MCM501 : Advertising for Print and Electronic Media

Course Overview

Course Synopsis

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.

Course Learning Outcomes

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.


Course Calendar

TopicLectureResourcePage
PURPOSE OF STUDYING ADVERTISING AND its HISTORY1Handouts
DEFINITONS OF ADVERTISING AND ITS RELATION WITH DIFFERENT NOTIONS2Handouts
CONTROVERSIES ABOUT ADVERTISING3Handouts
TYPES OF ADVERTISING4Handouts
EFFECTIVE COMMUNICATION5Handouts
PROCESS OF ADVERTISING6Handouts
ADVERTISING MODELS7Handouts
Quiz no. 01
ADVERTISING MODELS (DAGMAR MODEL)8Handouts
COMPARISON OF PRINT, TV, RADIO AND ONLINE ADVERTISING9Handouts
Assignment no. 01
ADVERTISING AGENCY10Handouts
TYPES OF ADVERTISING AGENCY11Handouts
FUNCTIONS & STRUCTURE OF ADVERTISING AGENCY12Handouts
AGENCY COMPENSATION & CLIENT SERVICE DEPARTMENT OF ADVERTISING AGENCY13Handouts
Quiz No. 02
CLIENT SERVICE DEPARTMENT OF ADVERTISING AGENCY PART 214Handouts
ACCOUNTS DEPARTMENT OF ADVERTISING AGENCY AND CREATIVE BRIEF15Handouts
CREATIVE DEPARTMENT OF ADVERTISING AGENCY16Handouts
Quiz No. 03
THE CREATIVE PROCESS AND MEANING OF LAYOUT17Handouts
ROLE OF CREATIVITY IN ADVERTISING AND STAGES OF AD DESIGN PROCESS18Handouts
ADVERTISING COPY19Handouts
QUALITIES OF A GOOD ADVERTISING COPY20Handouts
QUALIFICATION OF A COPY WRITER & ELEMENTS OF PRINT AD COPY21Handouts
ELEMENTS OF PRINT AD COPY22Handouts
Mid Term
SOURCES OF COPY IDEAS AND EFFECTIVE COPY WRITING23Handouts
FORMAT FOR RADIO AND TV COMMERCIALS24Handouts
PRINT AD PRODUCTION PROCESS25Handouts
PRODUCTION OF AD FOR ELECTRONIC MEDIA26Handouts
CREATING RADIO ADVERTISEMENTS27Handouts
GDB
MEDIA PLANNING AND STRATEGY PART 128Handouts
MEDIA PLANNING AND STRATEGY PART 229Handouts
MEDIA PLANNING AND STRATEGY PART 330Handouts
MEDIA PLANNING AND STRATEGY PART 431Handouts
RESEARCH IN ADVERTISING32Handouts
RESEARCH IN ADVERTISING (RESEARCH DURING THE PRODUCTION OF ADS)33Handouts
Quiz No. 04
ADVERTISING TESTING TECHNIQUES34Handouts
ADVERTISING TESTING TECHNIQUES & ADVERTISING BUDGET35Handouts
BRANDING & PACKAGING36Handouts
BRANDING & PACKAGING (Part 2)37Handouts
Assignment no. 02
PRODUCT PROMOTIONAL STRATEGY38Handouts
GLOBALIZATION AND ADVERTISING39Handouts
ADVERTISING ETHICS PART 140Handouts
ADVERTISING ETHICS PART 241Handouts
Quiz 05
DIRECT RESPONSE AND DIRECT MAIL ADVERTISING42Handouts
DIRECT RESPONSE AND DIRECT MAIL ADVERTISING PART 243Handouts
PAKISTANI ADVERTISING FOR GLOBAL ECONOMY44Handouts
PAKISTANI ADVERTISING FOR GLOBAL ECONOMY PART 245Handouts
Final Term
Disclaimer: This is a tentative plan for the semester. It can be changed if needed and students will be informed via announcement
 
 
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