Advertising and Sales Promotion

Paper Code: 
BSR 617(A)
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

 

Course Objective

The objective of this course is to give exposure to the procedures and institutional players involved in International trade and also understand the recent phenomena of global trade in India.

Course Outcome(COs):

Course

Learning outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSR 617(A)

Advertising and Sales Promotion

CO 224 :The students would be able to understand the essential definitions concepts, model and various types of advertising

CO 225 :To acquaint the students about the advertising campaign planning process , objectives and message design

CO 226 :To familiarize the students 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 :The students would learn 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

Advertising: definition, importance concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising

9.00

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

9.00

Advertising budget: meaning, factors affecting budget, methods. Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media

10.00

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

8.00

 

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
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: 
2020-2021
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