Course objective:
To provide basic knowledge about the advertisement and sales promotion activities
Learning Outcomes:
On completion of the course students will be able to
1.Understand the process of advertisement;
2.Aapply the concepts for developing an effective
advertisement copy
3 .Examine the various sales promotion strategies towards traders and
consumers.
Module 1 :
Advertisement Process and agency : Meaning, nature and evolution of advertising;
Advertising purposes and functions; classification of advertising; Advertising process -Major playerin Advertising process. Advertising Agency: Concept, evolution and types of Advertising agencies;Functions & structure of modern advertising agency. Advertising Agencies in India.
Module II :
Advertisement Budget: Approach and procedures for determining the size of the
budget, Administration and control of budget. Regulation of Advertising: Self Regulation by advertising Media (ASCI), Economic, social & ethical aspects of advertising-advertising.
Module III :
Advertisement Copy & Media : Advertisement Copy: Meaning and types - Copy
layout. Role of media in advertising –Types of media –Broadcasting & Print media advertising –Internet advertising-Mobile advertising –Impact of social media in advertising.
Module IV :
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.
Module V :
Sales Promotion Planning and Control: 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 programme.
- Teacher: Asna Kp