INTERNAL ASSESSMENT

BUILD ADEVRTISING CAMPAIGN

 Divide yourself in group of 4.
 You have already been allotted one Industry for your topic. Assess the problem faced by
the industry players within that Industry
 Prepare an Advertising Campaign and Presentation for the Industry. Eg. All India Gold
council promoting gold to attract customers or BPO/ KPO Industry attracts young talents.
 Timing for each group 15 minutes.
 Date of Presentation: Tuesday, 7th September 2009
 Assessment: Total Marks 50: Distribution of Marks
1. Content : 15 marks
2. Presentation skills : 10 marks
3. Group Co-ordination : 05 marks
4. Attendance : 10 marks
5. Class Discipline and participation
in class assignments : 10 marks

Dress Code : Formals

 Flow of the presentation
• Introduction of the Industry: The main players, their market share, The
overall growth of the Industry Since its beginning
• Problem/ issue faced by the Industry and its overall impact
• Previous attempt to solve the problems

• Advertising goal
• Budget
• Advertising Strategy
• Why do you feel advertising is a solution to the problem
SYLLABUS
 General Overview of Advertising
 Consumer Behaviour
 Importance of Advertising & PR in Business
 Advertising Strategies
 Modes of Advertising
 Indian marketers’ perspective
 Types of Promotions
 Consumer Promotions
 Durables FMCG, Television, Film Marketing, Internet, Retail
 Measuring effectiveness
 Promotion Design and Program elements- finalizing developing communication
logistics Procurement of premiums, pack changes etc.
 Trade Promotion – Strategy, developing a sales promotions program evaluation
 Business Promotion – vehicles, design, develop and evaluation exhibitions
 Cross/Joint Promotions Events-Opportunities, Evaluation
 References
• Advertising and Sales Promotion by SH H Kazmi and Satish Batra, Excel Books

• Advertising and Promotion- An Integrated Marketing Communication Perspective

by George Belch and Michael Belch, Tata McGraw Hill

• Integrated Advertising, Promotion and Marketing Communications by Kenneth E

Clow and Donald Baack, PHI

• Advertising and Personal Selling by Dr. Namita Rajput and Dr. Neeru Vasishth,
Himalaya Publishing

• Advertising Management by Rajeev Batra, John G. Myers & David A Aaker

• Essentials of Advertising by J.S. Chandan

• Advertising Management & its role in marketing by William Sachs

• Advertising & Marketing Checklists by Ron Kaatz

Additional Reading and References
• Advertising Express
• A&M
• Brand Equity, Economic Times on
Wednesday
• Story Board and CNBC TV18 on Tuesday
8.30 pm, Saturday 8.30 am and Sunday
11.30 am