BA9254-Advertising And Sales Promotion |
UNIT – I INTRODUCTION TO ADVERTISEMENT |
Concept and definition of advertisement – Social, Economic and Legal Implications of
advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration
– Advertisement campaigns – case studies. |
UNIT – II ADVERTISEMENT MEDIA |
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling. |
UNIT – III DESIGN AND EXECUTION OF ADVERTISEMENTS |
Message development – Different types of advertisements – Layout – Design appeal – Copy
structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media
Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case
studies. |
UNIT – IV INTRODUCTION TO SALES PROMOTION |
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented. |
UNIT – V SALES PROMOTION CAMPAIGN |
Sales promotion – Requirement identification – Designing of sales promotion campaign –
Involvement of salesmen and dealers – Out sourcing sales promotion national and international
promotion strategies – Integrated promotion – Coordination within the various promotion
techniques – Online sales promotions- case studies. |
Text Books |
1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education
7th Edition, 2007.
2. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall of India, New Delhi, 2003. |
Reference Books |
1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New
Delhi, 2001.
2. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill, Singapore,
1998.
3. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
4. E.Betch and Michael, Advertising and Promotion, McGraw Hill, 2003.
5. Jaishri Jefhwaney, Advertising Management, Oxford, 2008. |