MJM029: Advertising and Public Relations

From the moment you wake up, you are constantly being pursued to buy into a product or service or to follow a trend. It may sometimes be so subtle that you do not even realise that you are targeted to believe in an idea. You are, of course familiar with advertisements on the Television and Newspapers or the Hoardings on the roadside and Banners on web pages. But, the persuasion attempts do not end here. The communication experts are leaving no stone unturned to reach you - from the apps in your phone to the stepney covers on scooters; from the radio playing in the background to the polybag you carry your lunchbox in; from the car your favorite Hero drives in a movie to the little logo on your cap – you are witnessing some form of persuasion. It is the need of the hour to be literate and aware of what is happening around you and how and who is trying to catch you in the net by using techniques of Advertising and Public Relations. This Courses will be of help to understand and intelligently sift through the plethora of persuasive information thrown our way. Advertising and Public Relations are regarded as the ‘in’ careers of our times. Professionally, the new generation wizards are vying to cash in upon the high salaries that these jobs in the media offer. It is a way to do what you enjoy and get paid for it. Creativity and monetary benefits blend in the advertising agencies, public relations firms, digital marketing boutiques, event management companies and corporate houses.Jobs in these sectors are in abundance and need trained professionals. This Course will help you in generating interest and developing expertise in these fields. After having worked through the content that we have prepared for you in this Course, it is envisaged that you will have acquired specific knowledge and skills enabling you to:Design and manage advertising and public relations communication for a brandAppreciate the evolution of Advertising and Public Relations, as they exist today.Gain acclimatization to the environment of an ad agency and its departmentsBe adept in writing for ads and the pressBe skilled in planning and executing strategic brand managementDevelop persuasive campaigns for an organisation/ brand or service using different media platformsCritique the corporate social responsibility and crisis communication strategies employed by companies around you.Be employable in Advertising and Public Relations industry Welcome aboard. Thanks for joining us in taking you through this exciting journey for laying the basic foundation for 'Advertising' and 'Public Relations' - two of the most loved and most used forms of persuasive communication. Hope you enjoy this Learning experience as much as we enjoyed creating this MOOC for you . Wishing you a happy learning experience all through. Course Credit-4

WEEK

TOPICS

Week-1

Theories, Models and Appeals in Advertising

Week-2

Understanding the Target Audience

Week-3

Strategic Planning and Brand Management

Week-4

Ad Agency: Structure & Functions

Account Planning and Client Servicing

Week-5

Research and Campaign Planning

Week-6

Ideation and Copy Writing

Media Planning

Week-7

History and Evolution of PR

Week-8

Tools and Techniques for PR

Week-9

Writing for Public Relations

Process, Research & Evaluation

Week-10

Crisis Communication

Financial & Trade Communication

Week-11

Corporate Identity & Image Management

Week-12

Corporate Social Responsibility