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MBA _compulsory III &IV_ - 14 -

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

   Revised Course Structure for Master in Business Administration

June 2009

MBA Semester III             Specialization: - Marketing Management

Elective OP 306B: ADVERTISING MANAGEMENT 

Courses Contents 

Advertising-Purpose and Functions-Advertising Process-Advertising in the Marketing Mix-Various Approaches

Advertising Agency-Functions- Advertising Agency partnership-Services offered by the modern Advertising Agency.

Concept of copy-Elements of copy and Message-Media objectives-Media Plan-Factors influencing Media Selection-Types of Media.

Concepts of Reach, Frequency and Gross Rating points-Significance of rating and its implications.

Advertising Appropriation-Methods and Significance

Advertising Effectiveness-Tests and Techniques

Event Management- Techniques and Significance

Sales Promotion as Promotion Tool-Types of Sales Promotion Techniques-Evaluation of Sales Promotion Schemes

Publicity –Forms of Publicity- Techniques adopted 

Books Recommended:-

1.

Belch, Advertising and Promotion: An Integrated Marketing, SIE, Tata Mc Graw Hill Edition, 9780070144965

2.

Kumar N Mittal R , Advertising Management, Amol Publication, 1st Edition 2002

3.

Belch George Belch Michel, Advertising and Promotion, Tata Mc Graw Hill 12th Reprint 6th Edition 2003

4.

Batra , Myers and Aaker , Adverting Management, Pearson, 2nd Reprint 2003

5.

Chunawala SA, Advertising Sales and Promotion Management, Himalaya Publication 3rd Revised Edition 2008

6.

Clow, Back, Integrated Advertising , Promotion and Marketing Communication, Pearson, 3rd Edition 2007

Note :- At least 10 Case Studies should be taught in class on relevant         

          subject syllabus        

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