• This course introduces students to the basic concepts of advertising and sales promotion and how business organizations and other institutions carry out such activities.
UNIT I INTRODUCTION TO ADVERTISEMENT
Concept –definition-scope-Objectives-functions-principles of advertisement – Social, Economic and Legal Implications of advertisements – setting advertisement objectives – Advertisement Agencies – Selection and remuneration – Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of advertisements – related to sales – Media strategy and scheduling. design and execution of advertisements -Message development – Different types of advertisements – Layout – Design appeal – Copy structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case studies.
UNIT III SALES PROMOTION
Scope and role of sale promotion – Definition – Objectives of sales promotion – sales promotion techniques – Trade oriented and consumer oriented. Sales promotion – Requirement identification –Designing of sales promotion campaign – Involvement of salesmen and dealers – Out sourcing sales promotion national and international promotion strategies – Integrated promotion – Coordination within the various promotion techniques – Online sales promotions- case studies.
UNIT IV PERSONAL SELLING
Introduction – Meaning – Functions- Personal selling process – Evaluation – Compensation – Motivation- Territory Management – Sales Report Preparation and Presentation- Ethical Issues.
UNIT V PUBLICITY AND PUBLIC RELATIONS
Introduction – Meaning – Objectives –Scope-Functions-integrating PR in to Promotional Mix- Marketing Public Relation function- Process of Public Relations-advantages and disadvantages of PR-Measuring the Effectiveness of PR- PR tools and techniques. Difference between Marketing, PR and Publicity — Social publicity – Web Publicity and Social media – Publicity Campaigns.
TOTAL: 45 PERIODS
• Insight into the importance of advertising and sales promotion campaigns planning and objective setting in relation to consumer decision making processes.