First Semester
COURSE STRUCTURE
M.Sc.( Advertising Management & Public Relations)
Theory Practical Int.Ass. Total
ADPR-601 Communication and Mass 80 20 100
Communication Theory
ADPR-602 Principles of Advertising & PR 80 20 100
ADPR-603 Writing for Advertising & PR 80 20 100
ADPR-604 Graphics and Production 50 30 20 100
ADPR-605 Presentation and Communication Skill 50 30 20 100
ADPR-606 Adv. and PR Research 80 20 100
ADPR-607 Basic of Computer (Common Paper) 50 30 20 100
Communication and Mass Communication Theory
ADPR-601
Max.Marks 80
Pass Marks 32
Time : 3 hours
1. Definition and Concept of Communication
Evolution of Communication
Elements of Communication
Functions of Communication
Communication and Socialization
2. Forms of Communication
a) Intrapersonal Communication
Interpersonal Communication
Small Group Communication
Public Communication
Mass Communication
b) Non-verbal Communication, Body Language
Verbal Communication
C) Models of Communication
SMR Model
SMCR Model
Shannon & Weaver Model
Laswell's Model
Osgood's Model
Dance's Model
Schramm's Model
Gerbner's Model
Newcomb's Model
Convergent Model
Gatekeeping Model
D) Theories of Mass Communication
Theories of impact of Mass Communication
Limitations of Mass Communication
Demassification,Demystification,Decentralization,
Convergence, Future trends in Mass Communication
5. Mass Media of Communication: Newspapers, Magazine, Radio, Television, Films, Books.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practicals.
Principles of Advertising and PR
ADPR-602
Max..Marks 80
Pass Marks 32
Time : 3 hours
1. Principles of Advertising
Advertising : An introduction :-
Concept and Definition, History of Advertising and development of modern advertising. Role and Reach of Advertising, Classification of Advertising.
Advertising and Marketing :-
Advertising in Promotion-Mix, Advertising in Marketing-Mix Promotion in Marketing.
Advertising Agencies an introduction :-
Why Advertising Agencies, History and Development of Advertising Agencies, Advertising Departments, Creative Boutiques, Advertising Laws, Ethics and Codes of conduct.
2. Principles of Public Relations
Public Relations : An introduction :-
Concept and Definition of Public Relations, History and Development of PR , Types of Publics, Role and reach of PR, Tools of PR
PR Organizations and Consultancies an introduction :-
History and Growth of PR in marketing-mix, Publicity and Propaganda, Public Opinion, Liason and Lobbying. Social Responsibility, Ethics & Code of Conduct.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practicals.
Writing for Advertising and PR
ADPR-603
Max.Marks 80
Pass Marks 32
Time : 3 hours
1. Fundamentals of Writing:-
Introduction to creative writing, Lucidity and Directness, Authenticity and Credibility, Authorial Voice, Coherency, Consistency, Transition.
2. Structure and Content of Writing :-
Preparation for Writing, Importance of Vocabulary, Word play, Introduction, Body, Conclusion, Presentation of ideas, Styles of Writing, Description, Dialogues.
3. Writing for Advertising :-
Advertisement copy, types, functions, Headlines, Body text, Slogans, Scripts for Radio Jingles and TV Commercials.
Copy Writing : an introduction : -
Writing for Print Ads, Writing Jingles and TV commercials, Writing for other Publicity Materials, Writing for direct mail and directories, etc.
4. Writing for PR :-
Introduction to PR writing, Persuasion in writing, empathy, writing for specific Audiences, difference between writing for PR and other types of writing, writing for various types of PR material, News releases, Backgrounders, Features and Profiles, writing for House Journals, Report Writing.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practicals.
Graphics and Production(Theory)
ADPR-604
Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Concept and Philosophy of Graphics and Production
Elements of Design
Principles of Design(Design syntax)
Type and Type faces
Choosing Types in Design
Layout
Composing Methods
Desk Top Publishing
Printing Process and Methods
Visual Copy Reproduction
Color and its Production Aspects
Printing Paper
Costing and Estimating
B) Introduction to various types of print publications:-
Leaflets, Brouchers, Posters.
3. Still Photography : Origin and History
Camera Parts and Types of Cameras
Photographic techniques – Exposing, Development and Printing.
Black and White Photography
Colour Photography
Special Photographic Techniques
D) Introduction to Audio Visual Production
Basics of Audio Recording,Basics of Film Production Techniques
Basics of Video Production Techniques, Sound and Slide Productions
E) Introduction to Computer Animation
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practicals.
Graphics and Production(Practical)
ADPR-604 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Graphics and Production.
Presentation and Communication Skills(Theory)
ADPR-605
Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Communication Skills :-
Essentials of Communication Skills
Small Group Communication Techniques
Group Discussion
Public Speaking Techniques
Body Language-Verbal and non-Verbal
Interviews- Kinds of interviews-as interviewee & as interviewer
Work shops :
Mock Interviews,Group Discussions, JAM (Just a Minute), Dress Codes
B) Presentation Skills :
Pre-presentation preparation
Presentation Skills
Post-presentation follow-up
Presentation aids: Audio aids, Visual aids, Audio-Visual aids, Printed aids
Computer aided presentations
Use of power point
Meetings, Convening, Preparation, Managing, Post Meeting follow up
Organizing
Meeting manners
Presiding over a meeting
Participating in a meeting
C) Written Presentation :-
Preparation of CV/Resume
Official Correspondence
Report Writing
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practicals.
Presentation and Communication Skills(Practical)
ADPR-605
Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Presentation and Communication Skills.
Advertising and PR Research
ADPR-606
Max.Marks 80
Pass Marks 32
Time : 3 hours
A) Introduction to Research
Concept of Research
Role, Function and importance of Communication Research
B) Methods of Communication Research
Census Method, Random Sample Surveys
Random Sampling-Questionnaire, Coding tabulation, Data Interpretation
Report Writing-Footnotes, Index, Bibliography
Observation Method-Case Studies, Content Analysis
C) Research Design
D) Statistical Methods in Communication Research
Mean, Median, Mode standard deviation, Chi-square Test
E) Media Research
Media Habits, Impact Studies, Trend Studies
F) Advertising Research
Exploratory Research : Getting the facts Right
Diagnostic Research : Checking out the Facts and Getting the options
Evaluative Research (copy and concept testing) : recognition Tests,
Recall Tests, Persuasion
Tests, Focus Groups, Depth Interviews, Simulated Market Tests.
G) PR Research
Exploratory Research : Studying Attitudes, Conflicts, Public Opinion
Diagnostic Research : Assessing the Opinions and Facts
Evaluative Research : Popularity Polls, Public Opinion Surveys
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations,
Assignments and practical.
SYLLABUS
M.Sc. (Advertising Management and Public Relations)
The course content of M.Sc. Advertising Management and Public Relations is designed to prepare the students to face the challenges in the field of Advertising, Public Relations and related fields of communication. The syllabus is divided into four semesters. The first semester will introduce the students to the various theories of communication, basics of Advertising and Public Relations, Graphics, Designing and Research. The second semester will cover the practical aspects to Advertising and Public Relations including creativity and management. The students will do productions. In addition, the students will undergo an eight weeks practical training programme.
P.S. Each semester will be of 17 weeks duration (including preparatory leaves) followed by two weeks of examination and a semester break of 3 weeks. The remaining 8 weeks in summer will be utilized for practical training. In the third semester, the students will opt either for Advertising or Public Relations as their specialization. Along with their special paper they will be acquainted with the Laws & Ethics in Advertising and P.R.. In the fourth semester students have to submit a dissertation done under the guidance of one of the faculty members.
Each paper carries a total of 100 marks. Pass mark in each paper will be 40
Attendance
Lectures 75%
Tutorials 75%
Practical 75%
Internal Assessment for each paper will be of 20 marks. Internal Assessment will be based on class room attendance class room performance, assignments, tests and quizzes.
For the final degree, divisions will be awarded as under :-
1. First Division with Distinction 75% and above
2. First Division Between 60% and 75%
3. Second Division Between 50% and 60%
4. Third Division Less than 50%
Second Semester
Theory Practical Int.Ass. Total
ADPR-611 Marketing and Mangement 80 20 100
ADPR-612 Creativity in Advertising and PR 50 30 20 100
ADPR-613 Advertising and PR Campaigns 50 30 20 100
ADPR-614 Advertising and PR Management 80 20 100
ADPR-615 Advertising and PR Production 100(To be evaluated by a committee
comprising 3 experts, including an
outside member
ADPR-616 Internship 100( To be assessed by three teachers
nominated by the Chairperson)
Media Tour(Compulsory) A visit to the Advertising and PR agencies will be arranged at least once in a year which will be compulsory for each student. The students will have to make presentations before the faculty regarding the media tour.
M.Sc.( Advertising Management & Public Relations)
Marketing Management
ADPR-611
Max.Marks 80
Pass Marks 32
Time : 3 hours
A) Management
Concept and Definition of Management
Role of Managers
Decision making-By individuals and groups
Organizing and Staffing
Human Resource Development
Planning and Strategic Management
Budgeting
Leadership
Entrepreneurship
Managing Small Business and Corporate Management
Creating New Ventures
Future Trends in Management
B) Marketing
The Concept and Philosophy of Marketing
Marketing vs Sales
Role of Marketing in Organizations and Society
Changing Indian Marketing Scenario
Marketing Mix-Product, Price, Place and Promotion
Production mix- Advertising, Personal Selling, Sales Promotion and Public Relations
Direct Mail
Consumer Behavior
Marketing Strategy, Appraisal and Analysis of Market, Differentiating and Positioning the Market ing offer, The Product Life Cycle.
Market Leaders, Challenges, Followers and Nichers
Market Information System, Market Intelligence, Market Research, Sales Reports
Organizing, Implementing, Evaluating and Controlling and Marketing Programme, Direct Marketing.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Creativity in Advertising & PR (Theory)
ADPR-612
Max.Marks 50
Pass Marks 20
Time : 3 hours
A). Creativity in Advertising
Creativity : Concept and Definition
Creativity and Communication
Creativity in Advertising
Idea Generation
Copy Platform
Idea to Copy and Visual
Copy Writing
Creativity in Layout and Direction
Appeals in Advertising
Interface of Copy Creativity and Visual Creativity
B) Creativity in Public Relations
Persuasion : Concept and Practice
Motivational Theories and their Relevance in PR
Creativity in Writing for PR
Creativity in Media Relations
Creativity in Employee Relations
Creativity in Community Relations
Creativity in Relations with other Publics
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Creativity in Advertising & PR (Practical)
ADPR-612
Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Creativity in Advertising & P.R..
Advertising & PR Campaigns(Theory)
ADPR-613
Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Ad. Campaigns
Introduction to Ad. Campaigns
Campaign Planning
Appraisal and Analysis for a Campaign
Setting Campaign Objectives, Creative Strategy
Copy Writing and Art Work
Media Structure, Media Options and Media Selection,
Budgeting, Evaluation of Campaign
B) PR Campaigns
Introduction to PR Campaigns
Appraisal and Analysis for PR Campaigns, Setting Campaign Objectives
Planning and Strategies in PR Campaigns
Choosing Appropriate PR Tools
Budgeting for PR Campaigns, Evaluating PR Campaigns
Special Information Campaign, Political Campaigns
D) Advertising Media
Print Media : News Papers, Magazines
Electronic Media : Radio, TV, Films
Outdoor Media : Posters, Banners, Hoardings, Wall Writings, etc.
Transit Media
Media Characteristics : Advantages and Disadvantages of Various Media
Media Scene in India – Changing Profile of the Press, Radio and TV in India
New & Emerging Media : Internet Advertising, Exhibitions, Road Shows, Special Events etc.
E) PR Tools
Meetings, Seminars, Workshops, House Journals, Brouchers
Pamphlets, Folders and other Publicity Material
Media Relations, Press Conferences, Media Briefing and Interviews.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Advertising & PR Campaigns(Practical)
ADPR-613
Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Advertising & P.R. Campaigns.
Advertising & PR Management
ADPR-614
Max.Marks 80
Pass Marks 32
Time : 3 hours
1. Advertising Agency :-
Structure, Function and Role of Ad. Agencies
Interface of various Departments of an Ad. Agency
Agency-Client Relationship- Client Brief, Account Planning and Handling
Functions of an Ad. Department in Corporate Sector, Agency Commission Concept
Selection and empanelling of Ad. Agencies
Apex Advertising Organizations – AAAI,AC, ABC
B) PR Organizations :-
Structure, Functions, and Role of PR Organizations
PR Departments in Private and Public Sectors & NGO.
PR Consultancies, Financial PR, Apex PR Organizations : PRSI, IPRA
C) Advertising Budget :-
Ad Budget and Overview, Methods of Determining Advertising Appropriation
Monitoring and Control of Budget, Production and Cost Analysis
D) PR Budget :-
PR Budget an Introduction, Methods of Determining Advertising Appropriation
Monitoring and Control of Budget, Production and Cost Analysis
E) Media Planning :-
Introduction to Media Planning
Media Class, Vehicles, Options
Media measurement Tools : TRP, Average issue Readership (AIR), Opportunity to See (OTS), Cost Per Thousand(CPT), Gross Impression, Gross Rating Point(GRP)
Reach and Frequency, Syndicated Studies – NRS and IRS
Media Selection, Media Tariff, Media Buying
Role of Computers in Media Planning, Media Innovations
5. Managing PR Tools :-
Conducting Press Conferences
Conducting Press Tours, Plant Visits etc.
Organizing and Participating in Exhibitions, Fairs etc
Organizing Special Events
Designing and Printing of House Journals, Annual Reports, and other Publicity Material
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Advertising & PR Production
ADPR-615
Max.Marks 100
Pass Marks 40
Each Student will prepare a portfolio contains the following :-
Ad Production Number Marks
Classified & Classified Display 10 5
Display 5 5
TV Ads. 2 10
Radio Jingles 5 10
Pamphlets & Folders 10 10
Wall Writing & Banner 10 5
Posters 5 5
PR Production Number Marks
News Releases 5 10
Backgrounders 5 5
News Letters(one each in Hindi & English) 2 10
(Dummies of at least 8 pages)
Institutional Profiles with Mission & Objectives 2 5
Annual Report 2 5
Features 5 5
The Production Portfolio will be submitted by every student within one week of the last theory examination of the 2nd semester.
Computer Applicatons
ADPR-607
Max.Marks 50
Pass Marks 20
Time : 3 hours
Introduction to Computers :-
Definition,Generatons, Memories and Classification of Computers
Hardware and Software device.
Application of Computers in various Mass Media :-
Newspapers, Magazines, Radio and Television, Media Planning etc.
Introduction to Ms-Office, Ms-Word :-
Special emphasis on Ms-Word and Power Point, Ms-Word basics, Typing and Editing, Formatting Text, Page Design and layout, Mail Merge and Document Management.
Power Point :-
Presentation Graphics, Introduction to Power Point, Creating a Presentation and Customizing the Slide Show.
Introduction :-
Graphics, Multimedia and Animations
Introduction :-
Page Maker, Cored Draw, DTP and their use in man media application
Introduction to Internet :-
Definition, Various activities on Internet, Tools and Services on Internet, Browsing the Internet.
Every student will attain proficiency in data entry and at least one of the Software Packages of Word Processing.
Computer Practical
ADPR-607
Max.Marks 30
Pass Marks 12
* Each student is required to attain a speed of 25 words per minute for data entry. There will be the qualifying speed for the Practical Exam of Computer Applications.
* Proficiency in the use of Ms-Office(Word, Power Point), Page Maker and Corel Draw.
* The Practical exam will consist of two parts. First part would be qualifying for which there would be no marks. In the second part the students will be required to exhibit their proficiency in the use of Ms-Office(Word, Power Point), Page Maker and Corel Draw. Marks would be given for the performance.
THIRD SEMESTER
Paper Code Nomenclature Theory Practical Int. Ass. Total
ADPR-621 Transcreation 50 30 20 100
ADPR-622 Media Laws & Ethics 80 - 20 100
ADPR-623 Consumer & Target 80 - 20 100
Group Behavior
ADPR-624 Special Paper-I 50 30 20 100
ADPR-625 Special Paper-II 50 30 20 100
ADPR-626 Special Paper-III 100 100
TRANSCREATION (Theory)
ADPR-621 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Qualities of Good Writing
Clarity, Brevity, Sincerity, Flow, Readability, Style.
B) Basics of Transcreation
Hindi to English, English to Hindi
Translation of on the spot coverage, letters to editor simple news, rewrites, additions, alterations giving headlines, today's engagements etc.
C) Transcreation of categorized news : follow-ups, post event coverage, analytical coverage.
Translation of types of stories
General : Speeches, Conferences, Personal briefs, Community activities, community grievances.
Events : Deaths, Births, Marriages, Crime, Disaster, Epidemics, Seasons and Weather, Natural Calamities, Human interest stories.
D) Types of Stories :
Legislative bodies, representative bodies, Government, Semi-government, Political event, Development.
Business, Commerce, Finance, Industry and Agriculture.
Arts & Culture, Literature, Entertainment, Science & Technology, Sports, Religion. Interviews and Features.
E) Preparing Press Releases and Press Notes, Converting Press Release into News. Reporting Press Conferences.
Team Work
Student will prepare and update a daily dairy for news translations.
Students will be given assignments for translation for English to Hindi and Vice-versa. News scene, News language and writing skill will be treated as three separate qualities for overall assessment.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
TRANSCREATION (Practical)
ADPR-621 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Transcreation.
MEDIA LAWS AND ETHICS
ADPR-622 Max.Marks 80
Pass Marks 32
Time : 3 hours
A) Regulations for Advertising :-
Code of ethics for advertising in India by Advertising Council of India
DAVP's code of advertising
The Drugs and Magi Remedies (objectionable advertisements) act
Banking and Non-Banking Financial companies and miscellaneous Non-Banking
Companies advertising act.
Young person harmful publication act 1986
B) Regulations for Public Relations :-
Code of Athens (IPRA code of ethics)
Code of professional standard for PR practitioners by PR society of America.
C) Print Media Regulations
Freedom of speech and expressions, Article 19 (a) and 2 reasonable restrictions
Right to information
Laws for defamation
Contempt of Court
Contempt of legislation
Official secrets act
Press and books registration act
Copyright act
Various wage boards
Drugs & Cosmetics Act 1940
Patent and Trade Marks Act
Lottery and Prize competition act
D) Electronic Media Regulations
Convergence Bill Law, Cyber Law
Broadcasting code for news for AIR and DD
Broadcasting code for advertising for AIR and DD
Cable TV regulation act
Cinematograph Act
Film Censorship
Reports of various Committees and commissions dealing with electronic media in India.
Rejection of advertisement on specified and unspecified groups
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
CONSUMER AND TARGET GROUP BEHAVIOUR
ADPR- 623 Max. Marks : 80
Pass. Marks : 32
Time : 3 hour
A) Consumer Behavior :-
Meaning, Scope and its applications, Need and Motives, Role of Consumer in Marketing, Types of Consumers, Case Studies.
B) Consumer Needs and Motivation :-
Personality and Consumer Behaviors, the nature of Consumer attitudes, Strategies of attitude change, Communication and Consumer Behavior, Persuasion, Case Studies.
C) Group Dynamics and Consumer Behavior :-
Consumer Decision Making, Major Factors influencing Consumer Behavior, Reference Groups, Personal Influence and Opinion, Leadership Process, Case Studies.
D) Social Surroundings of Consumer :-
The Family, Functions of a family, Family decision making, Family life cycle, Changing Female consumer, Social Class, Life style profiles, social class mobility, Affluent & non-affluent consumer, Case Studies.
E) Consumer Perception :-
Its dynamics, Imagery, Influence of culture on consumer behavior, Diffusion of Innovation, Models of buying behaviour-Howard-Sheth, Importance of consumer research. Case Studies.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
SPECIAL PAPER-I (Advertising)
(Theory)
Practice of Advertising
ADPR-624 Max.Marks 50
Pass Marks 20
Time : 3 hours
Practice of Advertising
News paper, Magazines
Radio, Doordarshan, Film, Internet
Poster, Banner, Hoarding, Wall Writing,
Transit Media, Other miscellaneous Media
Advantages and disadvantages of various Media
Characteristics of various Media
Sponsored Programme, Road Show
Cable Advertising :- Why cable advertising, How cable advertising is important, opportunity for sponsorship, advertising basics and cable TV, Commercial flexibility, Evaluation, Computer general Graphics, Local advertising and commercial messages, Audience Research.
Internet Advertisement :- Glossary of internet advertisement History and growth of internet, Kinds of internet advertisement, Advantages and disadvantages of internet advertisement, Traditional advertisement and internet advertisement. New dimensions in internet advertisement.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
SPECIAL PAPER-I (Advertising)
(Practical)
Practice of Advertising
ADPR-624 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Practice of Advertising.
SPECIAL PAPER-I(Public Relations)
(Theory)
Practice of Public Relations
ADPR-624 Max.Marks 50
Pass Marks 20
Time : 3 hours
Practice of Public Relations
Principles and models of Public Relations
Tools of Public Relations
Structure and Functions of In house Public Relations
Structure and Functions of Commercial Public Relations agencies
Planning and Implementations of Public Relations
Press release writing and distributions
Press conference
Institutional public relations and international public relations
Image building and Pressure groups
Crisis communication and Public issue communication
Public Relations and Internet
Writing for Press
Office Style
Planning and evaluation for PR
PR and marketing mix
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
SPECIAL PAPER-I(Public Relations)
(Practical)
Practice of Public Relations
ADPR-624 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Practice of Public Relations.
SPECIAL PAPER-II(Advertising)
(Theory)
New Media in Advertising
ADPR-625 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Internet
Websites for advertising & Communication
E-mail, Browsing, Webpage development
Internet governance
ICANN, netiquettes, Hypermedia
DTP, Video Streaming, Broadband policy & applications
SWAN Policy
Modes of Internet access and connection
New trend
B) Interactive Advertising
Definition & Types
New methods & media of advertising
SMS advertising
Unconventional methods of advertising
Glossary changing profile of audience
Upcoming trends
Research on new interactive advertising
Instant messaging economics
E-commerce
In-commerce & blogging
Other on-line resource
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
SPECIAL PAPER-II(Advertising)
(Practical)
New Media in Advertising
ADPR-625 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of New media in Advertising. Each student will have to be proficient in Photo shop, Corel draw, Flash, Director, Sound Forge.
SPECIAL PAPER-II(Public Relations)
(Theory)
New Media in Public Relations
ADPR-625 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Internet
Websites for advertising & communication
E-mail, Browsing
Web Page development
Internet Governance
ICANN, Netiquettes, Hypermedia
DTP, Video Streaming, Broadband policy & applications
SWAN policy
Modes of internet access and connection
New trend
B) Interactive advertising
Definition & Types
New methods & media for PR
Unconventional methods of PR
Glossary changing profile of audiences
Upcoming trends
Research on new interactive PR
Instant messaging economics
E-commerce
In-commerce & blogging
Other on-line resource
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
SPECIAL PAPER-II(Public Relations)
(Practical)
New Media in Public Relations
ADPR-625 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of New media in Public Relations. Each student will have to be proficient in Photo shop, Corel draw, Flash, Director, Sound Forge.
SPECIAL PAPER-III (Advertising)
Case Study in Advertising
ADPR-626 Max.Marks 100
Pass Marks 40
Time : 3 hours
Each student has to do the case study in the field of advertising. The outside expert will evaluate the report.
Each student will have to undergo a case study in consultation with the faculty for deciding the thrust area. Students will have to submit three typed copies of the report of the case study before the commencement of the third semester examination.
SPECIAL PAPER-III (Public Relations)
Case Study in Public Relations
ADPR-626 Max.Marks 100
Pass Marks 40
Time : 3 hours
Each student has to do the case study in the field of Public Relations. The outside expert will evaluate the report.
Each student will have to undergo a case study in consultation with the faculty for deciding the thrust area. Students will have to submit three typed copies of the report of the case study before the commencement of the third semester examination.
FOURTH SEMESTER
Paper Code Nomenclature Theory Practical Int. Ass. Total
ADPR-631 Social Marketing & 80 - 20 100
Development Comm.
ADPR-632 Business Comm. 80 - 20 100
ADPR-633 Special Paper-IV 50 30 20 100
ADPR-634 Special Paper-V 50 30 20 100
ADPR-635 Comprehensive Viva 100 100
ADPR-636 Dissertation 100 100
SOCIAL MARKETING & DEVELOPMENT COMMUNICATION
ADPR-631 Max.Marks 80
Pass Marks 32
Time : 3 hours
A) Principles of Social Marketing
Introduction to social marketing
Designing Social Products
Distributing Social Packages
Pricing considerations in social marketing and managing the cost of adoption
B) Strategies of Social Marketing
Role of social marketing in changing public behavior
Social marketing environment
Identifying the target market
Role of Research
Organizing & Implementing social programme
Managing service delivery
Monitoring and evaluating social marketing programmes
C) Development Communication
Development concept & meaning
Development, Social Change, Modernization
Westernization and Sanskritisation,
Theories of development : Social Theory, Political Theory, Economical Theory.
Models of development : Western, Eastern, Gandhism & Schumacher's
Sustainability in Development
Religion and Development
Human Right and Development
Characteristic features of developing societies
Indices of development
Human development reports(UNESCO)
D) Role
Role of Govt. public sector companies, NGO's national and international bodies in development.
Sponsored development programmes (state govt., central govt. and world bodies)
IRDP,ERRP,TDP,ANTODOYO, and DPEP, review of various extension programmes.
E) Role of different media in the process of development
Indian experience of development communication
Etowah project, Nilokheri Project, Chhatera experiment of HT, IBVE of Udaya vani, SITE,KHEDA TV experiment, community newspaper.
F) Major social issues in development
Family Planning
Women and Child Development
Literacy
Rural Problems
Urban Problems
Environment
Population
Poverty
Unemployment
Human Rights
G) Planning and Documentation
Planning for developmental projects covering the basic steps involved in plans/project information, planning, survey, plan administration management, coordination and evaluation thereof.
Documentation & official communication
Setting up of an NGO
Rules & regulations pertaining to setting up of an NGO
Funding agencies procedures and rules
To get funds from foreign and Indian funding agencies
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Administrative and Business Communication
ADPR-632 Max.Marks 80
Pass Marks 32
Time : 3 hours
A) Business Communication
Principles of Business Communication
Non-Verbal communications in Business
Listening and Fast reading
Presentation Structure, Strategy and delivery
Meeting, Introduction, Negotiations
Written Communication-Letter, Minutes, Memo, Short, Long Reports
Press Releases
Handling information sources
Annual Reports, Financial Reports
Chairman's Speech
B) Government Communication
Need for Govt. Communication
Govt. Media Setup (Ministry of I &B)
Basic Principles of Govt. Publicity
Operation of Govt. Publicity
Publicity Campaigns for Plans, Projects and Programmes
Govt. Image Building, Lobbying
Information services of State Govt. and Public Sectors
Advertising and Publicity policy of Govt. of India
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Special Paper-IV (Advertising)
(Theory)
Tools & Techniques of Communication
ADPR-633 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Advertising Techniques : Print Production
Fundamentals of Writing, Structure & Content of Writing, Writing for an advertisement.
Elements of Writing, Copy Writing
Elements of Design, Principles of Design, Types Faces, Layout
Colour Scheme
B) Audio Visual Tools
Video as an audio-Visual Tool for advertising
Kinds of ads
Stages of production
Script writing
C) Advertising Visuals Tools
Camera as a advertising tool
Photo Communication
Uses of photo in ads
Photo ads, Photo features, Photo in Print, Photos in TV
Copy-Writing, Writing for Radio & TV
Brouchers, Pamphlets, Booklets, Banners, Packaging etc.
D) Audio & Video Production
Using camera, exposure, handling camera, picture making basics, composing picture, Practical lightening
Audio techniques, supporting the nuke, controlling dynamics, organizing, background editing
Production techniques, Shooting people, Shooting, Techniques and discussions, Intermixing techniques, Shooting demonstration
Development of PR, Present Status and Future, PR in India
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Special Paper-IV (Advertising)
(Practical)
Tools & Techniques of Communication
ADPR-633 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Tools & Techniques of Communication.
Special Paper-IV (Public Relations)
(Theory)
Tools & Techniques of Communication
ADPR-633 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) PR Tools : Audio Visual Tools
Video as an audio-visual tool of PR
Documentary : Stages of Production, How to produce documentary
Script writing for : Newspapers, Radio, TV, Documentary, Video Clipping
Films as a tool of PR, Script writing, News reader script, impact of films
B) PR Visual tools
Camera as a PR tool, Photo Communication, Uses of Photo in PR
News Photo, Photo features, Photo in Print, TV
Caption Writing, Writing for the house journal
Designing for house journal, Printing & production of HJ, Brouchers, Pamphlets, Booklets
C) Exhibition, Traditional and Extension Media
Exhibition, its types, Planning an exhibition, Developing theme, Story writing
Display techniques, Captions, type selection
Traditional Media, Its meaning, types, advantages & Role
Folk Theatre, Folk dances, folk sayings, Folk legends/lures, Symbols/Motifs/Designs
Traditional media in electronic media, Ramlila, Raslila, etc., Outdoor media
Hoarding/Site traffic measurement, Poster, Transportation Media, Neon signs, Direct mail
D) Other tools of PR
5. Speeches for different occasions, Professional interviews, Conferences, Business Letter, Types of Business letter, Writing techniques & Guidelines & letter writing, application and related correspondence.
F) Media Relations
Building and maintaining coordinal relationships with the media, organizing press conferences, press briefings, visits & interviews, periodical get-together, Accountability, Social Audit.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Special Paper-IV (Public Relations)
(Practical)
Tools & Techniques of Communication
ADPR-633 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Tools & Techniques of Communication.
Special Paper-V (Advertising)
(Theory)
Web Advertising
ADPR-634 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) History of Web sites, History of Web browsers viz., Netscape navigator, Microsoft's Internet explorer, Endure Pro etc., Concept and definition of websites, Web portal and search engines, categories of website. Usage of Plug-ins, active control, Script, Appleys and server pages.
B) Definition and concept of corporate websites, History of corporate websites. Types of corporate websites. Objectives of corporate websites, Technological aspects of corporate websites. Vanity publishing. Audiences and accessibility of the corporate websites, Identifying and audiences. Creating site accessible. Usage of multiple languages. Inserting feedback forms, Images, Animation.
C) Internet as advertising medium comparisons with other media.
Types of on-line advertising, Web advertisements, Classified advertisements
Banner, E-mail advertising, E-mail news letters, Promoting a website
On-line stories, Web brands, Creative community on-line.
D) Introduction of Internet, Internet IP address, Domain names, E-mail address,
Service provided by Internet WWW etc. components of Internet, Web browser.
History of advertising on Internet, Elements of Web advertising, Tools for measuring
Effectiveness of advertising on the Internet. Types of advertising on the Internet.
E) Concept of banner advertising, Importance of banner advertising, Creating interactivity in banners. Using forms for FAQ's and FAB's. Role of CTR's in banner. Advertising Push broadcasting, History of push broadcasting. Direct & Indirect advertising. Relation of web advertising with marketing of using CRTC's and CPT'S.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Special Paper-V (Advertising)
(Practical)
Web Advertising
ADPR-634 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of Web Advertising.
Special Paper-V (Public Relations)
(Theory)
E- Public Relations
ADPR-634 Max.Marks 50
Pass Marks 20
Time : 3 hours
A) Concept and definition of e-PR, Perspective of PR, Categories of e-PR, Offline e-PR, Action e-PR, e-concept and definition of interactive e-PR.
B) Internal e-PR, Publication of House Journal on NET, e-PR strategies, Factoring e-PR, Types of audiences. Significance of e-PR over advertising. Concepts and definition of action e-PR, Elements of e-PR
C) Concept of e-PR activity, Application of e-PR in industrial and organized sector. Process of making e-PR interactive. Adding FAQ and QAB's to the website. Concepts and definitions of e-PR research, Research Tools, Search engines like YAHOO, Googie, Alta, Vista, Mamma etc.
D) Introduction on Internet, Internet IP address, Domain names, e-mail address, Service provided by Internet WWW etc. components of Internet, Web browser. History of advertising on Internet, Elements of Web advt. tools for measuring effectiveness of advertising on the internet. Types of advertising on the Internet.
E) Concept of Banner advertising, Importance of banner advertising. Creating interactivity in banners. Using forms for FAQ's and FAB'S role of CTR's in banner. Advertising push broadcasting, History of Push broadcasting. Direct & indirect advertising. Relation of web advertising with marketing of using CRTC's and CPM's.
Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answers both in English and Hindi in the theory examinations, assignments and practical.
Special Paper-V (Public Relations)
(Practical)
E- Public Relations
ADPR-634 Max.Marks 30
Pass Marks 12
Practical examination will be taken out of the syllabus of the theory paper of E-Public Relations.
COMPREHENSIVE VIVA
ADPR-635 Max.Marks 100
Pass Marks 40
Each student will be examined in detail by a panel of experts about his/her total understanding & knowledge skills about the subjects studied during the entire course.
DISSERTATION
ADPR-636 Max.Marks 100
Pass Marks 40
Each student will select in consultation with the faculty, in the beginning of the third semester a topic of research. The student should conduct independent study under the supervision of a guide assigned to the student. It is essential in this study the student employs appropriate research methodologies and generate some new information.
Each student will have to submit three typed copies of the research report one week before the commencement of the fourth semester examination.
