Syllabus
|
Course Code: MFA-A-202 Course Name: Advertising Foundation & Dimension |
||
| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
|---|---|---|
| 1 | Copy writing & Typography – Introduction of copy, types of copy, copy formats : Headlines, Sub headlines, body copy, Slogan etc. Typography and its role in Advertising. Calligraphy. | |
| 2 | Marketing, Advertising & Market Research: Nature and scope of Marketing, Advertising role in Marketing, Types of market., Marketing mix, 4P’s of Marketing Transportation, Insurance, Direct Marketing, Motivational Research. | |
| 3 | Types of Advertising Media – Press Advertising (Newspapers, Magazines & Journals), Outdoor Advertising (Posters, Hoardings, Painted Display, Electric Display, Neon- Signs, Stickers etc.), Direct Mail Advertising (Sales Letters, Personal Letters, Circulars, Booklets, Catalogue, etc.), Entertainment Advertising (Radio, Television, Films, Puppets Shows, etc.) Promotional Advertising ( Interior Display, Show-Rooms, Window Display, Show-cases, coupons etc.), Famous Mascots, Layout stages, Layout design principles, Major different printing techniques in brief: offset, letterpress, lithography, gravure or intaglio, screen printing laser printing etc. | |
| 4 | Ethics, Regulations and Social Responsibilities – Taste and Advertising, Stereotyping in Advertising: Women in advertisement, Advertising to children, Ethical Aspects of Advertising, Advertising controversial products & legal aspects of advertising, Copyright, Trade Mark | |
