Advertising and Sales Promotion

Paper Code: 
BSG 617 (A)
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 Outcome(COs):

 

Course

Learning Outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG617

Advertising and Sales Promotion

 

CO 216: To apply  the essential definitions concepts, model and various types of advertising

CO 217:To evaluate various  advertising campaign planning process , objectives and message design

CO 218:To analyze about advertising budget, media planning and factors affecting selection of media

CO 219:To give insight about advertising effectiveness, audit and role of agency.

CO 220: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

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

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
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,AdvertisingManagement,PrenticeHallofIndia,NewDelhi
    • Sudha,G.S.,AdvertisingandSalesPromotion,RameshBookDepot,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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