Advertising and Sales Promotion

Paper Code: 
BSR 617
Credits: 
3
Contact Hours: 
45.00
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 concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising

9.00
Unit II: 

Advertising campaign planning, Advertising objectives, Advertising message

9.00
Unit III: 

Advertising budget, Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media

9.00
Unit IV: 

Measuring advertising effectiveness, pre-test, post test, Advertising audit, Advertising agency

9.00
Unit V: 

Sales Promotion concepts, Consumer promotion, Industrial promotion, 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: 
2018-2019
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