Selling And Advertising (विक्रय एवं विज्ञापन)

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ISBN- 978-81-947732-8-3

AUTHOR- (ENGLISH)- Dr. Saroj Kumar, Dr. mohd Hanif 

Author (Hindi)- Dr. Krishna Dubey , Saloni Agarwal

Syllabus

 

Selling and Advertising

Unit –I

Selling: Concept, Nature and Role in Marketing. Personal Selling: Evolving Face of Personal Selling, Nature and Importance of Personal Selling, Characteristics of a Successful Salesperson, Sales as a Career Option, Sales Training, Consumer Psychology and Buying Motives, Difference Between Selling of of Consumer and Industrial Products

Unit –II

Selling Process: Prospecting, Pre-approach, Approach, Sales Presentation and Demonstration, Handling Objections, Closing the Sale, After Sale Service. Effective Selling Techniques, Role of Relationship Marketing in Personal Selling, Tools of Selling, Motivating and Remunerating Salespersons. 

Unit –III

Advertising: Concept, Role, Functions, Scope and Types, Economic, Social, Legal and Ethical Aspects of Advertising. Advertising Appeals: Meaning, Types and Methods, Advertising as a Persuasive Communication Process. Advertising Design: Characteristics and Basic Elements of Advertising Copy. Creation, Production and Planning of Advertisements. Advertising Budget: Types, Components and Process of Preparing. Advertising Agency: Functions and Selection of Agency.

Unit –IV

Advertising as a Component of Integrated Marketing Communication, AIDA and DAGMAR Model. Advertising Media: Types (Print, Outdoor, Electronic and Other), Characteristics, Merits and Limitations of Each Media Type. Media Planning: Selection of Media Category; their Reach, Frequency, Impact, Cost and other Factors Influencing Media Choice. Problems in Reaching Rural and Remote Audience. Evaluation of Advertising Effectiveness: Importance, Difficulties and Methods of Measuring Advertising Effectiveness.

LU2020/B.COM(Bilingual)/3/05
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