BA6003-ADVERTISING AND SALES PROMOTION |
INTRODUCTION TO ADVERTISING |
Concept and Definition of Advertising Social, Economic and Legal Implications of Advertising
Setting Advertising Objectives Ad. Agencies Selection and Remuneration Advertising
Campaigns Case Studies. |
ADVERTISING MEDIA |
Media Plan Type and Choice Criteria Reach and Frequency of Advertising Cost of Advertising
Related to Sales Media Strategy and Scheduling. |
DESIGN AND EXECUTION OF ADVERTISING |
Message Development Different Types of Advertising Layout Design Appeal Copy Structure
Advertising Production Print Radio. T.V. and Web Advertising Media Research Testing
Validity and Reliability of Ads Measuring Impact of Advertising Case Studies.
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INTRODUCTION TO SALES PROMOTION |
Scope and Role of Sales Promotion Definition Objectives of Sales Promotion Sales Promotion
Techniques Trade Oriented and Consumer Oriented Promotions.
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SALES PROMOTION CAMPAIGN |
Sales Promotion Requirement Identification Designing of Sales Promotion Campaign
Involvement of Salesmen and Dealers Outsourcing Sales Promotion, National and International
Promotion Strategies Integrated Promotion Coordination within the Various Promotion
Techniques Online Sales Promotions Case Studies. |
Text Books |
1. OGuinn, Allen, Semenik, Advertising and Integrated Brand Promotion, 4th Edition, Cengage
Learning, 2008
2. George E Belch and Michael Belch, Advertising and Promotion, 6th Edition. Tata McGraw
Hill, 2008 |
Reference 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.
3. Shrimp, Advertising and promotion An IMC Approach, 3rd Edition, Cengage Learning,
2008.
4. Kruti Shah and Alan DSouza, Advertising & Promotions An IMC perspective Tata
McGraw Hill, 2008. |