Main Page > BS 4-Year in Public Relations and Advertising > PR & Advertising Theories, Models and Approaches (PRAD-304)
 |
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
||
|
PR & Advertising Theories, Models and Approaches (PRAD-304)
|
The course aims to develop in-depth knowledge of advertising concepts, theories, models, principles, practices and advanced analytic inquiry to connect theory with practice. The course extends theoretical and practical knowledge of how advertising works and provides a sound general conceptual framework for analyzing marketing strategies, situations, and tactical decisions. The course focuses on broad review of theory and practice associated with advertising, evaluation of media in relationship to marketing objectives and critical analysis of advertising processes. The course will develop theoretical understanding to promote a product, idea, or service. Course Objectives: This course aims: 1. To make the students aware of the significance of theories, models, and approaches for studying advertising. 2. To develop among the students basic understanding of the fundamental theoretical constructs that determine the core of advertising field 3. To provide the students sound knowledge and in-depth understanding of the theories and models of advertising Course Learning Outcomes: Upon successful completion of this course, the students will be able to: Demonstrate understanding of the major concepts, theories, models and approaches in the discipline of advertising and appreciate the strengths and weaknesses of different theories and models in explaining the successful advertising Analyze and comprehend the current advertising messages with relevant theoretical perspective and approach. Evaluate the dynamics of contemporary successful advertising through an academic lens that can help to create effective advertisements Course Contents: • How advertising works? o AIDA Model o DAGMAR Approach o Lavidge&Steiners Hierarchy-of-effects model • Audience Theories o Theory of Uses & Gratifications o Audience Message Processing Models o Elaboration Likelihood Model • Theories of Media Cognition and Information Processing o Audiences and Meanings o Stuart Hall’s Encoding/Decoding o Magic of the Meaning o The Hidden Message o Imitative Desire o Shifting Loyalties o Mediation of Reality • Theories of Human Behavior o TRA o TPB • New Media & para social interactions • Semiotics and Advertising • Media Modeling Theory The course provides students with advanced knowledge of Public Relations constructs, theories, models, principles, practices and advanced analytic inquiry to connect theory with practice. Students will learn how the conceptual models and frameworks of public relations are applied academically and professionally. Course Objectives: This course aims: 1. To make the students aware of the significance of theories, models, and approaches for studying public relations 2. To develop among the students basic understanding of the fundamental theoretical constructs that determine the core of public relations field 3. To provide the students sound knowledge and in-depth understanding of the theories and models of public relations Course Learning Outcomes: Upon successful completion of this course, the students will be able to: Demonstrate understanding of the major concepts, theories, models and approaches in the discipline of public relations and appreciate the strengths and weaknesses of different theories and models in explaining the successful public relations campaigns Analyze and comprehend the current public relations communications with relevant theoretical perspective, models, and approaches. Evaluate the dynamics of contemporary successful public relations through an academic lens that can help to create effective communications Course Contents: • Introduction to Public Relations: Theoretical Underpinnings • Symmetry, Excellence Theory, and Practitioners’ Roles in Theory • Relationship Management • Four Models of Public Relations o Press Agentry model o Public Information Model o Two-way Asymmetrical Model o Two-way Symmetrical Mode • Open-Systems and Excellence • Media Theories: Agenda building/Agenda Setting, Framing, and Persuasion • Network Theories in Public Relations • Apologia and Crisis Communication • Corporate Social Responsibility • Approaches to Public Relations o Critical Approach o Rhetorical Approach o Strategic Approach o Moral and Ethical Approach • Activists/Activism, Mobilization, Advocacy strategies • Global Public Relations |
| Credit hours/ Marks:- 3 |
|
|
