uk:RutledgePublishing,2009)

MEDIA SOURCE BOOKS:

� AuditBureauofCirculation(ABC)

� Bharat2015/PublicationsDivision.NewDelhi:PublicationsDivision,2011India2015/PublicationsDivision.NewDelhi:

� PublicationsDivision,2011NationalEconomicSurvey

� FICCIKMPGMediaandEntertainmentIndustryReport2016,BARCData

14

PAPER V Creativity and Campaign Planning


Course objectives:

z To acquaint the students with the creative process and the role of creativity in brand building

z To enable students to integrate the learning of various courseswhileconceptualizing,planningandproducingcampaigns in groups

Unit I : Understanding Creativity


z Creativity in Advertising, Stages in the Creative Process

z Making of Creative Brief

z Insights-LearningHowtoUseThem

z Lateral Thinking, Brainstorming and Various Creative

z ThinkingModesLike“ThinkingHats”AndOthers

z Major Creative Thinkers in Advertising

z CreatingAdvertisingAppeals:RationalandEmotional

z Conveying the Big Idea

z Appreciation and Presentation of Some of the Great and Failed Campaigns

z DigitalMedia forCommunication–TheConcept ofAdvertisingontheNet,ViralAdvertising,AdvertisingBeyondPrintandTheSmallScreen,Etc.

Unit II : Creative Writing


z Collecting Information

z Ideation

z ProductDescription

z WritingHeadlines

z CopyDesigning

z ElementsandTypesofACopy

z HowtoWriteanEffectiveCopy

z CreatingtheRightMoodandAppeal(Humor,Verse,Parody,OffbeatEtc)

z WritingforPrint,Electronic,Online

Unit III : Language and Creativity


z EvolutionofIndianLanguagesinAdvertising

z IndianLanguagesinAdvertising–AnImperative?

z ChallengesandOpportunities

z TheConceptof‘Hybrid’Language

z Linguistics and Semiotics Aspects

z TheUsageofAdvertisingLanguage–HowitisDifferentFromOtherLanguages(LiteraryAndSpoken)

z Case Studies

Unit IV : Campaign Planning : Process and Strategies


z DefiningCampaignPlanning

z Brand Versus Social Campaign

z OverviewofCampaignPlanning:SituationAnalysis,AdvertisingObjectives, Budget,Media Types andVehicles, Creation and Production of Message, MeasurementOfResults.

z Situation Analysis

z The Planning Cycle: Varying Strategies In Promoting Products/BrandandSocialProducts

z Positioning Objectives:CurrentandDesiredPerception

z Budget Setting: FactorsDeterminingBudget, StepsInvolvedBudgetPlanAndExecution.

z Message Strategy: What To Say (Selection OfAttributes,Benefits,MotivesandAppeals-Laddering),HowToSay(SelectionofVerbalandVisualElements,ExecutionStyle,SourceofDelivery,ArrangementOfArguments)

z Measurement Of Results: Criteria For JudgingCampaign Results – Sales, Awareness, PurchaseIntention, Emotional Impact,GRPS, Etc. ResearchTechniques For Pre and Post Testing

Unit V : Creative Industry and Entrepreneurship


15

Unit VI : Campaign Production


z (Thiswouldbeagroupexercise.Theindividualgroupswould work like an ad agency with students representing various areas like account management, media planning creative, production etc. and produce a campaign on a brand/socialissuewhichwouldbejudgedbyapanelofexperts from the industry, including the ‘client’ wherever possible).

Practicals: (25 Marks)

z ScreeningofAwardWinningCampaigns(Both

z ContemporaryandClassics)

z Ad Deconstruction – On Stereotyping, GenderInsensitivityEtc

z CampaignReviews

z Developing Creative Skills - Portfolio Making

Suggested Readings

� BermanMargo:TheCopywriter’sToolkit(BlackwellPublishingWestSussexUk,2012)

� BonnieLDrewniany:CreativeStrategyInAdvertising(USA:Wordsworthcengage,2011)

� Burtenshaw,KenEt.Al:TheFundamentalsOfCreativeAdvertising(Switzerland:AnAvaPublishing,2006)

� FeltonGeorge:Advertising:ConceptAndCopy(NewJersey:PrinticeHall,1994)-

� FennisBobM.&StroebeWolfgang:ThePsychologyOfAdvertising(PsychologyPress,Uk,2010)

� Ind,NicholalAS:GreatAdvertisingCampaigns(LondonKoganPage,1993)

� JimAitchison/NeilFrench:CuttingEdgeAdvertising:HowToCreateTheWorld’sBestBrandsInThe21stCentury(PearsonPrenticeHall,2004)

� LukeSullivan:HeyWhipple,SqueezeThis(JohnWileyAndSons,2008)

� RiceE.Ronald&CharlesK.Atkin:PublicCommunicationsCampaign(SagePublications,Inc.Us,2013)

� RoseChris:HowToWinCampaigns(Usa:Earthscan,2007)

� PrahaladCk:TheNewAgeOfInnovation,(TataMcgrawHill,NewDelhi,2008)

� SchultzDonE:StrategicAdvertisingCampaigns(Usa:NtcBusinessBooks,1996)

� StobartPaul,Ed:BrandPower(LondonMacmillanPress,1994)

� SenguptaSubrato:BrandPositioning:StrategiesForCompetitiveAdvantage(NewDelhi:TataMcgrawHillCo.1990)TagR.

� Nancy:AdCritique(SagePublications,Us2012)

� TomLevenson:BillBernbach’sBook:AHistoryOfAdvertisingThatChangedTheHistoryOfAdvertising-(Villard1987)

� Valladares(Ja):TheCraftOfCopyWriting(SagePublications,AsiaPascific,NewDelhi,2000)

MAGAZINES/JOURNALS

� Advertising Age Campaign

� JournalofcurrentissuesandresearchinAdvertising

� USP Age

� Pitch

16

PAPER VI


Public Relations & Corporate Communication: Principles, Tools & Techniques

COURSE OBJECTIVES

z TotakethestudentsthroughtheroleandscopeofPRin management, its various tools and the emerging importance of the discipline in varying areas.

z To look at the evolution of corporate communication anditsexpandedroleinorganizationalandmarketingcommunication

Unit I : Understanding PR & CC

No. of sessions: 10 (10 Marks)

z PR–Concepts,Definitions,Role,Scope,Functions,Newemerging trends

z BriefHistory of PublicRelations and emergence ofCorporate Communication - The historical links.

z The Pioneers of PR and theirworks -Ivy Lee andEdwardBernays

z Theories andModels inPR - JMGrunig’sModel ofSymmetrical PR,Asymmetrical PR,OrganizationalTheories,ConflictTheory,Structural-FunctionalTheory,theExcellenceTheory

z DifferenceandSimilaritiesbetweenPR,MarketingandAdvertising and how they are relevant to each other

z Understandingvariousconcepts,viz.,PR,pressagentry,publicity, propaganda and advertising

z The Power of public opinion and persuasion

z Definingpublics/stakeholders

Unit II

PR Practice and Process

No. of session: 10 (10 Marks)

z InhousePR-Structure,Scope,Role&Function

z PRConsultancy-Structure,Role,Scope&Function

z DifferencebetweenIn-housePRandaPRConsultancy

z PRCampaigns-Briefs,Pitch,WorkingontheAccount,Client-AgencyRelationship

z The PR process:Research, Strategy,Measurement,EvaluationandImpact

UNIT III : PR and Media

No. of session 5 (05 Marks)

z TheRoleandImportanceofMediainPR

z PRasaSourceofNews

z Tools ofMediaRelations - Press conferences, Pressmeet/tours,Pressreleases,Backgrounders,Rejoinders,Feature writing, Video news releases, Blog writing etc; Selection of media in reaching out to its various publics

z MediaTracking,PRangle&Response

z UnderstandingIntegratedNewsroom

UNIT IV : PR’s Evolving Role -Changing Trends

No. of session 5 (05 Marks)

z GovernmentPR,Lobbying,Publicaffairs

z PoliticalPR,PRvsSpin

z PRinSocialSector

z EntertainmentandCelebrityManagement

z IntroductiontoPRawards

z PRMeasurements

z Events,Sponsorships,TradeShows

z LawsandEthicsinPR

Unit V : Introduction to Corporate Communication


z Definition,Role, Scope, Functions&Relevance ofCorporate Communication

z Defining andSegmentingStakeholders inCorporateCommunication

z InternalandExternalCommunications

z ElementsofaCorporateCommunicationPlan

Unit VI : Corporate Communication Strategies and Tools: Applications


z Corporate Governance

z Crisis communication

17

z CorporateReputationmanagement

z Corporate Identity

z Events,Sponsorships,TradeShows

z Corporate Advertising

z CC/PRinBrandBuilding

z Corporate Social Responsibility & SustainableDevelopment

z Financial Markets and Communication

z InvestorRelations

z Trade Media and its relevance in CC

Unit VII : Crisis Communication


z DefiningCrisisandCrisisCommunication

z Crisis Communication Theories

z MediaHandlinginTimesofCrisis

z Various Types of Crises

z Case Studies


z Presentations on Perception Management

z Case Studies of Indian Media organisations

z Csr Presentations

z CaseStudiesofAdvertisingandPRAgenciesinIndia

z Crisis Communication Presentations

z MediaTrackingofCurrentCorporateIssues/Crises

Suggested Readings:

� GregoryAnne:PublicRelationsinPractice(2edition)(KoganPageIndiaPvt.Ltd.2008) � JethwaneyJaishri&NNSarkar:PublicRelationsManagement,2015 � L’etangJacquie:PublicRelations,Concepts,PracticeandCritique(SagePublicationsIndia,2008) � MossDanny&BarbaraDesanto:PublicRealtionsAManagerialPerspective(SagePublications,London,2011) � Parsons,PatriciaJ:EthicsinPublicRelations:AGuidetoBestPractice(London:KoganPage,2005) � SmithD.Ronald:BecomingAPublicRelationsWriter(4edition)(RoutledgeNewYork,2012) � TheakerAlison:ThePublicRelationsHandbook(4Edition)(Routledge,Uk,2012) � TheakerAlison,YaxleyHeather:ThePublicRelationsStrategicToolkit(NewYork:Routledge,2013) � पंतएन.सी. जनसंपक्क , विज्ापन एिं प्रसार माध्यम (तक्षशशशलिा प्रकाशन, नई टिललिी, 2004) � जेठिानीज्यश्र, रविशंकर, नरेन्द्रनाथ सरकार विज्ापन और जनसंपक्क (सागर प्रकाशन, नई टिललिी, 2000)

JOURNALS

� PRQuarterly, � JournalofPublicRelations, � PublicRelationsreview � PRStrategist � The Communicator

MAGAZINES/NEWSPAPERS

� Business India � Business World � Business Today � BusinessStandard,TheEconomicTimes,TheFinancialExpress,TheBusinessStandard � Pitch, � USP Age

18

PAPER VII Government and Public Service Communication


Course Objectives

z To make students understand the role, scope and relevance of the Government Information system in the process of nation building.

z To make students understand various tools of the Government information dissemination system and their role and functioning.

Unit I : Government Communication System From the Colonial Era till the Present


z History,EvolutionandtheNecessityoftheGovernmentCommunication System

z Basic Principles of Government Communication System

z Overview,Functioning,ScopeandSignificance

z GrowthandDevelopmentofGovernment’sInformationMachinery Both at the Centre and the State Level

Unit II : Government Information System


A) Role and functions Information Wing

z Press Information Bureau

z BureauofOutreachCommunication

z PublicationDivision

z PhotoDivision

z RegistrarofNewspapersforIndia

z NewMediaWing

z Press Council of India

B) Broadcasting Wing

z Prasar Bharati

z AIR

z Doordarshan

z ElectronicMediaMonitoringCentre

z CommunityRadioStations

z BroadcastingActsandRules

z Broadcasting codes, Guidelines and Policy

C) Films Wing

z DirectorateofFilmFestivals

z CentralBoardofFilmCertification

z FilmsDivision

z Films Codes, Guidelines and Policy

Unit III : Media Relations

No. of Sessions : 2 (05 Markes)

Role and Scope

z Building Relationswith PrivateMedia andOtherInformation Sources

z The Press InformationOfficers in theMinistry andGovernmentDepartments.

z TheRTIAct

Unit IV : Understanding Public Service Advertising


z EmergenceofPSA

z Concept,Nature,Role,Objectives,Function

z TheUses&EffectsofPSA

z PSA’s as Change Agents

z PSA vs Commercial Advertising

z PSA vs Propaganda

Unit V : How PSA Works


z Situation Analysis

z AimsandObjectives

z Creating PSA Messages

z PSA and Media Partnership

z GovernmentPoliciesRelatedtoVariousCampaigns

z Campaign Planning : Process, Message Strategy, SelectionOfMedia,Budget,MeasurementofResults,Case Studies

19

Unit VI: Crisis Communication

Role of Government


z Prevention and Preparation

z RoleofGovernmentAgenciesinHandlingofCrisis

z Preparing the Communication Plan

z Communicating with the Stakeholders

z HandlingofMedia

z Lessons Learnt

Unit VII

Social Media for Governance

No. of sessions : 2 (05 Marks)

z MyGov:CitizenEngagementProgramme

z Social Media Framework

z EGovernanceinitiatives


z WritingPressReleases

z OrganisingPressConferences

z PressBriefings

z MediaRelations

z DeconstructingFamousPSACampaigns

z Presentations on Various Issues and Subjects and Creation of PSA campaigns.

Suggested Links

� AIR-http://allindiaradio.gov.in/Default.aspx

� DirectorateofAdvertising&VisualPublicity-http://www.davp.nic.in/

� DirectorateofFiledPublicity-http://dfp.nic.in/

� Doordarshan–http://www.ddindia.gov.in/Pages/Home.aspx

� ElectronicMediaMonitoringCentre-http://emmc.gov.in/Default.aspx

� NewMediaWing-http://mib.nic.in/information/new-media-wing

� PrasarBharati-http://prasarbharati.gov.in/default.aspx

� PressCouncilofIndia-http://presscouncil.nic.in/

� PressInformationBureau-http://pib.nic.in/newsite/mainpage.aspx

� RegistrarofNewspapersforIndia-http://rni.nic.in/

� SongandDramaDivision-http://www.mass-communication.in/song-drama-division/

20

PAPER VIII New Media: Concepts and Applications


Course Objectives:

z Tostudythegrowth,impactandimplicationsoftheNewmediainthecontextofAdvertising,PublicRelations/corporate communication.

z To give hands-on-training to students on digital tools.

Unit I : New Media - Introduction


z NewMedia-Evolution,Definitions,ConceptandScope

z TheNewMediaLandscape

z TheCharacteristicsofNewMediaandSignificance

z OldMediavs.NewMedia

z PoliticalEconomyofNewMedia

z ThePowerofNewMedia

z TheChangingMassMediaAudienceandtheEmergenceofSocialMedia(Blogs,Facebook,TwitterYouTubeetc)and its Impact on Society.

Unit II : Digital Public Relations and Corporate Communication


z PRintheageofDigitalmedia:ScopeChallengesandOpportunities

z DigitalPRinMarketingandBrandPromotions

z MediaRelationsinDigitalAge

z EmployeesCommunicationinDigitalAge

z CorporateReputationmanagement

z FinancialCommunicationinDigitalAge

z Issue management and Crisis Communication

z Corporate Communication Channel

Unit III : Digital Marketing & Advertising


z Definingdigitaladvertising:Evolutionandcurrentstatus

z DigitalMediaLandscape

z Search Marketing

z Advertising on the web

z Social Media Marketing

z Mobile Marketing

z DigitalAdvertisingAgencies–StructureandFunctions

z Howmainstreamadvertisingagenciesaregoingdigitaland integration today

z Digitalmedia integration across advertising,marketresearch,activationetc.AdventofHybridAdvertising(Onlinemergingwithoffline)

z Variouscasestudies:SuccessfulandDisasters

z Brand presence on social media

z OpenResources

Unit IV Social Media Data management and Measurement


z Social Media for Consumer insight

z TheRoleofSocialMediainResearch

z Social data Management

z PrimarySocialMediaResearch

Unit VI Creating Content for New Media


z Infographics

z DigitalStories

z ExplainerVideos

z Interactives

z Video blogging and podcasting

Workshops: MobileCommunication,WebsiteDevelopment,Google adwords, Google Analytics, Adsense and blogging, Infographics (GoogleFusion table,Datawrapper,Carto,Tablaeu, storymap, timelines,wordcloud etc),HandlingmisinformationandReputationmanagement

21

Suggested Readings

� Marshall,P.D.(2004).New Media Cultures,OxfordUniversityPress.

� Dewdney,A.&Ride,P.(2006).The New Media Handbook,Routledge,London.

� Felix,L.Stolarx,D.(2006).Video blogging & Podcasting, Focal Press.

� Mirabito,M.,Morgenstern,B.L.(2004).New Communication Technologies, Focal Press.

� Schmidt,E.&Cohen,J.(2013).The New Digital Age,JohnMurray.

� Ward,M.(2002).Journalism Online, Focal Press.

� Thornburg,R.M.(2011).Producing Online News: Stronger Stories,CQPress,Washington.

� Hall,J.(2001).Online Journalism, A Critical Primer , Pluto Press, London.

� Shrivastava,K.M.(2013).SocialMediainBusinessandGovernance,SterlingPublishing

� NarayanS,NarayananS(2016)IndiaConnected:MappingtheImpactofNewMedia,SagePublication.

22

PAPER IX Production Techniques & Methods


Course Objective

z To acquaint the students with various technological tools and software applications

z To provide working knowledge of visual art, especially graphics to help them understand their role in both advertising and corporate communication

Unit I: Art and Design


z Concept andRole ofGraphics inCommunication/Advertising

z ComponentsofGraphicsaanditsFunctions–Typographyand Visuals

z Layout and Various Stages of Layout

z DesignAppreciationBasedonDesignPrinciple

z ColourTheoryanditsLogicalUseinDesign

z DesignApplications–Advertising,DirectPrintedPieces,Poster,MagazineAndDigitalOutdoor, PackagingDesigns,CorporateIdentity/HouseColours

Unit II: Print Production


z PrintingProcess–Major,On-DemandandSpecialized

z CopyForPrinting–Verbal,VisualandColour

z ArtworkAndDigitalPre-PressTechnology

z Colour Printing and Process

z Spot Printing and Process

z Printing Paper –Varieties, Appropriateness andCalculationForPrintingaJob

z GraphicDesignBusiness

z Pre-Production and Post-Production Work

z MakingofRadio/TVProgrammesandCommercials

Unit III : Photography


z Basics of Photography

Unit IV: Electronic Medium


z FamiliarizationwithAVEquipmentandTheirOperation.

z TechniquesofVideoandRadioProduction

z Shooting,Editing,Animation

z Pre-Production and Post-Production Work

z MakingofRadio/TVProgrammesandCommercials

Unit III : Photography


z Basics of Photography

z Camera Techniques: Lighting Techniques

z Creating a Focal Point

z UseofDifferentLenses

z Photo Feature

z Photography For Advertising

z DigitalPhotography

Unit V : Digital Technology and Graphics

No of Sessions: 10

z Use of Computer inDesigning and Preparation ofArtworks.

z SelectSoftwareExposure(InDesign,Adobe,Illustrator,CorelDraw,Photoshop,MSOffice)

Unit VI : Elements of Web/Mobile

No of Sessions: 10

z Introduction toWebFonts,DesignPlatforms, ImageFormats, Browsers and their Compatibility Issues

z Introduction to CMS

z IntroductiontoOnlineMaps

z IntroductiontoDigitalToolsforInfographics,storymaps,Timelines,Dataanalytics,Digitalstories


z Photography Practical

z DigitalProduction

z NewsProduction

z Printing Process

23

Suggested Readings

� AlbertBook&DennesSchiel:FundamentalsOfCopy&Layout(Usa:NationalTextBookCompany,1997)

� Boyce(Jim):AdobePhotoShop5.0:ClassroomInBook(NewDelhi,Techmedia,1998)

� GerlachBarbara&John:DigitalWildlifePhotography(FocalPress,Uk,2013)

� LanierLee:DigitalCompositingWithNuke(FocalPress,Uk,2013)

� AmyesTim:AudioPostProduction(India:FocalPress.1999)

� BersteinSteven:FilmProduction(FocalPress,1994)

� DawkinsSteveandWyandIan:VideoProduction(Us:Dawkins,SteveAndIanWynd,2010)

� HirschRobert:LightAndLens:PhotographyInTheDigitalAge(Oxford:FocalPressIsAnImprintOfElsevier,2008

� HellerSteven:GeniusMoves-100IconsOfGraphicDesigns(NorthLightBooks2002)

� IngledewJohn:TheCreativePhotographer(NewYork:HarryNAbrams,2005)

� KlepnerL.Michael:TheHandbookOfDigitalPublishing(PenticeHall2000)

� LandaRobin:AdvertisingByDesign(JohnWiley&Sons2000)

� LangfordMichael:Langford’sBasicPhotography:TheGuideForSeriousPhotographers(Ed9thLondon:FocalPressIsAnImprintOfElsevier,2010)

� LesterPaulMartin:VisualCommunication,ImagesWithMessages(Australia:WadsworthThomsonLearning,2000)

� SarkarNN:ArtAndPrintProduction,(OxfordUniversityPress2013)

� SchlemmerRichard:HandbookOfAdvertisingArtAndProduction(NewJersey:PrenticeHall,1990)

� SherrLeslieH&KajdDavidJ:DesignForResponse,(RockportPublishers1998)

� WagnerJon:ImagesOfInformation(NewDelhi:SagePublications,1979)

24

PAPER X Advertising, Marketing and PR Research


Course Objective

z Research being an important decisionmaking tool,the course would take the students through principles and various methodologies of research in Marketing, Advertising,PR&CorporateCommunications.

Part A – Semester I (Theory)

Unit I : Marketing Research: Introduction & Overview


z Nature and Scope ofMarketingResearch, Types ofResearch/Data Sources, (Primary, Secondary andTertiary)Qualitative&QuantitativeMethodologies

z Introduction to Web Analytics

z OverviewofMRIndustry

z Introduction to SomeTopMarketing&AdvertisingResearchFirms

Unit II : Advertising Research: Role, Scope and Use


z TheNatureofAdvertisingResearch,ContributionOfResearchtoCommunicationPlanningandOtherAgencyFunctions.

z TheProcessofAdvertisingResearch,VariousKindsofAdvertisingResearch,PositioningResearch,AudienceResearch/TargetMarketResearch/AudienceTracking

z Ad Effectiveness Studies: Recall, Awareness,Comprehension,LikeabilityandEmpathy

z Ad-Tests(Print/Audio-Visual):ConceptTesting/StoryBoardTests/CopyTesting/TVCTesting

z Media Efficacy Studies: Reach, Visibility, NoticeAbility,Positioning/BrandingResearch

z Audience Research/Audience Tracking/Ad-SpendTracking And Modelling

z Advertising Content Analysis

z TheRoleofResearchinBrandManagement

Unit III: Use of Research in Formulating Strategy


z IntroductiontoSomeStatisticalConceptsUsedinMR:

z Universe, Representative Sample, Projection,Significance, Test of Significance, Variance, CoVariance

z Sampling Techniques

z PreparationofResearchDesign,SequentialStagesofaMarketing Project.

z DataCollectionMethods&Tools

z Case Studies

Unit IV: PR Research and Evaluation


Research methodology and techniques.

z VariousAreasOfResearch InPR (OpinionSurveys,BenchmarkResearchCommunicationAuditsEtc.)

z AttitudeResearch/UsageResearch

z Software Learning

z SPSS Software Learning

z Google Analytics

Part B Semester II

Unit V : Research Project Study


z Itisanindividualexercise.EachstudentwillbeworkingonaResearchProjectStudybasedonthetopicsrelatedto subject mentioned in the Syllabus. The submission of theResearchProjectStudywillbeinthesecondsemesterfollowed by evaluation and viva by external experts.

25

Suggested Readings

� BagazziRichard:AdvancedMethodsOfMarketingResearch(Us:Blackwell,1994)

� BlankershipAb&BreenGeorgeEdward:StateOfTheArtMarketingResearch(AmericanMarketingAssociation1995)

� Burstlin&EtAl:CollectingEvaluationData:ProblemsAndSolutions(New:Sage,1985

� CooperRDonald&ShindLerSPamela:BusinessResearchMethods(TataMcgrawHill2004)

� DavidJLuck&RonaldSRubin:MarketingResearch(PentioceHallOfIndia2001)

� FletcherAlanEtAl:FundamentalsOfAdvertisingResearch(Usa:Wadsworth1991)

� FreyJames:SurveyResearchByTelephone(London:Sage,1991)

� JensenKlausBruhn:AHandbookOfMediaAndCommunicationResearch:QualitativeAndQuantitativeMethodologies

� (London:LRoutledge,2002)

� Jugenheimer,DonaldW:AdvertisingAndPublicRelationsResearch(NewDelhi:PhiLearning,2010)

� MillerDelbertC:HandbookOfResearchDesignAndSocialMeasurement(London:Sage,1991)

� MaanenJV:QualitativeMethodology(NewDelhi:Sage,1985)

� MonippallyMmandPawarAS:AcademicWriting-AGuideForManagementStudentsAndResearchers(NewDelhi:ResponseBooks2010)

� MorrisonA.MargaretEt.Al:UsingQualitativeResearchInAdvertising,Strategies,TechniquesAndApplications(SagePublicationsInc.Us,2012)

WEB SITES:

� www.afaqs.com

� www.exchange4media.com

� www.pitchonnet.com

� www.newmediastudies.com

� www.medianewsline.com

� www.indiantelevision.com

� www.televisionpoint.com

� www.ourmedia.org

� www.brandchannel.com

� www.campaignindia.in

� www.brandrepublic.com

� www.adsoftheworld.com

� www.mediasoon.com

� www.ofcomwatch.co.uk

� www.asci.co.inMark

26

DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS

Director GeneralSh.KGSuresh

Addi. Director GeneralSh.ManishDesai

Course DirectorDrAnubhutiYadav

Graphic ArtistSanjay Meena

Department Phone Nos : 011-2674 1355, 2674 1360. Ext No: 227, 264, 209

IIMC Board Nos : 011- 2674 2920, 2674 2987, 2674 2940, 2674 2239

Fax : 011- 2674 2462, 2674 1532, 2674 1268

IIMC website : http://www.iimc.nic.in https://www.youtube.com/channel/UCmA45KCykBbOLpOG4p71_AA

https://www.facebook.com/IIMC1965 https://twitter.com/IIMC_India

Education is not the learning of facts but the training of the minds … · z Newcomb’s Model of Communication, George Gerbner’s Model, z Wilbur Schramm’s Interactive Model,

Documents