PTU SYLLABUS Advertising: Marketing communication models. Advertising definition and objectives, advertising copy.

Advertising its place in marketing different kinds of advertising. Advertising art & layout, advertising effectiveness. Brand strategy & campaign planning: TV & radio commercials, Creative copy strategies. Media planning & scheduling. Sales Management: Concept and objectives. Management of sales promotion at the consumer, trade & sales force levels. Sales displays & merchandising. Introduction to types of sale quotas. Legal & ethical aspects of advertising.
LECTURE SCHEDULE Lec No. L1 L2 L3 L4 Topic(s) Advertising: Advertising definition and features of advertising Advertising: scope and functions of Advertising Advertising: objectives of Advertising Marketing communication models-:Define marketing Communication and its process Book(s) B1 B1 B1 B2 Internet Page No.(s) 1.3-1.5 1.6-1.9 1.5-1.6 7-8
http://en.wikipedia.or g/wiki/Marketing_co mmunications

Scheduled Date 17/7/12 18/7/12 19/7/12 20/7/12

Actual Date

L5

Marketing communication models-:A.I.D.A Model

B2 Internet

13-15
http://smallbusiness.chron.c om/aida-model-marketingcommunication-10863.html http://www.guerrillaonline. com/cs/GuerrillaMarketing-Principles54.htm

23/7/12

L6 L7 L8

REVISION CLASS TEST-I Marketing communication models-:Lavidge and steiner model Internet
http://www.authorstream.co

24/7/12 25/7/12
m/Presentation/anysharma271474-model-marketingcommunications-mcbusiness-finance-pptpowerpoint/

27/7/12

L9 L10 L11 L12

Advertising copy-:Copy test and Qualities of a copywriter Features of copy writing Creative copy strategies -: (Strategies in Copywriting and benefits of copywriting) Copywriting for radio

B2 B1 B1 B1

133-134 7.5-7.6 7.7-7.8 7.16-7.17

30/7/12 31/7/12 1/8/12 2/8/12

L13 L14 L15L16 L17L18 L19L20 Elements of copywriting Copywriting for TV

REVISION CLASS TEST -II B1 B1 Internet 7.18 7.17-7.18

http://www.buzzle.com /articles/differenttypes-ofadvertising.html

3/8/12 6/8/12 7,8/8/12 9,10/8/12 13,14/8/12

Advertising its place in marketing different kinds of advertising

L21L22 L23 L24L25 L26L27

Advertising art & layout: Define Layout and different types of layout

B1

8.4-8.6

16,17/8/12

CLASS TEST -III Advertising art & layout: Components of a layout Advertising effectiveness(Measuring the effectiveness of advertising B2 B1 463-475 9.5-9.8

20/8/12 21,22/8/12 23,24/8/12

SESSIONALS-I (27,28,29/8/12) L28L29 Brand strategy & campaign planning: Define advertising Campaign and types of advertising campaigns Advertising effectiveness -:Testing of advertising effectiveness Brand strategy-:Ad Strategy, Creative Strategies Media planning & scheduling-:Media planning and its process Media scheduling(Six types of schedules) B2 175-176 30,31/8/12

L30L31 L32L33 L34L35 L36L37 L38 L39 L40

B1 B2

9.9-9.12 179-181

3,4/9/12 6.7/9/12

B2

222-225

10,11/9/12

B2

233

12,13/9/12 14/9/12 17/9/12

REVISION CLASS TEST -IV Sales Management Concept -:Introduction, nature and importance of sales management B1 11.3-11.5

18/9/12

L41L42 L43L44 L45L46

Sales Management Objectives Sales Management Process Management of sales promotion at the consumer, trade & sales force levels(Meaning of Sales Promotion and its features) Management of sales promotion-:Factors affecting sales promotion

B1 B1 B1

11.5-11.6 11.6-11.7 14.3-14.5

19,20/9/12 21,24/9/12 25,26/9/12

L47L48 L49L50 L51 L52 L53L54 L55L56

B1

14.8-14.9

27,28/9/12

Management of sales promotion at B1 the consumer, trade & sales force levels -: (Tools of sales promotion) REVISION CLASS TEST -V Management of sales promotion(Kinds of sales promotion) Sales displays & merchandising B1

14.10-14.14

1,3/10/12 4/10/12 5/10/12

14.18-14.19

8/10/12

Internet

http://www.bizdevelopment.com/Sales/ 4.9.MerchandisingPoint-Of-SaleDisplay.htm

9,10/10/12

L57 L58L59

Introduction to types of sale quotas Legal and ethical aspects of advertising-: Laws and Acts Concering Advertising

B1 B3 Internet

21.5-21.7 281-283
http://www.slideshare.ne t/avtarsingh/advertisingsociallegalethicaleconomical-aspects http://www.slideshare.ne t/avtarsingh/advertising

11/10/12 12,15/10/12

L60L61 L62 L63L64

Legal and ethical aspects of advertising-: Laws and Acts Concering Advertising

Internet

-sociallegalethicaleconomical-aspects

16,17/10/12

REVISION Legal and ethical aspects advertising Case Studies Case I : P&G v/s HLL Case II : Maggi Ketchup of Internet http://www.egyank osh.ac.in/bitstream/ 123456789/39615/ 1/Unit-19.pdf

17/10/12 18,22/10/12

L65L66

Legal and ethical aspects of advertising Case Studies

Internet

http://www.egyank osh.ac.in/bitstream/

23,25/10/12

Case III : Pepsodent Case IV : Diplomat Case V : Cadbury L67L69 REVISION

123456789/39615/ 1/Unit-19.pdf

26,30,31/10/12

SESSIONALS-II (1/11/12-10/11/12)

Reference Books: Sr.No 1 2 3 Author(s) N.K.Sahni,Meenu Gupta Chunnawala Tapan K.Panda, Sunil Sahadev Title Advertising Management and sales mgt. Foundations of Advertising Sales and distribution Mgt. Publisher Kalyani Publisher S.K Kataria Oxford Book code B1 B2 B3