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Advertising, Sales Promotion and Distribution

1. The document discusses various aspects of advertising, sales promotion, and distribution as part of a marketing course. It covers topics such as the role of advertising, organizing an advertising department, determining advertising budgets, different advertising media, creating effective advertisements, and measuring advertising effectiveness. 2. It also discusses sales promotion techniques including consumer promotions, discounts, and retail merchandising. Public relations techniques like press releases and community involvement are also covered. 3. References several textbooks on advertising, sales management, integrated marketing communications, and public relations.

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Enass Amin
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36 views2 pages

Advertising, Sales Promotion and Distribution

1. The document discusses various aspects of advertising, sales promotion, and distribution as part of a marketing course. It covers topics such as the role of advertising, organizing an advertising department, determining advertising budgets, different advertising media, creating effective advertisements, and measuring advertising effectiveness. 2. It also discusses sales promotion techniques including consumer promotions, discounts, and retail merchandising. Public relations techniques like press releases and community involvement are also covered. 3. References several textbooks on advertising, sales management, integrated marketing communications, and public relations.

Uploaded by

Enass Amin
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Advertising, Sales Promotion and Distribution The objective of the course is to provide students with detailed knowledge of some of the marketing mixes such as Distribution and Promotion. The prerequisite for the course is Marketing Management offered in II semester. . !dvertising" #hanging concept$ role of advertising in a developing econom%$ a critical appraisal$ t%pes of advertisement consumer$ industrial$ institutional$ retail$ trade and professional$ advertisement in marketing mix. &. 'rganising for !dvertising" !dvertising department and advertisement manager$ objectives and functions ( )ole of advertisement agencies functioning of advertisement agencies. !dvertising agenc% skills and service$ client agenc% relationship. *. !dvertisement budgets" T%pes$ determining optimal expenditure$ decision models$ sales response and deca%$ communication$ state$ competitive share. +. !d media" #haracteristics$ media selection$ optimi,ing and non optimi,ing approaches$ media scheduling$ media research( -ources of themes" !dapting presentation to medium campaign$ .-P$ brand image$ positioning$ purchase proposition and creative interpretation$ insertions$ contract. /. !dvertisement" 0isual la%out$ art work$ production traffic cop%$ effective use of words$ devices to get greater readership interrelation. 1. !dvertisement effectiveness" Pre(testing$ post testing$ experimental designs. 2. -ales Promotion" Definition$ role$ t%pes$ consumer sales promotion$ dealer displa% contests$ discounts$ bonus offers$ retail merchandising techniques. Publicit%" Public relations campaign$ use of press$ radio and T0$ opinion building$ customer service and communit% service. 3. Public )elations$ Publicit% and corporate advertising. Process of P)$ Publicit%$ power of publicit%$ control and dissemination of publicit%$ advantages and disadvantages. References -piro$ -tanton 4 )ich" Management of -ales 5orce$ TM6$ &772. 8eorge 9 :elch and Michael ! :elch$ !dvertising and Promotion$ 1 th 9dition$ TM6$ &771.

:atra " !dvertising Management /;e Pearson 9ducation$ &772. <obber " -elling and -ales Management 1;e Pearson 9ducation. #low " Integrated !dvertising$ Promotion and Marketing #ommunications Pearson 9ducation$ &772. =ells " !dvertising "Principles and Practice 1;e Pearson 9ducation. -66 >a,mi$ -atish :atra$ !dvertising 4 -ales Promotion & nd ed 9xcel :ooks &771

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