Syllabus
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Course Code: MAFA-203 Course Name: Advertising Foundation |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 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. |
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| 2 | Marketing, Advertising & Market Research: Nature and scope of Marketing, Advertising role in marketing, Types of market. Marketing mix, 4P’s of marketing and Marketing channel of distribution, Packaging, Insurance, Transportation, Direct marketing. Consumer reaction, Motivational research, Brand image. |
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| 3 | Print Advertising:, Newspaper Advertising, Magazine advertisement, Layout stages, Layout design principles. Famous Mascots, Window display, Counter display, Major different printing techniques in brief: offset, letterpress, lithography, gravure or intaglio, screen printing, laser printing etc. |
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| 4 | Ethics, Regulations and Social Responsibilities – Taste and Advertising, Stereotyping in Advertising: Women in advertisement, racial and ethnic stereotypes, Advertising to children, Advertising controversial products & legal aspects of advertising. Copyright, Trade Mark act etc. |
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