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(Department of Business Administration)
*****
ADVERTISING & SALES PROMOTION (MBA-575)
CHECK LIST
SEMESTER: AUTUMN 2010
This packet comprises following material:-
1. Text Book
2. Course Outline
3. Assignment No.1, 2.
4. Assignment Forms (two sets)
5. Tutorial & Assignments Schedule
If you find anything missing in this packet, out of the above mentioned material, please contact at the address given below:
The Director,
Admission & Mailing,
Allama Iqbal Open University,
H-8, Islamabad
Ph: (051) 9057611-12
Muhammad Ayub Shaikh
Course Coordinator
(Department of Business Administration)
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENTS BORROWED OR STOLEN FROM OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN “AIOU PLAGIARISM POLICY”.
Course: Advertising & Sales Promotion (575) Semester: Autumn 2010
Level: MBA Total Marks: 100
Pass Marks: 40
ASSIGNMENT No. 1
Note: Attempt all questions. All questions carry equal marks.
Q. 1 Advertising is paid, non-personal communication through identified sponsor about an organization and its products that is transmitted to a target audience through a mass medium. Elaborate the statement. (20)
Q. 2 Marketing managers face great challenges in developing an advertising program. Describe in detail the major decisions in developing an advertising program. (20)
Q. 3 Explain the legal constraints which may affect promotion policy of an organization. (20)
Q. 4 Assess why many companies are spending more on sales promotions than advertising? Is heavy spending on sales promotion a good strategy? Why or why not? (20)
Q. 5 What Advertising People Do? Discuss certain basic tasks they perform usually. (20)
ASSIGNMENT No. 2
Total Marks: 100
This assignment is a research-oriented activity. You are required to obtain information relating to any business/commercial organization and prepare a paper of about 30 pages on the topic allotted to you. You are required to prepare two copies of assignment # 2. Submit one copy to your tutor/teacher for evaluation and the second copy for presentation in the workshop in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. Students studying at the approved study centers of AIOU are required to present the same at their study centers.
Include the following main headings in your report:-
a) Introduction to the topic
b) Important sub-topics
c) Practical study of the organization with respect to the topic
d) Review of theoretical and practical situations
e) Merits and demerits of the organization with respect to your topic
f) Conclusions and recommendations
g) Annex, if any
You may use transparencies, charts or any other material for effective presentation. You are also required to select one of the following topics according to the last digit of your roll number. For example, if your roll number is D-3427185 then you will select topic # 5 (the last digit): -
List of Topics:
0. The marketing plan
1. Technology and evolution of advertising
2. The advertiser and the marketing budget
3. Broadcast advertising
4. The promotional mix
5. Media planning strategy
6. The economic impact of advertising
7. Sales promotion strategies
8. Public relations
9. The personal selling process
ADVERTISING AND SALES PROMOTION
COURSE OUTLINE (MBA-575)
UNIT–1: THE DIMENSIONS OF ADVERTISING
· What is advertising?
· Communication: What makes advertising unique?
· The human communication process: Applying the communication process to advertising
· Marketing: Determining the type of advertising to use.
· What is marketing?
· Identifying target markets and target audiences.
· Implementing marketing strategy.
· Integrating marketing communication.
· Economics: the growing need for advertising.
UNIT–2: THE SCOPE OF ADVERTISING: FROM LOCAL TO GLOBAL
· The advertising industry
· The organizations in advertising
· The people in advertising
· The advertisers (the clients)
· Local advertising
· Regional, national, and transnational advertisers
· The advertising agency
· Types of advertising agencies
· The client/agency relationship.
UNIT–3: MARKETING AND CONSUMER BEHAVIOUR:
THE FOUNDATIONS OF ADVERTISING
THE FOUNDATIONS OF ADVERTISING
· The larger marketing context of advertising
· The relationship of marketing to advertising
· Consumer needs and product utility
· Exchanges, perception, and satisfaction
· The key participants in the marketing process
· Consumer behaviour: the key to advertising strategy
· The importance of knowing the consumer
· The consumer decision-making process
· Interpersonal influences on consumer behaviour
· Non-personal influences on consumer behaviour
· The purchase decision and post-purchase evaluation.
UNIT–4: MARKET SEGMENTATION AND THE MARKETING MIX
· The market segmentation process
· Segmenting the customer market
· The target marketing process
· Advertising and the product element
· Advertising and the price element
· Advertising and the distribution (place) element
· Advertising and the communication (promotion) element
· The marketing-mix in the perspective
UNIT–5: MARKETING AND ADVERTISING PLANNING
· The marketing plan
· Relationship marketing
· The importance of relationships
· Levels of relationships
· The advertising plan
· Reviewing the marketing plan
· Setting advertising objectives
· Advertising strategy and the creative mix
· Allocating funds for advertising
· Advertising: an investment in future sales
· Methods of allocating funds
UNIT–6: RELATIONSHIP BUILDING
· The importance of relationship marketing
· Understanding direct marketing
· The role of direct marketing
· The evolution of direct marketing
· Drawbacks to direct marketing
· Types of direct marketing activities
· Direct sales
· Direct-response advertising
· Personal selling – the human medium
· The role of personal selling
· Gathering information
· Providing information
· Fulfilling orders
· Building relationships
· Types of personal selling
· Advantages of personal selling
· Drawbacks of personal selling
· The role of sales promotion
· The positive and negative effects of sales promotion
· Sales promotion strategies and tactics
UNIT–7: RELATIONSHIP BUILDING
· The role of public relations
· The difference between advertising and public relations
· The public relations job
· Public relations planning and research
· Public relations tools
· Sponsorships and events
· The growth of sponsorships
· Benefits of sponsorship
· Drawbacks of sponsorship
· Types of sponsorship
· Measuring sponsorship results
· Corporate/institutional advertising
· Public relations advertising
UNIT–8: CREATIVE STRATEGY AND CREATIVE PROCESS
· The creative team
· What makes great advertising?
· Formulating advertising strategy
· How creativity enhances advertising?
· What is creativity?
· The role of creativity in advertising
· Understanding creative thinking
· The creative process
· The explorer role: gathering information
· The artist role: developing and implementing the big idea.
UNIT–9: USING ADVERTISING MEDIA
· Managing the advertising production process
· The radio commercial production process
· The television commercial production process
· Producing advertising for digital media
· Using print media
· Using newspapers in the creative mix
· Print media and new technology
· The new digital interactive media
· The Internet as a medium
· The global impact of the Internet
· Out-of home media
· Transit advertising
· Exhibit media
Recommended Book:
Contemporary Advertising (7th International Edition) by William F. Arens, the Irwin/ McGraw-Hill Series in Marketing.
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