Design & Communication Practices-IV

• Design defines specifications, plans, parameters, costs, activities and processes to achieve an objective.
• This module builds understanding of advertising communication and campaign development.
• It introduces printing technology relevant to advertising and outdoor media.
• It builds familiarity with computer graphic peripherals used in the design industry.

After completion of the course student will be able to:

1. •Explain the advertising communication process, its principles and media planning.
2. •Develop the elements of an advertising campaign from creative brief to layout execution.
3. •Understand the history and process of printing, particularly offset printing.
4. •Identify the origin, development and forms of outdoor media advertising.

TEXTBOOKS

1. William Wells, John Burnett & Sandra Moriarty, Advertising: Principles and Practice, Pearson.
2. Helmut Kipphan, Handbook of Print Media, Springer.

Reference Books

1. Robyn Blakeman, Advertising Campaign Design, M.E. Sharpe.
2. Mark Batty, Outdoor Advertising: A Complete Guide, Batty Press.

Online Resources

1. https://www.adweek.com
2. https://www.printweek.com