NAME OF THE COURSE – ADVERTISING AND SALES PROMOTION (ASPM)

Course Instructor :- Prof. Sachin Bhattbhatt

OBJECTIVE

The objective of the course is to provide participants with an understanding of the decision
processes in marketing communication and promotion with an emphasis on advertising
from a marketer’s point of view.

BOOKS

 ADVERTISING AND PROMOTION –BELCH & BELCH (INDIAN CONTEXT)

(7TH EDITION.)
EVALUATION

Case study, examinations, quizzes, assignments and class participation will be the major
elements used for evaluating the participant’s performance in ASPM, besides mid term
and end term exams.

ELEMENTS WEIGHT

CLASS PARTICIPATION/ GROUP ACTIVITY 20%

PRESENTATION/ ASSIGNMENT / QUIZS 30%
MID TERM EXAM 25%
END TERM EXAM 25%

SESSION DETAILS CHAPTER

1–3 IMC – STUDY VOLTAS VERTIS FOR POSITIONING, SEGMENTATION 1,2
4-6 COMMUNICATION MODEL AND CONSUMER BEHAVIOUR 4,5
7 DAGMAR APPROCH IN ADVERTISING 7
8-9 ADVERTISING BRIEF , CLIENT / AGENCY RELATIONS 3
10 PROMOTION MANAGEMENT - NON DURABLE SECTOR, ZARNA ENTP.
11 PROMOTION MANAGEMENT - DURABLE SECTOR , AKAI
12 PROMOTION MANAGEMENT - SERVICE SECTOR ,CREDIT CARD
13-15 MEDIA PLANNING AND STRATEGIES 10,11,12,13
16-18 CREATIVE WROKSHOP 8,9
19-20 PUBLICITY AND PUBLIC RELATIONS 17
21 INTERNET ADVERTISING 15
22 MOBILE ADVERTISING
23 CORPORATE COMMUNICATION 17
24 RETAIL COMMUNICATION – POINT OF PURCHASE
25-26 ADVERTISING EFFECTIVENESS / RESEARCH 19
27-30 PRESENTATIONS ON IMC
IF ANY STUDENT IS HAVING LESS THAN 80 % ATTAENDANCE THAN HIS/ HER
MARKS WILL BE REDUCED BY 50%.