Advertising and Sales Promotion Management

Paper Code: 
EMM 422
Credits: 
4
Contact Hours: 
60.00
12.00
Unit I: 
Introduction to Advertisement:

Concept and definition of advertisement-Social, Economic and legal Implications of Advertisements-Setting advertisement objectives-Ad.Agencies-Selection and remuneration-advertisement Campaign.

12.00

Advertisement Media: Media Plan-type and choice criteria-reach and frequency of advertisements-cost of advertisements related to sales-media strategy and scheduling.

12.00
Unit III: 

Design and Execution of Advertisements:
Message development-different types of advertisements-layout-design appeal-copy structure-advertisement production-print-Radio, T.V. and Web advertisements-Media Research-testing Validity and reliability of ads- measuring impact of advertisements
 

12.00
Unit IV: 
Introduction to Sales Promotion:

Scope and role of sale promotion-definition-objective sales promotion, sales promotion techniques-trade oriented and consumer oriented.
 

12.00
Unit V: 

Sales Promotion Campaign:
Sales Promotion-Requirement Identification-designing of sales promotion campaign, involvement of salesman and dealers-outsourcing sales promotion, national and international promotion strategies –Integrated promotion-Coordination within the various promotion techniques-online sales promotions.
 

References: 

Text Books:

  1. Kenneth Clow. Donald Baack, “Integrated Advertisements, Promotion and Marketing Communication”, Prentice Hall of India, New Delhi, 2003.
  2. S.H.H.Kazmi, Satish K Batra, “Advertising and Sales Promotion”, Excel Books, New Delhi, 2001.

Suggested Readings:

  1. George E Belch, Michel A Belch, “Advertising and Promotion”, McGraw Hill, Singapore, 1998.
  2. Julian Cummings, “Sales Promotion”, Kogan Page, London 1998.
  3. E.Betch and Michael, Advertising and Promotion, MC.Graw Hill.