Advertising: Meaning – Outstanding Attributes – Structure of Advertising Industry –Role of AdvertisinginModernBusinessWorld.AdvertisingPlanning–Steps.

Advertising Goals and Objectives – Approaches to Task of Objective Setting – The Sales School of Thought– The Communicate Effect School of Thought– DAGMAR –Channeling

Economic Aspects: Advertising in Free Economy – Effect of Advertising as Production Cost, Distribution Cos & Consumer Prices – limiting Advertising Expenditure. Social Aspects – advertising as a Social & Business process – Advertising as useful Activity– Influences of Advertising on Consumer Prices& standard of Living of Society.

Promotion Mix–Factors influencing Sales Promotion– Advantages & Disadvantages –Consumer Promotion for salesforce.

Nature of sale promotion objectives tools of sales promotion: Types–Sales Promotion Tools and Techniques–Price Deals–Price Packs–Refunds&Rebates–Coupons – Contest – Premium – Product Sampling – Trade Coupons – trade Allowances andDeals– Exchange (Or) Buy Baulk Offer-Display,Trade Fairs and Events Sponsorship.