ADVERTISING ART & CONCEPTS - I (Theory)

Paper Code: 
25VAA231
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to Adapt the advertising environment, critically analyzing the role of advertising in brand promotion and its economic effects, and explain the evolution of advertising over time. Students will also learn to distinguish various promotional tools and apply the appropriate ones to achieve organizational goals.

 
Course Outcomes: 

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

25VAA 231

Advertising Art & Concepts -I

(Theory)

CO1: Interpretation of advertising as a tool to communicate. Role and functions of advertising in the product or service related message conveyed via media conferring to the National requirements. 

 

CO2: Adapting the development of advertising in response to the marketing essentials and consumer requirements both Nationally & Globally.

 

CO3: Analyze Publicity essentials of Advertising and knowing Socio-ethical terms of Market.

 

CO4: Validating the role of advertisement in Society in terms of Education, Economic Growth & dynamics of Press, with a contribution in standard of living. 

 

CO5: Collaborating the Typographic Principles & their importance in advertising.

 

CO6: Contribute effectively in course-specific interaction

Approach In Teaching:

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View 

 

Learning Activities For The Students:

Self-Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

Annual Tests, Assignments, Solving problems in tutorials, Individual Presentation

 

6.00
Unit I: 
Introduction to advertising

Definition of advertising & its characteristics

 
6.00
Unit II: 
Advertising & Marketing

Advertising as a part of marketing

Direct & Indirect Advertising 

 
5.00
Unit III: 
Publicity & Promotion

Advertising & Publicity 

The social & ethical aspects of advertising

 
7.00
Unit IV: 
General role of advertising

Communication, Persuasion, Education, Expansion of market, Employment, Economic growth, Stimulation of competition, freedom to press etc. Advertising tries to raise the standard of living

 
6.00
Unit V: 
Typography

Introduction to the art of Calligraphy and Typography 

Principles of typography

 
Essential Readings: 
  1. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  2. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  3. Advertising Art & Ideas by G. M. Rege
References: 

Suggested Readings:

  1. Advertising by Roderic White
  2. Gavin Ambrose, Paul Harris, The Fundamentals of Typography, AVA Publishing
  3. SA Timothy Samara, Typography Workbook, Rockport Publishers

E-Resources:

  1. Objectives and Importance of Advertising (managementstudyguide.com)
  2. Social, Ethical and Legal aspect of Advertising (theintactone.com)
  3. Social and Economical Aspects of Advertising (managementstudyguide.com)
  4. Marketing’s Promotional Mix: Definition and How To Use It | Indeed.com
  5. Understanding typography - Material Design
  6. Typography — Type Families, Classifications, and Combining Typefaces (freecodecamp.org)
Academic Year: 
2025-2026
  • Printer-friendly version
  • PDF version