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MBA 4th Semester Advertising and Sales Promotion Study Materials BOOKPDF 2020 | Download Advertising and Sales Promotion MBA 4th Semester Study Materials

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MBA 4th Semester Advertising and Sales Promotion Study Materials PDF

The concept of Advertising is a very important and powerful force which is used for communication. It is greatly communicative, way more than we can imagine and using it rightly will help a company to sell products, ideas, images and other things which would’ve otherwise been hard to sell and reach people. There are a lot of people who believe that the idea of advertising reflects the needs of certain times. Regardless of whether people like it or not, advertising is basically everywhere you look. They are seen everywhere; in newspapers, magazines, television, internet and everywhere like the radio. Marketing mix is a concept which is a combination of elements which are necessary to the planning, execution processes of the whole marketing operation. “Product, Price, Promotion and Place” are the four P’s that are concepts derived from the marketing mix and developed by Philip Kotler.

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Recommended Books and Authors for Advertising and Sales Promotion

  • Kazmi & Batra, ADVERTISING & SALES PROMOTION, Excel Books, 2008
  • Kruti Shah & Alan D’souza, ADVERTISING & PROMOTION, Tata McGraw-Hill New Delhi, 2009
  • June Valladares, THE CRAFT OF COPYWRITING, Sage Publications.
  •  Subroto Sengupta, BRAND POSITIONING; Tata McGraw Hill. New Delhi.
  • Wells, Burnett &Moriarty, ADVERTISING PRINCIPLES, AND PRACTICES, Prentice Hall
  • Wright, Winter & Zeigler, ADVERTISING, Tata McGraw Hill. New Delhi
  • Frank. Jefkins (Revised by Daniel Yadin), ADVERTISING, Fourth Edition, Peaerson Education Limited, India,2007
  • Georg E Belch, Michael A Belch &KeyoorPurani, ADVERTISING AND PROMOTION- An Integrated Marketing Communications Perspective, Seventh Edition, Tata McGraw Hill Education Pvt. Ltd, New Delhi, 2010
  • J. V. Vilanilam& A. K. Varghese – ADVERTISING BASICS – A RESOURCE GUIDE FOR BEGINNERS: Response Books, Sage Publications
  •  JaishriJethwani& Shruti Jain, ADVERTISING MANAGEMENT, Oxford University Press, India, New Delhi, 2006
  • Aaker, Batra & Myers, ADVERTISING MANAGEMENT; Prentice Hall, India. 2008
  • Kelley &Jugenheimer, ADVERTISING MEDIA PLANNING A BRAND MANAGEMENT APPROACH, Prentice Hall, India. 2008
  • Kirti Dutta, BRAND MANAGEMENT- Principles & Practice, Oxford University Press, India, New Delhi, 2012.
  • Kelley &Jugenheimer, ADVERTISING MEDIA PLANNING A BRAND MANAGEMENT APPROACH, Prentice Hall, India. 2008
  • J. T Russel & Ronald Lane, KLEPPER ADVERTISING PROCEDURE; Prentice Hall.

Advertising and Sales Promotion MBA 4th Semester Syllabus

Unit – I

Advertising – an introduction- Origin and Development – Definition and Classification – Planning Framework – Organising Framework – the Advertiser and the Advertising Agency interface  Strategic Advertising Decisions – Setting Advertising Objectives – The Budget Decision – Preparing the Product and Media Brief

Unit – II

Copy Decisions – Visualization of Ad Layout – Elements of Ad Copy and Creation Principles of verbal versus visual thinkers – Styles and Stages in advertising copy creationCopy (Pre-) Testing methods and measurements.

Unit – III

Media Decisions – Media Planning and Selection – Concepts of Reach, Frequency, Continuity, and Selectivity – Measures of Media Cost Efficiency – Media (Readership /Viewership) Research – The Internet as an Advertising Medium – Tracking Website visits, page views, hits, and click-stream analysis – permission marketing and privacy – ethical concerns.

Unit – IV

Measuring Advertising Effectiveness – Control of Advertising by practitioners, media and the market – Advertising in the International Market-place – Advertising and Principles of Integrated Marketing Communication and Image Building.

Unit – V

Sales Promotion – Rationale, Types – Consumer and Trade Promotions – Sales Promotion Strategies and Practices, Cross Promotions, Surrogate Selling, Bait and Switch advertising issues. Brand Equity – Concepts and Criteria, Building, Measuring and Managing Brand Equity, Linking Advertising and sales promotion to achieve ‘brand-standing’ – Leveraging Brand Values for business and non-business contexts.

Important Questions

  • Briefly explain the concept of sales promotion.
  • What are the different methods of sales promotion?
  • What are the objectives of sales promotion?
  •  Explain in detail the stages involved in implementing a sales promotion strategy.
  • Write short notes on:
    i) Push strategy
    ii) Pull strategy
    iii) Sales promotion and product life cycle.
  • Does a sales promotion scheme induce buying? Substantiate your answer.
  • List out the various sales promotion tools available and briefly explain their features.
  •  Write a note on:
    (i). Surrogate selling
    (ii). Bait and switch advertising
  •  Define Brand equity. Explain the method of building, measuring and managing brand equity.
  • How advertising and sales promotion is linked to achieving brand standing?
  • Explain the role of brand value for business and non-business organizations.
  • Develop a sales promotion plan to encourage the continued consumption of a Healthy World in North India.
  • How would you make your sales promotion competition proof?
  •  How would you evaluate the result of this promotion?
  • What is brand equity?
  • Write down the concept and criteria of brand equity.
  • What are the methods of measuring brand equity?
  • Write a short note on:
    (a) Brand Loyalty
    (b) Brand association
    (c) Perceived quality
    (d) Brand awareness

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