Course title: Advertising and Sales Promotion Management (1.

5 credit point) D e BM (2010-12), Term-VI a r Instructor: Debasis Pradhan (debasis@xlri.ac.in), Room-3, 2nd floor, Library Building A u Course Overview: This course facilitatest the development of skills in conceptualizing, developing, and implementing advertisinghand promotion programmes. It attempts to provide an exposure to the students about the variouso concepts, tools and techniques utilized in making better advertising decisions. Integrated Marketing Communication perspective, communication r, objectives, execution of advertising and communication plan, message strategy have been O emphasized more than other elements of advertising. Other topics include creative execution c tactics in case of low and high involvement situations, media planning, and various methods of t budgeting. o b Topics covered in the promotion module include the pros and cons of the variety of promotional e vehicles, promotional decisions for durable goods, and differences in manufacturers' and r retailers' perspective. Prior to taking this second year course, students are expected to have 0 acquired an understanding of the fundamental concepts of marketing management and market 4 research. , 2 For each session, the detailed list of 0 suggested readings is given. Apart from this, the participants must go through relevant portions from the text book meticulously. 1 1 The course has been recast with its renewed emphasis on social media. I a Session-1 m Overview, Role of advertising & promotion in marketing p l Institutional aspects; agency structure, functions and compensation, evaluation and e selection a Read: Advertisings role in capitalist market s e The waste in advertising is the part that works d Session-2 t o Integrated marketing communication i n Consumer decision-making and response f o Science of persuasion r Read: Chapter-1: An Introduction to Integrated Marketing Communications m y Chapter-2: The Role of IMC in the Marketing Process o u t h

Session-3 Case: Cunard Line Ltd: Managing Integrated Marketing Communications Two groups present and then open discussion Session-4 Marketing objectives Profit, sales, market share objectives, and communication objectives Setting the budget Read: Ad spending: Maintaining Market Getting the most out of advertising and promotion Session-5 Case: Atlas Honda Limited (AHL): Communication Plan for 1993 Two groups present and then open discussion Discussion Questions: What factors should AHL management consider in developing the marketing communication plan? Who are our customers? How do they go about buying a motorbike? (Use the assigned reading to develop a model) What marketing communication plan would you recommend? Why? Read: Profiling the Decision-Maker (Copies are in the course packet) Session-6 How Advertising Works? Read: 1. How Advertising Works: A Planning Model 2. Communication Objectives (Chapter-4) Be prepared to discuss the readings in class. For reading #, 1 bring examples of minimum 4 print ads those you feel represent each of the quadrants. All the groups have to make a brief presentation of four minutes each. Session-7 Library work and preparation of Project proposals followed by discussion Session-8 Interim Presentation of the Projects. Each group is expected to make a 6 minute presentation followed by a brief 3 minutes of discussion on same.

Session-9 Positioning Discussion on TVCs and/or Print Ads on Positioning. Read: Optimal Marketing Session-10 Determining ad effectiveness and budget allocation, Public Relations Read: Public Relations, Publicity, and Corporate Advertising. : Public relations comes of age Case: Bioquest Session-11 Case: Chevron/Heineken Session-12 Creative Execution Tactics: Brand Awareness and Low-Involvement Persuasion Comparative Advertising Case: Total Cereal Read: Relevant portion from text book Session- 13, 14, 15 Four sessions by a visiting faculty on media buying, corporate brand building using advertising, database marketing, and rural communication Session-16 Sales Promotion; types of consumer and trade promotion Case: Chesebrough-Ponds Inc.: Vaseline Petroleum Jelly Read: Merchandise to maximize communication : Better marketing at the point of purchase : Sales promotion: The emerging alternatives to brand building Discussion Questions: What lessons can be learned from the recent history of the brand? How can Porter achieve the 1978 profit target?

What are your recommendations for consumer and trade promotion, and advertising? Session 17 Case: Hartman/ ITC Session-18 Social Networking Sites-1 Case: My Space Read: Is Myspace.com your space? Session-19 Social Networking Sites-2 Session-20 Final project presentation (Each Group to Make 10 minutes Presentation followed by 5 minutes for questions and answers)

A course pack and a text book will be prescribed for the course Evaluation/Grading Policy Exercises/ Games: 10 % Case Presentations and Written case analysis : 15 % Group Project presentation (Interim): 10 % Group Project Submission: 20 % Individual Project: 20 % End term exam: 25 % There will be two projects. One will be an individual project and the other one a group project. Do original writing and Please take special care while referencing as each and every report will be put through the ephorus software to check possible plagiarism. Project-1: Individual project Please select and send me a para on any communication dilemma/ problem faced by a company. Then work on it. I will guide you individually on this. Ex- The communication challenges of Reliance retail in its Reliance Fresh venture. It has to work on different fronts such as to woo consumers to its stores, to fight the negative sentiments amongst various pressure groups, managing PR with the respective state governments. Though the advertising of its brand can bring more customers to its stores, it generates resentment amongst the owners of small kirana (mom & pop stores) stores selling fruits and vegetables. Kirana store owners are not target audience of the advertising but they work against the interest of the stores once the message gets transmitted to them. So how to exactly moderate this?

Ex- The communication challenges of an organization like Arvinda Eye Hospital. They are grappling with the issue of adopting aggressive marketing strategies and increasing their sales though it is not a typical commercial organization Ex- How do certain brands like Pierre Cardin manage their integrated marketing communication which runs round the clock sales promotion campaign in many developed markets? There is lots of pressure from its brand management team to strengthen the brands and reduce the sales promotion. Work on this as we progress. We will be discussing individually about the development of this component.
Project 2: Group Project (Group size should not be more than 2 in any case)

Stage-1 Proposal to be prepared after library work and presented in the class which will be evaluated This is a group assignment. This should be based on a form of communication such as blogging, radio advertising, television advertising, outdoor advertising, sales promotion, trade promotion, retail communication, social networking sites, internet advertising, viral marketing, word of mouth marketing, database marketing, personal selling to name a few. Please follow the following guidelines to prepare the outline of your report. I do not expect you to make an exhaustive write-up at this initial stage but certainly hope that you can prepare a 2-3 page writeup. Please submit your write-ups (2-3 pages) at least 12 hours before your presentations. Your proposal should include the following points but you are free to make it broad-based. Who are the users of this particular form of communication? Any profile of the marketers or firms using this form of communication. The birth of evolution of this form of communication Who are the target segments? Why this form of communication is employed? Any specific conditions when this form of communication is more effective? What are the marketing objectives and the communication objectives? How and to what extent these objectives are achieved by employing this form of communication?

For example- If you take blogging for your assignment, write on each of the above six points as well as provide example of one or more firm(s) employing blogging. Write on the first five points taking the selected firm and industry as the context. Project 2

Stage-2 Submission of the final report and presentation. Please note that the following points may guide you in the preparation of your final report. 1. You must discuss the concepts and frameworks to explain various phenomena germane to your form of communication. For example- you can discuss AIDA, FCB frameworks to explain information processing in mobile advertising. 2. How Global/ Local is this form of communication? Both may be present and in varying degrees. So please explain the reason behind this. 3. Effectiveness of this form of communication and how it is measured? This can be known from some literature review and please suggest if it can be measured in a new way. For example- you can suggest experimental designs to measure the effectiveness of TV commercials and so on. 4. Do include the revenue model followed by the companies employing this form of communication. The models may vary with companies and products. Try to capture this aspect. 5. If possible, try to have data on A & P budget of some companies employing a particular form of communication predominantly. 6. Study the compatibility between the various forms of communication adopted. For exampleif you have taken sports sponsorship, please study its compatibility with online communication, TVCs, print ads etc.

P.S. - For people, interested in modeling and more quantitative stuff, I will be discussing some accepted models in various aspects like advertising budget allocation decision and sales promotion tools in my office chamber. Interested groups can take project on these and make interim and final presentation on their chosen field of study using these models. However, this will be optional for people who will be keen on it. The modeling portion will mostly dwell on the following topics. Regression Analysis applied to Sales Promotion (Panel Data Versus Aggregate Data etc.) Time Series Analysis applied to Sales Promotion ( ARIMA Models etc) Measurement of Trade Deal Effectiveness (Blattberg-Levin Model. PROMOTER, Baseline Methods versus Consumer Models)
This course plan is designed by Professor Debasis Pradhan of XLRI, India. The support of a battery of international professors, particularly Prasad Naik of Univ. of California at Davis and Ehsan Ul Haque of LUMS are gratefully acknowledged.