Course Title: ADVERTISING & SALES PROMOTION

Course Level:PG
L T P/S SW/F TOTAL
Course Code: MKTG708 W CREDIT
Credit Units: THREE UNITS

3 0 0 0 3
Course Objectives:

This course will help students learn the fundamentals of advertising & its strategies. The course will introduce students to concepts of Media Planning, Media
planning and measuring effectiveness of different media. The objective of this course is to give the student an insight towards the various underlying
dimensions and challenges of the concept of Integrated Marketing Communication (IMC). The concept will be extensively discussed with individual
promotional elements such as public relations, sponsorship, direct marketing and personal selling with special emphasis on Advertising and Sales Promotion.
Prerequisites:

Students aspiring to make their career in Brand Management or client servicing creative campaign designers or looking for growth as effective managers in
marketing communications can choose to study this subject. The student opting for this course should have successfully completed the course Marketing
Management. Students should have the basic knowledge of marketing concepts like segmentation, targeting & positioning, Marketing mix and advertising &
sales promotion. The student is expected to combine the learning across specialization courses including Brand Management, Consumer Behavior and Market
Research.
Student Learning Outcomes:

After learning this course students will be able to:

identify managerial issues in advertising management such as how to set up advertising objectives and budgeting methods as well as how to design
media planning;
analyze the creative strategies and message strategies used in different advertising campaigns and be able to apply the basic principles in designing
advertising programs for a given brand or product;
discover and demonstrate various sales promotion techniques (consumer and trade) and their advantages and disadvantages.
 apply various research techniques to measure the effectiveness of advertising and sales promotion and be able to carry out small scale of research
project.

understand the key principles and tools of integrated marketing communication

Course Contents/Syllabus:
Weightage (%)
Module I Introduction to Advertising
Definition, Importance and Functions of Advertising 20
Importance of Advertising in Modern Marketing.
Classification /Types of Advertising,
Economic, Social and Ethical Issues in Advertising
Regulation of Advertising in India: Role of ASCI

Module II Advertising Planning & Strategy

Advertising Department: Objectives and functions 25
Role of Advertising Agencies
Selection of Agencies
Types of Advertising Agencies,
Setting of Advertising Objectives, DAGMAR Approach,
Advertising Budget and budgeting methods.
Agency Compensation and Remuneration: Fees, Commissions and Performance.

Module III Creativity in Advertising

Advertising Appeals and Execution styles, 25
Advertising Message: Preparing an effective advertising Copy.
Elements of a Print Copy: Headlines, illustration, body copy, slogan etc.
Art of Copywriting
Elements of Broadcast copy.
Process of Developing an Ad Campaign

Module IV Media Planning and Evaluating Advertising Effectiveness

Media Planning 15
Print, Broadcast & Interactive Online Media,
Emerging medias and trends
Reasons to measure Advertising Effectiveness
Methods to measure Advertising Effectiveness
 Module V Sales Promotion and Other tools of Integrated Marketing communication
Concept and Rationale of Sales Promotion, 15
Types - Consumer and Trade Promotions - Sales Promotion Strategies and Practices
IMC and other Tools: Personal Selling, Public Relations, Event Marketing, Direct Marketing,
Surrogate Advertising
Social Media Marketing
Relationship marketing

Pedagogy for Course Delivery:

The class will be taught using a mix of theory and the case method. In addition to assigning the case studies, the course instructor will spend considerable time
helping the students understand the managerial aspects of communication and the role of advertising strategies in building brand image. On the other hand, the
instructor will also engage students in mastering the creative aspects. Students will observe promotional strategies and critically analyze their successes and
failures, make presentations, and are acquainted to the emerging trends in advertising. Students are expected to contribute to the class discussions based on the
course readings and their own experience. Television Commercials and print advertisements will be used for classroom sessions.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term
Examination

Components (Drop
down)
Mid-Term Exam Project Viva Attendance

Weightage (%)
10% 10% 5% 5% 70%
Text & References:

Shah Kruti, DSouza Alan, (2011), Advertising and Promotions An IMC Perspective, Tata McGraw Hill Education Private Limited
Belch, George E & Belch, Michael A. (2009). Advertising and Promotion. McGraw-Hill Irwin. 8th edition.
Wells W.D, Burnett J, & Moriarty S. (2009), Advertising Principles and Practice, Pearson Higher Education
Batra R, Myers G.J., Aaker D (2009), Advertising Management, Pearson Education.
Kazmi, S.H (2005): Advertising and Sales Promotion. Excel Books.

Journals

International Journal of Advertising

Journal of Advertising Research
Journal of Advertising

Any other Study Material:

Pitch Magazine
Brand Equity (The Economic Times weekly supplement)
Ogilvy. David (1963), Confessions of an Advertising Man, 1st ed. New York: Atheneum