Coming soon
Advertising and Sales Promotion
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABF 602 |
Advertising and Sales Promotion
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CO 237 : To apply the essential definitions concepts, model and various types of advertising
CO 238 :To evaluate various advertising campaign planning process , objectives and message design
CO 239 : To analyze about advertising budget, media planning and factors affecting selection of media
CO 240 : To give insight about advertising effectiveness, audit and role of agency.
CO 241: To remember about sales promotion and its various techniques of consumer and industrial promotion.
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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 |
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 posttest. 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
• 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
• Batra, Myers, Aaker, Advertising Management, Prentice Hall of India, New Delhi
• Sudha, G.S., Advertising and Sales Promotion, Ramesh Book Depot, Jaipur
e- RESOURCES:
• International Business , Hill, Mc Graw Hill Education
https://www.expresslibrary.mheducation.com/bookshelf
• Logistics & Supply Chain Management, Crocker , Barry David
https://ebookcentral.proquest.com/lib/iisuniv-ebooks/home.action
• Labour Laws,
http://www.ebooks-for-all.com/bookmarks/view/Labour-Laws-in- India.html
JOURNALS
• International Marketing
• Human Capital
• Marketing Management
• Indian Journal Of Industrial Relations
