ADVERTISING AND SALES PROMOTION

Paper Code: 
BSG 617 (A)
Credits: 
3
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.

 

  

 

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
9.00

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: 
 
 
• Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
• Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur
 
e- RESOURCES:
• International Business  , Hill, Mc Graw Hill Education 
 
• International Business  , Gupta,  Mc Graw Hill Education
 
• Logistics & Supply Chain Management, Crocker , Barry David https://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action
 
JOURNALS
• International Marketing
• The Indian Journal of Commerce
 
 
Academic Year: 
2022-2023
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