Advertising and Sales Promotion

Paper Code: 
ABF 602
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

The course aims at imparting knowledge with respect to the functional aspect of advertising and the concepts, tools and techniques of Sales Promotion.

9.00
Unit I: 
Advertising

Advertising: definition, importance concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising

9.00
Unit II: 
Advertising campaign planning

Advertising campaign planning: meaning , process Advertising objectives, Advertising message

9.00
Unit III: 
Advertising budget

Advertising budget: meaning, factors affecting budget, methods. Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media

10.00
Unit IV: 
Measuring advertising effectiveness

Measuring advertising effectiveness: meaning, importance, advertising effectiveness methods- pre-test and post test. Advertising audit, Advertising agency: meaning, role, types of agencies

8.00
Unit V: 
Sales Promotion

Sales Promotion: meaning, importance.
Consumer promotion: meaning, importance, tools. Industrial promotion: meaning, importance, tools Sales Promotion vs. Advertising

Essential Readings: 

1. Mishra, M. N., Sales Promotion and Advertising Management, Himalaya Publishing House, Mumbai
2. Chunawalla, S. A., Sethia, K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai

References: 

1. Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
2. Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur

Academic Year: 
2019-2020
  • Printer-friendly version
  • PDF version