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
Trade Promotion
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: