Course

Unit I

Introduction to Advertisement Production- Understanding the significance of time in advertisements: attention span, message delivery, and audience engagement. Overview of different types of advertising approaches: emotional, rational, humorous, etc. Analyzing client needs and expectations: effective communication, understanding brand identity, and target audience.

Unit II

Pre-production Planning and Concept Development- Shortening the advertisement concept: distilling key messages and themes.

Techniques for developing compelling storyboards and screenplays that effectively convey the advertisement’s narrative.

Exploring various types of advertisements: TV commercials, radio spots, print ads, digital banners, etc.

Unit III

Audio Production for Advertisements- Importance of audio in advertisements: creating mood, enhancing storytelling, and evoking emotions. Techniques for producing effective voiceovers, punch lines, dubbing, and jingles. Hands-on exercises in audio production for advertisements, including recording and editing sound elements.

Unit IV

Production Techniques-Demonstration of advertisement film production: from script to screen. Practical exercises in producing advertisement films, including filming, lighting, directing, and capturing visuals. Incorporating audio elements into advertisement productions: synchronization, mixing, and mastering.

Unit V

Post-production and Finalization- Editing advertisement films: assembling footage, adding effects, and refining the final product. Finalizing advertisements for distribution: formatting, encoding, and quality control. Presentation of completed advertisement projects

Course Objective:

The students will use their understanding of all advertising concepts to do a practical exercise. To highlight the role of advertising for the success of brands and its importance within the marketing function of a company.

Course Outcomes (COs):

After completing the course, learners should be able to:

1. Students can establish a connection with its consumers through ad
2. Students will be able to incorporate areas such as public relations, branding and marketing in ad
3. Students learn how to turn a marketing brief into an effective
4. As a result, students become well versed with the creative process and production process in ad film industry

CO – PO Mapping:

References:

1. Belch, E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
2. Drewniany, B. L., & Jewler, A. J. (2013). Creative strategy in advertising (11th ed.). Cengage
3. Moriarty, , Mitchell, N. D., & Wells, W. D. (2019). Advertising & IMC: Principles and practice (11th ed.). Pearson.
4. Roman, , Maas, J., & Nisenholtz, M. (2009). How to advertise (4th ed.). St. Martin’s Griffin.
5. Sullivan, , & Boches, E. (2016). Hey, Whipple, squeeze this: The classic guide to creating great ads (5th ed.). Wiley.