BA9254 ADVERTISING AND SALES PROMOTION SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY THIRD SEMESTER MBA MASTER OF BUSINESS ADMINISTRATION DEPARTMENT SYLLABUS, TEXTBOOKS, REFERENCE BOOKS,EXAM PORTIONS,QUESTION BANK,PREVIOUS YEAR QUESTION PAPERS,MODEL QUESTION PAPERS, CLASS NOTES, IMPORTANT 2 MARKS, 8 MARKS, 16 MARKS TOPICS. IT IS APPLICABLE FOR ALL STUDENTS ADMITTED IN THE YEAR 2011 2012-2013 (ANNA UNIVERSITY CHENNAI,TRICHY,MADURAI,TIRUNELVELI,COIMBATORE), 2009 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009
BA9254 ADVERTISING AND SALES PROMOTION LT P C
3 0 0 3
UNIT I INTRODUCTION TO ADVERTISEMENT 9
Concept and definition of advertisement – Social, Economic and Legal Implications of
advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration
– Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA 9
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling.
UNIT III DESIGN AND EXECUTION OF ADVERTISEMENTS 9
Message development – Different types of advertisements – Layout – Design appeal – Copy
structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media
Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case
studies.
UNIT IV INTRODUCTION TO SALES PROMOTION 9
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented.
UNIT V SALES PROMOTION CAMPAIGN 9
Sales promotion – Requirement identification – Designing of sales promotion campaign –
Involvement of salesmen and dealers – Out sourcing sales promotion national and international
promotion strategies – Integrated promotion – Coordination within the various promotion
techniques – Online sales promotions- case studies.
TOTAL:45 PERIODS
TEXT BOOKS
1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education
7th Edition, 2007.
2. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall of India, New Delhi, 2003.
REFERENCES
1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New Delhi,
2001.
2. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill, Singapore,
1998.
3. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
4. E.Betch and Michael, Advertising and Promotion, McGraw Hill, 2003.
5. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.
BA9254 ADVERTISING AND SALES PROMOTION LT P C
3 0 0 3
UNIT I INTRODUCTION TO ADVERTISEMENT 9
Concept and definition of advertisement – Social, Economic and Legal Implications of
advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration
– Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA 9
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling.
UNIT III DESIGN AND EXECUTION OF ADVERTISEMENTS 9
Message development – Different types of advertisements – Layout – Design appeal – Copy
structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media
Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case
studies.
UNIT IV INTRODUCTION TO SALES PROMOTION 9
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented.
UNIT V SALES PROMOTION CAMPAIGN 9
Sales promotion – Requirement identification – Designing of sales promotion campaign –
Involvement of salesmen and dealers – Out sourcing sales promotion national and international
promotion strategies – Integrated promotion – Coordination within the various promotion
techniques – Online sales promotions- case studies.
TOTAL:45 PERIODS
TEXT BOOKS
1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education
7th Edition, 2007.
2. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall of India, New Delhi, 2003.
REFERENCES
1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New Delhi,
2001.
2. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill, Singapore,
1998.
3. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
4. E.Betch and Michael, Advertising and Promotion, McGraw Hill, 2003.
5. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.
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