Coming soon
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:
