ADVERTISING EVALUATION AND PROMOTIONAL TOOLS (Theory)

Paper Code: 
CVAA 701
Credits: 
2
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 

Course Code

Course Title

CVAA 701

 

Advertising Evaluation And Promotional Tools

(Theory)

 

The Students Will:

 

CO179: Identify the tools and techniques of Sales Promotion and Direct Marketing to promote the product or service.

 

CO180: Evaluate the strength and weakness of Personal Selling to plan an effective promotional strategy.

 

CO181: Summarize the objectives and importance of Public Relation to build long term relationship between the organization and the public.

 

CO182: Explain the printing processes in detail.

 

CO183: Prepare an ad design considering the possibilities and limitations of each printing process and select the appropriate size and type of paper to avoid delay in final output.

 

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
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
7.00
Unit IV: 
Basic Principles & Printing Processes
  • Introduction and Principles of Printing
  • Line tone/ Half tone
  • Screen Printing (Introduction, Preparation of negative and positive)
  • Relief Printing or Letterpress (Introduction, Principle & Plate Making)
  • Planography or Offset Printing (Introduction, Principle & Plate Making, Two Cylinder, Three Cylinder & Four Cylinder Press System )
  • Intaglio or Gravure Printing Process (Introduction, Preparation of negative and positive
6.00
Unit V: 
Four Colour Process Reproduction
  • Colour mixing principles
  • Colour separation method
  • Screen angles
  • Introduction to paper
  • Types of paper for printing
  • Size of paper
References: 

Suggested Text Books/Suggested Reference Books:

  • Philip Kotler, Gary Armstrong, Principles of Marketing, Pearson, Fifteenth edition
  • M. N. Mishra, Sales promotion and Advertising Management, Himalaya Publishing House
  • S. A. Chaiwallah, 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
  • JaishriJethwaney, 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.
  • Terence A. Shimp, Advertising Promotion Supplemental Aspects of Integrated Marketing Communications, Harcourt College Publishers

 

E-Resources 

 

Reference Journals:

  • Journal of Advertising Research (EBSCO)
  • Journal of Current Issues & Research in Advertising (EBSCO)
  • International Journal of Advertising (EBSCO)
  • Journal of Consumer Behaviour (EBSCO)
  • International Journal of Advertising & Marketing to Children (EBSCO)
  • Journal of Interactive Advertising (EBSCO)
  • Journal of International Marketing & Marketing Management (EBSCO)
  • British Journal of Marketing (EBSCO)
  • Journal of Promotion Management (EBSCO)
  • Public Relation Journal (EBSCO)
  • Journal of Marketing (JSTOR)
Academic Year: 
2023-2024
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