Advertising & Sales Promotion

Section A: Advertising Part I: Introduction to Advertising and a Brief
History/Advertising Classification, Functions and Benefits/Economic,
Social, and Ethical Issues/Client and Advertising Agency; Part II:
Marketing Communications/Source, Message, and Medium Factors/
Consumer Behaviour Perspective; Part III: Segmentation and Positioning/
Brand Awareness, Brand Attitudes and Feelings/Brand Equity, Image and
Personality; Part IV: Media Planning and Strategy/Media Evaluation/
Support Media; Part V: Creative Strategy – Planning and Development/
Creative Strategy – Execution and Evaluation/Planning Advertising
Campaign/Advertising Research; Section B: Sales Promotion: Part
VI: Sales Promotion/Sales Promotion and Consumer Behaviourand
How Promotions Affect Sales/Sales Promotion Objectives and Budget
Allocation; Part VII: Sales Promotion – Tools and Techniques………….