The course "Advertising and Sales Promotion" provides a comprehensive understanding of the fundamentals of advertising and its role in modern business strategies. Students will explore the meaning, definition, and objectives of advertising, examining its importance in marketing communication. Key topics include the scope of advertising, various types of advertising such as product, institutional, and comparative advertising, and the relevance of digital advertising in today’s marketplace.
The course also delves into the DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach, setting advertising budgets, and measuring advertising effectiveness. Students will learn about different types of advertising media, both traditional (print, TV, radio) and digital (social media, online platforms), and their respective strengths and limitations. Additionally, the ethical and moral considerations in advertising are discussed, with a focus on regulations by the Advertising Standards Council of India (ASCI).
In the sales promotion module, students will understand the tools and techniques used to boost sales, including premiums, discounts, coupons, and trade promotion tools like exhibitions and trade fairs. The course combines theoretical concepts with practical applications, through activities like debates, group discussions, and mini-projects on current advertising trends. By the end of the course, students will be able to critically evaluate advertising strategies and sales promotion techniques, enhancing their ability to make informed marketing decisions.
- Teacher: Admin User