FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

UNIT I INTRODUCTION TO ADVERTISEMENT 9
Concept –definition-scope-Objectives-functions-principles of advertisement – Social, Economic and
Legal Implications of advertisements – setting advertisement objectives – Advertisement Agencies –
Selection and remuneration – Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA 9
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling. design and execution of
advertisements -Message development – Different types of advertisements – Layout – Design appeal
– Copy structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media
Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case
studies.
UNIT III SALES PROMOTION 9
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented. Sales promotion – Requirement identification –
Designing of sales promotion campaign – Involvement of salesmen and dealers – Out sourcing sales
promotion national and international promotion strategies – Integrated promotion – Coordination within
the various promotion techniques – Online sales promotions- case studies.
UNIT IV PERSONAL SELLING 9
Introduction – Meaning – Functions- Personal selling process – Evaluation – Compensation –
Motivation- Territory Management – Sales Report Preparation and Presentation- Ethical Issues
UNIT V PUBLICITY AND PUBLIC RELATIONS 9
Introduction – Meaning – Objectives –Scope-Functions-integrating PR in to Promotional Mix-Marketing
Public Relation function- Process of Public Relations-advantages and disadvantages of PR-Measuring
the Effectiveness of PR- PR tools and techniques. Difference between Marketing, PR and Publicity --
Social publicity – Web Publicity and Social media – Publicity Campaigns