Concept, Evolution, Promotion Mix, Importance and Functions of Advertising, Role of Advertising, AIDA model,
Types of Advertising, Advertising Plan, DAGMAR Approach, Visualization of Advertising Layout – Functions,
Principles, Elements of a Layout.
UNIT - II
Types of Media – Print, Electronic, Other Media – Merits and Demerits of each media, Media Planning –
Frequency, Reach and Outcome, Appeals, Setting Advertising Objectives, Advertising Message, Advertising
Budget, Evaluation of Advertising Effectiveness – Methods and Regulation of Advertising in India – Misleading
and Deceptive Advertising.
UNIT - III
Importance, Types of Selling, Difference Between Selling and Marketing, Sales Activities, Selling Skills, Selling
Strategies, Selling Process, Sales Planning Process, Sales Forecasting Methods, Sales Budgeting Process.
Sales Force Management – Recruitment and Selection, Training, Sales Force Motivation, Compensation,
Sales Force Control and Evaluation.
UNIT - IV
Concepts, Need, Objectives, Personal Selling Vs. Advertising, Types of Sales Promotion, Sales Promotion
Strategies – Sales Promotion and Product Life Cycle, Cross Promotion, Surrogate Selling, Bait and Switch
Advertising, Ethical and Legal Aspects of Sales Promotion.
UNIT - V
Distribution Channels, Need for Channels, Channel Intermediaries and Functions, Channel Structure, Channel
for Consumer Products, Business and Industrial Products, Alternative Channel, Channels for Rural Markets,
Channel Strategy Decisions. Designing, Motivating and Evaluating Channel Members, Managing Retailers,
Wholesalers, Franchisers, Managing Conflict – Reasons for Channel Conflicts, Managing International Channel
of Distribution, Ethical Issues in Sales and Distribution Management.