Fundamentals Of Advertising-II (Theory)

Paper Code: 
VAA 401
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES

This course will enable the students to-

  1. Assess the social impact of advertising on the society
  2. List the evolution of  communication and writing techniques
  3. Assess the importance of typography in design
  4. Appraise the design on the basis of elements and principles
  5. Understand the characters of rural market

 

COURSE OUTCOMES

 

Course

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

VAA 401

 

 

 Fundamentals Of Advertising -II

 

(Theory)

 

 

 

 

 

The Students Will Be Able To-

CO61:Explain Relationship Between Advertising And The Society

CO62:Recall How Communication Started And How It Developed Over The Time

CO63:Classify Types And Fonts And Implement The Same

CO64:Exemplify Typography And Its Importance In Design

CO65:Plan The Layout And Execute It

CO66:Implement Principles Of Design And Evaluate It.

CO67:Summarize The Importance Of Rural Market

 

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

 

Class Test, Semester

End Examinations, Quiz, Solving

Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

 

6.00
Unit I: 

The social and ethical aspects of advertising. 

  • Advertising and cultural/Moral values
  • Advertising as untruthful or deceptive
  • Advertising and children
  • Advertising encourages materialism
  • Advertisement and women etc

 

 

7.00
Unit II: 

History of Writing & Communication 

  • Cuneiform in Mesopotamia
  • Evolution of a script
  • Hieroglyphs and papyrus in Egypt
  • The seals of the Indus valley
  • Phonetics and the alphabet
  • Symbols, Cave Paintings, Pictograms, Ideograms
 

 

 

5.00
Unit III: 
Type & Typography 
  • Movable type, Type Body, Anatomy of Type
  • Type Terminology - Type Font, Type Series, Type family
  • Type Measurement
  • Classification of Type
  • Introduction to Typography
  • Basic principles of typography and its importance in design

 

7.00
Unit IV: 

 

The Layout 

  • Define layout
  • Pre layout planning
  • Layout procedure: Thumbnail sketches, Rough layout, Comprehensive layout
  • Page layout and Dummy layout
  • Components of layout (Border, Space, Text, Illustration, Logo etc.)
  • Design Principles in layout (Optical Centre, Balance, Eye Movement, Harmony, Proportion, Emphasis etc.)

 

5.00
Unit V: 

 

Rural Marketing 

  • Rural Marketing in India
  • Characteristics of Rural Markets – Social & Cultural Factors
  • Consumer Behavior in Rural Areas, Product Strategy in Rural market
  • Marketing Mix for Rural Market

 

References: 

BOOKS RECOMMENDED

  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • P. K. Bhargav, Advertising Management, Murli Lal & Sons
  • S. K. Baral, S. C. Bihari, Rural Marketing and Micro Finance, A.I.T.B.S. Publishers, India
  • C. L. Tyagi, Arun Kumar,Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  • Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, 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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