Narmada College of Management, Bharuch, Gujarat, INDIA

OMK 302- At MBA Full Time Semester -III

OMK 502- At MBA Evening Semester - V

Adverting And Sales Promotion Management

Objectives:

The aim of the paper is to acquaint the students with concepts, techniques and to give experience in the application of concepts for developing an effective advertising programme and also to develop an understanding about concepts, methods and strategies of sales promotion.

Course Contents:

Dimensions of advertising Concepts of advertising & Advertising management Classification of advertising, Advertising and marketing mix Advertising and other promotional tools - Functional and purpose of advertising The business of advertising. Planning and objective setting, Framework of the planning process, Communication and persuasion process, Wilbur Schramm's Model, Two Step Flow of Communication Advertising plan, Marketing communication process, Setting objective, Theory of Cognitive Dissonance and Clues for advertising Strategists: Stimulation of Primary and Selective Demand, DAGMAR approach and positioning Planning of an advertising campaign,; Copy Writing Creative execution : Message Strategy Attention & comprehension, Understanding attitudes formation in advertising Ad-evoked feeling through ad-campaign Brand and advertising, equity, personality. Group influence and advertising, word of moutg. Message tactics: Advertising and creativity Desciplined creativity Creative approaches in advertising, Major successful campaigns in advertising (national and international level) Advertising copy writing process. The basic creative process, As per the different medias, Copy testing, The actual production process. Advertising Organisation and role of advertising agency : The advertising industry, The advertising agency Interaction with the advertiser, Compensation pattern Advertising Appropriation Recent trends in advertising International advertising Client-agency relationship. Media management Media Planning Role of media , Media objectives, Media mix, Media tactics : Selection of media vehicals, media schedules Television media, print media, electronic media, out door, direct mail, transit and supplementary media. Social, ethical and legal aspect of advertising, E-communication Internet advertising & marketing; Evaluation of advertising Camping.

Sales Promotion and Marketing Mix; Nature and Types of Sales Promotion; Consumer Behaviour and Sales Promotion; Deal Prone Consumer; Economic Theories of Promotion; Sales Promotion's Impact on Sales; Evaluation of Sales Promotion Experiments; Choice and Purchase Timing Models; Manufacturer Promotion Planning Process; Retailer Promotion Planning Process; Strategic Issues in Designing Promotional Strategies; Substantive Findings and Issues on Coupons, Trade Dealings, and Retail Promotions.

Suggested Readings :

Aaker, David A. etc. Advertising Management, 4th ed. New Delhi, Prentice Hall of India, 2001.
Beleh, George E and Beleh, Michael A. Introduction to Advertising and Promotion. 3rd ed. Chicago, Irwin, 1995.
Borden, William H. Advertising. New York, John Wiley, 1981.
Hard, Norman. The Practice of Advertising. Oxford, Butterworth Heinemann, 1995.
Kleppner, Otto. Advertising Procedure. Englewood Cliffs, New Jersey, Prentice Hall Inc., 1986.
Ogilvy, David. Ogilvy on Advertising. London, Longman, 1983.
Sengupta, Subroto. Brand Positioning, Strategies for Competitive Advantages. New Delhi, Tata McGraw Hill, 1990.
Ailloni and Charas, Dan. Promotion: A Guide to Effective Promotional Planning, Strategies and Executions. New York, John Wiley, 1984.
Assael, Henry. Consumer Behaviour and Marketing Action. Bosten, Kant, 1987.
Blattberg, Robert C and Scott, A Neslin. Sales Promotion: concept, Methods and Strategies. Englewood Cliffs, New Jersey, Prentice Hall Inc., 1990.
Schaltz, Don E and William, A Robinson. Sales Promotion Management. Chicago, Crain Books, 1982.
Strang, Roger A. The Promotional Planning Process. New York, Praeger, 1980.
Totten, John C and Block, Martin P. Analysing Sales Promotion: Text and Cases, Chicago, Commerce Communication, 1987.
Ulanoff, Stanley M. Handbook of Sales Promotion. New York, McGraw Hill, 1985.
Arens & Bovee' Advertising' Irwin, The Dryden press.
Shimp Advertising
O'Guinn Allen' Advertising Kuegler TJ "Advertising and Marketing" South Western College Publishing 2000.
Jerry Wind & Vijay Mahajan "Digital Marketing " John Wiley & Sons Inc. 2001.
Jaweler Jerome and Drewniany Bonnie L. "Creative Strategy in Advertising" Wadsworth Publishing company 1998.
Kleppner, Otto. "Advertising Prodedure Englewood cliffs, New jersey, Prentice Hall Inc. 1986.
Ogilvy, Devid. " Ogilvy in Advertising. London, ongman, 1983.

The list of cases and specific reference including recent articles and reports will be announced in the class at the time of launching of the course.