DEPARTMENT OF ADVERTISING MANAGEMENT & PUBLIC RELATIONS
Post-Graduate Diploma
in
Web Advertising & Animation
WEB ADVERTISING & ANIMATION
Semester 1st
L P C
ADPR-701 Fundamentals of Web Advertising, 4 0 4
ADPR-702 Introduction to New Media: Computer, 4 0 4 Internet & Multi Media
ADPR-703 Drawing & Composition: 2 4 4
ADPR-704 Creating Illustration: Concept & Colors 2 4 4
ADPR-705 Production Work 0 8 4
Semester 2nd
L P C
ADPR-706 Use of Graphics in Media 4 0 4
ADPR-707 Image magic-Print & Web Using 2 4 4
ADPR-708 Animation 2 4 4
ADPR-709 Role of Editing 2 4 4
ADPR-710 Project Work 0 8 4
SEMESTER 1ST
Paper-I Web Advertising
Max. Marks 50
Pass Marks 20
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 websites. 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. Audience 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 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 the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
INTRODUCTION TO NEW MEDIA
Paper-II Max. Marks 50
Pass Marks 20
Computer Graphics
Introduction [Areas of computer Graphics], graphics standards [VDI, VDM, PHIGS, IGRS], Uses of computer graphics, classification of Application [types (dimensionality), Type of Interaction, Categories of computer graphics [Vector Graphics, Raster Graphics]
Animation
Animation, Historical Background, uses of Animation, Types of Animation, Key frames & Tweening, computer based Animation, Cell Animation, Path Animation, Transformation [Types of Transformation (Translation, Rotation, Scaling), co-ordinate system], 2D versus 3D Animation, Animation Techniques [ onion Skinning, Motion Cycling, Masking], Special Effects [color Cycling, Morphing, Warping], Animation File Formats [Animated GIF, Quick Time, AVI, FLIC], Tools for 2D Animation [ Authoring tools for animation, Popular stand- alone animation software] Introduction to Flash5.
Multimedia
Definition & Evolution of Multimedia, Multimedia presentation & production characteristics of a multimedia presentation, Components & Structure, Hardware & Software Specifications, Digitization concepts, Application domains, visual display systems [Introduction , cathode ray tube (CRT), Video adapter card and cable, Liquid crystal Display (LCD), Plasma display panel (PDP), Comparison between CRT and LCD], Text, Image & Graphics, Audio, Video, Compression.
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
DRAWING & COMPOSITION
THEORY
Paper-III Max. Marks 40
What is Image (Dots, Pixels, Digital Image, Digital Image Representation (Resolution, Aspect Ratio (Pixel, Image, Screen), Pixel Depth)
Coordinate system, image processing & Picture Analysis, Interactive Graphics, Creation of pictures, cathode ray tube, color CRT, Scanning
Plasma Display (Structure of Plasma Display) LCD (Structure of LCD Display), Technology behind LCD Display), Comparison between CRT & LCD Display.
Virtual Reality (VR) [ Introduction to Virtual Reality and Virtual Environments, Types of VR Systems ( Immersive, Non- immersive, Hybrid), Benefits of VR], Historical Development of VR, A Generic VR System[(Introduction, Virtual Environment, VR Technology, Modes of Interactions, VR Systems)], Raster scan System, Input Device, Hard Copy Devices.
DRAWING & COMPOSITION
PRACTICAL
Max. Marks 10
Practical examination will be taken out of the syllabus of the theory paper of Drawing & Composition.
CREATING ILLUSTATION & CONCEPT OF COLOUR
THEORY
Paper-IV Theory Max. Marks 40
Practical Max Marks 10
Illustration
Types of Interaction
Role of the Picture
Logical and Temporal relationship between objects and their pictures
Create, Use & manipulate shapes with the use of Illustrator & Coral Draw
Edit Models:-
Extrusion
Boolean
Beveling
Lathe/ Revolve
Grouping
Model Hierarchy (parent/child)
Reshape/Convert
Duplication/ Mirroring
Pivot/Origin Points
Making a surface from curves (lofting/skinning)
Subdivision
Modifying: (Edges, Faces, Vertices)
Use a reference graphic/Image/drawing (background)
Edit an object after its been created (history)
Other software specific tools
CREATING ILLUSTATION
PRACTICAL
Practical examination will be taken out of the syllabus of the theory paper of Creating Illustration.
CONCEPT & USE OF COLORS
THEORY
Color
Basic idea of color and light [what is color, achromatic color. Halftone & Dithering, Chromatic color}, Color mixing (Subtractive color mixing, additive color mixing, color model (CMY, RBG, HSV, CIE)
Shading
Why do you need shade, illumination model (Ambient model. Diffused light model, Specular light model), shading Model (Flat model, Gouraud model, Phong model, Surface details (why detailing of surface, surface polygon, texture mapping, Bump Mapping)
Transparency (Non-refractive transparency, Refractive transparency)
CONCEPT & USE OF COLORS
PRACTICAL
Students will create, Apply and edit surface materials.
Color
Texture
Procedurals
Luminosity
Transparency
Reflective
UV Mapping
PRODUCTION WORK
Paper-V Max. Marks 80
Pass Marks 32
Each student has to make a colored Fiction character with lighting & Camera Effects. The outside expert will evaluate the report.
Each student will have to undergo a project in consultation with the faculty for deciding the trust area. Students will have to submit three copies of the project before the commencement of the First semester examination.
SEMESTER 2ND
USE OF GRAPHICS IN MEDIA
Paper-I Max. Marks 80
Pass Marks 32
Advertising Techniques: Print Production
Fundamental of Writing, Structure & Content of Writing
Writing for an Advertisement
Copy writing
Elements of Design
Principle of Design
Layout
Color Scheme
Stages of Production
Script writing
Creating Scripts
Flow Charts & Storyboards
(What are scripts, storyboards and flowcharts, complex interactive flowcharts, writing scripts, case studies)
Photo Communication
Picture making basics
Audio Techniques
Intermixing Techniques
Shooting & Demonstration
Video Editing
IMAGE MAGIC-PRINT& WEB USING
THEORY
Paper-II Max. Marks 30
Pass Marks 12
Introduction to Software HTML, Adobe Dreamweaver, Adobe Flash, Adobe Director, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Adobe Acrobat.
IMAGE MAGIC-PRINT& WEB USING
PRACTICAL
Max. Marks 50
Pass Marks 20
Students will learn all the Graphic Designing Software like :
· HTML
o Learn how to build a website and marketing emails with HTML and how to manipulate HTML generated by programs like Dreamweaver.
· Adobe Dreamweaver
o Learn how to create websites without the need for programming-great for designers and non- programmers.
· Adobe Flash
o Learn how to integrate animation, video, audio and graphics for websites, presentation or mobile content.
· Adobe Director
o Learn how to create movies, work with sound & video, add interactivity, create and play shockwave movies.
· Animated GIF
o Learn how to convert image animated.
· 3D Text
· Adobe Photoshop
o Learn how to retouch and repair images create artistic montages, add lighting and textural effects, optimize images.
· Adobe InDesign
o Learn how to design and layout ads, brochures, flyers and newsletters in full color, multiple page publications.
· Adobe Illustrator
o Learn how to illustrate using advanced drawing tools, path editing techniques, filter effects, masks, palettes.
· Adobe Acrobat
o Learn how to create and modify PDF files, convert web pages to PDF, import images, secure PDF documents.
ANIMATION
Paper-III Max. Marks 30
Pass Marks 12
Introduction to Animation [Animation as a special effect, Types of Animation, Overview of computer based animation]
Two-D Animation[Types of 2-D Animation]
3-D Animation [ Basics of 3D modeling, using transform modifiers, creation of static and animated Materials, Creation and Rotation of wireframe objects, Keyframing and Animation Editing, Forward and Inverse Kinematics, surface Modelling: Flat and curved surfaces, Bending, Warping, Lighting and materials: Effects of lights, Attributes of materials, Textures, Hilight and Shadow, Spotlights, techniques, Rendering: scanline rendering, Raytracing rendering, Organic Modelling, character animation, Bipedal Animation, Meshes, Skeletons, special effect: Morphing, Lens flare, glow, splash, Blur etc, tools for 3D: Animation, Animation File formats.
ANIMATION
PRACTICAL
Max. Marks 50
Pass Marks 20
Practical examination will be taken out of the syllabus of the theory paper of Animation.
ROLE OF EDITING
THEORY
Paper-IV Max. Marks 30
Pass Marks 12
What is Editing
Role of Editing
Types of Editing (Linear Editing, Non-Linear Editing)
Image Editing [selection, Painting and transformation tools, layers, Channels, Masks, Anti-aliasing, Dithering, Filters}
Audio Editing [ Normalization, Mixing, Cross- fading, Dynamics, Filters, Mono/stereo formats, Noise gate]
Video Editing [ Importing clips, trimming clips, splitting clips, manipulating audio content, adding transitions, changing speed of a clip, changing opacity, applying special effects, superimposing an image, exporting a movie]
ROLE OF EDITING
PRACTICAL
Max. Marks 50
Pass Marks 20
Practical examination will be taken out of the syllabus of the theory paper of
Role of Editing.
PROJECT WORK
Paper-V Max. Marks 80
Pass Marks 32
Demonstrate the animation process
Project Brief
Story
§ Script writing
Style
§ Story conceptualization
§ Character, set and prop Design
o Genre
o Color/value
o Mood (Light)
o Clothing
o Vehicles
o Architecture
Storyboards
Dialog Recording
Animatic/ Story Reel
Scene Blocking
Modeling
Rigging
Mapping/Texturing
Lighting
Animating
Rendering
Effects
Compositing
Each student has to make a own project .The outside expert will evaluate it.
Each student will have to undergo a project in consultation with the faculty for deciding the trust area. Students will have to submit three copies of the project before the commencement of the Second semester Examination.
DEPARTMENT OF ADVERTISING MANAGEMENT & PUBLIR RELATIONS
Post Graduate Diploma in Tourism PR SESSION: 2009-2010
SYLLABUS OF POST GRADUATE DIPLOMA IN TOURISM PR
DURATION: 1YEAR (2 SEMESTERS)
Marks: 1000(100 marks for each paper). Written exam will be for 60 Marks & internal assessment for 40%. The internal assessment will include Seminars, assignments on a given topic or test to be designed by the concerned faculty dealing the papers. In case of field trip & viva voce, the distribution of marks would be 60 marks for the field trip & 40 Marks for the viva voce.
Total credits: 40(4 credits for each paper)
The course programme is as under:
SEMESTER- I
ADPR 801 TOURISM BUSINESS
ADPR-802 PRINCIPLES OF PUBLIC RELATIONS
ADPR-803 TOURIST PRODUCT
ADPR-804 DEVELOPING TOURISM PR CAMPAIGNS
ADPR-805 FIELD TRIP & VIVA VOCE
SEMESTER-II
ADPR-806 COMMUNICATION SKILLS & PERSONALITY DEVELPOMENT
ADPR-807 TOURISM MARKETING
ADPR-808 TRAVEL AGENCY & TOUR OPERATION BUSINESS
ADPR-809 PRINCIPLES OF MANAGEMENT
ADPR-810 FIELD TRIP & VIVA VOCE II
No. of Seats-20
SYLLABUS OF POST GRADUATE DIPLOMA IN TOURISM PR
SEMESTER- I L. P. C.
ADPR 801 TOURISM BUSINESS 4 0 4
ADPR-802 PRINCIPLES OF PUBLIC RELATIONS 4 0 4
ADPR-803 TOURIST PRODUCT 4 0 4
ADPR-804 DEVELOPING TOURISM PR CAMPAIGNS 4 0 4
ADPR-805 FIELD TRIP & VIVA VOCE 0 8 4
SEMESTER-II L. P. C.
ADPR-806 COMMUNICATION SKILLS & PERSONALITY 4 0 4
DEVELPOMENT
ADPR-807 TOURISM MARKETING 4 0 4
ADPR-808 TRAVEL AGENCY & TOUR OPERATION BUSINESS 4 0 4
ADPR-809 PRINCIPLES OF MANAGEMENT 4 0 4
ADPR-810 FIELD TRIP & VIVA VOCE II 0 8 4
Total Credit:
Tourism PR
Semester-1 Max. Marks 50
Pass Marks 20
ADPR-801 Tourism Business
Unit-I: Definition of Tourism
Understanding the term tourist,
Excursionist, visitor, vacationist
Tourist Resource, Tourism Product &
Destinations
Unit-II: Nature and scope of tourism
Components and types of tourism,
Tourism through the Ages
Tourism as an Industry, Structure &
Organization of tourism industry
Unit-III: Factors responsible for growth and development of tourism at global level.
Tourism trends at International level.
Economic, socio-cultural and Environmental impact of tourism
Unit-IV: International Tourism in India
Domestic tourism Development
Problems & Prospects of Indian Tourism
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-802 Principles of Public Relations Max. Marks 50
Pass Marks 20
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 the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-803 Tourism Product Max. Marks 50
Pass Marks 20
Unit-I: Socio Cultural Resources-1
Major religions in India
Concept of Pilgrimage and major pilgrimage Centers
Unit-II: Architecture
Landmarks of Buddhists and Jain architecture
Major specimens of Hindu architecture
Important monuments belonging to Islam and British periods
Unit-III: Performing arts of India
Major fair and festivals
Classical dance and music of India
Indian Handicraft
Unit-IV: Natural tourist resources
Tourist resources in mountains: Shimla Kullu-Manali, Nainital, Mussorie
Indo-gangetic plain Amritsar, Delhi Allahabad, Lucknow and Kolkatta
Peninsular India Khajuraho, Ajanta, Ellora, Hyderabad, Bangalore,
Coastal India & Islands: Mumbai, Goa, Cochin, Chennai, Andaman & Nicobar.
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-804 Developing Tourism PR Campaigns Max. Marks 50
Pass Marks 20
Tourism 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
PR Tools:
Meetings, Seminars, Workshops, House Journals, Brouchers
Pamphlets, Folders and other Publicity Material
Media Relations, Press Conferences, Media Briefing and Interviews
Incredible India Campaign (case study)
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-805 Field trip and Viva-voce
Students need to produce a report of field trip and viva would be conducted on the basis of the same.
ADPR-806 Communication Skills & Personality Development
Max. Marks 50
Pass Marks 20
Unit –I: Communication Concept. Process and barrier to communication.
Forms of communication- verbal, visual and non-verbal, body language
Kinesis Proxemics, para-language
Principles of correct use of language, words, sentences, paragraphs, continuity & flow.
Unit –II: Commercial correspondence- Business letters, faxes, memo, CV, e-mail reports memoranda, meetings, documentation etc.
Telephone etiquettes and telephone handling for business purposes.
Unit –III Attitudes, Attitudes and personality traits for successful tourism career
Developing these traits. Importance of Interpersonal relations in Job-
Undertakings & Developing these relations.
Unit –IV: Job and personal hygienic standards, methods to maintain these standards.
Personal Grooming & Body language for work.
Unit –V: Social skill standards & tactful handling of situations. Unexpected events in tourism,
industry use of communication to adapt with tourists of different cultures.
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-807 Tourism Marketing Max. Marks 50
Pass Marks 20
Unit –I: Concept of Marketing, Service Marketing and Tourism Marketing.
Distinction between Products and Services. Implications of this difference for Tourism Marketing.
Unit –II: Marketing Environment and its Analysis(SWOT)
Concept of Marketing mix and its elements, Developing Marketing mix for Tourism.
Unit –III The Tourism Product- Concept, Packaging & Branding of Tourism
Products Tourism Product life cycle and different marketing strategies for different stages of life cycle.
Unit –IV: Supply of Tourism Product
Planning Service Environment, Balancing Demand & Capacity, Managing
Distribution chain for effective supply.
Unit –V: Destination Marketing
Destination as Tourism Product
Categorization of Destination(Plog's)
Visitors segments of a destination(Cohen's classification)
Developing and Marketing a new Destination.
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-808 Travel Agency/ Tour Operations Business Max. Marks 50
Pass Marks 20
Unit –I: Travel Agency Tour Operations-meaning, definition, types, significance and growth over the years.
Unit –II: Functions of Travel Agencies and tour operators. Linkages and integrations in tour operation business.
Unit –III Travel Agency Organization Structure-Meaning and significance.
Procedure for recognition of Travel Agency and tour operations from Ministry of Tourism, Govt. of India.
Unit –IV: Travel Packaging-Concept, meaning, types. Roles and contribution of Air India. Indian airlines and Indian Railways in promotion of tour package business.
Unit –V: Role and contribution of Tourism Trade Associations in the healthy growth and development of tour operation business.
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-809 Principles of Management Max. Marks 50
Pass Marks 20
Unit –I: Introduction to Management: Concept, functions, process. Trans of a successful and managerial role. Management and society Social responsibilities and ethics of business in general and the society.
Unit –II: Organizing Concept of organizing and organization line & staff and functional authorities. Span of contest. Delegation. Organizational structure and design.
Unit –III Planning Nature, types and process of planning.
Unit –IV: Directing Communications, Process and types of communication barrier and principles of effective communication. Motivation, meaning theory Herzberg.
Unit –V: Leadership-Concept, Quality of a successful leader, factors influencing performance of a leader. Management Grid common Behaviour of leadership.
Note: There will be 8 questions out of which five will have to be answered. All the questions will carry equal marks. The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.
ADPR-810 FIELD TRIP & VIVA VOCE II
Students need to produce a report of field trip and viva would be conducted on the basis of the same.
M. Sc. Advertising & Public Relations,
Department of Advertising Management & Public Relations
Department of Advertising Management & Public Relations
CREDIT REQUIREMENT FOR COMPLETION OF THE PROGRAMME = 100
Core Course = 80
Programme Elective = 20
Open Elective = 06
Total Credits = 100 (grade-I or above)
Semester I 24 Credits
Semester II 22 Credits
Semester III 27 Credits
Semester IV 27 Credits
SCHEDULE OF COURSES
SEMESTER I
| SN | COURSE CODE | TITLE | L | P | C |
| 1. 2. 3. 4. 5. 6. 7. | ADPR-601 ADPR-602 ADPR-603 ADPR-604 ADPR-605 ADPR-606 ADPR-607 | Communication and Master communication theory. Principles of Advertising & PR Writing for Advertising & PR Graphics & Production Presentation & Communication Skills Adv. And PR Research Basic of Computer | 4 4 2 2 2 4 0 | 0 0 4 4 4 0 0 | 4 4 4 4 4 4 0 |
Total credits 24
SEMESTER II
| SN | COURSE CODE | TITLE | L | P | C |
| 1. 2. 3. 4. 5. 6. | ADPR-611 ADPR-612 ADPR-613 ADPR-614 ADPR-615 ADPR-616 | Marketing & Management Creativity in Advt. & PR Advertising & PR Campaign Advertising & PR Management Advertising & PR Production Internship | 4 2 2 4 0 0 | 0 4 4 0 8 4 | 4 4 4 4 4 2 |
Total credits 22
SEMESTER III
| SN | COURSE CODE | TITLE | L | P | C |
| 1. 2. 3. 4. 5. 6. 7. | ADPR-621 ADPR-622 ADPR-623 ADPR-624 ADPR-625 ADPR-626 ADPR-627 | Transcreation Media Laws & Ethics Consumer & Target Group Behavior Special Paper-I Special Paper-II Special Paper-III Open Elective-I (Copy writing) | 2 4 4 2 2 4 3 | 4 0 0 4 4 0 0 | 4 4 4 4 4 4 3 |
Total credits 27
SEMESTER IV
| SN | COURSE CODE | TITLE | L | P | C |
| 1. 2. 3. 4. 5. 6. 7. | ADPR-631 ADPR-632 ADPR-633 ADPR-634 ADPR-635 ADPR-636 ADPR-637 | Social Marketing & Development Communication Business Communication Special Paper-IV Special Paper-V Comprehensive Viva Dissertation Open Elective-II (Transcreation) | 4 4 2 2 4 4 3 | 0 0 4 4 0 0 0 | 4 4 4 4 4 4 3 |
Total credits 27
ADPR-601 COMMUNICATION AND MASS COMMUNICATION THEORY
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
A) Definition and Concept of Communication
Evolution of Communication
Elements of Communication
Functions of Communication
Communication and Socialization
B) 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
Demissification, Demystification, Decentralization
Convergence, Future trends in Mass Communication
E) 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 answer both in English and Hindi in the theory examinations, assignments and practicals.
ADPR-602 Principles of Advertising and PR
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
A) Principles of Advertising
Advertising : An Introduction :-
Concepts 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 Code of conduct.
B) Principles of Pubic Relations
Pubic Relations : An Introduction :-
Concept and Definition of Pubic 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-603 Writing for Advertising and PR
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
A) Fundamental of Writing :-
Introduction to creative writing, Lucidity and Directness, Authenticity and Credibility, Authorial Voice, Coherency, Consistency, Transition.
B) Structure and Content of Writing :-
Preparation for Writing, Importance of Vocabulary, Word play, Introduction, Body, Conclusion, Presentation of ideas, Styles of Writing, Description, Dialogues.
C) Writing for Advertising :-
Advertising 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.
D) 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 release, 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-604 Graphics and Production
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
A) Concept and Philosophy of Graphics and Production
Elements of Design
Principles of Design (Design syntax)
Type and Type faces
Chosing 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
C) Still Photography : Origin and History
Camera Parts and Types of Cameras
Photographic techniques – Exposing, Development and Printing.
Black and White Photography
Colour Photography
Special Photograhic 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
ADPR-605 PRESENTATION AND COMMUNICATION SKILLS
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 interview & 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 presentation
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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-606 ADVERTISING AND PR RESEARCH
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 Methods-Case Studies, Content Analysis
C) Research Design
D) Statistical Methods in Communication Research
Mean, Median, Mode standard derivation, Chi-square Test
E) Media Research
Media Habits, Impact Studies, Trend Studies
F) Advertising Research
Exploratory Research : Getting the facts Right
Diagnostics Research : Checking out the facts and Getting the options
Evaluative Research (copy and concept testing) : recognition Test,
Recall Tests, Persuasion
Test, 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 Survey.
ADPR-607 COMPUTER APPLICATIONS
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
Introduction to Computers :-
Definitions, Generation, 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, Corel Draw, DTP and their use in main 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.
Every student will attain proficiency in data entry and at least one of the Software Packages of Word Processing.
Computer Practical
ADPR-607
- 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.
SEMESTER-II
ADPR-611 MARKETING MANAGEMENT
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 Treads in Management
B) The concept and Philosophy of Marketing
Marketing vs Sales
Role of Marketing in Organizations and Society
Changing Indian Marketing Scenario
Marketing Mix-Advertising, Personal Selling, Sales Promotion and Public Relations
Direct Mail
Consumer Behavior
Marketing Strategy, Appraisal and analysis of market, Differentiating and Positioning the Marketing offer, The Product Life Cycle.
Market Leader, Challenges, Followers and Nichers
Market Information System, Market Intelligence, Market Research, Sales Reports
Organizing, Implementing, Evalutaing and Controlling and Marketing Programme,
Direct Marketing.
ADPR-612 CREATIVITY IN ADVERTISING & PR
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-613 ADVERTISING & PR CAMPAIGNS
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 Campaign, 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
C) 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.
D) 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-614 ADVERTISING & PR MANAGEMENT
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
A) 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 :-
Ad 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, Vechicles, Options
Media measurement Tools : TRP, Average issue Relationship (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
F) 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-615 ADVERTISING AND PR PRODUCTION
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 Release 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.
ADPR-616 INTERNSHIP
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
Each student will have to undergo 8 weeks of internship in some media organization (Ad. & PR) after second semester. Students will have to produce a report of their activities during the period on their return from internship
SEMESTER-III
ADPR-621 TRANSCREATION
Minor Test-I 20 Marks [Minor test (two best) 40% (20% each test)]
Minor Test-II 20 Marks (Major test 50%)
Major Test-III 50 Marks
Co-curriculum activity 10 Marks
Total 100 Marks
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 alternations giving headlines, today's engagement etc.
C) Transcreation of Categorized news : follow-ups, post event coverage, analytical, 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 Release and Press Notes, Converting Press Release into News, Reporting Press Conferences.
Team Work
Student will prepare and update a daily dairy for news translations.
Student 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-622 MEDIA LAWS AND ETHICS
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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 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, Articles 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 Committee and commissions dealing with electronic media in India.
Rejection of advertisement on specified and unspecified groups.
ADPR-623 CONSUMER AND TARGET GROUP BEHAVIOUR
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
A) Consumer Behavior :-
Meaning, Scope and its application, 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 Surrounding of Consumer :-
The Family, Functions of a 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-624 SPECIAL PAPER-I (Advertising)
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
Practice of Advertising
News paper, Magazines
Radio, Doordarshan, Film, Internet
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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-624 SPECIAL PAPER-I (Public Relations)
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
Practice of Public Relations
Principles and models of Public Relations
Tools of 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 Pubic issue communication
Public Relations and Internet
Writing for Press
Office Styles
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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-625 SPECIAL PAPER-II (Advertising)
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-625 SPECIAL PAPER-II (Public Relations)
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
A) Internet
Websites for advertising and 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 of 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-626 SPECIAL PAPER-III (Advertising)
Case Study in Advertising
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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.
ADPR-626 SPECIAL PAPER-III (Public Relations)
Case Study in Public Relations
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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.
Deptt. of Advertising Management & PR Open Elective-I
ADPR-627 Copy Writing (Semester 3rd) 3 Credits
Importance of Vocabulary
Word Play
Styles of Copy Writing Hybrid Words
Ida Generation
Copy Writing for News Headlines, Running News Matter, Radio, TV, Internet etc.
Persuasion in copy
Interface of copy of visualization
Essentials of Copy Writing
Art and Craft of Writing terse copy
Lucidity and Credibility in copy writing
Technology and Copy Writing
SEMESTER-IV
ADPR-631 SOCIAL MARKETING & DEVELOPMENT COMMUNICATION
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
A) Principles of Social Marketing
Introduction of 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 programme (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.
India 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 development 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-632 Administrative and Business Communication
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
A) Business Communication
Principles of Business Communication
Non-verbal communication in Business
Listening and Fast reading
Presentation Structure, Strategy and delivery
Meeting, Introduction, Negotiations
Written Communication-Letter, Minutes, Memo, Short, Long Reports
Press Release
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
Operation of Govt. Publicity
Publicity Campaigns for Plans, Projects and Programmes
Govt. Image Building, Lobbying
Information service of State Govt. and Public Sectors
Advertising and Publicity policy of Govt. of India.
ADPR-633 Special Paper-IV (Advertising)
Tools & Techniques of Communication
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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, Pamplets, 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-633 Special Paper-IV (Public Relations)
Tools & Techniques of Communication
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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
E) 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, visit & 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-634 Special Paper-V (Advertising)
Web Advertising
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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 online 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 of 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-634 Special Paper-V (Pubic Relations)
E-Public Relations
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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 interaction. Adding FAQ and QAB's to the website. Concepts and definitions of e-PR research, Research Tools, Search engines like YAHOO, Google, Alta, Vista, Mamma etc.
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 of 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 each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.
ADPR-635 COMPREHENSIVE VIVA
COMPREHENSIVE VIVA 90 MARKS
CO-CORRUCULUM ACTIVITY 10 MARKS
TOTAL 100 MARKS
Each student will be examined in detail by a panel of experts about his/her total understanding & knowledge skills about the subjects during the entire course.
ADPR-636 DISSERTATION
Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)]
Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical)
Major Test-III 60 Marks (Major test 60%)
Co-curriculum activity 10 Marks
Total 100 Marks
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.
