FUNDAMENTALS OF ADVERTISING - II (Theory)

Paper Code: 
25CVAA401
Credits: 
3
Contact Hours: 
45.00
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

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25CVA A401

Fundamentals

of Advertising - II (Theory)

CO69: Summarise the history of writing & communication in Mesopotamia, Egypt and Indus Valley.

CO70: Categorize and explain types; terminology, measurement, classification & principles of typography and its importance in design 

CO71: Assess the importance of design principles & components of layout and outline the layout procedure.

CO72: Assess the purpose of packaging and labels in promotion, explain the importance of symbols on packaging and choose the appropriate material to create sustainable design as per the global needs.

CO73: Explain the factors affecting characteristics and behaviour of consumers in the Indian rural market to develop a marketing mix and product strategy in the rural market.

CO74: 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

Continuous Assessment Test, Semester end examination, Quiz, Solving Problems in Tutorials, Assignments, Presentation, Individual And Group Projects

 

10.00
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
8.00
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
10.00
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.)
9.00
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
8.00
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
Essential Readings: 
  1. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  2. P. K. Bhargav, Advertising Management, Murli Lal & Sons
  3. Gavin Ambrose, Paul Harris, The Fundamentals of Typography, AVA Publishing SA
  4. noAH VIII, World Package Design, ICO
  5. S. K. Baral, S. C. Bihari, Rural Marketing and Micro Finance, A.I.T.B.S. Publishers, India
  6. P. K. Agarwal, Advertising Management, an Indian Perspective, Pragati Prakashan
  7. Journal of Design (Proquest ABI/INFORM Global)
  8. Design Management Journal (Proquest ABI/INFORM Global)
  9. Emerging Markets Journal (Proquest ABI/INFORM Global)
  10. Asian Marketing Journal (EBSCO)
  11. Journal of Advertising Research (EBSCO)
  12. Journal of Marketing (JSTOR)
References: 

Suggested Readings:

  1. C. L. Tyagi, Arun Kumar,Advertising Management, Atlantic Publishers and Distributors (P) Ltd
  2. Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Pearson, Fifth Edition
  3. Timothy Samara, Typography Workbook, Rockport Publishers
  4. JJournal of Current Issues & Research in Advertising (EBSCO)
  5. International Journal of Advertising (EBSCO)
  6. Journal of International Marketing & Marketing Management (EBSCO)
  7. British Journal of Marketing (EBSCO)

E-Resources:

  1. A short history of writing | Language Insight
  2. Where did writing begin? | The British Library (bl.uk)
  3. Understanding the Nuances of Typeface Classification | Toptal®
  4. Understanding typography - Material Design
  5. Typography — Type Families, Classifications, and Combining Typefaces (freecodecamp.org)
  6. The 7 Principles of Design and How to Use Them – 99designs
  7. Principles of design | InVision (invisionapp.com)
  8. Advertisement Layout - MBA Knowledge Base (mbaknol.com)
  9. Procedure for Designing Advertisement Layout (businessmanagementideas.com)
  10. Packaging vs labeling - definitions, meanings, differences | Termscompared
  11. TYPES OF PACKAGING - PPEC Packaging Types (ppec-paper.com)
  12. 4 Different Types of Packaging Methods You must know. (packaging-labelling.com)
  13. The Complete Guide to International Packing Symbols | PackMojo
  14. IARE_RM_NOTES_2.pdf
Academic Year: 
2025-2026
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