KARAKORAM INTERNATIONAL UNIVERSITY
Department of Communication Studies
Course out line Template
Course Code
Course Title & Credit Hours
Name of Faculty (Name & Deptt)
Program (Course Offered in)
Prerequisites by Course(s) and
Topics
Assessment Instruments with
Weights (homework, quizzes,
midterms, final, programming
assignments, lab work, etc.)
Textbook (or Laboratory Manual for
Laboratory Courses)
Reference Material
Course Goals
Topics Covered in the Course
INTRODUCTION TO ADVERTISING & PUBLIC RELATIONS
Saleem Khan, Senior Lecturer
BS- Semester VI (Autumn 2010)
INTRODUCTION TO ADVERTISING & PUBLIC RELATIONS
Total – 100
Midterm-30
Final term-50
Assignments/Presentations/Quizzes/Project- 20.
Advertising vs. PR: kotler
Advertising Dr Brenda Murphy
Barry Hoffman, The Fine Art of Advertising (New York:
Stewart, Tabori & Chang, 2002) 14.
Handouts will be provided. Audio visual aids will also
be used; learners will be motivated to write Slogans,
design visual copies and posters, leaflets and
outdoor hoarding/billboards.
• To define nature and scope of advertising
• Explain the background of today’s advertising
• Compare Public Relations activates versus
Advertising
• Explain the concept of Public relations and to
eliminate the confusion between PR and
Advertising.
ADVERTISING
a. Definition, Purpose and scope
b. Evolution and Development
c. Socio – economic role of Advertising
d. Types of Advertising (Advertising for
Electronic and Print Media, Online
Advertising)
e. Advertising Agency; its organizational
structure with special reference to Pakistan
f. Media of advertising – Techniques and
Tactics
g. Copy writing and message construction
PUBLIC RELATIONS
a. Definition, Purpose and Scope
b. Process of Public Relations
c. Duties of Public Relations Officer
KARAKORAM INTERNATIONAL UNIVERSITY
Department of Communication Studies
Course out line Template

d. Tools of Public Relations

e. Comparative Study of Advertising,

Propaganda and Publicity

f. Public Opinion Formation

g. PR Organizations: Business, Trade &

Finance, International and Diplomatic
Public Relations

Recommended Books:
1. “Eff
• Effective Public Relations” by Centre,
H. Allen, Cutlip. M. Scott, New Jersey”
Prentice Hall Inc. 1978
• “Advertising: Made Simple”, by Jefkins,
Frank, Calcutta; Rupa Co. 1982
• “Advertising” by Mandell, Maurice I.,
Englewood Cliffs, N. J: Prentice- Hall,
Inc. USA 1974
• “Taloqaat-e-Aama”, by S. A. Siraj,
Allama Iqbal Open University, 1990
• “Public Relations: Strategies and
Tactics”, by Wilcox, Dennis L., Ault,
Phillip H. and Agee, Warren K., New
York, Harper Collins Publishers, 1989

Signature of Faculty: ____________ Head of Department: _______________

Copy to:
• Course Folder
• Class Representative (For Distribution to Students)

• Dean Faculty of Social Sciences