Advertising and Sales Promotion Syllabus - BBA (PU)

Course Objective

The major objective of this course is to develop students’ understanding and skill in development of communication strategy of a firm, particularly with advertising and sales promotions.

Course Description

Developing effective communication has become the focal activity in a marketing firm. Marketers need to develop powerful messages about the products and services, and select appropriate appeals and execution frameworks to reach the target audience in order to establish their brands in consumers mind set. Through this course students are expected to learn the nature of marketing communication and communication process; marketing communication strategy; nature and role of advertising; creative issues in advertising; the structure of the advertising business; and sales promotions tools and strategy.

Course Outcomes

By the end of this course, students should be able to:

• Understand importance of Integrated Marketing Communications strategies;
• Demonstrate a thorough understanding of the world of advertising including the creative and financial aspects; and
• Learn to use sales promotions to push sales and attract buyers.

Course Contents

Unit I: Introduction to Marketing Communication : 8 hours

Meaning, elements, structure, and role of marketing communications. Theories of marketing communication: hierarchy of effects of communication, information processing theories, communication and attitude formation and change. Key communication terminologies. Miscommunication issues.

Unit II: Marketing Communication Strategy  : 8 hours

Marketing communication mix. Integrated marketing communication. Formulation of marketing communication strategy. Marketing communication barriers. Communication budgeting issues and methods. Promotion campaign planning and management.

Unit III: Advertising  : 4 hours

Meaning, elements, objectives and role of advertising. Evolution of advertising. Types of advertising. Social, ethical and legal issues of advertising.

Unit IV: Creative Process and Methods in Advertising  : 12 hours

Creative process and methods. Visualization process and visualizer qualities. Message design: message theme, models, considerations. Message strategies: cognitive, affective, conative, and brand strategies. Advertising appeals: rational, emotional, sex and other ad appeals. Essentials of a good appeal. Execution frameworks. Use of color in advertising.

Unit V: Advertisement Development  : 10 hours

Print Advertisement 

Print advertising media: types of media and media choice. Copywriting for print media: types of ad copies. Ad copy objectives and requisites of a good copy. Print copy development process. Print copy elements: choice of headline, sub-heads, body copy, slogan and signature. Layout: functions, qualities of a good layout, layout principles.

Active Media Advertisement

Television advertising:  nature, pros and cons. TVC development: script writing, story board, air-time buying and other considerations. Radio advertising: nature, pros and cons. Producing radio advertisements. Emerging advertisements: internet advertising and ambient advertising. Product placement strategies.

Unit VI: Sales Promotions : 6 hours

Scope and role of sales promotions. Reasons for the increased use of sales promotions. Consumer-oriented sales promotion methods: objectives and tools of consumer promotions. Trade-oriented sales promotions: objectives and tools.

Basic Texts

1. Belch George and Michael Belch, Advertising and Promotion, Tata McGraw Hill.
2. William Wells, John Burnet, and Sandra Moriarty, Adverting Principles and Practice, Prentice Hall of India.

References

1. Jaishri Jethwaney and Shruti Jain, Advertising Management, Oxford University Press.
2. K. D. Koirala, Marketing Communications, Buddha Publications.