The course aims at imparting knowledge with respect to the functional aspect of advertising and the concepts, tools and techniques of Sales Promotion.
Advertising: definition, importance concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising
Advertising campaign planning: meaning , process Advertising objectives, Advertising message
Advertising budget: meaning, factors affecting budget, methods. Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media
Measuring advertising effectiveness: meaning, importance, advertising effectiveness methods- pre-test and post test. Advertising audit, Advertising agency: meaning, role, types of agencies
Sales Promotion:meaning, importance. Consumer promotion: meaning, importance, tools. Industrial promotion: meaning, importance, tools Sales Promotion vs. Advertising
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
1. Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi 2. Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/advertising-and-sales-promotion-4
[2] https://business.iisuniv.ac.in/academic-year/2019-2020