JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective

To understand Advertising, Sales Management and Sales Personnel, the role of

Distribution Channels and enabling them to manage Channel Institutions. Learning outcome: Student will be able to understand the importance of Sales Management, Sales Planning and Budgeting and need for distribution channels and managing them.

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UNIT - I: Advertising

Concept, Evolution, Promotion Mix, Importance and Functions of Advertising,

Role of Advertising, AIDA model, Types of Advertising, Advertising Plan, DAGMAR Approach, Visualization of Advertising Layout – Functions, Principles, Elements of a layout.

UNIT - II: Advertising Media

Types of Media – Print, Electronic, Other Media – Merits and Demerits

of each media, Media Planning – frequency, reach and outcome, Appeals, Setting Advertising Objectives, Advertising Message, Advertising Budget, Evaluation of Advertising Effectiveness – Methods, and Regulation of Advertising in India – Misleading and deceptive advertising.

UNIT - III: Sales Management

Importance, types of Selling, difference between Selling and

Marketing, Sales Activities, Selling Skills, Selling Strategies, Selling Process, Sales Planning Process, Sales Forecasting Methods, Sales Budgeting Process. Sales Force Management - Recruitment and selection, training, sales force motivation, compensation, sales force control and evaluation.

UNIT - IV: Sales Promotion

Concepts, need, objectives, Personal Selling vs. Advertising, Types of

Sales Promotion, Sales Promotion Strategies - Sales Promotion and Product Life Cycle, Cross Promotion, Surrogate Selling, Bait and Switch advertising, Ethical and legal aspects of sales promotion.

UNIT - V: Sales Distribution

Distribution Channels, Need for Channels, Channel Intermediaries and

Functions, Channel Structure, Channel for consumer products, business and industrial products, alternative channel, Channels for Rural Markets, channel Strategy Decisions. Designing, Motivating and Evaluating Channel Members, Managing Retailers, Wholesalers, Franchisers, Managing Conflict - reasons for Channel Conflicts, Managing International Channel of Distribution, Ethical issues in Sales and Distribution Management

Suggested Readings:

• Terence A. Shimp, J. Craig Andrews, Advertising, Promotion, and other aspects of Integrated Marketing Communications, 9e, Cengage, 2016
• Jaishri Jethwaney, Shruti Jain, Advertising Management, Oxford, 2015
• Richard R Still, Edward W Cundiff, Norman A P Govoni, Sales and Distribution Management, 5e, Pearson, 2011
• Ramendra Singh, Sales and Distribution Management: A Practice-Based Approach, 1e, Vikas, 2016
• K. Sridhara Bhat, Sales and Distribution Management, 1e, HPH, 2011.
• S.A. Chunawalla, Sales and Distribution Management, 3e, HPH. 2012
• George E.Belch, Michel E.Belch, Keyoor Purani, Advertising and Promotion: An integrated marketing communication Perspective, Mc Graw Hill, 9e, 2017.