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KARPAGAM INSTITUTE OF TECHNOLOGY COIMBATORE -641 105 DEPARTMENT OF MANAGEMENT STUDIES MBA II YEAR SEMESTER 3 (2010-12) 108420001 ADVERTISEMENT AND PROMOTION MANAGEMENT LESSION PLAN Name of the Faculty: M.Lors Porseena Course Objective: Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines ,television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.

Hourly Plan of topics to be covered:

Hour No Topics to be covered Unit -I INTRODUCTION TO ADVETISEMENT 1 2 3 4 5 6 7 8 Introduction To Advertisement Concept, definition and objectives Social, economic and legal implications of advertisements Role of advertising in modern business world Role of sales promotion Ethics in advertising Advertising agency Advertising campaigns References Assignment and Selfstudy

Assignment/seminar (1) Books 1,2

Unit II MEDIA MANAGEMENT 9 10 11 12 13 14 15 16 17 Media selection Media plan Reach and frequency of advertisements Advertisement costs Various cost involved in Advertisement Media mix Media strategy and scheduling Types of Media Revision Unit - III DESIGN AND EXECUTION OF ADVERTISEMENTS 18 19 20 21 22 23 24 25 26 27 28 Message development Different types of advertisements layout Design appeal Copy structure Books 1,2 Advertisement production Print, radio. T.V. And web advertisements Print, radio. T.V. And web advertisements Media research Testing validity and reliability of advertisements Measuring impact of advertisements Books 1,2 Assignment/seminar (2)

Assignment/seminar (3)

Unit-IV

SALES PROMOTION 29 30 31 32 33 34 35 36 Sales promotion techniques Trade oriented and consumer oriented Requirement identification Books 1,2, Designing of sales promotion campaign Involvement of salesmen and dealers Out sourcing sales promotion Measuring the impact of sales promotion Revision Unit V Promotion Management 37 38 39 40 41 42 43 Integrated promotion Online sales promotions Direct marketing Interactive marketing Events and experience Word of mouth and word of mouse Coordination within the various promotion techniques Books 1,2 nar (5) Assignment/semi Assignment/seminar (4)

Revision/discussion 44 45 Revision Revision

Book no 1

Author name Chunawala

REFERENCES Book name Advertising Theory and Practice

Publication Himalaya Publishing House

Edition 2010

Oguinn

Advertising Management with Integrated Brand Promotion

Cengage learning

2010