Advertising And Promotion Management

Unit No

Unit Title

Contents

1) 

Introduction and

Advertising

Effectiveness.

·    Meanings, Definition, Functions, Criticism, Ethics, Social Issues.

·    Strategic Advertising Decisions -Advertising Budget, Advertising Framework Planning and Organisation.

·    Advertising Agency- Definition, Functions, Types Structure.

·    Advertising Effectiveness – Objectives of Measuring Advertising Effectiveness, Difficulties and Evaluation of Advertising Effectiveness

2) 

Copy and Medias Decisions

·    Advertising Copy- Objectives, Elements, Types of Copy, Advertising Layouts, Components, Layout Format.

·    Copy Creations, Pre-Testing Methods and Measurements.

·    Media Decisions – Advertising Media, Media Planning , Media Research , Media Selection

3) 

Promotion

Management

·    Promotion – Meaning, Definition, Objectives, Factors Affecting Promotion, Growth, Techniques, Media Technology Used for Promotions.

·    Strategic Promotion – Strategic and Promotion, Cross Promotion, Surrogate Promotion.

4) 

Online

Advertising

·    Online Advertising – Pre-Requisites of Online Advertising, Internet Advertising Today, Purpose, Types, Advantages, Social Media Advertising.