7th Semester Integrated BBA LL.B (Hons) - Advertising And Publicity Management - Notes, Question Papers and Syllabus
Advertising And Publicity Management
Unit I
Advertising – Meaning – Importance – Objectives – Selecting Copy And Media – Press – Newspaper – Trade Journals – Women’s And Children’s Magazines – Farm Publications – Souvenirs – Industrial Magazines – Outdoor Advertising – Posters – Banners – Neon Signs – Publicity – Booklets – Folders – House Organs – Direct Mail Advertising – Cinema And Theatre Programmes – Use Of Illustrations – Radio And Television Advertising – Listener Research – Outdoor And Transportation Advertising.
Unit II
Advertising Agencies – Advertising Budget – Advertising Strategy – Advertising Leadership – Advertising Organization – Ethics In Advertising – Advertising Layout – Size And Shape Of Advertisements – Repeat Advertising.
Unit III
Basic Elements Of Advertising – Proofreading And Correction – Typography – Attracting Attention – Use Of Symbols – Brevity – Repetition – Catch Phrases And Slogans – Headlines – Printing Processes – Lithography – Printing Plates – Reproduction On Paper And Cloth.
Unit IV
Advertising Campaigns – Timing Of Advertising – Advertisement Budget – Evaluation Of Advertising Programmes – Measuring Advertising Effectiveness – Methods Of Advertising.
Unit V
Sales Promotion – Meaning – Methods – Promotional Strategy – Marketing Communication And Persuasion – Promotional Instruments – Advertising – Personal Selling And Other Methods – Selling And Salesmanship – Differences Between Salesmanship And Sales Promotion – Techniques Of Sales Promotion (Consumer And Dealer) – After Sales Service – Packaging – Door Delivery – Guarantee – Free Service – Seasonal Variations In Sales – Methods Of Increasing Sales – Buying Motives – Customer Psychology – Customer Survey – Need And Merits Of Surveys – Qualitative And Quantitative Surveys – Characteristics Of Customers – Training Of Salesmen – Training Methods – Travelling Salesmen – Motivating Salesmen – Sales Incentives.
References
-
Bloen W. R. – Advertising
-
Dewar S. R. – Salesmanship & Advertising
-
Cummins J. – Sales Promotion
-
Dal Rymple D. J. – Sales Management: Concepts & Cases
-
Richard Still & Edward W. Cundiff – Sales Management (Decisions, Policies & Cases)
-
Alber Newguarded – The Field Sales Manager
-
Birth & Boyd – New Patterns In Sales Management
-
Neelakantan – Sales Forecasting: Key To Integrated Management
-
Birth & Boyd – Sales As Part Of Marketing