Fundamentals of Advertising -II (Theory)

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

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

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

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.)

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