School of Business and Law

Navrachana University, Vadodara, Gujarat

Program: MBA

Course Code: Course Title: Advertising and Promotion

Evaluation Page : 1 of 2
Course Structure: Structure: Academic Year : 2014-
Lectures: 3 per week Theory :2 15
Tutorials: 1 per week credits Semester : III
Practical: 1 per week Practical : 2 Class: SY MBA
Total Credits : 4
Remarks:-

Unit - I
Introduction to Integrated Marketing Communications (IMC) Marketing
Communication Process, Promotion in Marketing Mix, Ingredients of IMC
approach and Promotion Mix

Advertising- Concept and Definition, Features and Differentiation form other

IMC tools, Product Life Cycle and Advertising.

Classification (Scope), Functions and Benefits of Advertising - Advertising to

Consumers, Advertising to Business and Profession, Non-Product Advertising,
Functions of Advertising, Benefits of Advertising

Unit - II

Players of Advertising (Suppliers) - Clients or Advertisers and their Role,

Advertiser Agency Structures, Compensation, Evaluations.
Source and Message Factors in Advertising - Source Credibility and
Attractiveness, Factors Used in Messages
Consumer Buying Behaviour and Advertising Response Process Consumer
Buying Behaviour Model, AIDA and Response Hierarchy Models, Alternative
Response Hierarchies
Market Segmentation and Positioning of Offerings Role of Advertising
Media Planning and Strategies, and Evaluations Media Alternatives and
Characteristics, Support Media- Outdoor, Transit, Cinema, Internet and Social
Media; Coverage, Schedule, Reach, Frequency, TRP, Cost of Media,
Evaluations of Media

Unit - III

Creative Strategy Planning and Development of Advertisement, Ad Copy,

Advertising Appeals.
Budget Allocation to Advertisement.
Advertising Research Process and Tools.
Ethics in Advertising.
Advertisement and Rural India.

Unit - IV

Promotion in Marketing Mix Introduction and Descriptions Sales Promotion,

Personal Selling, Publicity, Public Relation, Direct Marketing.
Promotion Strategies Push, Pull.
Promotional Programme Effectiveness Evaluation.
Regulations and Laws Frameworks for Advertising in India -
http://www.ascionline.org/

Textbook:

1 Advertising and Promotion by George E. Belch & Michael A. Belch

Suggested Reference Books:

1 Advertising and sales Promotiuon by S H H Kazmi & Satish K Batra

2 A Framework for Marketing Management by Philip Kotler & Kevin Lane
Keller

Journals:

1 Indian Journal of Marketing ;; http://www.indianjournalofmarketing.com/

2 PRABANDHAN : Indian Journal of Management ;;
http://www.indianjournalofmanagement.com/

Websites:
1 http://www.ascionline.org/
2 http://gaz.sagepub.com/content/48/3/165.short
3 http://www.acrwebsite.org/search/view-conference-
proceedings.aspx?Id=6039