PG - Elective

Annexure ‘AAB-CD-01’

L T P/S SW/F PSDA TOTAL

Course Title: ADVERTISING & SALES PROMOTION W CREDIT
UNITS
For Post Graduates
Course Code: MKTG 713 2 0 0 2 2 3
Credit Units: THREE

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.
Course 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;
 discover and demonstrate various sales promotion techniques (consumer and trade) and their advantages and disadvantages.
  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;
 appraise and adapt 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 delivery of this course will be done using a unique four quadrant approach which correspond to e-Tutorial, e-Content, Assessment and Discussions. Along
with an introductory video based e-tutorial, the e-content will have a mix of theory and cases for the discussion in the class. The learning will be examined and
enforced timely with the help of quizzes assessments and mid-term examinations. The course will also facilitate a discussion forum for the clarification of
various doubts/ concerns.

List of PSDA
1. A project to understand the role of the ASCI in the context of deceptive advertising (analysis of 15 deceptive ads approx)
2. Design a media plan of FMCG / Consumer durable product with reference to the media allocation, budgeting and execution.

Assessment/ Examination Scheme:

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

40% NA 60%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term Examination

Components
Mid-Term Exam Project Viva Attendance
Linking of PSDA Linked with PSDA 1
&2
Weightage (%)

10% 20% 5% 5% 60%

CLO Mapping

Bloom’s Level > Remembering Understanding Applying Analysing Evaluating Creating

Course Learning Outcomes CLO1 CLO2 CLO3 CLO4 CLO5 CLO 4

Assessment type/PSDA

Mid Term    

PSDA   

Viva   

End Term     

Text & References:

 Shah Kruti, D’Souza 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