MKT 691: Advertising and Promotion Management

Credits :3 Lecture Hours :48 Course Objective This course aims to provide knowledge and skills to students in the area of promotion management from integrated marketing communication perspective.

Course Description This course is designed to develop students to become effective promotion managers. The course includes the integrated marketing communication and its elements

Course Details Unit 1: Introduction LH 4 Integrated marketing communication, The promotional mix: advertising, personal selling, sales promotion, publicity/ public relation, direct marketing, interactive /internet marketing. The IMC planning process: review of the marketing plan, promotional program situation analysis, analysis of communication process, budget determination, developing integrated marketing communication program, monitoring, evaluation and control.

Unit 2: Advertising LH 18 Advertising classification. selecting an advertising agency. types of advertising agency. Advertising theory: hierarchy of effects, means-end theory, leverage points, verbal and visual images. Types of advertising appeals. Message strategies: cognitive strategies, affective strategies, conative strategies. Execution frame works. Principles of advertising effectiveness: visual consistency, campaign duration, repeated taglines, consistent positioning, simplicity, identifiable selling point, create an effective flow

Unit 3: Sales Promotion LH 4 Scope and role of sales promotion. The growth of sales promotion: reasons for the increase in sales promotion. Consumer oriented sales promotion: objectives and types. Trade-oriented sales promotion: objectives and types.

Unit 4: Public Relations, publicity and corporate advertising. LH 6 Public relation and publicity. The new role of public relations. Marketing public relation functions. Process of public relations. Advantages and disadvantages of public relation and publicity.. Corporate advertising, objectives and types of corporate advertising, advantages and disadvantages of corporate advertising.

Unit 4: Personal selling LH 5 Nature of personal selling, personal selling process, advantage and disadvantages of personal selling. Combining personal selling with other promotion tools. Evaluating personal selling efforts. 4ing efforts. 4

Unit 5: Direct marketing LH 5 Defining direct marketing. Role of direct marketing in the IMC program. Direct marketing strategies and media.

Unit 6: Internet marketing LH 6 Concept and objectives of internet marketing. The internet and integrated marketing communication: advertising on the internet, Sales promotion on the internet, personal selling on the internet, Public relation on the internet, direct marketing on the internet

Basic Books: Kenneth E. Clow , & Evans, Donald Baack . Integrated advertising, promotion, and marketing communications. New Delhi: Pearson Education, Prentice Hall of India Limited. Jaishri Jethwanwy & Shruti Jain . Advertising Management. New Delhi: Oxford University Press. George E. Belch, Michael A. Belch & Keyoor Purani Advertising and Promotion: An integrated marketing communications perspective. New Delhi: Tata McGraw Hill Education Private Limited.