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.

Course

Learning outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 602

Advertising and Sales Promotion

CO 224: To apply  the essential definitions concepts, model and various types of advertising

 

CO 225:To evaluate various  advertising campaign planning process , objectives and message design

 

CO 226: To analyze about advertising budget, media planning and factors affecting selection of media

 

CO 227: To give insight about advertising effectiveness, audit and role of agency.

 

CO 228: To remember about sales promotion and its various techniques of consumer and industrial promotion.

 

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

 

9.00
Unit I: 

Advertising

Definition, importance concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of Advertising

 

9.00
Unit II: 

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

9.00
Unit III: 

Advertising budget:

Meaning, factors affecting budget, methods. Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media

 

9.00
Unit IV: 

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

 

9.00
Unit V: 

Sales Promotion:

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

 

Essential Readings: 
  • 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

 

 

References: 

·        Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi

Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur

Academic Year: 
2021-2022
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