Advertising & Sales Promotion

• What is Advertising ?
• Communication Theory
• Models of Communication
• Advertising Defined
• Communication Objectives
• Communication Mix
• Advertising Objectives and Benefits
• Drawbacks
• Types of Advertising

Sales Promotion

• Direct Marketing
• Benefits
• Benefits to Customers
• Public Relations
• Internet / Interactive Marketing
• Web Banner Advertising
• Personal Selling
• Unconventional Media
• Integrated Marketing Communications ( IMC )

IMC Participants

• Participants in IMC Process
• Clients & Advertising Agency
• Specialized Marketing Communication Services
• Three Important Perspectives to Advertising
  • Client’s Business Perspective
  • Agency's Creative Perspective
  • Opinions and Prejudices of Target (customers)

Advertising Appeal

• Informational / Rational Appeals
• Emotional Appeals
• Great Advertising Elements
• Structure of an Advertisement
• Factors Evaluating for effective Headline
• Idea
• Preparing Layout
• Campaigns

Advertising Budget

• Factors Influencing Budget Setting
  • Competition
  • Market Share
  • Market Situation
  • Distribution System
  • Methods of Determining Budgets
    • Judgment Oriented
    • Date oriented
  • Quantitative Model
  • Experimental Model

Media Planning

• Guide for Media Selection
• Developing and Implementing Media Strategies
• Media Buying

Persuasion Matrix

• The Inputs
• The Outputs
• The Matrix
• Arguments Against the Model
• Risk of Using Celebrities

Classification of Advertisements

• Bases of Classification
  • Area Coverage
  • Audience
  • Media
  • Functions
  • Stage

Types of Media

• Print Media
  • Newspapers
  • Magazines
  • Advantages & Disadvantages
• Radio
  • Advantages & Disadvantages
• Television
  • Advantages & Disadvantages

Advertising Testing  process

• Testing an Ad or Campaign
• Presetting Tools and Techniques
• Psychological Measure's
• Concurrent Testing Tools
• Post testing tools and Techniques
• DAGMAR Approach
• Limitations of Approach

Legal and ethical Aspects of advertising

• Self Regulatory Code of conduct in Advertising
• ASCI Code
• Chapters of code of conduct as per ASCI
• Legal and Ethical concepts and Issues in Advertising
• Misleading Advertising
• Surrogate Advertising
• Puffery v Lies
• Advertising to children.
• Stereotyping
• Subliminal Advertising

Sales Promotion

• Sales Promotion and Communication Mix
• Defining Sales Promotion
• Features of Sales Promotion
• Advantages
• Sales Promotion to Consumer
• Types Of sales promotion
• Selection of the Promotion Tool
• Advertising the Sales Promotion
• Testing Effectives of Sales Promotion

Sales Promotion And Consumer Behavior

• Classical Conditioning
• Instrumental Conditioning
• Dissonance Theory
• Deal Proneness
• Effect of Sales Promotion on Sales
• Segmentation, Targeting & Positioning (STP)
• Segmentation Principles
• Requirements for Effective Segmentation
• Evaluation of Segmentation
• Positioning and Strategies
• Sources of Differentiation