Subject: FT- 306 MMAJ " ADVERTISING, SALES PROMOTION AND PUBLIC RELATION "

Course Objectives:

The objectives of this course are to expose the students to various aspects of advertising and brand management as an integral part of marketing management and provide abilities in advertising and brand management.

Examination Scheme:

The faculty member will award internal marks out of 40 based on three assessments of 20 marks each of which best two will be considered. The end semester examination will be worth 60 marks having theory, and cases/practical problems.

Course Contents:

1. Nature and Scope of Advertising: Definition, significance and changing concepts of advertising, functions and types of advertising, social and economic effects of advertising.

2. Campaign Planning:  Advertising campaign, campaign planning process, product market analysis, setting advertising objectives, DAGMAR approach, Budgeting and creative strategy. Basic media strategy, media planning and research and media scheduling. Copy Design and Development" Nature and use of appeals, message format and copy writing, script and storyboard.

3. Advertising Agency -Operations and Management:  The ad agency, types of agency, agency organization structure, agency-client relationship and selection of an ad agency.

4. Measuring Advertising Effectiveness: Pre-testing and post testing techniques.

5. Sales Promotion: Sales promotion and Consumer behavior, Types of sales promotion-Consumer, Trade and Sales Force promotion. Sales promotion tools, Sales promotion planning.

6. Public Relations: Concept, scope and application of Public Relation, Process, Public Relation tools, Public relation and corporate communications.

Text Readings:

1. David A. Aaker, Rajeev Batra and Jhon G. Meyer. " Advertising Management ", New Delhi. PHI
   
2. Belch and Belch. " Introduction to Advertising and Promotion: An integrated marketing communication perspective ". Illinois. Irwin Illinois.
3. David A. Aaker. "Managing Brand Equity". New York. Freepress.

 

Suggested Readings:

1. J. Thomas Russel and W. Ronald Lane. " Klepnner's Advertising Procedure ", New Delhi, PHI
2. Jean Noel Kapfer "Strategic Brand Management", New York. Freepress.
3. David A. Aaker. "Building Strong Brands", New York. Freepress.