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• Introduction: Concept of advertising
• Difference among Advertising, Pubic Relations, Publicity and Propaganda
• Role and Impact of Advertising: Social, Legal, Ethical, Economic and Marketing
• Advertiser, Advertising agency and Media
• Types of Advertising agencies and their functions
• How advertising works: Facet Affect Model
• The Consumer Audience and consumer behavior
• Strategic Research for advertising: An overview
• The Creative Side and Message Strategy: Copy writing
• Principles of copy writing
• Tool Kit of copy writing
• Copy for Print, Electronic and Digital Media
• Key concepts of Media Planning and Buying
• Practical Work: Comparison of Competitive Advertising
• Practical Work: Development of mini advertising campaign
• Practical Work: Developments of different advertising Instruments