BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE, Pilani Pilani Campus AUGS/ AGSR ion SECOND SEMESTER 2021-22 COURSE HANDOUT Date: 17.01.2022 In addition to part I (General Handout for all courses appended to the Time table) this portion gives further specific details regarding the course. Course No GS F224 Course Title PRINT & AUDIO-VISUAL ADVERTISING Instructor-in-Charge : Sangeeta Sharma ‘Tutorial/Practical Instructors: - 1. Course Description: The course is planned to give a comprehensive working knowledge of Advertising and Marketing communication and how they inter-relate. It offers modules, case studies and do-it your own assignment opportunities. The main feature of the course is that it is constantly evolving, keeping itself relevant to the needs of the advertising industry. Today's student is expected to understand all the major marketing functions: advertising, its process, integrated marketing communication involving radio, newspaper, magazine, television, and the Internet. It aims to enable the students to familiarize the advertising communication process and how it works in relation to market and the consumers. 2. Scope and Objective of the Course: * To introduce advertising with IMC perspectives + To engage the students through various hands on activities relating to Advertising Media + To prepare the students to leam advertising concepts and theories in practice + To expose the students to the traditional and digital media for advertising + To familiarize the students about global advertising and promotion scenario along with rural marketing + To sensitize them about various ethical issues when planning and implementing advertising and promotional programs 3. Text Books: Sangeeta Sharma and Raghuvir Singh, 2021. (3" Edition). Advertising: Planning and Implementation. New Delhi: PHI. 4, Reference Books: RI. Bovee et al. 1995. Advertising Excellence. New York: McGraw Hill. R2. Wells, William. 2000. Advertising — Principles & Practice. Fifth Edition, New Jersey: Prentice Hall. R3. Belch, George E. and Michael A. Belch. 1998. Advertising and Promotion. Sixth Ed. New Delhi: Tata McGraw-Hill. R4, June A. Valladares. 2000. The Craft of Copywriting. New Delhi: Response Books.BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE, Pilani Pilani Campus AUGS/ AGSR 5. Course Pla ion Marketing Communication Process, Consumer Psychology, Brand planning Promotional Mix L (9) Major Advertising Concepts. Class notes’ ‘Module Number Lecture Session/Tutorial Session. Reference | Learning Outcome 1 Introduction to Advertising | L (1-2) Evolution, Development, Chi Observing the Communication, its history, | Functions & effects. historical aspect of growth and popular trends advertising and L 3-4) Definition, Advertising as Chi understanding the ‘Communication, Classification. advertising and its role in modern world L (5-6) The Creative Pyramid: Attention, | Ch. 1 & 3 Interest, Desire, Action, Credibility, The Marketing Mix 2. The Concept of Integrated | L (7-8) IMC, Importance, | Ch. 13 Learning the trends of modern advertising through IMC while tracing its history popular choice of marketers. Techniques for effective television advertising, Powerful advertising campaigns and their analysis, L (10-13) Creativity and Advertising, | Ch. 8 Creative Strategy Planning 3. Ethics, Advertising and L (14-15) Advertising & Society Ethical | Ch. 2 Complete training and Society Standards, Children & Advertising, learning about the ‘Women Advertising, Social & Economic unethical practices Effects of Advertising prevailing in L (16-17) Techniques violating Ethical | Ch. 2 advertising business Standards: Shock ads, Puffery, along with sense of Deception, Subliminal, and Surrogate clarity about the forms ethical business practices 4. Advertising Media: Print | L (18-19) Power of Language: Rhetorical | Ch. 9 Knowledge of print devices and Linguistic Deviations, advertising, design Layout/Design planning and creative L (20) Print Media: Newspaper and Ch. 10 expression through magazine advertising, Strengths and Janguage and visual weaknesses as media 5. Advertising Media: Radio | L (21) Radio as an advertising media, its [ Ch. 11 Understand the role and Television reach, and effectiveness. Voice in radio and need of radio and and its variants for messaging television and proper translation into L (22-25) Dynamics of Television as | Ch. 11 theoretical framework for designing campaigns.BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE, Pilani Pilani Campus AUGS/ AGSR ion 6, Advertising Media: L (26) Out of Home Media, its reach, ] Ch. 10 Ability to plan and Outdoor Media advantages and disadvantages deliver the outdoor advertising campaigns L (27-28) Transit and Aerial Advertising, | Ch. 10 functions, relevance, representing the best examples from the industry and applications through assignments 7. Advertising Media: Digital | L (29-31) Online Advertising, Ch. 12 ‘Sound exposure to the Significance, Types, Limitations digital media and skill to blog or design viral L (62-33) Advertising through Social | Ch. 12 visual messages Media. Inbound, Outbound and Mobile Marketing, 8. Sales promotion. L (3436) Sales Promotion, Growth, Ch. 13 Understanding the Corporate Communication and | Techniques power of sales Public Relations promotion and ability L G7) Public Relations & Corporate| Ch. 13 to experiment with Adverting everyday business ideas 9. Global Advertising: From | L (38-39) Global marketing, Ch. 15 Learning the International to Rural ‘opportunities and challenges, Importance advertising from advertising of International Markets, and glocal perspectives. Understanding the various Environments, Credentials to connect, before venturing the international between rural and markets, urban advertising L 40-41) Rural Advertising in India, 4Ps | Ch. 14 of rural advertising, types of media for rural advertising in India, planning and strategy for rural market 10, Advertising Case Studies, | Tdea generation, Brainstorming and In-class Hands-on exposure Assignments and Analysis Execution in terms of class assignments and training to execute business ideas practically After completing this course, students will be able to: y 2 3) 4) 5) Grasp the nuances of advertising world and how it works Build the best business ideas and translate them into campaigns Differentiate the power of different advertising media and apply accordingly Design the advertising campaigns keeping in mind the target audience and respective media Judge and adhere to the advertising regulations and ethical standards to be just and fair in practiceBIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE, Pilani Pilani Campus AUGS/ AGSR 6. Evaluation Scheme: ion 3.Digital Marketing ‘Component Duration | Weightage Date & Time Nature of component (%) (Close Book/ Open Book) Mid-Semester Test | 90 Min. | 30% (60M) ‘Announced by | AUOSD Closed Book ‘Comprehensive 120Min | 35% (70M) ‘Announced by - Examination AUGSD Closed Book Assignments 35% (TOM) Print Ad 20M 2TVC 30M To be announced in Open Book 20M class 7. Chamber Consultation Hour: To be announced in the class. 8. Notices: All notices will be uploaded on Nalanda or Google Classroom. 9. Make-up Policy: Make-up subject to prior permission of Instructor in Charge. 10. Note (if any): - Instructor-in-charge Course No.: GS F224