Promotional Tools and Reproduction Techniques (Theory)

Paper Code: 
24CVA A701
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to describe and distinguish between the tools of sales promotion and direct marketing, elaborate on various promotional tools, recognize the significance of packaging and its materials, and identify motivating factors in consumers to inform strategy development.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CVA A701

Promotional Tools and Reproduction Techniques (Theory)

CO163: Outline the tools and techniques of Sales Promotion and Direct Marketing to promote the product or service.

 

CO164: Plan an effective promotional strategy through Evaluation of the strength and weakness of Personal Selling. 

 

CO165: Summarize the objectives and importance of Public Relation to build long term relationship between the organization and the public.

 

CO166: Explain the printing processes in detail.

 

CO167: Specify the possibilities and limitations of each printing process and select appropriate size and type of paper to avoid delay in final output.

 

CO168: Contribute effectively in course-specific interaction

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

Continuous Assessment Test, Semester end examination, 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
    • 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 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

 

Essential Readings: 
  1. Philip Kotler, Gary Armstrong, Principles of Marketing, Pearson, Fifteenth edition
  2. M. N. Mishra, Sales promotion and Advertising Management, Himalaya Publishing House
     
  3. S. A. Chaiwallah, K. C. Sethia, Foundations of Advertising-Theory and Practice, Himalaya Publishing House, Revised Ninth Edition
  4. George E. Belch, Michael A. Belch, Advertising and Promotion, Tata McGraw-Hill Publishing Company Limited, Sixth Edition
  5. Sangeeta Sharma, Raghuvir Singh, Advertising Planning and Implementation, PHI Learning Private limited, Fifth Edition
  6. JaishriJethwaney, Shruti Jain, Advertising management, Oxford University Press
  7. S. A. Chunawalla, K. J. Kumar, K. C. Sethia, Advertising Theory & Practice, Himalaya Publishing House
  8. Frank Jefkins revised by Daniel Yadin, Advertising, Pearson, Fourth Edition
  9. Dhruv Grewal, Michael Levy, Marketing, Tata McGraw Hill Education Private Limited, Second Edition
  10. Akhil Mathur, Food Processing Packaging Labelling and Marketing, Anmol Publications Pvt. Ltd.
  11. Terence A. Shimp, Advertising Promotion Supplemental Aspects of Integrated Marketing Communications, Harcourt College Publishers

 

Suggested Readings:

  1. Journal of Advertising Research (EBSCO)
  2. Journal of Current Issues & Research in Advertising (EBSCO)
  3. International Journal of Advertising (EBSCO)
  4. Journal of Consumer Behaviour (EBSCO)
  5. International Journal of Advertising & Marketing to Children (EBSCO)
  6. Journal of Interactive Advertising (EBSCO)
  7. Journal of International Marketing & Marketing Management (EBSCO)
  8. British Journal of Marketing (EBSCO)
  9. Journal of Promotion Management (EBSCO)
  10. Public Relation Journal (EBSCO)
  11. Journal of Marketing (JSTOR)

 

References: 
  1. Sales promotion: Definition, strategies, & examples | Zendesk India
  2. Sales Promotion - Definition, Strategies, & Examples | Feedough
  3. Direct Marketing - Definition, Types, Strategies & Examples | Feedough
  4. What is Direct Marketing: Definition, Types, Components, and Examples (rgray.io)
  5. What Is Personal Selling? - Features, Types, & Examples | Feedough
  6. What Is Public Relations? PR Functions, Types, & Examples | Feedough
  7. Printing Process Overview - Printing -- Lithography Topic Hub - LibGuides at University of Illinois at Urbana-Champaign

 

Academic Year: 
2024-2025
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