BA9254 ADVERTISING AND SALES PROMOTION Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University
BA9254 ADVERTISING AND
SALES PROMOTION LT P C
3 0 0 3
UNIT I INTRODUCTION TO ADVERTISEMENT
9
Concept and definition of advertisement – Social, Economic
and Legal Implications
of advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration
– Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA
9
Media plan – Type and choice criteria – Reach and
frequency of advertisements – Cost of
advertisements -
related to sales – Media strategy and scheduling.
UNIT III
DESIGN AND EXECUTION OF ADVERTISEMENTS 9
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 IV INTRODUCTION TO SALES PROMOTION
9
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion techniques – Trade oriented and consumer oriented.
UNIT V SALES PROMOTION CAMPAIGN
9
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.
TEXT BOOKS
TOTAL:45 PERIODS
1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education
7th Edition, 2007.
2. Kenneth Clow.
Donald
Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall
of India, New Delhi, 2003.
REFERENCES
1. S. H. H. Kazmi
and Satish K Batra, Advertising & Sales Promotion, Excel
Books, New
Delhi,
2001.
2. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill, Singapore,
1998.
3. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
4. E.Betch and Michael, Advertising and Promotion, McGraw
Hill, 2003.
5. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.
