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Marketing

314 ADVERTISING AND SALES PROMOTION


MANAGEMENT
314 ADVERTISING AND SALES
PROMOTION MANAGEMENT
Unit I
Introduction to advertising
Evolution
Types of advertising or classification of users
Advertising process: Advertising Campaign
planning, Decision making and Organisation.
UNIT-II
Advertising creativity: - Planning Creative
Strategies- The Creative Process- Creative
Strategy Development- Creative Strategy
Implementation and Evaluation- Media Planning
and Strategy-Developing, Implementing and
Evaluation of Media Strategies- Evaluation of
Broadcast, Print Media and other Support Media.
UNIT-III
Establishing Objectives and Budgeting for
Advertising - The Advertising Agency
functions- Agency Compensation- Evaluating
Agencies- Evaluating the Social, Ethical and
Economic aspects of Advertising.
UNIT-IV
Sales promotion Incentives to middlemen-
Incentives to consumer Design, implementation
and evaluation of effectiveness of sales
promotion.
UNIT-V
Consumer promotion tools
Samples - Coupons - Rebates - Price
offs - premiums
(gifts) - Prizes - Contests - sweepstakes - Games
- Patronage awards - Free trials - Product
warranties - Tie-in promotion - Cross
Promotion - POP displays - demonstrations.
Trade Promotion tools - Price
offs - Allowances - Free goods: Business and
Sales force promotion tools - Trade
Shows - Conventions
References
1. Manendra Mohan : Advertising Management Concepts and
Cases (Tata McGraw Hill)

2. Rajiv Batra , John Myers and David Aaker : Advertising
Management (Prentice Hall)
3. Robert C.Blattberg and Scott. A.Neslin : Sales Promotion
Concepts, Methods and Strategies
(Prentice Hall)
4. John.C.Totten and Martin P.Block: Analyzing Sales Promotion
Text and Cases
5. Kenneth E Clow & Donald Baack : Integrated Advertising ,
Promotion and Marketing Communications (Prentice Hall )
6. Ruchi Gupta : Advertising Principles and Practices: (S. Chand
Publisher)
7. Pradip Kumar Mallik : Sales Management (Oxford University
Press)
Human Resource Management
333 HUMAN RESOURCE PLANNING
UnitI
Introduction Significance HRP Process
Strategic Human Resource Planning Macro and
Micro Human Resource Planning Labour
Market Analysis Human Resource Inventory.
UNIT-II
Human Resource Planning Job Analysis
Human Resource Planning Models and
Techniques Analysis of Human Resource
Supply Wastage Analysis Retention
Redeployment and Exit Strategies.
UNIT-III
Recruitment : Sources and Evaluation,
Selection : Procedures Techniques Factors
Influencing Recruitment and Selection
Placement Induction Training.
UNIT-IV
Career Planning and Development
Succession Planning Performance Appraisal
and Development Transfer, Promotions and
Job Rotation.
UNIT-V
Human Resource Information Systems
Human Resource Accounting and Audit
Emerging Trends and Issues in Human
Resource Planning.
References
Deepak Kumar Bhattacharya : Human
Resources Planning (Excel Books)
Monica Belcourt and Kenneth J McBey :
Strategic Human Resource Planning
(Thomson)
Gorden, Mc Beath : Effective Human
Resource Planning (Infinity Books )
Gareth Stainer : Manpower Planning
(Heinemann)
Thames H. Pattern : Manpower Planning and
Development of Human Resources
(John Wiley)