MM 303 ADVERTISING AND SALES PROMOTION MANAGEMENT (2+1) OBJECTIVE This course is designed to focus on the competency needed

for the planning and implementation of a successful advertising and sales promotion program. COURSE OUTLINE SECTION I INTRODUCTION TO ADVERTISING

1. Fundamentals of Advertising: Meaning and characteristics- indirect and nonpersonal communication mode, low communication control, delayed feedback, oneway message flow, identified sponsor, fast reach, same message to all; Objectives informing, persuading, and reminding; Advertising objectives in product life cycle. The AIDA (Attention, Interest, Desire, Action) concept. AIDA and the Hierarchy of Effects. Key Concepts of Advertising Strategy, Creative idea, Execution and Media; The Key Players of advertising - Advertiser (client), Agency, Media and Audience; Evolution of Indian Advertising. 2. Role of Advertising: Advertising and manufacturers, middlemen, consumers, society. Advertising as a marketing tool- role of advertising in the marketing mix, brand management, market segmentation, differentiation and positioning, revenue and profit generation. Pros and cons of advertising. 3. Types of Advertising: Based on demand influence level - primary and selective demand; Based on audience consumer, industrial, retail and professional; Based on objective - product, institutional and comparative; Based on timing - direct and indirect action; Based on geographical coverage international, national, and regional. 4. Advertising an Expenditure or Investment: translation of product concept into consumer benefits, tool for consumer welfare, information and value addition. Case Study- 1. Lux : Advertising Objectives SECTION II INTEGRATED ADVERTISING PROGRAM

1. Steps in Integrated Advertising Process: Advertising plan components - situation analysis, objectives, strategy, budgeting, execution and evaluation 2. DAGMAR (Define Advertising Goals for Measuring Advertising Results) Approach: The approach- unaware, aware, comprehension & image, attitude and action; Objectives - measurable communication task, well-defined target audience, existing benchmark measure, specify degree of change sought, specific time period; Difficulties - response hierarchy problems, attitude - behavior relationship, no recognition of sales as an advertising goal, costly and impractical, inhibition of creativity 3. Demographic and Psychographic Segmentation: Criteria for segmentation heterogeneous, measurable, substantial, actionable, accessible; Demographic Segmentation gender, age, family life cycle, race, education, income, occupation. Psychographic Segmentation lifestyles, psychological variables (personality and self-image); Value and lifestyle Approach. 4. Advertising Budget Decision: Concept, process of advertising budget - preparation, presentation, implementation and control; Factors influencing advertising budget market share & consumer base, competition & clutter, advertising frequency, product substitutability, stage in the product life cycle; Advertising budget approaches - Top down (Affordable method, Percentage of sales, Competitive

parity), Bottom up (Objective and task method, Payout planning, Quantitative model), Return on Investment (Marginal analysis, Sales response model) Case Study- 2. BlackBerry - advertisingplan. SECTION III DESIGNING ADVERTISING CAMPAIGN

1. Advertising Campaign: Introduction; Advertising creativity and process orientation, preparation, analysis, ideation, incubation, synthesis, evaluation; Elements of advertising strategy target audience, product concept, communication media, advertising message; Formulating strategy writing and creative brief; Unique Selling Proposition (USP). 2. Copywriting for Print and Electronic Advertising: Copy writing and structure headline, sub-headlines, slogans, body copy, illustration and identification marks; Characteristics of effective copy brief, clear, apt, personal, honest, conforming 3. Advertising Appeals: Concept, types Rational (feature, competitive, favorable price, news, product/service popularity appeals), Emotional (personal status and social-based feelings), Moral appeal 4. Visualization and Layout: Meaning of visualization. Concept of advertising layout. Components of a layout background, border, illustration, mascot, decoration, heading, product, slogan, space, sub-heading, text, price, and trade mark; Movement in layout - AIDCA (Attention, Interest, Desire, Conviction & Action); Formats of layout - big copy, big picture, omnibus, mortise, free-form, scatter layout; Steps of advertising layout Art (thumbnail sketches, rough or pencil layout, comprehensive layout), Copy (headline & subheads, rough copy, final copy); Principles of effective layout balanced, dominant, flow, proportion, coherent and united. Case Study- 3. Cadbury Dairy Milk's Advertising Campaigns in India. SECTION IV MEDIA PLANNING

1. Types of Media: Print media - newspaper, magazine, direct-mail, directory, outdoor, and transit; Broadcast media television and radio; Online media. 2. Media Planning: Developing the media plan. Media Selection - class and geographic selectivity; Media Scheduling reach, frequency, continuity, dominance/ impact; Factors influencing media planning - target market profile, brand/product dynamics, creative execution, budget considerations and media deals, competitive situation, availability and timing considerations, cost efficiency; Evaluating the media plan. 3. Advertising Agency: Functions - talent and creative production, research, media planning, monitoring, feedback; Agency Services - account, marketing and creative services; Agency organization chart. Types of advertising agency - Full-service, Specialist and In-house advertising agencies; Client-agency relationship referrals, public relations, solicitations, image; Switching from one agency to other poor performance, unrealistic demands, personality, payment and interest conflicts, personnel and policy changes, poor communication 4. Advertising Effectiveness: Reasons for testing advertising- avoiding costly mistakes, evaluating alternative strategies, increasing the efficiency of advertising in general, determining if objectives are achieved; Measuring advertising effectiveness what, when, where and how to test. Pre-testing methods - Consumer Juries, Portfolio Tests, Physiological Measures, Focus Groups, Individual Interviews, Test Marketing, Dummy Advertising Vehicles, On-Air Tests; Post testing methods Recall Tests, Sales Tests, Recognition Tests, Inquiry Tests, Comprehensive

Measures; Copy evaluation criteria- recall/recognition, idea communication, brand attitude, ad attitude, purchase intent, stopping power 5. Ethics in Advertising: Meaning, ethical issues in advertising Puffery, adverse effect on children and controversial products, Effects on values and life style; Indian Regulatory Bodies Advertising Standard Council of India, Information and Broadcasting Ministry Case Study - 4. Pepsi Co. India Media Planning. SECTION V SALES PROMOTION

1. Introduction: Concept, nature of sales promotion - attracts consumer attention, offers strong incentives to buy, invites and rewards quick consumer response, effects are short-lived; Uses of Sales Promotion - introduce new products, get existing customers to buy more, attract new customers, maintain sales in off-season, increase retail inventories, enhance personal selling, combat competition; Difference in sales promotion and advertising. 2. Trade and consumer promotion: Trade oriented promotion - Trade Allowances, Point-of-Purchase Displays, Trade Contests & Incentives, Training Programs, Trade Shows; Consumer oriented promotion Premiums, Rebates, Samples, Coupons, Games, Contest, Specialty Advertising 3. Sales promotion campaigns and sponsorship of events: Planning of sales promotional campaign- marketing research, identifying target market(s), message, budget, time frame, evaluation; Sponsorship of an event. Types of sponsorship event-related sponsorship, broadcast/program sponsorship, cause-related sponsorship, ambush marketing Case Studies5. Rasna Prankees promotion 6.Using promotion to boost sales and brand value: A Kellogg's case study REFERENCES Books: 1. Stafford Marla, Advertising Promotion and New Media, Prentice Hall of India. 2. Aaker, Batra and Myers, Advertising Management, Prentice Hall of India. 3. Sethia K.C and Chunawalla, Fundamentals of Advertising Theory and Practice, Himalya Publication House. 4. Batra Satish and Kazmi S.H, Advertising and Sales Promotion, Excel Books. 5. Jethwani Jaishree, Advertising Management, Oxford University Press. 6. Agarwal P.K., Advertising Management: An Indian Perspective, Pragati Prakashan. Journals: 1. Journal of Marketing, American Marketing Association. 2. Journal of Advertising Research 3. Journal of Marketing Research. E-sources: 1. www.managementstudyguide.com 2. www.mbanotes.gurukpo.com 3. http://freemba.in/substream.php?stcode=12&stname=Advertising_Management