ADVERTISING & SALES PROMTION

Paper Code: 
ABF 602
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
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.

 

10.00

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

 

8.00

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

 

9.00

Sales Promotion: meaning, importance.
Consumer promotion: meaning, importance, tools. Industrial promotion: meaning, importance, tools Sales Promotion vs. Advertising

 

Essential Readings: 

ESSENTIAL READINGS: 

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

 

 

References: 

REFERENCES: 

1. Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
2. Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur

 

Academic Year: 
2022-2023
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