Advertising Evaluation and IMC Tools (Theory)

Paper Code: 
VAA 701
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
7.00
Unit I: 
Sales Promotion
  • Importance of sales promotion
  • Difference between Advertising & Sales Promotion
  • Tools & Techniques of Sales Promotion   
    1. Trade Promotion
    2. Consumer Promotion
6.00
Unit II: 
Direct Marketing & Personal Selling
  • What is Direct Marketing ?
  • Advantages & Disadvantages of Direct Marketing
  • Major tools of Direct Marketing
  • What is Personal Selling ?
  • How it works ?
  • Principles of Personal Selling
  • Strengths & Weakness of Personal Selling

 

5.00
Unit III: 
Public Relation
  • Definition of Public Relation
  • Comparison between Advertising & Public Relation
  • Need & Scope of Public Relation
  • Basic elements of Public Relation
  • Objectives of Public Relation
  • Public Relation Advertising
5.00
Unit IV: 
Packaging and Labels
  • The purposes of packaging and package labels,
  • Packaging & Sales Promotion
  • New Packaging Trends,
  • Packaging types,
  • Packaging Materials,
  • Symbols used on packaging
7.00
Unit V: 
Motivational and Advertising Research
  • Importance of Motivational Research,
  • Advertising Research, Reasons for measuring advertising effectiveness.
  • Pre Test & Post Test (What to test, when to test and where to test.)
Academic Year: 
2018-2019
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