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OBJECTIVE OF THIS COURSE:

On completion of this course, the student should be able to:
• design, plan and produce advertisements for different mediums
• utilize skills acquired to conceptualize, plan and implement an ad campaign

OBJECTIVE OF THIS MANUAL:

This Lab Manual is intended to be used by students of BA (J&MC), Semester IV for Advertising LAB. The Advertising LAB Manual
covers topics that are essential for the students to strengthentheir theoretical concepts. The purpose of this manual is to give guidance and
instructions to the students regarding this subject.
• Will be able to design, plan and produce advertisements for different mediums
• Will be able to utilize skills acquired to conceptualize, plan and implement an ad campaign

HOW TO USE THIS MANUAL

Use of this manual is mandatory for the completion of practicals. It provides the students with the first-hand knowledge of the
practical subjects. It also makes them learn a systematic approach to do their task proficiently as per the needand requirement
of the industry.

INSTRUCTION TO THE STUDENTS

 Students are REQUIRED to carry this manual during the Lab Class.
 Students are REQUIRED to read the topics mentioned before coming to the Lab Class.
 Students are REQUIRED to follow the timeline for each assignment.

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 INDEX

Week No. Lab No. Topics / Concepts to be Covered Reference of Lab Manual Page No

1 1 Develop a Multimedia presentation for seminar on different types of Assignment 1 5

Advertising - Idea/concept, Copy, Design & Layout

Each Student will prepare presentation related different types of Advertising -

Idea/concept, Copy, Design & Layout
2 2 Develop Objective of Advertising campaign Assignment 2 7

Each student will learn to make feasible Objectives with specific need & Overall
idea

3 3 Prepare the report on Marketing Analysis Assignment 3 9

Each group will able to conduct Marketing Analysis by reviewing SWOT &
Competitor Analysis

4 4 Develop a Strategy in Ad Campaign on the basis of Assignment 4 11

The student will Make 1) Creative Strategy 2) Advertising

Budget Appropriation3) Media Strategy and Plan

5 5 Design a plan to implement Advertising Message and Media Scheduling 13

Assignment 5

Each group will collect the fact related Advertising Message and Media
Scheduling.
6 6
Assignment 6 15
Develop Evaluation Plan - Audience Feedback & Media publicity material
Each group will discuss in detail the content of Audience Feedback & Media
publicity material
7 7 Prepare a presentation on Ad Campaign Assignment 7 17

Each group will finalize the ppt on Production & presentation of Ad Campaign

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 BACHELOR OF ARTS (JOURNALISM & MASS COMMUNICATION)

FOURTH SEMESTER
ADVERTISING LAB
COURSE CODE: BA (JMC) 252 L: 0 T/P: 2 CREDITS: 2
External Evaluation: 60 Marks Internal Evaluation: 40 Marks Total Marks: 100
Objectives of the Course
On completion of this course, the student should be able to:
• design, plan and produce advertisements for different mediums

• utilize skills acquired to conceptualise, plan and implement an ad campaign Exercises/Assignments

1. Analyse three different types of advertisements on the basis of idea/concept, copy, design and layout
2. Plan Ad Campaign for a product/service/an idea as per the following steps:
A. Setting objectives
a. Objective of the Advertising Campaign: Overall and Specific

b. Market Analysis: SWOT Analysis and Competitor Analysis B. Strategy Ad Campaign

a. Creative Strategy
b. Advertising Budget Appropriation
c. Media Strategy and Plan
C. Implementation
a. Advertising message design and production: Display ads, hoarding, internet ads, TVC b. Media scheduling
D. Evaluation Plan
a. Pre-Testing of the Media Material

b. Audience Feedback and Analysis

E. Production and presentation of Ad Campaign
Internal Assessment: The student should maintain a file and soft copy of her/his assignments/jobs duly checked and signed by the concerned faculty. The
marks assigned for internal evaluation are 40.

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Assignment -1

1. Develop a Multimedia presentation for seminar on different types of Advertising - Idea/concept, Copy, and Design & Layout
Instructions: Each Group will prepare presentation related different types of Advertising - Idea/concept, Copy, and Design
& Layout’

Sample 1

S.No Content Tata AIA Term Plan

1 Idea/concept Family Protection
2 Copy Print AD
3 Design Colorful depiction of
Family in cut outs
4 Layout Right Balance of
Elements, Proportional
Space

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Assignment -2

2. Develop Objectives of Advertising campaign

Instructions: Each student will learn to make feasible Objectives with specific need & Overall idea

Sample 2

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Assignment -3
3. Prepare the report on Marketing Analysis
Instructions: Each group will able to conduct Marketing Analysis by reviewing SWOT & Competitor Analysis

Sample 3

Sample 3: SWOT Analysis

Sample 4: Competitor Analysis

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Assignment -4

4. Develop a Strategy in Ad Campaign on the basis of Creative Strategy, Advertising Budget Appropriation & Media Strategy and Plan

Instructions: Each group will Make 1) Creative Strategy 2) Advertising Budget Appropriation3) Media Strategy and Plan

Sample 5: Creative Strategy Sample 6 : Advertising Budget Appropriation

Sample 7: Media Strategy Plan

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Assignment -5

5. Design a plan to implement Advertising Message and Media Scheduling

Instructions: Each group will collect the fact related Advertising Message and Media Scheduling.

Sample 8: Implementing Advertising Message

Sample 9: Media scheduling

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Assignment 6
6. Develop Evaluation Plan - Audience Feedback & Media publicity material

Instructions: Each group will discuss in detail the content of Audience Feedback & Media publicity material
Sample 10 : Format for Audience Feedback • Rate the advertisements based on how motivating they were:

(Not motivating) 1 - - 2 - - 3 - - 4 - - 5 (Very motivating) ___________

Advertisement A

• Which of the ads would you never want to watch again?

o Advertisement A o Advertisement B o Advertisement C o Advertisement D

o Advertisement E
• Please explain why

0 / 20000

• Which of the ads would you watch most often?

o Advertisement A o Advertisement B o Advertisement C o Advertisement D

o Advertisement E
• For the advertisement you would watch most often
• What impressions do you have about the advertisement? Comment briefly below.

0 / 5000

• What feelings are invoked when you watch the advertisement? List briefly below.

0 / 5000

• What stands out most for you in the advertisement? Comment briefly below.

0 / 5000

• What was bad about the advertisement? (distracting, misfit, etc.) Explain briefly below.

0 / 5000

• How persuaded are you to buy the product because of the advertisement?

o Not at all o Slightly o Moderately

o Very

o Extremely

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Assignment 7
7. Prepare a presentation on Ad Campaign

Instructions: Each group will finalize the Power point Presentation on Production & presentation of Ad Campaign

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