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09BAM03 ADVERTISING AND SALES PROMOTION
4 0 0 4
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UNIT
I |
INTRODUCTION,
ADVERTISING MEDIA |
12 |
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Definition and Concept - Social
Economic and Legal Implications of Advertisement - Setting Advertisement
Objectives - Types of Advertisement
Media Plan - Type and Choice of
Media - Reach and Frequency of Advertisement - Media Scheduling Strategy -
Advertising Budgeting |
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UNIT
II |
DESIGN
AND EXECUTION OF ADVERTISEMENT |
12 |
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Message Development - Layout, Design Appeal and Copy
Structure - Media Research
Impact of Advertisements |
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UNIT
III |
AD
AGENCIES AND CORPORATE ADVERTISING |
12 |
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Selection of Ad Agencies -
Role, Objectives and Types of Corporate Advertising - Ethical and Economic
Aspects of Advertising |
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UNIT
IV |
SALES
PROMOTION |
12
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Scope and Role of Sales
Promotion - Objectives of Sales Promotion - Sales Promotion Techniques -
Consumer Oriented and Trade Oriented Sales Promotions |
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UNIT
V |
SALES
PROMOTION CAMPAIGN |
12 |
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Designing of Sales Promotion
Campaign - Involvement of Salesmen and Dealers - National and International
Promotion Campaigns - Integrated Promotions - Online Sales Promotion
TOTAL: 60 |
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TEXT BOOKS: |
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Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
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1. |
George E Belch and
Michael A Belch |
Advertising and Promotion - An integrated marketing
perspectives. |
Tata McGraw Hill |
2003 |
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REFERENCE BOOKS: |
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Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
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1. |
Kenneth E Clow and Donald Baack |
Integrated Advertising, Promotion and Marketing
Communication |
Prentice Hall of India |
2003 |
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2. |
Kazmi S H H and Sathish K Batra |
Advertising and Sales Promotion |
Excel Books, New
Delhi |
2001 |
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3. |
Julian Cummings |
Sales Promotion |
Kogan Page, London |
2000 |
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4. |
Belch E and Michal |
Advertising and Promotion
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McGraw Hill |
2000 |
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WEB URLs:
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