Unit I
Introduction to Creative Advertising
Overview of the advertising industry- Historical perspective and key milestones- Role of creativity in advertising
| Course Name | Creative Advertising |
| Course Code | 24VMC116 |
| Program | B.Sc. (Honours) in Visual Media and Communication |
| Semester | 2 |
| Credits | 4 |
| Campus | Kochi |
Introduction to Creative Advertising
Overview of the advertising industry- Historical perspective and key milestones- Role of creativity in advertising
Consumer Behaviour and Target Audience Analysis
Understanding consumer psychology-Market research techniques-Segmentation and targeting strategies
Creative Concept Development
Ideation techniques and brainstorming exercises- Developing creative brief – Translating ideas into advertising concepts.
Advertising Design and Execution
Principles of effective advertising design- Copywriting essentials- Production process and project management
Campaign Analysis and Presentation
Evaluating advertising effectiveness- Conducting post-campaign analysis
Objectives
This course offers a comprehensive exploration of creative advertising, focusing on conceptualization, design, and execution of effective advertising campaigns. Through theoretical study, practical exercises, and real-world case studies, students will develop the skills and knowledge necessary to excel in the dynamic field of advertising. Students will gain insight into the history and evolution of advertising, examining key milestones and influential campaigns that have shaped the industry. They will explore the psychology of consumer behaviour and learn how to leverage consumer insights to create targeted advertising messages. The course will enable them to develop creative thinking skills through brainstorming sessions, idea generation exercises, and concept development workshops. This course helps in acquiring proficiency in advertising design tools and software to bring advertising concepts to life.
Course Outcome (CO):
CO1– Identify the principles and strategies of creative advertising.
CO3- Apply creative thinking techniques to develop innovative advertising concepts.
CO2- Organize advertising campaigns across various mediums, including print, digital, and experiential.
CO4- Analyze and evaluate the effectiveness of advertising campaigns.
CO5- Collaborate effectively within a creative team to produce compelling advertising content.
CO6- Design ethical and responsible advertising practices.
CO-PO Mapping:
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PO 1 |
PO 2 |
PO 3 |
PO 4 |
PO 5 |
PO 6 |
PO 7 |
PO 8 |
PO 9 |
PO 10 |
PO 11 |
PO 12 |
PO 13 |
PO 14 |
PO 15 |
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CO1 |
1 |
0 |
2 |
3 |
0 |
1 |
0 |
2 |
0 |
1 |
0 |
0 |
2 |
1 |
0 |
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CO2 |
0 |
2 |
1 |
0 |
3 |
0 |
1 |
0 |
2 |
0 |
1 |
0 |
1 |
0 |
2 |
|
CO3 |
2 |
1 |
0 |
2 |
1 |
3 |
0 |
1 |
0 |
2 |
0 |
1 |
0 |
1 |
0 |
|
CO4 |
3 |
0 |
1 |
1 |
0 |
1 |
3 |
0 |
1 |
0 |
2 |
0 |
1 |
0 |
1 |
|
CO5 |
1 |
3 |
0 |
1 |
2 |
0 |
1 |
3 |
0 |
1 |
0 |
2 |
0 |
2 |
3 |
|
CO6 |
1 |
0 |
3 |
0 |
1 |
2 |
0 |
1 |
3 |
0 |
1 |
0 |
2 |
0 |
1 |
Suggested References:
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