DAM107

ADVERTISING AND SALES PROMOTION
Year / Semester: 
2nd Semester
Objective: 

To enable student to gain an understanding of advertising and other mass communications marketing practices and enhance their decision making for any business activity.

Credits: 
4

Introduction to Advertising and Sales Promotion, Theories and Practice of Sales, Scope and Importance of Sales Promotion, Types of Sales Promotion, Techniques Used in Sales Promotion, Media Selection and Effective Use, Means of Advertisement, Consumer Promotions, Sales Promotion Strategy.

Suggested Readings: 
  1. Spiro, Stanton & Rich, “Management of sales Force,” Tata McGraw-Hill, 2003.
  2. George E Belch and Michael A Belch, “Advertising and promotion,” Tata McGraw-Hill, 2003.
  3. Batra, “ Advertising Management,” Pearson Education, 2003.
  4. Jobber, “Selling and sales Management,” Pearson Education.
  5. Clow, “Integrated Advertising, Promotion and Marketing Communications,” Pearson Education, 2002.
  6. Wells, “Advertising Principles and Practice,” Pearson Education.