B.A. in Multimedia and Mass Communication Advertising and Sales Promotion Syllabus - Mumbai University
This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.
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Syllabus for Advertising and Sales Promotion
Module I printed in the syllabus as Module 2
- 1 INTRODUCTION Introduction
- a Nature and importance of sales promotion,
- b Role of Promotion in the Marketing Mix
- c The Scope and Role of Sales Promotion
- d Reasons for the Increase in Sales Promotion
- e Consumer franchise building versus non franchise building promotions
- 2 Theories in Sales Promotion
- a Push promotion
- b Pull Promotion
- c Combination theory
- 3 The psychological theories behind sales promotion
- a Reciprocation
- b Social Proof
- c Foot-in-the-Door Technique
- d Door-in-the-Face Technique
- e Loss Aversion
- f Social Norms Marketing
- g High, Medium, low
- 1 Methods of consumer oriented sales promotion
- a Sampling
- b Coupons
- c Premiums
- d Refund, rebates, cash backs
- e Contests and Sweepstakes
- f Bonus packs
- g Price off
- h Exchange offers
- i EMI
- j Demonstration of product
- k After Sale Service
- 2 Methods of Trade oriented sales promotion
- a Contest & Incentives for dealers
- b Trade allowances ( Buying allowances, slotting allowances, promotional allowances)
- c Point of purchase displays
- d Sales training programs
- e Trade shows and dealer conferences
- f Stock return
- g Credit terms
- h Dealer trophies
- 3 Methods of sales force oriented sales promotion
- a Bonus and incentives to Sales Force
- b Sales Promotion Contest
- c Sales Meetings and Conferences:
- d Free travel
- e Sales literature:
- f Demonstration kits
- g Honor or recognition
Module II printed in the syllabus as Module 3
- 1 Study and analyse sales promotion campaign of the major brands
- a Three loyalty programs. (One each of FMCG, Consumer durable and service)
- b Three Consumers oriented sales promotion program. (One each of FMCG, Consumer durable and service)
- c Three trade oriented sales promotion program. (One each of FMCG, Consumer durable and service)
- d Three sales force oriented sales promotion program. (One each of FMCG, Consumer durable and service)
- e Two sales promotion of any luxury brands
Module III printed in the syllabus as Module 4
- 1 Predicting Sales Promotion Effects
- a Evaluation Methods of sales promotion
- b Short term and long term effects of sales promotions
- c Long-term impact of sales promotion on brand image
- d Influence of Sales Promotion on Customer Purchasing Behaviour
- 2 Steps in Designing of sales promotion campaign Coordination sales promotion & Advertising Sales promotion Abuse
- a Designing Loyalty, continuity and frequency program
- b Big Data and Loyalty
- c Gratification and Loyalty
- a Budget allocation
- b Coordination of Ad and Promotion Themes
- c Media Support and Timing
- a Over use
- b Sales promotion trap
Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Modules are numbered in sequence here; in the syllabus itself, Module I is printed as Module 2; Module II is printed as Module 3; Module III is printed as Module 4. The PDF above is the syllabus's own page, unaltered.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.