FUNDAMENTALS OF ADVERTISING-II (Theory)

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

COURSE OBJECTIVES:

The 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 

Course Code

Course Title

CVAA 401

 

 Fundamentals Of Advertising -II

(Theory)

 

The Students will -

CO79: Summarize and compare the development of communication over time to understand the need and importance of the changes that are occurring so as to inculcate the same in their ad designs.

 

CO80: Classify Types and Fonts And Its Importance In Design to provide attractive appearance and preserve the aesthetic value of the content.

 

CO81: Implement Principles Of Design And Evaluate It to make the advertisement look better attractive and understandable.

 

CO82: Examine the purpose of packaging to choose & modify the elements for creating a distinctive package design using an appropriate material

CO83: Summarize the importance of Rural marketsTo understand Consumer Behavior in Rural Areas to improve standard of living.

 

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

 

7.00
Unit I: 
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 II: 
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 III: 
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.)
6.00
Unit IV: 
Packaging and Labels
  • The purposes of packaging and package labels 
  • Packaging & Sales Promotion
  • New Packaging Trends
  • Packaging types
  • Packaging Materials 
  • Symbols used on packaging
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: 

Suggested Text Books/Suggested Reference Books:

  • 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
  • P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
  • noAH VIII, World Package Design, ICO

E-Resources 

Reference Journals:

  • Journal of Design (Proquest ABI/INFORM Global)
  • Design Management Journal (Proquest ABI/INFORM Global)
  • Emerging Markets Journal (Proquest ABI/INFORM Global)
  • Asian Marketing Journal (EBSCO)
  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Marketing (JSTOR)

 

Academic Year: 
2023-2024
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