ADVERTISING AND SALES PROMOTION

Paper Code:

BSR 617(A)

Credits:

Contact Hours:

45.00

Max. Marks:

100.00

Objective:

COURSE OUTCOMES (COS):

Course Outcomes	Learning and teaching strategies	Assessment Strategies
CO 237: To apply the essential definitions concepts, model and various types of advertising CO 238:To evaluate various advertising campaign planning process , objectives and message design CO 239: To analyze about advertising budget, media planning and factors affecting selection of media CO 240: To give insight about advertising effectiveness, audit and role of agency. CO 241: To remember about sales promotion and its various techniques of consumer and industrial promotion.	Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) /Discussions using Leading Case laws/ Learning activities for the students: Role Play activities/ Moot Court/Group Discussions/ Class presentation	Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

Course Outcomes

Learning and teaching strategies

Assessment Strategies

CO 237: To apply the essential definitions concepts, model and various types of advertising

CO 238:To evaluate various advertising campaign planning process , objectives and message design

CO 239: To analyze about advertising budget, media planning and factors affecting selection of media

CO 240: To give insight about advertising effectiveness, audit and role of agency.

CO 241: To remember about sales promotion and its various techniques of consumer and industrial promotion.

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) /Discussions using Leading Case laws/

Learning activities for the students:

Role Play activities/ Moot Court/Group Discussions/ Class presentation

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

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

References:

SUGGESTED READINGS: