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Advertising,Sales Promotion and Distribution Syllabus
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A Website on branding
Changing concept, role of advertising in a developing economy, a critical appraisal, types of advertisement consumer, industrial, institutional, retail, trade and professional, advertisement in marketing mix.
Advertising department and advertisement manager, objectives and functions - Role of advertisement agencies functioning of advertisement agencies. Advertising agency skills and service, client agency relationship.
Types, determining optimal expenditure, decision models, sales response and decay, communication, state, competitive share.
Characteristics, media selection, optimizing and non optimizing approaches, media scheduling, media research- Sources of themes: Adapting presentation to medium campaign, USP, brand image, positioning, purchase proposition and creative interpretation, insertions, contract.
Visual layout, art work, production traffic copy, effective use of words, devices to get greater readership interrelation.
Pre-testing, post testing, experimental designs.
Definition, role, types, consumer sales promotion, dealer display contests, discounts, bonus offers, retail merchandising techniques. Publicity: Public relations campaign, use of press, radio and TV, opinion building, customer service and community service.
Process of PR, Publicity, power of publicity, control and dissemination of publicity, advantages and disadvantages.
1. Spiro, Stanton & Rich: Management of Sales Force, TMH, 2003.
2. George E Belch and Michael A Belch, Advertising and Promotion, 6th Edition, TMH, 2003.
3. Batra : Advertising Management 5/e Pearson Education, 2003.
4. Jobber : Selling and Sales Management 6/e Pearson Education.
5. Clow : Integrated Advertising, Promotion and Marketing Communications Pearson Education, 2002.
6. Wells : Advertising :Principles and Practice 6/e Pearson Education
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