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)