Managing Advertising and Sales Promotion

  • 7-weeks
  • 1.5 credits
  • Prerequisite: MBA Core

This course is concerned with strategic approaches to managing advertising and sales promotion programs. Topics include selecting target audiences; setting program objectives; developing and implementing creative strategies, and judging creative media; use of sales promotion tools; testing, evaluating, and revising advertising and promotion programs.

  • The regulatory and social environment: governmental and industry regulation
  • The marketing management context of advertising and sales promotion: roles and objectives of promotion programs; agency/client relationships; the strategic focus of promotion programs; appropriating, budgeting, and allocating resources; the advertising/sales promotion planning process
  • Analyzing target audiences and setting communication and action objectives
  • Developing creative strategies: strategic considerations in creative development; strategy research for assessing efficiency
  •  Media strategy, scheduling, and vehicle selection: reach &  frequency relationships; selection of primary and secondary media; the concept of minimum effective frequency; evaluating media vehicles; scheduling media; adapting media plans to specific geographic settings
  • The strategic use of sales promotion: setting action and communication goals; the interaction of sales promotion with advertising, distribution, and price; target audiences and objectives for sales promotion; interactions among trade, retail, and consumer sales promotion; techniques and tools of trial and loyalty in consumer sales promotion
  • Research and testing advertising and sales promotion programs: testing communication effects; settings for pre testing; management judgment methods; media and vehicle research
  • Adopting an integrated marketing communications orientation; organizational, planning, and execution implications

Course Materials:  Cases in Advertising, Promotion, and Communications Management. 

Grading Criteria:  Grades will be based on class presentations, written case analyses and projects, class participation, and examinations

Kelley School of Business

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