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Syllabus

This document outlines the course objectives, contents, and evaluation scheme for an advertising and sales promotion course, which aims to familiarize students with advertising concepts, strategies, and tools to develop advertising plans, evaluate campaigns, and understand emerging trends in the industry. The course covers topics such as advertising objectives, creative and media strategies, evaluation methods, and sales promotion tools and campaigns. Students will be evaluated through components like written tests, assignments, class tests, and an end-semester examination project.

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Kushboo Sethi
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35 views

Syllabus

This document outlines the course objectives, contents, and evaluation scheme for an advertising and sales promotion course, which aims to familiarize students with advertising concepts, strategies, and tools to develop advertising plans, evaluate campaigns, and understand emerging trends in the industry. The course covers topics such as advertising objectives, creative and media strategies, evaluation methods, and sales promotion tools and campaigns. Students will be evaluated through components like written tests, assignments, class tests, and an end-semester examination project.

Uploaded by

Kushboo Sethi
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
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ADVERTISING AND SALES PROMOTION

Course Code: MMS 304 Credit Units: 03

Course Objective:
To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to develop advertising strategies
and plans and to develop the judgment parameters required in product management, to evaluate advertising.

Course Contents:
Module I: Advertising Introduction
Advertising defined – Nature, Scope, Types & Limitations of Advertising.
Role of advertising in Marketing Mix.
Advertising as industry.
Advertising agencies – Client Agency relationships

Module II: Setting Advertising Domain


Setting Advertising objectives, Sales as an advertising objectives, DAGMAR Approach.
Setting advertising budgets – Methods and factors, advertising and positioning.
Process of developing Ad Campaign.

Module III: Creative and Media Strategy


Creative Strategy, Message designing – Style, Tone, Theme & Appeal.
Developing story board and finalizing message structure, format, content.
Media strategy – Factors of Media, types & levels of media planning. Process of Media planning.

Module IV: Advertising Evaluation


Pretest – Types of various Pretest Methods.
Post-test – Various Tools & Applications.

Module V: Sales Promotion


Concepts, Nature, Benefits and Limitation of Sales Promotion.
Types of sales Promotion Tools – Dealer Promotion , Consumer promotion and sales incentives.
Developing Sales Promotion Campaign.

Module VI: Emerging Trends


Integrating the concepts with other functions of Management
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

Examination Scheme:

Components C A CT EE
Weightage (%) 10 5 15 70

Text & References:


Text:
• David Aaker, Advertising Management, Myers and Batra

References:
• Magazines, A&M, Brand Equity, Business World
• Wright, Winter, Ziegler, Advertising
• David Ogilvy, Trout and Ries, Advertising
• Sandage, Fryburger, Ratroll, Advertising Theory & Practice
• SL Gupta, Advertising & Sales promotion, S Chand Publication.

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