Course Overview
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Course Synopsis
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This course basically focuses on the acquisition, evaluation and analysis of information for advertising decisions. The emphasis of this course is on understanding the scientific method, developing explicit and measurable research objectives, selecting appropriate methodologies and analyzing data.
This course covers the principles of selling media time and space to advertisers. It deals with an overview of sales opportunities, challenges in the various advertising media and how to prepare and deliver effective sales. It focuses primarily upon the introduction to visual communication theory and methodology, principles of design and production processes. Lectures include such topics as symbols, visual perception, conceptualization and layout stages, design principles, typography, illustration and imaging, color and color reproduction, print production, printing processes, which helps the student for making advertisements in electronic media.
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Course Learning Outcomes
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At the end of the course, you should be able to:
- Explain the concepts and theories of Advertising
- Recognize the strengths and weaknesses of various media used for advertising purposes.
- Develop a comprehensive Advertising campaign for any type of product or service.
- Spot the various techniques and practices used by ad agencies for effective advertising.
- Identify the effects of advertising on our society.
- Elaborate the techniques for measuring the effects of an advertising campaign.
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Course Calendar
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1
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PURPOSE OF STUDYING ADVERTISING AND its HISTORY
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2
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DEFINITONS OF ADVERTISING AND ITS RELATION WITH DIFFERENT NOTIONS
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3
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CONTROVERSIES ABOUT ADVERTISING
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5
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EFFECTIVE COMMUNICATION
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8
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ADVERTISING MODELS (DAGMAR MODEL)
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9
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COMPARISON OF PRINT, TV, RADIO AND ONLINE ADVERTISING
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11
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TYPES OF ADVERTISING AGENCY
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12
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FUNCTIONS & STRUCTURE OF ADVERTISING AGENCY
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13
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AGENCY COMPENSATION & CLIENT SERVICE DEPARTMENT OF ADVERTISING AGENCY
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14
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CLIENT SERVICE DEPARTMENT OF ADVERTISING AGENCY PART 2
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15
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ACCOUNTS DEPARTMENT OF ADVERTISING AGENCY AND CREATIVE BRIEF
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16
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CREATIVE DEPARTMENT OF ADVERTISING AGENCY
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17
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THE CREATIVE PROCESS AND MEANING OF LAYOUT
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18
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ROLE OF CREATIVITY IN ADVERTISING AND STAGES OF AD DESIGN PROCESS
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20
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QUALITIES OF A GOOD ADVERTISING COPY
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21
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QUALIFICATION OF A COPY WRITER & ELEMENTS OF PRINT AD COPY
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22
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ELEMENTS OF PRINT AD COPY
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23
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SOURCES OF COPY IDEAS AND EFFECTIVE COPY WRITING
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24
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FORMAT FOR RADIO AND TV COMMERCIALS
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25
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PRINT AD PRODUCTION PROCESS
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26
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PRODUCTION OF AD FOR ELECTRONIC MEDIA
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27
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CREATING RADIO ADVERTISEMENTS
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28
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MEDIA PLANNING AND STRATEGY PART 1
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29
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MEDIA PLANNING AND STRATEGY PART 2
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30
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MEDIA PLANNING AND STRATEGY PART 3
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31
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MEDIA PLANNING AND STRATEGY PART 4
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32
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RESEARCH IN ADVERTISING
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33
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RESEARCH IN ADVERTISING (RESEARCH DURING THE PRODUCTION OF ADS)
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34
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ADVERTISING TESTING TECHNIQUES
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35
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ADVERTISING TESTING TECHNIQUES & ADVERTISING BUDGET
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37
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BRANDING & PACKAGING (Part 2)
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38
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PRODUCT PROMOTIONAL STRATEGY
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39
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GLOBALIZATION AND ADVERTISING
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40
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ADVERTISING ETHICS PART 1
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41
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ADVERTISING ETHICS PART 2
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42
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DIRECT RESPONSE AND DIRECT MAIL ADVERTISING
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43
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DIRECT RESPONSE AND DIRECT MAIL ADVERTISING PART 2
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44
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PAKISTANI ADVERTISING FOR GLOBAL ECONOMY
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45
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PAKISTANI ADVERTISING FOR GLOBAL ECONOMY PART 2
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