Advertising and Promotion Management

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This book titled ‘: Advertising & Promotion Management’ to the students of management and commerce. This book has been carefully designed in line with the revised syllabus introduced under the...

Name : Advertising and Promotion Management
Vendor : Prashant Publication
Type : SYBBA | Sem - IV | MJ-251-APM
Manufacturing : April 2026
Barcode : 9789377761356

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CHEST FIT (INCHES)	28"	30"	32"	34"	36"	38"	40"
CHEST FIT (CM)	716	76	81	86	91.5	96.5	101.1
WAIST FIR (INCHES)	21"	23"	25"	27"	29"	31"	33"
WAIST FIR (CM)	53.5	58.5	63.5	68.5	74	79	84
HIPS FIR (INCHES)	33"	34"	36"	38"	40"	42"	44"
HIPS FIR (CM)	81.5	86.5	91.5	96.5	101	106.5	111.5
SKORT LENGTHS (SM)	36.5	38	39.5	41	42.5	44	45.5

This book titled ‘: Advertising & Promotion Management’ to the students of management and commerce. This book has been carefully designed in line with the revised syllabus introduced under the National Education Policy-2020 for Second Year graduation students of Savitribai Phule Pune University, Pune, effective from the academic year 2025-26.
This book is also useful to the teachers who would otherwise have to prepare their lecturers from various sources particularly an attempt has been made to use simple and easily understandable language. Topics of the book are logically arranged in numbered paragraphs exactly according to the modified syllabus from 2025.
Really speaking we prefer and refer the standard books and collected new and latest references and information from innumerable good books, journals, bulletins, reports and research articles.

1. Introduction to Advertising...................................07
1.1 Meaning and Definition of Advertising
1.2 Nature and Scope of Advertising
1.3 Objectives of Advertising
1.4 Importance of Advertising
1.5 Functions of Advertisement
1.6 Types of Advertising
1.7 Elements of an Advertisement

2. Promotions and Integrated Marketing Communication......21
2.1 Meaning and Importance of Promotion
2.2 Elements of Promotion Mix
2.3 Concept of Integrated Marketing Communication (IMC)
2.4 Objectives of IMC
2.5 Components of IMC
2.6 Advertisement Agency
2.7 Criteria in Selecting an Ad Agency
2.8 IMC Planning Process

3. Advertising Planning and Creative Strategy...............34
3.1 Message Strategy
3.2 Advertising Appeals
3.3 Advertising Copy
3.4 Designing Visual Communication and Layouts
3.5 Media Planning

4. Advertising Evaluation and Regulation...................48
4.1 Message Evaluation Techniques
4.2 Media Effectiveness
4.3 Advertising Regulation
4.4 Ethical Issues in Advertising

Glossary................................................................64

Bibliography.........................................................66