This course will enable the students to- The course aims at imparting knowledge with respect to the functional aspect of advertising and the concepts, tools and techniques of Sales Promotion.
Course Outcomes (COs):
Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABF 602 |
Advertising and sales promotion |
CO 223The students would be able to understand the essential definitions concepts, model and various types of advertising CO 224To acquaint the students about the advertising campaign planning process , objectives and message design CO 225To familiarize the students about advertising budget, media planning and factors affecting selection of media CO 226To give insight about advertising effectiveness, audit and role of agency. CO 227The students would learn about sales promotion and its various techniques of consumer and industrial promotion.
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Approach in.. teaching: Lectures, Discussion, PPT, Assignments, Handouts
Learning activities for the students: Self learning assignments, Role plays, presentation, case study discussions. |
Quiz Class Test Assignments Individual.llll projects CA Exam Semester End Examination
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Definition, importance concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising
Meaning , process Advertising objectives, Advertising message
Meaning, factors affecting budget, methods. Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media
Meaning, importance, advertising effectiveness methods- pre-test and post test. Advertising audit, Advertising agency: meaning, role, types of agencies
Meaning, importance.Consumer promotion: meaning, importance, tools. Industrial promotion: meaning, importance, tools Sales Promotion vs. Advertising
• Mishra, M. N., Sales Promotion and Advertising Management, Himalaya Publishing House, Mumbai
• 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
• Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur