The course introduces the students with the basics of advertising including the concepts, definitions and historical development of the industry. Alongside it discusses the communication theories related to persuasive communication, the role of advertising in marketing communication process and the emerging trends in advertising. The course also introduces the students to different types of advertising, advertising techniques and media, sales promotion, sponsorship and the planning, executing and evaluation process of an advertising campaign. The course also engages students in hands-on training. They design advertising campaigns that include a media-mix of print, radio, TV and social media, and write/produce necessary contents for the campaign.