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Contents
- ADVERTISING MEDIA
Advertising message transmission; Print media – newspapers/magazines Broadcast media –
radio and television; Available transmission facilities on radio; Network advertising on radio
and television; National spot advertising on radio and television; Local advertising; Spot
announcements; Time classification in Day parts on radio and television; Available transmission
facilities on television; Electronic media – Internet advertising and World Wide Web (www).
- ADVERTISING RESEARCH
Research process; Research problem; Research design; Primary data collection methods; Data
sources for advertising research; Types of data for advertising research; Sources of secondary
data; Other sources of syndicated advertising data; Types of advertising research; Media research;
Media vehicle distribution; Media vehicle audience; Copy testing; Pre-testing procedures; Post-
testing procedures; Deciding when to use advertising research.
- OUTDOOR, TRANSIT AND CORPORATE ADVERTISING
Features of outdoor advertising; Outdoor advertising; Transit advertising; Spectacular point-
of-purchase advertising; the outdoor advertising media; Corporate or institutional advertising;
Image building; Types of corporate advertising; Measuring the effectiveness of corporate
advertising; Industrial products promotion campaign.
- SALES PROMOTION AND PUBLICITY
Sales promotion defined; Forms of sales promotion; Objectives of sales promotion; Below the line
advertising; Advertising specialties; Roles of packaging in sales promotion; Resellers promotional
support; Developing the sales promotion programme; Merchandising, Exhibitions and trade
fairs publicity; Types of communication tools for publicity; Handling negative publicity; Product
publicity; Criteria for good publicity release.
- PERSONIFIED PROMOTION
Personal selling; Personal selling communication process; Peddler and professional salesperson
characteristic differences; Skill component needed by a professional salesperson; Fundamentals
of sales management; Selling process and stages; The uniqueness of personal selling; Recruitment
system; Sales force training; Sales quotas; Sales territory; Sales force management motivation
mix; Compensation plan; Evaluation of sales force performance; Categories of personal selling
jobs; Determining sales force size; Developing personal selling strategies.