PGDM II Year Batch 2010-12

Course Title
Text Book

Advertising and Sales Promotion

: George E. Belch and Michael A. Belch (2003) Advertising and Promotion: An Integrated Marketing Communications Perspective, Sixth Edition. Tata McGraw Hill

Course Description
The aim of this course is to introduce students to the theories and practices of advertising and sales promotion -- the cross-functional process for creating and nourishing profitable relationships with customers and publics through strategically controlling or influencing all messages sent to these groups and encouraging purposeful dialogue with them.

Pedagogy
Pedagogy for teaching will be a mix of lectures, class discussions; in-class exercises, video presentations, article reviews and case analyses. Emphasis will be on concept learning and case analysis.

Evaluation Scheme (During the term Assessment) Midterm Examination 40 % - Attendance 10% - Assignments 10% - Case Discussion / Case presentations 20% - Individual / Group Presentation 10% - Quiz -5% - Class room behaviour / class participation 5%
Equal weightage will be given for end term examination i.e during the term assessment will be consolidated for 50 marks and end term examination will be conducted for 50 marks

Conduct
Students are required to come prepared to the defined sessions as outlined in the course structure, failing which they may not be allowed to attend the class. They may be asked to give individual or group presentation of cases. Coming late to class is not permitted. Assignments, class tests, surprise tests and quizzes will be conducted. Assignments should be submitted on time, late submission will not be considered for evaluation at any cost. When there is a case presentation, students should come prepared for case discussions and they are expected to participate actively. A one-page analysis should be submitted to the Instructor on the day of case discussion.
Extra Reading: 1. 2. 3. 4. 5. Ogilvy on Advertising David Ogilvy Idea Virus Seth Godin The Tipping Point Malcolm Gladwell The Advertised Mind Erik Du Plessis Triggers Joe Sugarman (http://seminar.org/downloads/triggers.pdf)

Portals to visit: 1. Agency Faqs - http://www.agencyfaqs.com/ 2. Ad Mag - http://www.admag.co.uk/

Teaching Outline

Day 01 02 03 04 05 06 07

Topic to be covered Introduction to Advertising , IMC, Role of IMC in Marketing process Organising for Advertising & Promotion Perspectives on Consumer Behaviour Communication Process Source, Message & Channel factors Objectives and Budgeting Promotional programs Creative Strategy : Planning & Development Creative Strategy : Implementation & evaluation Media Planning & Strategy Evaluation of Broadcast media Evaluation of Print media / Support Media India Print media evaluation Direct Marketing, Internet & Interactive Media Direct Marketing Sales Promotion PR, Publicity & Corp. Advertising Personal Selling Measuring Effectiveness of Promotional Program, International Advertising & Promotion

Student Reading Chapter 01, Chapter 02 Chapter 03 Chapter 04 Chapter 05 Chapter 06 Chapter 07

Class Exercises / Case Study

Case

Case

08

Chapter 08

09

Chapter 09

Class Exercise Group Exercise; Media Plan evaluation

10 11 12 13 14 15 16 17 18

Chapter 10 Chapter 11 Chapter 12 Chapter 12 Chapter 14 Chapter 15 Chapter 16 Chapter 17 Chapter 18

Class Exercise

Class exercise Case

Personal Selling Class Simulations Class discussions

19 20

Chapter 19 Chapter 20