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    IMC Syllabus

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    Nivetha
    This course introduces students to basic concepts of advertising and sales promotion. It is comprised of 5 units that cover topics like introduction to advertising, advertisement media, sales promotion, personal selling, and publicity and public relations. The course aims to provide insight into the importance of advertising and sales promotion campaigns, planning, and objective setting in relation to consumer decision making. It will examine concepts like media strategy, advertisement design and production, sales promotion techniques, and integrating public relations into the promotional mix. The course is worth 45 periods and uses textbooks on advertising, promotion, and integrated marketing communications.

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    IMC Syllabus

    Uploaded by

    Nivetha
    119 views2 pages
    This course introduces students to basic concepts of advertising and sales promotion. It is comprised of 5 units that cover topics like introduction to advertising, advertisement media, sales promotion, personal selling, and publicity and public relations. The course aims to provide insight into the importance of advertising and sales promotion campaigns, planning, and objective setting in relation to consumer decision making. It will examine concepts like media strategy, advertisement design and production, sales promotion techniques, and integrating public relations into the promotional mix. The course is worth 45 periods and uses textbooks on advertising, promotion, and integrated marketing communications.

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    IMC syllabus

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    This course introduces students to basic concepts of advertising and sales promotion. It is comprised of 5 units that cover topics like introduction to advertising, advertisement media, sales promotion, personal selling, and publicity and public relations. The course aims to provide insight into the importance of advertising and sales promotion campaigns, planning, and objective setting in relation to consumer decision making. It will examine concepts like media strategy, advertisement design and production, sales promotion techniques, and integrating public relations into the promotional mix. The course is worth 45 periods and uses textbooks on advertising, promotion, and integrated marketing communications.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    119 views2 pages

    IMC Syllabus

    Uploaded by

    Nivetha
    This course introduces students to basic concepts of advertising and sales promotion. It is comprised of 5 units that cover topics like introduction to advertising, advertisement media, sales promotion, personal selling, and publicity and public relations. The course aims to provide insight into the importance of advertising and sales promotion campaigns, planning, and objective setting in relation to consumer decision making. It will examine concepts like media strategy, advertisement design and production, sales promotion techniques, and integrating public relations into the promotional mix. The course is worth 45 periods and uses textbooks on advertising, promotion, and integrated marketing communications.

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    BA5004 INTEGRATED MARKETING COMMUNICATION LT P C 3 0 0 3

    COURSE OBJECTIVE:
    This course introduces students to the basic concepts of advertising and sales promotion and
    how Business organizations and other institutions carry out such activities.

    UNIT I INTRODUCTION TO ADVERTISEMENT 9


    Concept –definition-scope-Objectives-functions-Principles of advertisement – Social, Economic
    and Legal Implications of advertisements – setting advertisement objectives – Advertisement
    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. design and execution of
    advertisements -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 III SALES PROMOTION 9


    Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
    techniques – Trade oriented and consumer oriented. 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.

    UNIT IV PERSONAL SELLING 9


    Introduction – Meaning – Functions – Personal Selling Process – Evaluation – Compensation –
    Motivation – Territory Management – Sales Report Preparation and Presentation – Ethical
    Issues.

    UNIT V PUBLICITY AND PUBLIC RELATIONS 9


    Introduction – Meaning – Objectives –Scope-Functions-integrating PR in to Promotional Mix
    Marketing Public Relation function- Process of Public Relations-advantages and disadvantages
    of PR-Measuring the Effectiveness of PR- PR tools and techniques. Difference between
    Marketing, PR and Publicity – Social Publicity – Web publicity and Social Media – Publicity
    Campaigns.
    TOTAL: 45 PERIODS
    COURSE OUTCOME:
    Insight into the importance of advertising and sales promotion campaigns, planning and
    objective setting in relation to consumer decision making processes.

    TEXT BOOKS
    1. George E Belch and Michel A Belch, Advertising & Promotion, Tata McGraw Hill, 7th
    edition, 2010
    2. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education
    7th Edition, 2007.
    3. 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. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
    3. E.Betch and Michael, Advertising and Promotion, McGraw Hill, 2003.
    4. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.

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