ADVERTISING AND SALES PROMOTION

Course Code: 03 Course Objective:

To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to develop advertising strategies and plans and to develop the judgment parameters required in product management, to evaluate advertising.

MMS 304

Credit Units:

Course Contents:
Module I: Advertising Introduction Advertising defined Nature, Scope, Types & Limitations of Advertising. Role of advertising in Marketing Mix. Advertising as industry. Advertising agencies Client Agency relationships Module II: Setting Advertising Domain Setting Advertising objectives, Sales as an advertising objectives, DAGMAR Approach. Setting advertising budgets Methods and factors, advertising and positioning. Process of developing Ad Campaign. Module III: Creative and Media Strategy Creative Strategy, Message designing Style, Tone, Theme & Appeal. Developing story board and finalizing message structure, format, content. Media strategy Factors of Media, types & levels of media planning. Process of Media planning. Module IV: Advertising Evaluation Pretest Types of various Pretest Methods. Post-test Various Tools & Applications. Module V: Sales Promotion Concepts, Nature, Benefits and Limitation of Sales Promotion. Types of sales Promotion Tools Dealer Promotion , Consumer promotion and sales incentives. Developing Sales Promotion Campaign. Module VI: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. Case studies Latest emerging trends and practices.

Examination Scheme:
Components Weightage (%) C 10 A 5 CT 15 EE 70

Text & References:

Text: David Aaker, Advertising Management, Myers and Batra References: Magazines, A&M, Brand Equity, Business World Wright, Winter, Ziegler, Advertising David Ogilvy, Trout and Ries, Advertising Sandage, Fryburger, Ratroll, Advertising Theory & Practice SL Gupta, Advertising & Sales promotion, S Chand Publication.