Advertising and Sales Promotion SOLVED NOTES EBOOK CHAPTERWISE

Advertising and Sales Promotion SOLVED NOTES  EBOOK CHAPTERWISE

Product Details: Advertising and Sales Promotion  SOLVED NOTES  EBOOK CHAPTERWISE  

Format: EBOOK  DOWNLOAD IN FEW HOURS

Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM

Edition Description: 2018-19

Pages   :   250+

RATING OF EBOOK: EXCELLENT DOWNLOAD IN FEW HOURS

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 PREVIEW OF CHAPTERS SYLLABUS

Advertising and Sales Promotion

Unit - I
Advertising - an introduction- Origin and Development - Definition and Classification - Planning Framework - Organising Framework - the Advertiser and the Advertising Agency interface - Strategic Advertising Decisions - Setting Advertising Objectives - The Budget Decision - Preparing the Product and Media Brief
Unit - II
Copy Decisions - Visualization of Ad Layout - Elements of Ad Copy and Creation Principles of verbal versus visual thinkers - Styles and Stages in advertising copy creationCopy (Pre-) Testing methods and measurements.
Unit - III
Media Decisions - Media Planning and Selection - Concepts of Reach, Frequency, Continuity, and Selectivity - Measures of Media Cost Efficiency – Media (Readership / Viewership) Research - The Internet as an Advertising Medium - Tracking Website visits, page views, hits, and click-stream analysis - permission marketing and privacy - ethical concerns.
Unit - IV
Measuring Advertising Effectiveness - Control of Advertising by practitioners, media and the market - Advertising in the International Market-place - Advertising and Principles of Integrated Marketing Communication and Image Building.
Unit - V
Sales Promotion - Rationale, Types - Consumer and Trade Promotions - Sales Promotion Strategies and Practices, Cross Promotions, Surrogate Selling, Bait and Switch
advertising issues.
Brand Equity - Concepts and Criteria, Building, Measuring and Managing Brand Equity, Linking Advertising and sales promotion to achieve ‘brand-standing’ - Leveraging Brand Values for business and non-business contexts.