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Theories of Public Relations & Advertising (PRAD-505)

This is a pro seminar course designed to explore and analyze intellectual bounds of Public Relations & Advertising in theoretical perspective. The course will develop and refine critical thinking among students in selecting and applying theories, principles, and techniques of public relations and advertising in different situations and in particular context of the fields. The course introduces advanced theories and concepts in public relations and advertising; provides an opportunity to explore the trends and challenges in the fields.
Course Objectives:
The course aims to:
1. Equip students with intellectual insights and reflect some of the major intellectual ideas upon which Public Relations and Advertising springs.
2. Broaden the theoretical vision of the students in the light of contemporary practices of Public Relations and Advertising domains.
Learning Outcomes:
 After the successful completion of the course, the students will acquire an understanding of some basic and advanced theoretical concepts of public relations and advertising.
 Students will be able to compare and contrast theories of advertising and public relations as both lie in the domain of persuasive communication.
 Students will be able to map the historical progression and advancement of theory building in the domains of public relations and advertising.

Course Contents:
1. Advertising: Core concepts, theoretical underpinnings, process models and practical implications
2. Public Relations: Core concepts, theoretical underpinnings, models
2.1 Grunig and Hunt’s theories of public relations
2.2 Crisis Management Theories:
2.3 Attribution Theory
2.4 Situational Crisis Communication Theory
2.5 Theory of Apology
2.6 Image Restoration or Repair Theory
2.7 Structural Functional Theory in Crisis Management
2.8 Chaos Theory and the Butterfly Effect in Crisis Management
2.9 Stakeholder Theory of Crisis Management
3. Theories of persuasive communication with reference to public relations
3.1 Systems theory
3.2 Symmetrical/Excellence Theory
3.3 Theories of Persuasion and Social Influence
3.4 Rhetorical Theory
3.5 Critical Theories of Jurgen Habermas
3.6 Social Exchange Theory
3.7 Relationship Management Theory
3.8 Diffusion Theory
4. Theories and Principles of persuasive communication with reference to Marketing
4.1 Maslow’s Hierarchy of Needs
4.2 Seven P’s of the Marketing Mix
4.3 SWOT Analysis
4.4 Consumer Decision Making Process
4.5 Porter’s Five Forces
4.6 Market Segmentation
4.7 Brand Equity
5. Theories and models of Advertising:
5.1 AIDA, DRIP, DAGMAR, Hierarchy of Effects; VIPS, FCB Grid,
5.2 Think-Feel-Do Model
5.3 The Mediation of Reality
5.4 Shifting Loyalties
5.5 The Magic of the Meaning
5.6 The Hidden Message
5.7 Imitative Desire
6. Persuasion from Single to Multiple to Meta cognitive Processes.
7. Public Relations and Corporate Social Responsibility.

Credit hours/ Marks:- 3

Reference Books

1. Adrian R. M. (Ed.) (2005). The Practice of Advertising. Delhi: Elsevier Ltd.
2. Arens, W. F. (2006). Contemporary advertising. New Delhi: Tata McGraw-Hill Publishing Company Ltd.
3. Brown, W. (2010). Public relations and the social web: How to use social media and web 2.0 in communications. New Delhi: Kogan Page.
4. Banik, G.C. (2005). PR & Media Relations. Mumbai: Jaico Publishing House.
5. Belch, M. A. & Belch, G. E. (2012). Advertising and promotion: An integrated marketing communications perspective. Boston: McGraw-Hill.
6. Bivins, T. H. (1999). Public Relations Writing: The Essentials of Style and Format. Illinois: National Textbook Company.
7. Brierley, S. (2002). The Advertising Handbook. London: Routledge.
8. Clow, Kenneth E. (2005). Concise Encyclopedia of Advertising. New York: Best Business Books.
9. Cappo, Joe. (2003). The Future of Advertising: New Media, New Clients, New Consumers inthe Post-Television Age. Chicago: McGraw-Hill.
10. Chatterjee S. (Ed.) (2006). Media and Advertising Management: New Trends. Hyderabad: Icfai University Press.
11. Clow, K. E. & Baack, D. (2007). Integrated advertising, promotion and marketing communications. New Delhi: Pearson Education Inc.
12. Curtin, P. A. (2007). International public relations. California: Sage Publications.
13. Duncan, R. (2005). Principles of advertising and IMC. Boston: Mcgraw-Hill
14. Harris, T. L. (2006). The marketer's guide to public relations in the 21st century. Ohio: Thomson Higher Education.
15. Hendrix, J. A. (2004). Public relations cases. Belmont: Wadsworth/Thomson Learning.
16. Jefkins, F. (1994). Advertising. London: Pitman Publishing
17. Katz, H. E. (2010). The media handbook: a complete guide to advertising media selection, planning, research, and buying. New York & London: Taylor & Francis.
18. Lee, M. & Johnson, C. (2005). Principles of Advertising: A global perspective. New Delhi: The Haworth Press.
19. Marconi, J. (2004). Public Relations: The Complete Guide. Ohio: South Western Educational Publishing.
20. Plessis, E. D. (2005). The advertised mind: Groundbreaking insights into how our brains respond to advertising. London: Kogan Page.
21. Rodgers, S. & Thorson, E. (Ed.) (2012). Advertising theory. London: Routledge
22. Sinclair, J. (2012). Advertising, the media and globalization. London: Routledge
23. Singh, J. K. (2007). Media and public relations. New Delhi: A P H Publishing Corporation.
24. Theaker, A. (2006). The Public Relations Handbook. London: Routledge
25. Vachani, J. (2007). Public relations management in media and journalism. New Delhi: Kanishka Publishers.
26. White, R. (2000). Advertising. London: McGraw Hill
27. Whitaker, W. R. (2009). Media writing: Print, broadcast, and public relations. New York: Routledge.

Examinations

Theories of Public Relations & Advertising (PRAD-505)

Reference Books

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