Description

Skill Enhancement Course (SEC)

Advertising – II

SYBCOM Semester IV

Syllabus As Per NEP 2020 Academic Year 2025-26

Module 1 : Media and Emerging Trends in Advertising
Unit I : Media in Advertising
♦ Traditional Media – Print, Television, Radio, Outdoor Advertising, Digital Media – Advantages and Limitations, Media Objectives – Reach, Frequency and GRPs
♦ Media Planning – Concept, Factors considered while selecting Media, Media Scheduling Strategies

Unit II : Emerging Media and Use of AI in Advertising
♦ Google Ads, YouTube Ads, Social Media Advertising, Interactive Advertising – Types of Interactive Ad Content
♦ Use of AI in Advertising – Types and Significance, AI in Content Creation, Data Science and Analytics for Targeting

Module 2 : Planning, Creativity and Execution of Advertising Campaign
Unit I : Advertising Campaign
♦ Concept, Steps in Planning Advertising Campaign, DAGMAR Model, Advertising Budget – Factors Determining Advertising Budget, Methods of setting Advertising Budget
♦ Creativity in Advertising, Storytelling and Visual Communication in Advertising

Unit II : Preparing Print and Broadcast Ads
♦ Essentials of Copywriting, Copy – Elements, Layout – Principles, Illustration – Importance
♦ Scriptwriting and Elements of a Good Script, Concept of Storyboard, Jingles and Music – Importance, Execution Styles