MCM501 : Advertising for Print and Electronic
Media
Course Content
Purpose of Studying Advertising
and its History, Definitions of Advertising and its Relaxation with Different
Notions, Controversies about Advertising, Types of Advertising, Effective
Communication, Process of Advertising, Advertising Models, Comparison of Print,
TV, Radio and online Advertising, Advertising Agency, Types of Advertising Agency,
Functions & Structure of Advertising Agency, Agency Compensation &
Client Service Department of Advertising Agency, Client Service Department of
Advertising Agency Part 2, Accounts Department of Advertising Agency and
Creative Brief, Creative Department of Advertising Agency, The Creative Process
and Meaning of Layout, Role of Creativity in Advertising and Stages of Ad
Design Process, Advertising Copy, Qualities of a Good Advertising Copy,
Qualification of a Copy Writer & Elements of Print Ad Copy, Elements of
Print Ad Copy, Sources of Copy Ideas and Effective Copy Writing, Format for
Radio and TV Commercials, Print Ad Production Process, Production of Ad for
Electronic Media, Creating Radio Advertisements, Media Planning and Strategy
Part 1, Media Planning and Strategy Part 2, Media Planning and Strategy Part 3,
Media Planning and Strategy Part 4, Research in Advertising, Research in
Advertising (Research during the Production of Ads), Advertising Testing
Techniques, Advertising Testing Techniques & Advertising Budget, Branding
& Packaging, Branding & Packaging Part 2, Product Promotional Strategy,
Globalization and Advertising, Advertising Ethics Part 1, Advertising Ethics
Part 2, Direct Response and Direct Mail Advertising, Direct Response and Direct
Mail Advertising Part 2, Pakistani Advertising for Global Economy, Pakistani
Advertising for Global Economy Part 2.