Advertising Management and

Sales Promotion
Contents
Unit 1
1
Basic Concepts in Advertising Management
Unit 2
Setting Advertising Objectives and Formulating
25
Advertising Strategies
Unit 3
37
Understanding Persuasive Advertising Message
Unit 4
67
Advertising Budgets
Unit 5
99
Media Planning
Unit 6
123
Advertising Copy Design Strategy
Unit 7
135
Execution Strategy
Unit 8
150
Understanding Sales Promotion
175
Reference
 SUBJECT INTRODUCTION

In modern times, as markets are flooded with different types of goods and
services, there is a great deal of competition among firms and marketing is
taken as a challenging task. Advertising in marketing plays a major role in
bringing a product out to the customer's environment. A total business
communications strategy includes advertising, sales promotion and personal
selling. Advertising operates at various levels. Choosing the correct
advertising strategy provides a strong platform for product launching.
Advertising is an integral part of the marketing mix. It is most effective when
people are most receptive to the product information.

In advertising, words and picture work together to produce a creative

concept. Advertising can take a number of forms, including advocacy,
comparative, co-operative, direct mail, informational, institutional, outdoor,
persuasive, product, reminder, point-of-purchase, and specialty advertising.

Effective advertising can influence sales to a large extent.

This courseware is designed to encompass all these aspects of advertising.

This book comprises 8 units:

Unit 1: Basic Concepts in Advertising Management

Deals with the importance of advertising, the impact of advertising on the
buyer and the role of advertising in marketing mix and positioning decisions.

Unit 2: Setting Advertising Objectives and Formulating Advertising

Strategies
Deals with the psychology of marketing objectives while discussing the
marketing objectives and communication objectives in detail.
Unit 3: Understanding Persuasive Advertising Message

Explores the ways of persuasion and throws light on the theories of

advertising. Also deals with interpretation and the processing of information.

Unit 4: Advertising Budgets

Deals with typical spending patterns, important budget questions and
common budgeting approaches.

Unit 5: Media Planning

Deals with media objectives, media options available and the role of new
media and direct marketing.

Unit 6: Advertising Copy Design Strategy

Deals with advertising copy objectives, advertising copy types and the
importance of creativity in advertising.

Unit 7: Execution Strategy

Deals with economic and social implications of advertising and elements of
advertising execution. Also discusses a number of forms that advertising can
take.

Unit 8: Understanding Sales Promotion

Deals with the tools and techniques of sales promotion and explores the
impact of information technology on sales promotion while throwing light on
its potentials and limitations.