Advertising Art & Ideas (Theory)

Paper Code: 
VAA 231
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00
Unit I: 

Introduction to advertising

Definition of advertising & its characteristics

6.00
Unit II: 

Advertising as a part of marketing

Direct & Indirect Advertising

6.00
Unit III: 

Advertising & Publicity

The social & ethical aspects of advertising

6.00
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: 

Introduction to the art of Calligraphy and Typography

Principles of typography

References: 

BOOKS RECOMMENDED

  • 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
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • Gavin Ambrose, Paul Harris, The Fundamentals of Typography, AVA Publishing SA
  • Timothy Samara, Typography Workbook, Rockport Publishers
Academic Year: 
2020-2021
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