FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
INTEGRATED MARKETING COMMUNICATION (PROMOTION MANAGEMENT)
Unit-IPromotion Mix and Personal Selling: Promotion Mix Tools, Steps in Communication Process, Factors in Deciding Promotion Mix. Personal Selling – Salesforce Design – Objectives, Strategy Six, Structure and Compension. Principles of Personal Selling – Salesmanship, Steps in Selling Process, Negotiation – Models, Strategy and Tactics, Customer Relationship Management. Evaluation of Personal Selling. Unit-IIAdvertising Management: Meaning, Objectives, Importance, Classification of Advertisement, Economic and Social Effects of Advertising, Organization of Advertising Department, Advertising Agency Management, Campaign Planning, Advertising Budget. Unit-IIIAdvertising Media Management: Types – Print, Radio, TV, Cinema Outdoor and other forms – Advantages, Limitations, Availability, Media Rates, Media Planning and Scheduling. Unit-IVAdvertising Creativity: Advertising Copywriting for Print and Broadcast Media – Principles, Styles, Advertising Visualization and Design, Production of Print, Broadcast and other Advertisements, Evaluation of Advertising. Unit-VSales Promotion and Public RelationsSales Promotion: Objectives, Tools, Planning, Implementation and Control, Evaluation of Sales Promotion. Public Relations: Objectives, Tools, Media and Message, Evaluation of Public Relations. Case Analysis
