Course

Electives

Unit 1

Advertisement Process and agency: Meaning, nature and evolution of advertising – Advertising purposes and functions – classification of advertising; Advertising process – Major players in Advertising process in India.

Unit 2

Advertising Agency: Concept, evolution, and types of Advertising agencies – Functions & structure of modern advertising agency – Advertising Agencies Advertisement Budget – Approaches and procedures for determining the size of the budget – Administration, and control of the budget.

Unit 3

Advertisement Copy & Media: Advertisement Copy – Meaning and types – Copy layout – Role of media in advertising – Types of media – Broadcasting & Print media advertising – Internet advertising – Impact of social media in advertising.

Unit 4

Sales Promotion: Meaning, nature, and objectives of sales promotion – Major limitations of sales promotion – Consumer sales promotion – Objectives and tools – Benefits of sales promotion to customers – Trade Promotion – Meaning, objectives – and importance – Major trade promotion schemes.

Unit 5

Planning process of advertisement – Establishing objectives of sales promotion and selecting consumers for sales promotion – Developing, pre-testing, implementing, controlling, and evaluating the sales promotion program.</p

Course Objective:

It lays out how marketing will be used to enter a market, introduce a new offering, raise awareness, create specific or general demand, acquire or retain customers or increase loyalty.

Course Outcomes:

The student will be able:

CO1: To understand the concept of the advertising process, the evolution of advertising, and its functions.

CO2: To Comprehend the importance of the advertising agency’s functions, budgeting and administration, and control of the budget.

CO3: To thoroughly understand the role of media in advertising

CO4: To evaluate the objectives of sales promotion, its benefits and limitations

CO5: To understand the concept of sales promotion program

Textbook:

1. S.L.Gupta& V.V. Ratna – Advertising sales promotion management – Sultan Chand & Sons

References:

• Gerge E Belch, Keyoor Purani, Micheal A Belch – Advertising and Promotion – McGraw Hill
• Chunawalla A. – Advertising and Sales Promotion Management – Himalaya Publishing House.