AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

GHAZIABAD
PGDM
Subject: Advertising and Sales Promotion Management
Course Code: BM MK03
INSTRUCTOR: Tripurari Pandey
Email: tripurari.pandey@akgim.org

Course Objectives:

1. Planning, formulating, and implementing effective advertising strategy.

2. Appreciating the difference between good (i.e., effective) and bad (i.e.,
ineffective)advertising.
3. Undertaking lateral thinking so as to arrive at 'creative solutions'.
4. Understanding the potential of various sales promotional tactics.

COURSE DESCRIPTION

The course will provide an overview of the key decision in the promotion strategy formulation.
There would be a special emphasis on Advertising and Sales Promotion elements of the
Promotion Mix. Some of the issues to be covered in this course include - Integrated Marketing
Communication, How does advertising work, Decision related with Ad budget, Media Planning,
Creative strategy and execution, Agency Organization, Sales Promotion strategy formulation, key
decisions in Sales Promotion planning.

Lecture TOPICS COVERED SUGGESTED

No. READING
1 UNIT :1 Integrated Marketing
Communication
IMC, Process of Marketing Communication
2 Definition and Scope of Advertising
Management
3 Determination of Target Audience
4 Advertising and Consumer Behavior,
A Relationmship
5 DAGMAR
6 Determining Advertising Budgets,
Advertising Planning and Strategy
7 Creative Strategy Development and
Implementation of Advertising Implementation
8 Unit:2 Media Planning
Concept of Media Planning, Setting Media
Objectives
9 Developing Media Strategies
10 Evaluation of Different Mediaand Media
Selection
11 Media Buying;Measuring Advertising
Effectiveness
12 The Organization for Advertising
13 ; Social, Ethical and Legal Aspect of Advertising
14 UNIT 3: Brand-concept
Nature and Importance of Brand; Brand vs.
Generics
15 Brand Life Cycle
16 Brand Name and Brand Management
17 Brand Identity: Conceiving, Planning and
Executing (Aaker Model)
18 Brand Loyalty, Measures of Loyalty
19 Brand Equity: Concepts and Measures of
Brand Equity-Cost
20 Price and Consumer Based Methods;
Sustaining Brand Equity
21 Brand Personality: Definition of Brand
Personality, Measures of Personality
22 Formulation of Brand Personality; Brand
Image Vs Brand Personality
23 UNIT-4: Brand Positioning Concepts
and Definitions, Repositioning
24 Celebrity Endorsement, Brand Extension
25 Differential Advantage: Strategies for
Competitive Advantage
26 Brand Pyramid; Branding in different sector
27 Role of Information in Brand Management
28 Role of e-communities
in Brand Management.
REQUIRED COURSE READING
1. Kumar, Ramesh (2004). Managing Indian Brands, Vikas Publishing House, Delhi.
2. Keller K. L. (2003), Strategic Brand Management, 2nd Edition, Pearson Education.
3. Advertising Management by Manoj Kumar Sarkar,
4. Advertising & Sales Promotion by SHN KAZMI
5. Media Planning, Scissors and Bumba, 2002
6. Sales Promotion Handbook, Riso Ovid, 2004

EVALUATION
Teaching Method
The main learning platform in this course will be your term project. Classes will consist
of lectures, workshops, and discussion of your projects. Lectures will elaborate and
reinforce the assigned textbook material. For this reason, the information will be covered
quickly, allowing more time for examples and discussion. Therefore, it is important that
you complete the assigned readings before class and bring any assigned lecture notes to
class.
Components and Weighting of the Course Evaluation
Weighting of Work:
Midterm Exam 20 %
Final Exam 40 %
Class Presentations 10 %
Class test 10 %
Assignments 10 %
Attendance, participation & discipline 10 %
Total 100
The students have to work on individual or group Presentations for which the title will be
assigned after the every
six sessions. No topics for project will be assigned after the due date.
Failure to meet this deadline will result in a penalty of 2 marks. No excuses will be
accepted.
Only the 10 best Projects will be allowed for presentation and these projects will be
rewarded with 2 marks. Attendance is mandatory during the presentations; failure to
attend will result in penalty of 2 marks.