Unit I
Introduction
History of advertising, Advertising-meaning and definition, Advertising as a tool of communication, Features of advertising.
| Course Name | Principles of Advertising |
| Course Code | 24OEL650 |
| Program | MSc Visual Communication (Digital Film Making & Media Production) |
| Credits | 2 |
| Campus | Mysuru |
Introduction
History of advertising, Advertising-meaning and definition, Advertising as a tool of communication, Features of advertising.
Types of Media – Advantages & Disadvantages
Types of advertising, Types of media in advertising – Features – advantages – disadvantages – Print, Television, Radio, Internet, OOH.
Structure of an Advertising Agency
Structure of advertising agency – Small, Medium, National, In-house.
Other Promotion
Sales Promotion, Direct Marketing, Public Relations, Publicity and Corporate Advertising, UnconventionalPromotional Media.
Case Studies
The objective of this paper is to help student to make basic understanding on advertising, providing understanding on the processes behind successful advertising. The students are introduced to the processes, tools and techniques used in developing advertising concepts with the study areas including creative thinking and visualizing.
REFERENCE BOOKS:
Advertising, Frank Jefkins Revised by Daniel Yadin Kleppner’s Advertising Procedure
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