Professional Documents
Culture Documents
304
BKID B1598
Additional Registrar
SMU DDE
Prof. K. V. Varambally
Director
Manipal Institute of Management, Manipal
Edition: Fall 2011
Printed: April 2012
This book is a distance education module comprising a collection of learning
materials for our students. All rights reserved. No part of this work may be
reproduced in any form by any means without permission in writing from Sikkim
Manipal University, Gangtok, Sikkim. Printed and Published on behalf of Sikkim
Manipal University, Gangtok, Sikkim by Manipal Global Education Services
Manipal 576 104. Printed at Manipal Technologies Limited, Manipal.
Authors Profile
Dr. Bedanta Bora, MBA, PhD is Associate Professor, Department of Management
Studies at Sikkim Manipal Institute of Technology (SMIT), East Sikkim. Dr. Bora has
been regularly contributing research articles and has published more than 25
research papers in several reputed National and International Journals.
Dr. Neeta Dhusia Sharma, Assistant Professor, Department of Management
Studies, SMIT had completed MBA (Finance) and PhD from Deen Dayal Upadhyay
Gorakhpur University. She has also completed PG Diploma in Export Management
from Indian Institute of Export Management, Bangalore. She served as Assistant
Registrar, SMU for more than 3 years.
Prof. Bibeth Sharma, Assistant Professor, Department of Management Studies,
SMIT, has completed his MBA (Marketing and Finance) and is presently pursuing
his PhD in Marketing. He has an academic experience of 6.5 years.
Peer Reviewers Profile
Prof. Vimala Parthasarathy holds MS in Advertising and Marketing from the
University of Texas, USA and Master of Arts from McMaster University, Hamilton,
Ontario, Canada. She has wide experience both in industry as well as academics.
She has held various positions in industry like Marketing Executive, Consultant and
Assistant Director of Marketing in companies like Butterworth Legal Publishers,
Ogilvy and Mather, Image Ads and Communications and Kamerad-News
Advertising Ltd. She has served in academics as Head of the Department,
Academic Head, Assistant Dean and Associate Professor in various Management
institutions like Ohio-Manipal School of Business, ICFAI Business School, NIILM
School of Business, Magnus School of Business and Sikkim Manipal University.
In House Content Review Team
Dr. Sudhakar G. P.
HOD
Management & Commerce
SMU DDE, Bangalore
Contents
Unit 1
Introduction to Advertising
Unit 2
Integrated Marketing Communications
21
Unit 3
Advertising Design: Appeals, Message
Strategies & Executional Framework
41
Unit 4
Copywriting
60
Unit 5
Media Planning and Strategies
78
Unit 6
Print Media and Outdoor Media
98
Unit 7
Broadcast and Internet Media
120
Unit 8
Public Relations and Publicity
135
Unit 9
Sales Management
149
Unit 10
Sales Promotion
165
Unit 11
Personal Selling
183
Unit 12
Management of Sales Territories and Quotas
199
Unit 13
Staffing, Training and Motivating the Sales Force
216
Unit 14
Effectiveness and Performance of Sales Force
243
BBA 304
Advertising and Sales Management
Course Description
Advertising is an integral part of our social and economic systems. In our
complex society, advertising has evolved into a vital communications
system for both consumers and businesses. The ability of the advertising
and other promotional methods to deliver carefully prepared messages to
target audiences has given them a major role in the marketing programmes
of most organisations. Advertising has become a part of our lives.
Companies ranging from large multi-national corporations to small retailers
increasingly rely on advertising and promotion to help them market products
and services in todays highly competitive market.
Advertising performs a crucial role in buyers knowledge of products and
brands available in the market and helps them to select the best suited
product for their needs and budget. Thus, consumers have learned to rely
on advertising and other forms of promotion for information which they can
use in making purchase decisions.
Thus, advertising activities are of acute interest to everybody involved the
manufacturer, marketer, advertising agencies, media and ofcourse the
buyer. Directly or indirectly, every person is now exposed to some form of
advertising whether he/she wants it or not.
Advertising is an all-pervasive facet of most growing communities. It has
important consequences for the companies, for the advertisers who create
and use it, and also for individuals who are exposed to it. Therefore, it is
essential that students planning a career in business activities understand
the deep, complex and long term role advertising and sales promotion play
in todays economy.
Course Objectives
The objectives of this course are to provide access to broad base of
knowledge in advertising and sales management, to equip students with
latest trends in advertising and sales management. These are aimed
towards developing skills in advertising and sales management, which are
essential in todays business environment.
After studying this subject, student should be able to:
explain the meaning and concept of advertising, its features and
functions
explain the role of integrated marketing communication
describe advertising theory
define advertising copy and discuss the creative aspects involved in
advertising copy and design
review the median planning strategies involved in advertising
describe the significance of print and outdoor media
describe in detail about copywriting for print media, radio advertisement,
TV advertisement and for web advertisements
define sales management and explain the significance of sales
management
explain the scope, significance and objectives of personal selling
describe various sales promotion techniques
define sales territory and sales quota and explain the types of sales
quota
explain the importance of staffing, training and motivating the salesforce
describe the evaluation of effectiveness and performance of sales force
The Self Learning Material (SLM) for this subject is divided into 14 units. A
brief description of all the 14 units is given below: