Advertising Evaluation And Promotional Tools (Theory)

Paper Code: 
VAA 701
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

This course will enable the students to-

  1. Describe and differentiate the tools of sales promotion and direct marketing
  2. Elaborate various tools of promotions
  3. Understand the importance of packaging and its materials
  4. Identify the motivating factors in consumers and utilize it in developing strategies

 

COURSE OUTCOMES

Course

 

 Course Outcomes

Learning And Teaching Strategies

Assessment Strategies

Paper Code

Paper Title

VAA 701

 

 

 

Advertising Evaluation And Promotional Tools

(Theory)

 

 

 

 

 

 

 

The Students Will Be Able To-

CO142:Exemplify And Classify Sales Promotion

CO143:Explain And Classify Direct Marketing, Personal Selling & Public Relations.

CO144:Interpret & Classify Packaging And Labels

CO145:Explain And Execute Motivational And Advertising Research.

 

Approach In Teaching:

 

Interactive Lectures, Discussion, Tutorials, Reading Assignments, Multiple Points Of View

 

 

Learning Activities For The Students:

 

Self Learning Assignments, Effective Questions, Giving Tasks, Oral Explanation

 

Class Test, Semester End Examinations, Quiz, Solving Problems In Tutorials, Assignments, Presentation, Individual And Group Projects

 

 

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 does it work?
  • 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 Label

  • 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?)

 

References: 

BOOKS RECOMMENDED

  • Philip kotler, Gary Armstrong, Principles of Marketing, Pearson, Fifteenth edition
  • M. N. Mishra, Sales promotion and Advertising Management, Himalaya Publishing House
  • S. A. Chunawalla, K. C. Sethia, Foundations of Advertising-Theory and Practice, Himalaya Publishing House, Revised Ninth Edition
  • George E. Belch, Michael A. Belch, Advertising and Promotion, Tata McGraw-Hill Publishing Company Limited, Sixth Edition
  • Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  • Jaishri Jethwaney, Shruti Jain, Advertising management, Oxford University Press
  • S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  • Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  • Dhruv Grewal, Michael Levy, Marketing, Tata McGraw Hill Education Private Limited, Second Edition
  • Akhil Mathur, Food Processing Packaging Labelling and Marketing, Anmol Publications Pvt. Ltd.

 

 

Academic Year: 
2020-2021
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