Course

Unit I

Introduction to Public Service Advertising

Overview of public service advertising and its role in promoting social change- Analysis of successful public service campaigns and their impact- Introduction to campaign planning and message development. Activities: Analyzing public service advertisements, brainstorming campaign ideas

Unit II

Understanding Target Audiences

Techniques for audience analysis and segmentation- Identifying target audience behaviors, attitudes, and motivations- Developing audience personas and empathy maps

Activities: Conducting audience research, creating audience profiles

Unit III

Creative Strategies and Message Development

Principles of effective storytelling in public service advertising- Developing creative concepts and campaign themes – Crafting persuasive messages and visual elements.

Activities: Creative brainstorming sessions, developing campaign concepts

Unit IV

Campaign Execution and Evaluation

Selecting media channels and platforms for campaign dissemination- Producing advertising materials and assets- Evaluating campaign effectiveness using metrics and research methods

Activities: Creating campaign materials, conducting pre- and post-campaign surveys

Unit V

Ethical and Social Responsibility

Discussion of ethical considerations in public service advertising- Examining social responsibility and advocacy in advertising- Reflecting on the impact of public service campaigns on society

Activities: Case studies on ethical dilemmas, developing ethical guidelines for campaigns

Objective:

This course focuses on the creation and dissemination of public service advertising campaigns aimed at promoting social causes and behavioral change. Through a combination of lectures, case studies, and hands- on projects, students will learn the principles and strategies of effective public service advertising, including message development, audience targeting, and campaign evaluation. Emphasis will be placed on understanding the role of advertising in addressing social issues and fostering positive societal impact.

Course Outcome(CO):

CO1- Identify the effectiveness of public service advertising campaigns using relevant metrics and research methods.

CO2– Understand the role and significance of public service advertising in addressing social issues.

CO3- Apply creative strategies and storytelling techniques to craft compelling public service advertisements.

CO4- Analyze target audiences and develop persuasive messages to promote behavioral change.

CO5- Collaborate effectively within multidisciplinary teams to produce integrated advertising campaigns.

CO6- Design public service advertising with ethical and socially responsible practices.

CO-PO Mapping:

Suggested References:

1. “Public Service Advertising: Research, Theory, and Practice” by Susan Jones and Nathaniel Frederick
2. “Advertising by Design: Generating and Designing Creative Ideas Across Media” by Robin Landa
3. “Advertising and Public Relations Research” by Donald Jugenheimer, Larry D. Kelley, and Fogarty Klein Monroe
4. “Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan” by Jim Avery
5. “Advertising and Society: An Introduction” by Carol J. Pardun
6. Throughout the course, students will engage in group projects, presentations, and critiques to apply their learning and develop practical skills in creating impactful public service advertising