Ph.D

Paper Code: 
VAH 144 (A) : ADVANCED PAPER-APPLIED ART-ADVERTISING PLANNING AND STRATEGIES
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Unit I: 
Motivational and Advertising Research
  • Importance of Motivational Research,
  • Advertising Research, Reasons for measuring advertising effectiveness.
  • Pre Test & Post Test (What to test, when to test and where to test.)

 

Unit II: 
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

 

Unit III: 
Public Relation
  • Definition of Public Relation
  • Comparison between Advertising & Public Relation
  • Need & Scope of Public Relation
  • Basic elements of Public Relation
  • Objectives of Public Relation
  • Public Relation Advertising

 

Unit IV: 
Consumer Behavior
  • How consumer behavior does works?
  • The Consumer Audience
  • Social/ Cultural influences on consumer decisions
  • Psychological influences on consumer decisions
  • Behavioral influences on consumer decisions
  • The consumer decision process

 

Unit V: 
Outdoor Photography:
  • Street portraiture, street life, culture and heritage.
  •  Landscapes & cityscapes.
  •  Architecture & interiors.
  •  The photojournalistic approach - documentation of socially relevant topics like pollution, traffic sensibilities, child labour etc.

 

Essential Readings: 

. Advertising Art & Ideas - By G. M. Rege

2. Advertising Principles & Practice - By Wells, Moriarty & Burnett

3. Foundations of Advertising - Theory & Practice – By Chunnawala & Sethia

4. Photography- By Peter Cattrell

 

 

Academic Year: 
2018-2019
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