AD syllabus

Unit 1

Definition of adv.- nature and scope-types of adv., social and economic impact-
ethical and regulatory issues in adv., structure of ad agency, in house, independent,
full house and specialized, ad bodies in India and their roles.

Unit 2

Concept of 4 p’s in marketing mix, as a tool of commun. Mix in marketing, ad vs. PR

vs. Direct sales vs. salesmanship, ad based on target audience of geographical
area, based on media, print, broadcast, new media and outdoor, ad based on
purpose such as institutional, promotional, advocacy, ad based on push and pull
strategy, latest trends in adv., integrated marketing communication.

Unti 3

Client brief, a/c planning, creative strategy and brief, communication plan, brand
management- USP-brand positioning and repositioning- brand image- brand
endorsement- brand equity- relevant case study.

Unit 4

Conceptualization and ideation, use of different appeals , strategy based on

maslow’s hierarchy theory , copyrighting-headlines-body copy-logos and
trademarks. Aesthetics of adv.- visualisation process-layout and typography-
elements and principle of design-script writing-storyboard-production of
commercials and announcements.

Unit 5

Media research, planning and budgeting – media vehicles-channels-media mix-

frequency-strategies in media plan-scheduling pulse, rush, bomb. Budgeting and
bdding, low budget and alternative media, ad campaign – conception- exectuion-
evaluation.