Advertising Evaluation and Promotional Tools (Theory)

Paper Code: 
VAA 701
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

COURSE OBJECTIVES:

The 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:

CO177 : Identify the tools and techniques of Sales Promotion and Direct Marketing to promote the product or service

CO178 : Evaluate the strength and weakness of Personal Selling to plan the promotion strategy

CO179 : Summarize the objectives and importance of Public Relation to build mutually beneficial relationship between the organization and their public

CO180 : Examine the purpose of packaging and choose & modify the elements to create a distinctive package design using an appropriate material

CO181 : Appraise the importance of Motivational Research and Advertising Research to discover the subconscious or latent reasons and goals underlying everyday consumption and purchasing behaviour.

 

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

 

6.00
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

 

6.00
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

 

6.00
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

 

6.00
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: 
2021-2022
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