POST GRADUATE DIPLOMA IN ADVERTISING MANAGEMENT

I.I Communication and Audiences: Evolution of Communication - Signs - Symbols and languages - Pictures - Print and other media – Elements of Mass Communication - Understanding Audiences. 1.2.Mass Communication Theories: Process of Mass Communication - Hypodermic theory - Individual differences theory - selective perception theory - social categories theory - personal influence theory - social influence theory - agenda setting theory - Play and entertainments theories. 1.3. The Print Media: A brief history of press in India-The Structure of Contemporary Newspapers - Magazines and Books in India. Four theories of the Press. 1.4. Introduction to the Audio Visual Media : A) Radio : A Brief history of Broadcasting in India - contemporary Radio - Future of Indian Radio - Radio Commercials. B) Television: A Brief history of television Broadcasting in India. Television Audience - Satellite Televisions - Television Commercials C) Film :A Brief history of film in India - Film as a medium of communication: commercial - cultural. Film industry after Satellite TV invasions. 1.5. Media Organisations of the Government: State-Central-PIB - DAVP - Publications Division - Indian Institute of Mass Communication - Film Certification Board - Song and Drama Division - Research and Reference Division - Directorate of Field Publicity - DIPR PR in government State - Central. 1.6. Traditional media : Theatre - Indian folk forms - folk form of Tamilnadu. 1.7 Press Laws: Article 19 ( I )(a) of the Constitution of India. Official Secrets Act, Copy Right Act, Defamation, libel etc. Freedom of the Press in India. Registrar of News Papers of India. Audit Bureau of Circulation – Indian News paper society. 1.8. Ethics and Social Responsibility of Media : Ethics in Print, Radio, Television. Advertising and Public Relations. 1.9. Information Technology : Introduction to Networks, E-mail, Electronic Newpaper, CD ROM, Multi-Media, soft-ware packages, etc.,