Advertising and Sales Promotion BBA 6th Sem GGSIPU

Syllabus

BBA-308

Advertising and Sales Promotion

Unit-I

Advertising: Meaning and Importance of Advertising, Role of Advertising in Marketing Mix, Stimulation of Demand, Effects of Advertising. Determining Advertising Goals- Defining Advertising Objectives, DAGMAR Approach, Hierarchy-of-Effects Model.

Building Advertising Programmes: Determination of Target Audience, Message Decisions-Content, Structure, Source and Format, Appeals in Advertising, Message Tactics: Copy Writing.        (14 Hours)

Unit-II

Media Planning and Budgeting: Determining Media Plan. Media Decisions Analyzing Various Types of Media; Reach, Frequency and Impact, Factors Influencing the Choice of Media, Methods of Setting Advertising Budget.

Evaluating Advertising Effectiveness: Need and Importance of Measuring Advertising Effectiveness, Legal, Ethical and Social Aspects of Advertising in India.                                              (14 Hours)

Unit-III

Sales Promotion: Meaning and Importance, Nature and Scope of Sales Promotion, Advantages and Limitations. Sales Promotion and Marketing Mix, Relationship between Advertising and Sales Promotion Strategy, Target Audience, Setting Objectives, Impact of Sales Promotion.          (14 Hours)

Unit-IV

Tools and Techniques: Designing Sales Promotion Strategies. Consumer-Oriented Tools and Techniques of Sales Promotion, Trade Dealings and Retail Promotions, Analysis of Various Schemes, sales Promotion in b2c, b2b and Service Settings.

Planning, Implementation and Evaluation: Manufacturer Promotion Planning Process, Retail Promotion Planning Process, Testing the Programme, Review and Evaluation of Sales Promotion Strategies.                                    (14 Hours)