Advertising and sales promotion

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

Course Objectives:

This course will enable the students to-

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

Course Outcomes (COs):

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 602

Advertising and sales promotion

CO 223 The students would be able to understand the essential definitions concepts, model and various types of advertising

CO 224 To acquaint the students about the advertising campaign planning process , objectives and message design

CO 225 To familiarize the students about advertising budget, media planning and factors affecting selection of media

CO 226 To give insight about advertising effectiveness, audit and role of agency.

CO 227 The students would learn about sales promotion and its various techniques of consumer and industrial promotion.

 

 

Approach in.. teaching:

Lectures, Discussion, PPT,  Assignments, Handouts

 

Learning activities for the students:

Self learning assignments, Role plays, presentation,  case study discussions.

 

Quiz

Class Test

Assignments

Individual.llll projects

CA Exam

Semester End Examination

 

 

9.00
Unit I: 
Advertising

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

9.00
Unit II: 
Advertising campaign planning

Meaning , process Advertising objectives, Advertising message

9.00
Unit III: 
Advertising budget

Meaning, factors affecting budget, methods. Media planning, Reach, Frequency, Media scheduling, factors affecting selection of media

10.00
Unit IV: 
Measuring advertising effectiveness

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

8.00
Unit V: 
Sales Promotion

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

Essential Readings: 

• Mishra, M. N., Sales Promotion and Advertising Management, Himalaya Publishing House, Mumbai
• Chunawalla, S. A., Sethia, K.C., Foundations of Advertising Theory and Practice, Himalaya Publishing House, Mumbai

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

Academic Year: 
2020-2021
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