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ADVERTISING AND SALES PROMOTION
SOLVED PAPERS AND GUESS SOLVED PAPERS AND GUESS
Product Details: Annamalai university mba ADVERTISING AND SALES PROMOTION SOLVED PAPERS AND GUESS
Pub. Date: NEW EDITION APPLICABLE FOR Current EXAM
Publisher: MEHTA SOLUTIONS
Edition Description: 2021-22
RATING OF BOOK: EXCELLENT
ABOUT THE BOOK
FROM THE PUBLISHER
If you find yourself getting fed up and frustrated with other Annamalai University book solutions now mehta solutions brings top solutions for Annamalai university mba ADVERTISING AND SALES PROMOTION SOLVED PAPERS AND GUESS book contains previous year solved papers plus faculty important questions and answers specially for Annamalai University .questions and answers are specially design specially for Annamalai University students .
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- Case studies solved
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FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
Unit–I : Advertising Fundamentals and Classification
Advertising – Concepts, objectives – Role of advertising in modern Business –Advertisement layout – components of layout – Economic aspects of Advertising – Evolution of IMC – Marketing Communication mix – High control message – Low
control message – Strength and weakness of major IMC tools. Types and Classification of Ads – Advertising appeals: Humor, slice of life, Testimonials, Demonstrations, Problem solution, Talking heads, Characters, News,
emotions – Persuasion matrix – Risks of using celebrity – Advertisement based on demand influence level – Advertisement based on audience – Advertisement based on timing of response – Advertisement based on geographic coverage.
Unit–II : Psychological Principles and Ethical aspects of Advertising
Behavioral effects of advertising: Sensory level, Cognitive level, Personal and sociological level – Communication models: AIDA model, Hierarchy effect model – Innovation adoption model, Information processing Model, Operational model –
DAGMAR philosophy – Unique selling proposition. Ethics in advertising – Advertising and Children – Advertising and cultural values – Advertising Standards Council of India.
Unit–III : Media selection, Creativity and Advertising Agencies
Types of media: print, broadcast, outdoor, transit, internet and other media – Media plan – Media mix – Media Scheduling – Advertising budget – Methods of determining advertising appropriation – Computers in media planning.
Creative process: Preparation, incubation, elimination, verification – Jingles – Thematic classification – Creative strategy evaluation – Copy writing – Advertisement evaluation: Pre–testing – Concept testing, Theme Testing, Copy Research – Post
testing – Advertisement agencies – types – functions – Selecting an agency – Client agency relationship – Agency compensation – Advertisement as a career.
Unit–IV : Sales Promotion
Sales Promotion – Objectives – Promotional mix – Consumer oriented sales promotion techniques: Sampling, couponing, Premiums, Contests and sweepstakes, Refunds and Rebates, Bonus Packs, Price – off deals, Event marketing, – Trade
oriented sales Promotion: Trade allowances – Display aesthetics – Types of Displays – Managing displays – Point of purchase materials – Trade shows – Cooperative advertising – Salesman trade promotion: Sales force contest – Evaluation of Sales
Promotion – Coordinating sales promotion and advertisement.
Unit–V : Public Relations and Corporate Advertising
Public relations – Integrating PR into the promotional mix – Establishing a PR plan – Advantages and disadvantages of PR – Measuring the effectiveness of PR – Publicity – The power of publicity – Control and dissemination of publicity –
Objectives, types of corporate advertising.