Advertising Evaluation and Promotional Tools (Theory)

Paper Code: 
VAA 701
Credits: 
2
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: 
2016-2017
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