ADVERTISING ART & CONCEPTS - II (Theory)

Paper Code: 
25VAA331
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to Assess the social impact of advertising on society, list the evolution of communication and writing techniques, evaluate the importance of typography in design, appraise designs based on elements and principles, and understand the characteristics of rural markets.

 
Course Outcomes: 

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

 

25VAA 331

 

Advertising Art & Concepts - II (Theory)

CO1: Summarize the concept of Advertising Campaign design.

CO2: Categorize and explain the preparation for layout design before professional approach. The compilation and adjustment according to the requirement. 

CO3: Assess the importance of designing layout and the aspects which help in the finalizing the draft for print media.

CO4: Composing the segments in accordance to different printing techniques, this helps students to gain awareness about procedure of Relief, intaglio, silk screen & others.

CO5: Reviewing the factors regarding different positions & operations of an Advertising Agency. 

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: 
Advertising Campaign

Campaign Planning and its objectives

 
6.00
Unit II: 
Planning & Strategies of Design

The value of Planning, Designing and Layout: Pre layout planning

 
6.00
Unit III: 
Layout Design

Layout procedure: Thumbnail sketches, Rough layout, Comprehensive layout

Media of Visual Communication

 
6.00
Unit IV: 
Printing Techniques

Printing Processes: Relief, Intaglio, planography, silkscreen and other modern printing techniques

 
6.00
Unit V: 
Functionality of Advertising Agency

A brief of advertising agency

 
Essential Readings: 
  1. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  2. Advertising Art & Ideas by G. M. Rege
  3. The Advertising Hand Book by Dell Dennison
  4. George E. Belch, Michael A. Belch, Advertising and Promotion, Tata McGraw-Hill Publishing Company Limited, Sixth Edition
  5. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
References: 

Suggested Readings:

  1. JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  2. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  3. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  4. International Journal of Advertising & Marketing to Children (EBSCO)
  5. Journal of Interactive Advertising (EBSCO)
  6. Journal of International Marketing & Marketing Management (EBSCO)
  7. Journal of Promotion Management (EBSCO)

E-Resources: 

  1. Advertising Campaigns - Meaning and its Process (managementstudyguide.com)
  2. Four steps to developing a big idea for your campaign [case study] (smartinsights.com)
  3. Strategic Planning Role - Advertising & PR Firm (5-10 yrs), Bangalore, Marketing,Brand Management,Market Research,Campaign Management,Creative, IIM MBA Jobs - iimjobs.com
  4. Printing Process Overview - Printing -- Lithography Topic Hub - LibGuides at University of Illinois at Urbana-Champaign.
Academic Year: 
2025-2026
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