0

PANJAB UNIVERSITY, CHANDIGARH

(Estted. under the Panjab University Act VII of 1947- enacted by the Govt. of India)

FACULTY OF ARTS

SYLLABI

FOR

POSTGRADUATE DIPLOMA
IN
ADVERTISING AND PUBLIC RELATIONS
(SEMESTER SYSTEM)
SESSION, 2016-17

--:O:--
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PANJAB UNIVERSITY, CHANDIGARH

Outlines of tests, syllabi and courses of reading for PG Diploma in Advertising and
Public Relations for the session of 2016 - 17.

FIRST SEMESTER

Paper I Basics of Communication (100 Marks)

Media Theory Exam = 80
Internal Assessment = 20

Paper II Advertising (100 Marks)

Theory Exam = 80
Internal Assessment = 20

Paper III Public Relations (100 Marks)

Theory Exam = 80
Internal Assessment = 20

Paper IV Practical (100 Marks)

Advertising 50
Public Relations 50

SECOND SEMESTER

Paper I Fundamentals of Design and (100 Marks)

Laws Theory Exam = 80
Internal Assessment = 20

Paper II Advertising (100 Marks)

Theory Exam = 80
Internal Assessment = 20

Paper III Public Relations (100 Marks)

Theory Exam = 80
Internal Assessment = 20

Paper IV Practical (100 Marks)

Advertising 30
Public Relations 30
Project Work 20
Industry Visit 20
 2

SEMESTER I

PAPER I: BASICS OF COMMUNICATION MEDIA

Total Marks 100

Theory Exam 80
Internal Assessment 20

(A) Course Objectives:

The objective of this course is to sensitize the students to the concept and process of
communication. The paper is designed to introduce the students to basic communication
theories and models, the communication media and basics of writing for the media.

(B) Pedagogy of the Course Work:

80% Lectures
20% Unit tests, snap tests, assignments, attendance and class room participation.

Instructions for papersetters and candidates:

1. There shall be 9 questions in all. Time allowed will be 3 hours.
2. The first question is compulsory comprising 8 short answer type questions spread over the
whole syllabus. The candidates are required to answer 4 questions in about 100-150 words
each. Each question shall be of 4 marks. (4X4 = 16 marks)
3. Rest of the paper shall contain four units. Two questions shall be asked from each unit and
the candidates shall be given internal choice. The candidates shall attempt one question
from each unit. Each question will carry 16 marks. (4X16=64 marks)

UNIT I: Communication

Communication: meaning, definition and forms (intra-personal, inter-personal, group &

mass)
Functions of communication, Persuasive Communication, Factors of Effective
Communication.
Bullet Theory and S-R model; Osgood & Schramms circular model; Schramms Field of
Experience model

UNIT II: Communication models and theories

Berlos S-M-C-R model

Perception: definition, role in communication; four rings of defenses;
Attitude and Attitude Change, the Schema Theory, Uses and Gratification Theory,
Diffusion of Innovations.

UNIT III: Overview of Media Industry in India

Overview of the Print Media, Electronic Media and New Media Industry in India
Status of the Advertising and Public Relations Sector in India

UNIT IV: Writing for the Media

Concept and Definition of news and news Values

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The news story structure, 5 Ws and 1H, News Story Writing styles. Importance of lead in
a story.
Introduction to Feature writing, Types of Feature stories, Techniques of idea generation,
Recognizing a good story
Editing a News Story: Editing for precision, accuracy, clarity, brevity, spelling,
punctuation and grammatical errors.

ESSENTIAL READINGS:
1. Wilbur Schramm, (1953), Process & Effects of Mass Communication, Urbana, University
of Illinois Press.
2. Om Gupta, (2006), Encyclopaedia of Journalism and Mass Communication, Gyan
Books Pvt. Ltd. ND.
3. Lee Richardson, (1969), Dimensions of Communication, N.Y. Appleton- Century-Croft.
4. Kenneth K. Anderson, 1972, Introduction of Communication: Theory and Practice.
Menlo Park, Cummings Pub. Co.,
5. Kevin Williams, (2003), Understanding Media Theory. Arnold Publication.
6. Roger Silverston, (1999), Why study the Media? Sage Publications.
7. Hohenmerg, John , (January 1983), The Professional Journalist, (Holt, Rinehart and
Winston, London).
8. Aivar, R. Ramachandra (1979), Quest for News, (The Macmillan Company of India,
New Delhi).
9. Thomas Sunny, (1997), Writing for the Media, Vision Books Ltd. N.D.
10. Yudkin, Marcia , (1998), Writing Articles About the World Around You, Writers
Digest Books.
11. Roorbach, B., (1998), Writing life stories, Cincinnati, OH: Story Press.
12. Jacobi, Peter. B , (1997), The Magazine Article: How to Think it, Plan it, Write it,
Indiana University Press.
13. Evans, Harold, (1974), Editing & Design (Five Volumes)(William Heinamann, London),
Book one: New Mans English
Book Two: Handling Newspaper Text
Book Three: News Headlines
Book Four: Picture Editing
Book Five: Newspaper Design.
14. E.M. Rogers, (3rd Ed: 1983); (4th Ed: 1995), Diffusion of Innovations, New York: Free
Press.
ADDITIONAL READINGS:

1. Ball-Rokeach, Sandra & DeFleur, (1975), Theories of Mass Communication, Melvin,

Longman, New York.
2. Berlo David, Rinehart & Winston, (1960), The Process of Communication. Holt, NY.
3. Worlock, Peter, (1988), The Desktop Publishing Book, Heinemann, London.
4. Sutton, Albert A., (1957), Design and make-up of the Newspaper, Prentice-Hall, New
York.
5. Williams, Robin (1994), The Non Designers Design Book, Peachpitt Press.
6. Williams, Robin (1998), The Non Designers Type Book, Peachpitt Press.
7. Fishal, Catherine, (2000), Redesigning Identity: Graphic Design Strategies for Success,
Rockport Publishers.
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PAPER II: ADVERTISING

Total Marks 100

Theory Exam 80
Internal Assessment 20

A. Course Objectives:
This paper offers students an introduction to the field of advertising. The paper provides an
opportunity to understand the fundamentals of advertising and exposes them to the
phenomenon of creativity in advertising. It includes an introduction to advertising appeals,
advertising copy writing for various media and basic knowledge of consumer behavior. The
paper also helps understand the structure and function of an advertising agency.

B. Pedagogy of the Course Work:

80% Lectures
20% Unit tests, snap tests, assignments, attendance and class room participation.

Instructions for papersetters and candidates:

1. There shall be 9 questions in all. Time allowed will be 3 hours.

2. The first question is compulsory comprising 8 short answer type questions spread over
the whole syllabus. The candidates are required to answer 4 questions in about 100-150
words each. Each question shall be of 4 marks. (4X4 = 16 marks)
3. Rest of the paper shall contain four units. Two questions shall be asked from each unit
and the candidates shall be given internal choice. The candidates shall attempt one
question from each unit. Each question will carry 16 marks. (4X16 = 64 marks)

Unit I: Introduction to Advertising

Advertising vis--vis communication; Advertising: definitions and unique features;

Functions of Advertising, Advertising in the marketing process; advertising vis--vis
publicity, public relations, sales promotion;
Classification of advertising: media-based, area-based, product promotion & institution
promotion, selective & primary demand types, carrier & non-carrier types; concept of
spiral of Advertising.

Unit II: Fundamentals of Advertising

Concept of Need, Want, Desire, Drive; Maslows hierarchy of Drives

Advertising Appeals, Types of Appeals, Emotional and Rational Appeals, Essentials of
an Advertising Appeal
Trade marks & brand names in advertising; Brand Image, Brand Personality and Brand
Equity, Concept of USP
Importance of packaging in advertising; functions & uses of packaging;
Introduction to Consumer Behaviour

Unit III: Advertising Copy Writing and Layout

Definition, objectives, concept of Ad copy, types of copy format; concept of copy

elements; AIDA formula & function of advertisement, task assigned to each copy
element; types of advertisement headlines; guidelines for writing effective copy.
Concept of visualization and Stages in Visualization
Advertising layout: stages of layout and their functions.
Copywriting for Radio Advertisements and Television Commercials
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Unit IV: Advertising Agency

Definition of an Advertising Agency, Objectives and Functions of an Ad agency,

Functions of Key Departments of an Ad Agency namely Accounts Dept, Research Dept,
Creative Dept, Media Dept, Production Dept.
Types of Ad Agencies: Classification on the basis of Structure (Group and Department
Type) and Purpose (Full service agencies and Specialized ad agencies)

ESSENTIAL READINGS:
1. David Ogilvy (1988), Ogilvy on Advertising. London Pan Books, London, Sidgwick & Jackson.
2. David Ogilvy, The Unpublished David Ogilvy.
3. David Ogilvy (1969), Confessions of an Advertising Man. London, Longman, 1969.
4. Subroto Sengupta, Cases in Advertising and Communication Marketing.
5. Subroto Sengupta (1990), Positioning (New Delhi, Tata-Mcgraw Hill).
6. J.N. Hobsen (1968), Select on Advertising Media. 5th ed., London, Business Books.
7. Jack Haskins (1963), Advertising Research & Testing. International Correspondence School.
8. Dorothy Cohen (1972), Advertising. NY, Wiley, 1972.
9 Bailinger, Raymond, (1956) Layout. Reinhold Publishing Corporation, New York.
10. Caples, John (1997) Testes Advertising Methods, Harper & Bros., New York.
11. Durban, Arnold, Advertising.
12. John Wilmshurst and Adrian Mackay (1999), The Fundamentals of Advertising, Butterworth-
Heineman.
13. Engel, Jack (1980), Advertising. McGraw Hill, New York.
14. Frey, Albert Westley (1970) Advertising. Ronald Press Co., New York.
15. Harrison, Tony (ed) (1989) A handbook of Advertising Techniques. Kogan page, London.
16. Hattwick Melvin S. (1982) How to use Psychology for better Advertising. Prentice Hall, New
Jersey.
17. Jefkins, Frank (1977), Copywriting & its presentation. International Textbook Co., London.
18. Kanuk, Leslie Lazer & Schiffman; Leon. (1982), Consumer behaviour. Prentice Hall, New
Jersey.
19. Kleinman, Philip (1977), Advertising Inside Out. W.H. Allen, London.
20. Nicoll David Shelley (1978), Advertising MacDonald & Evans, Plymouth.
21. Norris, James S. (1984), Advertising. Prentice Hall, New Jersey.
22. Warner, Daniel S. & Wright, John S. (1974), Advertising. West Publishing Co.,
23. Willam. F. Arens (1999), Contemporary Advertising.
24. Christina Spurgeon (2008), Advertising and New Media, Routledge, London.
ADDITIONAL READINGS:
1. Bajpai, Shailaja & Unikrishnan, Namita (1996)The Impact of Television Advertising on children.
SAGE, New Delhi.
2. Berelson, Bernard & Janowitz, Morris (Ed.) (1996)Reader in Public Opinion & Communication.
The Free Press, New York.
3. Berman, Ronald (1981)Advertising & Social Change. SAGE, Newbury Park.
4. Burke, Kenneth (1946)A grammar of motives. Prentice-hall Englewood Cliffs.
5. Burke, Kenneth (1950)A Rhetoric of motive. Prentice-hall Englewood Cliffs.
6. Cannon, Tom (1973)Advertising Research: Intertext-Books, London.
7. Cannon, Tom (1973)Advertising: The Economic Implications. Intertext-Books, London.
8. Ewen, Stuart (1976)Captains of Consciousness. McGraw Hill, New York.
9. Katz, Daniel et al (ed.) (1962)Public Opinion & Propaganda. The Dryden Press, New York.
10. Maslow, Abraham (1954)Motivation & Personality. Harper & Bros., New York.
11. McLuhan H. Marshall (1951)The Mechanical Bridge. Routledge & Kegan Paul, London
12. Oliver, Robert T. (1962)Culture & Communication. Charles C. Thomas, Springfield.
13. Packard, Vance (1961)The Hidden Persuaders. Longmans, London.
14. Porter, Lyman & Roberts, Karlene (ed.) (1977) Communication in Advertising. Penguin,
Middlesex.
15. Sargant, William (1957)Battle for the Mind. Heinemann, London.
16. Tolley, B. Stuart (1977)Advertising & marketing Research. Nelson- Hall, Chicago.
17. Wademan, Victor (1977)Risk-Free Advertising. John Wiley & Sons, New York.
 6

PAPER III: PUBLIC RELATIONS

Total Marks 100

Theory Exam 80
Internal Assessment 20

A. Course Objectives:
The objective of this paper is to introduce the students to the origin of Public Relations and
to provide an understanding of the basic concepts and activities of Public Relations. The
paper also acquaints the students with various Publics in PR and the concept of Public
opinion. The paper would help students understand the basic skills of the PR practitioner and
provide them with an understanding of the tools of PR.

B. Pedagogy of the Course Work:

80% Lectures (including expert lectures)
20% Unit tests, snap tests, assignments, attendance and class room participation.

Instructions for papersetters and candidates:

1. There shall be 9 questions in all. Time allowed will be 3 hours.

2. The first question is compulsory comprising 8 short answer type questions spread over
the whole syllabus. The candidates are required to answer 4 questions in about 100-150
words each. Each question shall be of 4 marks. (4X4 = 16 marks)
3. Rest of the paper shall contain four units. Two questions shall be asked from each unit
and the candidates shall be given internal choice. The candidates shall attempt one
question from each unit. Each question will carry 16 marks. (4X16 = 64 marks)

Unit I: Introduction to Public Relations

PR: Origin, definition, activities, role and function.

PR vis--vis publicity, advertising.
Public Relations Department: Private, Public and Govt.

Unit II: Concept of Publics, Communication and Public Opinion

Publics in PR: internal & external and their importance

Organizational Communication, communication strategy
Working definition of public opinion, generators of public opinion, governors of public
opinion, opinion leadership.

Unit III: Fundamentals of Public Relations

Fundamentals of Public Relations writing: The Media Kit, Writing Press Releases,
Backgrounders, Rejoinders, Speechwriting Process
The Practitioner as middle men, Press Relation: Rules for good media Relations,
Executive and the media, some specific guidelines, the news conference, Press releases,
Preparation of news, Photographs, Essential of good copy content, style and structure.

Unit IV: Tools of PR

The Printed word: house publications, newsletters, brochures, pamphlets, booklets,

bulletin boards, posters, information racks, Public Relations Advertising.
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The Spoken word: meetings, speakers bureau, telephone news line, open houses,
information center and grapevine.
Audio and Visual : Television News releases on TV, personal appearances on TV,
Sponsored films and videos, Publicity in entertainment films, Outdoor Displays and
Exhibits, Close Circuit TV.

ESSENTIAL READINGS:
1. Scott M. Cutlip & A.H. Genter, (8th edition), Effective Public Relations, ,Englishwood
Cliffs, Prentice-hall.
2. Fraser P. Seital, (1984), The Practice of Public Relations. 2nd ed., Columbus Bell &
Howell Co.
3. S.K. Roy, (1974), Corporate Image of India. New Delhi, Sh. Ram Center.
4. Krishnachander Lehiri, Publicity: Art and Literature with special reference to India.
5. John Lee, (1968), Diplomatic. Persuaders, N.Y. Wiley.
6. Rajendra, Lok Sampark (Haryana Hindi Granth Academy, Chandigarh).
7. Dilgir, H.S., Lok Sampark-Sanchar Atay Sandhan (Kala Darpan Prakashan Chandigarh).
8. Mehta, D.S., Handbook of Public Relations in India, (Allied Publishers, New Delhi.)
9. Black, Marwin & Harlow, Rex, (1985), Practical Public Relations. Harper & Bros.; New
York.
10. Black, Sam, (1978), Practical Public Relations Pitman, London.
11. Black, Sam, (1972), Role of Public Relations in Management. Pitman, London.
12. Bowman, Pat & Ellis, Nigel (ed.), (1985), Handbook of Public Relations. George Harrap
& Co., Ltd, London.
13. CanField, Bertrand & Moore, H. Frazier, (1985), Public Relations. Richard D. Irwin,
Illionis.
14. Center, Allen H. & Cutlip, Scott M., (1978), Effective Public Relations, Prentice Hall,
New Jersey.
15. Cunard, Peter & Capper Allen (ed), (1987), Public Relations Casebook, Logan Paul,
London.
16. Haywood, Roger, (1987), All about PR. McGraw Hill, Singapore.
17. Jethwarey, Jaishri N. et. Al., (1994), Public Relations. Sterling Publishers, New Delhi.
18. Lasly, Philip (ed.), (1979), Public Relations Handbook. Prentice Hall, New Jersey.
19. Pavlik, John V., (1987), Public Relations, SAGE Beverly Hills.
20. Sahai, Baldeo, (1985), Public Relations. Standing conference of Public Enterprises, New
Delhi.
21. Simon Raymond, (1977), Public Relations. Grid Inc., Ohio.
22. Pavlik, John V., (1987), Public Relations, What Research Tells us. Sage, New Delhi.
23. Scitel, Fraier P., (1984), The practice of Public Relations, Merill, Ohio.
24. Prabhakar, Naval & Basu, Narendra, (2007), Public Relations: Principles & Functions.
Common Wealth, New Delhi.
25. Prabhakar, Naval & Basu, Narendra, (2007), Public Relations: Nature & Scope.
Common Wealth, ND
26. Ridgway, Judith, (2005), Handling the Media & Public Relations. Infintiy Books, New
Delhi.
27. Oxley, Harold, (1987), The principles of Public Relations, Kogan page, London.
28. Levy, Stuart M., (2006), Public Relations and integrated communications, Lotus Press,
New Delhi.
29. Balan, K.R., (1990), Lectures on applied Public Relations. Educational Publishers, New
Delhi.
30. Dubey V.K., (1997), Public Relations management. Common Wealth, New Delhi.
31. Newsom D, Turk, JV and Kurckeberg D., (2000), This is PR: The Realities of Public
Relations, Wadswoth, Singapore.
32. Caywood, Clark L., (2004), The Handbook strategic Public Relations and integrated
communications. Tata McGraw hill, New York.
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33. Alison Baver Stock, Publicity, Newsletters and Press Releases. Oxford University Press.
34. Sandra Duhe, New Media and Public Relations. New York, 2007.
35. Deirdre Breakenridge, PR 2.0 : New Media, New Tools, New Audiences. Dorling
Kindersley, Delhi, 2008.

ADDITIONAL READINGS:
1. Agarwala-Rogers, Rekha & Rogers, Everett M., (1976), Communication in
Organisations. The Free Press, Toronto.
2. Berelson, Bernard & Janowitz, Morris (Ed.), (1966), Reader in Public Opinion &
Communication. The Free Press, New York.
3. Brembeck Winston & Howell, William, (1976), Persuasion, Prentice Hall, New Jersey.
4. Broom, Glen & Dozier, David, (1990), Using Research in Public Relations. Prentice
Hall, New Jersey.
5. Burke, Kenneth, (1946), A grammar of motives. Prentice-hall Englewood Cliffs.
6. Burke, Kenneth, (1950), A Rhetoric of motive. Prentice-hall Englewood Cliffs.
7. Cantrill Hadley, (1947), Cauging Public Opinion. Princeton University Press, Princeton.
8. Dance, Frank E.X. & Larson, Carl E., (1972), Speech. Holt, Rinehart & Winston, New
York.
9. T.B.Stanley : Techniques of Advertising Production, Prentice Hall, New York.

PAPER IV: PRACTICALS

Total Marks 100

Advertising 50
Public Relations 50

(A) Advertising (Marks 50)

Writing ad copies for a single product in different media (Print , Radio, TV) Marks 30

Writing an ad copies for a single product using different appeals. Marks 10

Individual presentation to the class on a topic to be chosen in consultation with the teacher.
Marks 10

(B) Public Relations (Marks 50)

Writing five press releases Marks 10

Analyzing the written, spoken and visual PR tools used in a PR campaign Marks 20

Maintaining a file of PR promotion articles and Public Relations Advertising Marks 20

 9

SEMESTER- II

PAPER I: FUNDAMENTALS OF DESIGN AND LAWS

Total Marks 100

Theory Exam 80
Internal Assessment 20

(A) Course Objectives:

The paper sensitizes the students with the ethical and legal dimensions of persuasive
communication. Also the paper provides a knowledge of design principles and techniques
that will help the students to design campaigns and publicity material. The paper also
introduces the students to the production techniques and the IT tools used in the design and
production.

(B) Pedagogy of the Course Work:

80% Lectures
20% Unit tests, snap tests, assignments, attendance and class room participation.

Instructions for papersetters and candidates:

1. There shall be 9 questions in all. Time allowed will be 3 hours.

2. The first question is compulsory comprising 8 short answer type questions spread over
the whole syllabus. The candidates are required to answer 4 questions in about 100-150
words each. Each question shall be of 4 marks. (4X4 = 16 marks)
3. Rest of the paper shall contain four units. Two questions shall be asked from each unit
and the candidates shall be given internal choice. The candidates shall attempt one
question from each unit. Each question will carry 16 marks. (4X16 = 64 marks)

Unit I: Ethics in Advertising and Public Relations and Regulatory Bodies

Ethics, Morals and Values, Work Ethics, Ethics in Advertising and Public Relations
Ethical Codes: Press Council of India, Advertising Standards Council of India, Public
Relations Society of India, News Broadcasters Association Code, Advertising Code of
Akashvani and Doordarshan

Unit II: Legal Aspects of Advertising and Public Relations

Freedom of speech and expression: Article 19(1)(a) and Article19(2).

Law of Defamation (Section 499-502 of IPC); Copyright Act, 1957; Law of Obscenity
(Section 292-294 of IPC); Indecent Representation of Women (Prohibition) Act, 1986;
Drugs and Magic Remedies (Objectionable Advertisements Act, 1954; Information
Technology Act, 2000 (relevant portions); Cable Television Networks (Regulation) Act,
1995, as amended in 2007.

Unit III: Design

Verbal and Visual Elements of Design : Family of Types, Text breaker devices and
White Space
Basic design vocabulary: point, line, shape, tone, texture and colour
Design principles: balance, proportion, contrast, movement & unity;
Analysis of Advertisements and Public Relations publications based on Design
 10

Unit IV: Production Techniques and IT tools

Pre Production, Production and Post Production Phases

Use of Basic design software

ESSENTIAL READINGS:
1. Venkateswaran, K.S., (1993), Mass Media Laws and Regulations in India, Asian Mass
Comm. Singapore.
2. Aggarwal, S.K., (1993), Media and Ethics, Sipra Publications, N.D.
3. Prabhakar, Manohar and Bhanawat, Sanjeev, (1999), Compendium of Codes of Conduct
for Media Professionals, University Book House, Jaipur.

4. Trikha, N.K, (1986), The Press Council A Self Regulatory Mechanism for the Press,
Somaiya Publications, N.D.
5. Gupta, V.S. and Dayal, Rajeshwar (ed), (1998), Media and Market Forces: Challenges
and Opportunities, Concept Publishing Co. N.D.
6. Olen, Jeffrey, (1988), Ethics in Journalism, Prentice Hall, New Jersey.
T.B.Stanley, Techniques of Advertising Production, Prentice Hall, New York.
7.
Alex W. White , Advertising Design and Typography (2006), Allworth Press, New York,
8.
Robin Landa, Graphic Design Solutions (2011), Clark Baxter, Wadsworth, Boston.
9.
Michael Bierut, William Drenttel, Steven Heller (2002), Looking closer: Critical writings
10.
on Graphic Design, Allworth Press, New York.
ADDITIONAL READINGS:
1. Flichy, Patrice, (1995), Dynamics of Modern Communication, Sage Publications, N.D.
2. E.M. Rogers, (3rd Ed: 1983); (4th Ed: 1995), Diffusion of Innovations, New York: Free
Press.
3. Wilbur Schramm, Donal F. Roberts (Ed.), (1997), The process and effects of Mass
Communication; University Illinois Press, USA.
4. P.C. Joshi, (2002), Communication & National Development, Anamika Publishers &
Distributors (P) Ltd.
5. K. Sadanandan Nair, Shirley A. White, (1993), Perspectives on Development
Communication. SAGE Publication.

PAPER- II: ADVERTISING

A. Course Objectives:
The objective of this paper is to provide students with an understanding of Advertising campaign
and train them to produce advertising campaign in various media. The paper also introduces them
with the characteristics of various advertising media and basic of media planning for advertising.
Also the paper focuses on the relevance of research and evaluation in advertising and trains the
students to use various methods of ad evaluation to measure the effectively of the campaigns
produced. Keeping in mind the rapidly expanding market of new media advertising, the paper
also introduces the students with the basic principles of internet and mobile advertising.
 11

B. Pedagogy of the Course Work:

80% Lectures
20% Unit tests, snap tests, assignments, attendance and class room participation.

Instructions for papersetters and candidates:

1. There shall be 9 questions in all. Time allowed will be 3 hours.

2. The first question is compulsory comprising 8 short answer type questions spread over
the whole syllabus. The candidates are required to answer 4 questions in about 100-150
words each. Each question shall be of 4 marks. (4X4 = 16 marks)
3. Rest of the paper shall contain four units. Two questions shall be asked from each unit
and the candidates shall be given internal choice. The candidates shall attempt one
question from each unit. Each question will carry 16 marks. (4X16 = 64 marks)

Unit I: Advertising Campaign

Definition, Concept, Objectives and Functions of Advertising Campaign,

Concept and Importance of Campaign theme
Stages in Advertisement Campaign Planning
Types of Advertising Campaign

Unit II: Advertising Research and Evaluation

Introduction to Advertising Research

Introduction to Advertising Evaluation: Concept and Importance of Advertising
Evaluation, Pre Testing, Post Testing, Important Testing Methods.

Unit III: Media Planning and Research

Types of Media
Advertising Media Characteristics and their application to various media: Selectivity,
Flexibility, Editorial Environment, Shelf Life, Cost, Production Quality, trade
Acceptability.
Designing a Media Plan
Media Buying and Scheduling (Print, Electronic and Digital Media)

Unit IV: New Media and Advertising

Introduction to Advertising on the Internet and Mobile

Types of Internet and Mobile Advertising
Principles of New Media Advertising
Social Media and Advertising
Evaluating Internet Advertising

Courses of reading same as that of the first semester

 12

PAPER III: PUBLIC RELATIONS

Total Marks 100

Theory Exam 80
Internal Assessment 20

A. Course Objectives:
This module in Public Relations will train the students to device PR campaign, train the
students to conduct research enhance the PR communication strategies. The paper introduces
the basic concepts of corporate communications. Also the paper trains the students to use
New Media as a tool for effective Public Relations Practice.

B. Pedagogy of the Course Work:

80% Lectures (including expert lectures)
20% Unit tests, snap tests, assignments, attendance and class room participation.

Instructions for papersetters and candidates:

1. There shall be 9 questions in all. Time allowed will be 3 hours.
2. The first question is compulsory comprising 8 short answer type questions spread over
the whole syllabus. The candidates are required to answer 4 questions in about 100-150
words each. Each question shall be of 4 marks. (4X4 = 16 marks)
3. Rest of the paper shall contain four units. Two questions shall be asked from each unit
and the candidates shall be given internal choice. The candidates shall attempt one
question from each unit. Each question will carry 16 marks. (4X16 = 64 marks)

Unit I: Corporate Communications

Brief introduction to corporate communication: definition, objectives and functions;

corporate organization, structure, corporate identity, image, culture and style.

Unit II: PR Process (Step 1 and II)

Step I: Research- Importance of Research, Research Techniques

Step II: Planning & programming the purpose of planning, a procedure of planning,
strategic thinking, planning for disaster, need for fact centre.

Unit III: PR Process (Step 1II and IV)

Step III: Communication & action the third step: 7 Cs of communication: credibility,
context, content, clarity, continuity & consistency, channel, capability of audience
Step IV: Evaluation fourth step measurement of objectives: pre-testing and post-testing:
measuring impact: Evaluation tools: Reader interest studies, Readability test, Radio and
TV audio research.

Unit IV: New Media and Public Relations

Introduction to Internet as Public Relations Tool

Principles of Online Public Relations
Email, Websites, Blogs, Video Conferencing
Social Media and Public Relations

Courses of reading same as that of the first semester

 13

PAPER IV: PRACTICALS

Total Marks 100

Advertising 30
Public Relations 30
Project Work 20
Industrial Visit 20

(A) Advertising (Marks 30)

Designing an Ad Campaign for a hypothetical product in any medium Marks 20

Campaign Evaluation: Using Advertising Research and Evaluation analyze an advertising
campaign. Marks 10

(B) Public Relations (Marks 30)

a) Analyzing a Public Relations Campaign on the Basis of four stages Marks 10

of PR Process
b) Presenting a Public Relations Case Study Marks 10
c) Preparing a Brochure Marks 10

(C) Industry Visit Report: A report based on trips to Advertising & Marks 20
Public Relations agencies

(D) A report based on Project work in an organization (Advertising/PR) Marks 20