ADVERTISING & PUBLIC RELATIONS

Semester: III
Sub Code: MAJ T 305
Credits: 4
Hours/Wk: 4
Total Hrs: 60
Exam Marks: 50
IA Marks: 50
Exam Duration: 3 Hrs

Advertising
Evolution and growth of advertising –definitions of advertising – relevance of advertising in the marketing mix – classification of advertising – various media for advertising – national and global advertising scene – socio-economic effects of advertising.
Ad agency management, various specialist departments in an ad agency : (account planning, account servicing, creative, media planning, and public Relation HRD,etc.)
Client related issues and the process, business development, pitching for accounts– agency – client interface: the parameters – creative and media briefing process,agency – media interface, agency revenue earning and sources, agency audit,study of local ad agency functioning and its impacts. Mass media laws concerning advertising – apex bodies in advertising AAAI,ASCI etc.), ASCI and its code of conduct, case studies from ASCI.

Public Relations and Corporate Communication
Evolution and history of public relations – definitions of PR, PR, and allied disciplines (publicity, propaganda, public affairs, lobbying etc.)
Symmetrical and asymmetrical theories of PR – law and ethics of PR (defamation,copyright, invasion of privacy; PRSI code of ethics)
Interface of PR with various management disciplines (human resource development, finance, marketing, law, etc.) –publics in PR, PR tools (interpersonal, mass media and selective media) – PR in industry (public sector,private sector and multinational and local industry) – PR in central and state governments PR in Co-operative, defence, education and the functioning of various media units of the state and Union governments.
Writing for PR : Internal publics (house journals, bulletin, boards, open houses,suggestion, boxes, video magazines,etc.)
Writing for media (Press release/backgrounder, press brief, rejoinders, etc.)Preparing PR. material for the PR Compaign planing.

Books Recommended :
Paper V: Advertising and public Relations (1) Burton PW, Advertising Copy writing Greiedin Ohio
(2) Borden & Marhall, Advertising Management, Taraporewala,
(3) Burke J. D., Advertising in the Market Place Megraw Hill
(4) Wright Warner, Advertising, McGraw Hill
(5) Gloag J.C. Advertising in Modern Life Heinaman
(6) Rege G. M. Advertising Art and Ideas, Bombay, 1985
(7) Chavahan J. S. and Mulhan P. N., Essentials of Advertising Oxford and IBH Publication Co.
(8) Bhal, Sushil: Making PR work, Wheeler, New Delhi.
(9) Black Sam, Practical Public Relation, Pitman, 1976
(10) Cutlip and Centre: Effective Public Relation, Prentice Hall, 1982
(11) Ghosh Subir, Public Relations Today, Rupa, Calcutta.
(12) Jethwani, Verma, Sarkar : Public Relations : Concept, Strategies, Tools Sterling, New Delhi, 1994.
(13) John Marston : The Nture of Public Relation, McGraw Hill, 1963.
(14) Kaul J. M. Public Relation in India, Naya Prakash, Calcutta.
(15) Lesly Philip : Leslyis Handbook of Public Relation and Communication American Management Association, New York, Forth edition.
(16) Mehta D. S. Handbook of Public Relations in India, Allied Publishers,New Delhi.