B.B.M Mangalore University-MARKETING MANAGEMENT - ELECTIVE PAPER II (MM2):ADVERTISING AND SALES MANAGEMENTI

BM-355/356 MARKETING MANAGEMENT - ELECTIVE PAPER II (MM2):ADVERTISING AND SALES MANAGEMENT
OBJECTIVE:
The specialization acquaints students with the theory and practice of advertising and sales management.
UNIT I
INTRODUCTION TO ADVERTISING
Meaning, Definitions. Nature, Importance. Communication Process and Model. Types of Advertising; Advertising Vs Personal Selling. Sales Promotion. Personal Selling, Publicity; Determining Advertising objectives. Methods of determining advertising budget.
12 hrs.
UNIT II
MEDIA PLANNING AND COPY DEVELOPMENT
Print Media: Meaning, Types and Evaluation
Broad Cast Media: Meaning. Types and Evaluation
Outdoor Media: Meaning. Types and Evaluation
Transit Media: Meaning. Types and Evaluation
Other Media: Meaning. Types and Evaluation
Advertising Copy: Meaning. Definition. Types and Elements of Advertising
Copy. Advertising Appeals. USP 12 hrs.
UNIT III
ADVERTISING AGENCY AND MEASURING EFFECTIVENESS OF ADVERTISING
Meaning. Types. Agency Organisation Structure. Functions and Services. Persons involved; Remuneration of Agency :Measuring of Effectiveness of Advertising
Copy Testing: Pre Testing: Meaning. Methods; Post Testing: Meaning and Methods.
UNIT IV
SALES PLANNING AND ORGANISATION
Meaning. Importance and Types of Sales Planning. Process. Sales forecasting.
Territory Allocation. Sales Quotas, Setting up a Sales Organization.
Salesmanship: Selling Process. Salesmanship qualities 12 hrs.
UNIT V
SALES FORCE MANAGEMENT
Recruitment: Meaning, Process
Selection: Meaning. Process
Training and Development: Meaning-Methods
Motivation: Meaning. Methods Compensation: Meaning. Methods
Control: Meaning. Methods 12 Hrs.
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Total 60 hrs.
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BOOKS FOR STUDY &REFERENCE:
1. Gupta Vaswar Das - Sales Management
2. Aaker. David - Advertising Management
3. Norris. James S. - Advertising Management
4. Sandage C.H and Fry Burger - Advertising Theory and Practice
5. Batra. Rajeev. John G.Myers and David A.Aaker - Advertising Management
6. S.A.Chunawalia & K.C.Sethia - Foundations of Theory & Practice