The course aims at imparting knowledge with respect to the functional aspect of advertising and the concepts, tools and techniques of Sales Promotion
Advertising concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising
Advertising campaign planning, Advertising objectives, Advertising message
Advertising budget, Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media
Measuring advertising effectiveness, pre-test, post test, Advertising audit, Advertising agency
Sales Promotion concepts, Consumer promotion, Industrial promotion, Sales Promotion vs. Advertising
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
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:
2016-2017