UNIVERSITY OF SARGODHA

DEPARTMENT OF COMMUNICATION STUDIES

COURSE OUTLINE SPRING 2020

Course Title: INTRODUCTION TO ADVERTISING AND PUBLIC RELATIONS

Course Code:

Credit Hours: 3

Instructor: Misha Akash

Class:BS 5 reg

Class timing

Wednesday thursday 8:00am to 9:30 am

Email: [email protected]

Midterm marks:30

Final term marks:50

Presantation marks:10

Attandance marks:10

DESCRIPTION& OBJECTIVES

The course is designed to introduce students to the basic knowledge of Advertising and Public Relations. The course will highlight the importance of advertising and Public Relations in communication along with their principles, techniques and processes. Emphasis will be put on the current scenario and activities to make things easily understandable to them. Apart from this, Advertising will focus on its several key concepts, message construction and advertising in Pakistan. On the other hand, Public Relations will cover the basic terms, management of campaigns and PR in Pakistan. Therefore, this course will help students develop their skills and abilities in order to solve problems and relate it to their present situations. This will pave way in understanding the nature of the two, which will further prove fruitful in their professional life. 

Learning Outcomes

1To understand New Media: Emerging Mediums of Information regarding advertising and PR
2To understand   Advertising Evolution and Development and also its specific implication 
3 To understand   history of PR and basics skill :and
4To understand future trends and its techniques and developmentS

READINGS

Effective Public Relations by Centre, H. Allen, Cutlip. M. Scott, New Jersey Prentice Hall Inc. 1978

Public Relations: Strategies and Tactics, by Wilcox, Dennis L., Ault, Phillip H. and Agee, Warren K., New York, Harper Collins Publishers, 1989

Advertising: Principles and Practices by Wells. D. William, Burnett. J., Moriarty. S., Prentice Hall, 1992

CONTENTS

ADVERTISING

a. Definition, Purpose and scope

b. Functions and process (evolution and development)

c. Socio  economic role of Advertising

d. Types of Advertising (Advertising for Electronic and Print Media, Online Advertising)

e. Advertising Agency; its organizational structure with special reference to Pakistan

f. Media of advertising  Techniques and Tactics g. Copy writing and message construction)

PUBLIC RELATIONS

a. Definition, Purpose and Scope

b. Process of Public Relations

c. Duties of Public Relations Officer

d. Tools of Public Relations

e. Comparative Study of Advertising, Propaganda and Publicity

f.  Public Opinion Formation

g. PR Organizations: Business, Trade & Finance, International and Diplomatic Public Relations

COURSE SCHEDULE

Week

Topics and Readings

Dates

1.

Introduction to Public Relations 

Objectives of PR and types of publics

Organization and publics

Public Relations: Strategies & Tactics: pp 3-7 and 13

Effective Public Relations: pp 90 & 91

2.

Functions of PR

PRO: Qualities and duties

Public Relations: Strategies & Tactics: pp 9, 85 & 92

3.

Tactics of PR

Press Release making

Public Relations: Strategies & Tactics: pp 471-535

4.

Process of PR 

PR campaign making

Effective Public Relations: pp 317-318

5.

Public Opinion

Persuasion

Public Relations: Strategies & Tactics: pp 209-211 & 214-223

6.

Propaganda

Public Relations: Strategies & Tactics: pp 226-227

7.

Presentations

Press Release making practice

8.

Mid-Term Examination

9.

PR Organizations

Public Relations: Strategies & Tactics: pp 84-85

10.

Introduction to Advertising

Types of Advertising

Advertising: Principles and Practices: pp 5-6, 10 & 11-13

11.

Functions of Advertising

Advertising Agency

Advertising: Principles and Practices: pp 15 & 83-85

12.

Media of Advertising

Socio-economic role of Advertising

Advertising: Principles and Practices: pp  221 & 13-15

13.

Copy writing

General ad formation

Advertising: Principles and Practices: pp 331-332

14.

Comparative study (Advertising, PR, Publicity, Propaganda)

Public Relations: Strategies & Tactics: pp 14-17

15.

Presentations

16.

Final-Term Examination

RESEARCH PROJECT 

Completed a research report under the topic, “Effects on Pakistani TV commercials using Indian celebrities on the purchasing behavior of the students of University of Sargodha”.

ASSESSMENT CRITERIA 

Sessional: 20 marks

Project: 

Presentation: 

Participation: 

Mid exam: 30 marks

Final exam: 50 marks

RULES AND REGULATIONS

Following are the rules and regulations that students have to abide by:

80% class attendance is compulsory to sit in final exam.

Class timing should be strictly followed.

Students must come in proper uniform.

Assignments and presentations must be covered in the given time.

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