ADVERTISING ART & CONCEPTS II (Theory)

Paper Code: 
VAA 331
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

The course will enable the students to-

  1. Analyse various factors to create an appropriate advertising campaign
  2. Explain the layout procedure
  3. Demonstrate an understanding of how an advertising agency operates
  4. Recall the printing process before preparing a design for commercial purpose
  5. Assess and use the cost effective printing process for reproduction

COURSE OUTCOMES:

Course

Course Outcomes 

Learning And Teaching Strategies

Assessment Strategies 

Course Code

Course Title

 

 

 

 

 

 

 

 

VAA 331

 

 

 

 

 

 

 

Advertising Art & Concepts II (Theory)

The students will -

CO1: Identify the market and summarize the factors influencing the advertising campaign to develop a big idea and achieve the organizational objectives effectively

CO2: Plan the layout and implement Principles of Design and evaluate it to make the advertisement look better attractive and understandable

CO3: Explain the printing processes in detail

 

CO4: Prepare an ad design considering the possibilities and limitations of each printing process and select the appropriate size and type of paper to avoid delay in final output

CO5: Identify the structure of an ad agency and categorize its type to avail the required services effectively

 

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

Year Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

6.00
Unit I: 

Campaign Planning and its objectives

 
6.00
Unit II: 

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

 
6.00
Unit III: 

Layout procedure: Thumbnail sketches, Rough layout, Comprehensive layout

Media of Visual Communication

 
6.00
Unit IV: 

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

 
6.00
Unit V: 

A brief of advertising agency

 
References: 

Suggested Text Books/Suggested Reference Books:

 

  • S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  • Advertising Art & Ideas by G. M. Rege
  • The Advertising Hand Book by Dell Dennison
  • George E. Belch, Michael A. Belch, Advertising and Promotion, Tata McGraw-Hill Publishing Company Limited, Sixth Edition
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  • S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition

E-Resources 

Reference Journals:

  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of Consumer Behaviour (EBSCO)
  • International Journal of Advertising & Marketing to Children (EBSCO)
  • Journal of Interactive Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • Journal of Promotion Management (EBSCO)
  • Journal of Design (Proquest ABI/INFORM Global)
  • Design Management Journal (Proquest ABI/INFORM Global)
  • Emerging Markets Journal (Proquest ABI/INFORM Global)
Academic Year: 
2023-2024
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