BA9254 ADVERTISING AND SALES PROMOTION Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University


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.

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