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Advertising Management
This paper lays done the fundamentals of Advertising and sales management.
Advertising – Meaning, Definition, features , Importance and types of Advertising. Economic and Social Implication of Advertising , Relationship of advertising with other promotional mixes and marketing mix element Advertising Objectives. DAGMAR Approach
Advertising Budget: Meaning, steps in framing advertising budget, factors affecting advertising budget.Methods-Affordable Method, Per unit Method, Percentage Method, Competitive parity and Task and objective Method Advertising Media- Types of Media; Print Media (Newspaper & Magazines, Pamphlets, Posters & Brochures), Electronic Media(Radio, Television , Audio Visual Cassettes), Other Media (Direct Mail, Outdoor Media),Internet advertising media. Non-media advertising (Characteristics, merits & Demerits of above media)
Message Designing-structure , appeal, format ,source. Message development. Elements and layout of a Print Copy, Broadcast Advertising copy, Radio Ad- Copy, Television Ad-Copy, Internet Ad- Copy Advertising Copy- Requisites and types. Message appeal and advertising campaign Media Planning: Selection of Media, Steps involved, importance and limitations Media Scheduling: Meaning, strategies and factors affecting media scheduling
Evaluation of Advertising Effectiveness: Importance and difficulties, Methods of measuring advertising effectiveness Role of ASCI in India Advertising Agencies: Meaning, nature, Functions, types and benefits
Sales Promotion: Nature and importance of sales promotion, its role in marketing Types of sales promotions- Consumer oriented sales promotion; trade oriented sales promotion & Sales force-oriented sales promotion. Sales promotion tools
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 3. Aaker, Batra & Myers, Advertising Management, Prentice Hall of India, New Delhi. . 4. Clow, Integrated Advertising, Promotion and Marketing Communications ,Pearson Education, 2005
1. Kazmi & Batra, Advertising & Sales Promotion , Excel Books. 2. Belch & Belch, Advertising & Promotion ,Tata McGrow Hill. 3. Sudha,G.S., Advertising & Sales Promotion,Ramesh Book Depot, Jaipur 4.Spiro, Stanton & Rich, Management of Sales Force, TMH, 2003. 5.Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education, 7th Edition, 2007.
