Advertising and Sales Promotion

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

The course aims at imparting knowledge with respect to the functional aspect of advertising and the concepts, tools and techniques of Sales Promotion.

9.00

Advertising concepts, investment vs. expense approach, DAGMAR approach, 5M model, types of advertising

9.00

Advertising campaign planning, Advertising objectives, Advertising message

9.00

Advertising budget, Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media

9.00

Measuring advertising effectiveness, pre-test, post test, Advertising audit, Advertising agency

9.00

Sales Promotion concepts, Consumer promotion, Industrial promotion, Sales Promotion vs. Advertising

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: 

 

  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: 
2016-2017
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