Vigyapan Evam Vikray Samvardhan (Advertising and Sales Promotion) (Chapter Included: Unit-1: Introduction, Unit-2: Media Decision, Unit-3: Message Development, Unit-4: Measuring Advertising Effectiveness, Unit-5: Advertising Agency) 1 Edition(Paperback, Jay Bansal)
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Syllabus- Unit I : Introduction Meaning, Nature and Importance of Advertising; Types of Advertising; Advertising Objectives, Audience Selection, Setting of Advertising Budget : Determinants and Major Methods. Unit II : Media Decision Major Media Types—Their Merits and Demerits; Factor Influencing Media Choice, Media Selection, Media Scheduling. Unit III : Message Development Advertising Appeals, Advertising Copy and Elements. Unit IV : Measuring Advertising Effectiveness Evaluating Communication and Sales Effects; Pre and Post Testing Techniques. Unit V : (a) Advertising Agency : Role, Types and Selection of Advertising Agency. (b) Social, Ethical and Legal aspects of Advertising in India.
