Advertising - Lesson Plan

Amity School of Communication

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Amity School of Communication

BJ&MC, 1st Semester

Sec- B & C

FUNDAMENTALS OF ADVERTISING

Course Code- BJM 102

By- Tanu Bhargava

Amity School of CommunicationCourse Structure

Session starts- 18th July’11 Credit Unit- 04 Sessions

scheduled: 45(3*15) Self Study Hours: 30

• Objective: This module will help students understand the

concepts of advertising. The students will understand the advertising scenario in India, organizational structure, and brand-management. Students will have an opportunity to explore various creative fields involved in making advertisements. 2

Amity School of CommunicationSession Progress

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Session is divided into 4 modules

Amity School of CommunicationWeek 1

(18th July-24th July)• Module 1- Introduction to Advertising,

types of ads and mediums to advertise Introduction , Showcasing advertisements,

understanding the need for them, Defining advertising

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Week 2(25th July-31st July)Types of advertisements- Classified, Financial, Corporate with examples

Amity School of Communication

Week 3 (1st Aug-7th Aug)

Types of advertisements- Public Service, Institutional, Advertorials, Souvenirs, Promotional with examples

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Week 4(8th Aug-14th Aug)

Group Activity- Students will be making an advertorial or a souvenir of the brand thus, be given to them.

Different types of Media to advertise, its features, Advantages & Disadvantages – TV, Radio, Print, Internet, Mobile

Amity School of CommunicationWeek 5

(15th Aug-21st Aug)

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Week 6(22nd Aug-28th Aug)

Different types of Media to advertise, its features, Advantages & Disadvantages – TV, Radio, Print, Internet, Mobile

Module 2: Understanding Markets and Advertising concepts

Market- Definition, Functions and Types

Amity School of CommunicationWeek 7

(29th Aug-4th Sep)

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Week 8 (5th Sep-11th Sep)

Concepts of Advertising and key terminologies

Class Test- 10 marksAdvertising campaigns, case study,

examples

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Week 10(19th Sep-25th Sep)

Guest LectureAdvertising campaigns, Celebrity endorsements, Embedded ads- case study and examples

Week 9(12th Sep-18th Sep)

Embedded Advertising Group Presentation- 10 marks - The

student is supposed to make a presentation on advertising campaigns related to a product so given to them

Amity School of Communication

Week 11(26th Sep-2nd Oct)

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Module 3-Understanding Advertising agencies structure and their functioningTypes of advertising agencies, structure of advertising agencies, function of each department Structure of advertising agencies,

function of each department

Week 12(3rd Oct-9th Oct)Functions of each department in advertising agencies and revenue generation

Amity School of CommunicationWeek 13

(10th Oct-16th Oct)

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Week 14(17th Oct- 23th Oct)

Module 4: Understanding ASCI rules and regulations and ethics in advertising

ASCI rules and regulations- case discussion

Class Test – 5marks Ethics in Advertising- case studies

Amity School of CommunicationWeek 15

(31st Oct-6th Nov)

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Revision, cross questioning sessions in the class, understanding the art of answering the questions, working on the case studies

Amity School of CommunicationAssessment

Sheet

1205 marks for Attendance

Amity School of Communication

Thank You!!

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