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Abhi Biswas - UT Dallas School of Management
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Advertising & Promotional Strategy

To provide an adequate overview of the field of “Promotional Strategy & Management” from a managerial standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics & issues.                        
              The primary mode of teaching will be lecture sessions along with discussions & group presentations.  A few video commercials & cases will also be shown & discussed in class. A significant component of the learning experience, in a course of this type, is constructive & reasoned class discussion. With this in mind, all students are encouraged to actively and judicously participate in all class discussions


    Topics Covered
  • Introduction to Advertising & Promotion
      Integrated Marketing Communications
      The Promotional Mix: The Tools for IMC
  • Consumer Behavior & Advertising
  • Source Factors
  • Message & Channel Factors
  • Objectives & Budgeting for IMC Programs
      Determining Promotional Objectives
      Sales vs Communication Approaches
      DAGMAR: An Approach to Setting Objectives
  • Creative Strategy: Planning & Development
  • Creative Strategy: Implementation & Evaluation
      Appeals & Execution Styles
      Creative tactics
  • Media Planning & Strategy
      Developing the Media Plan
      Market Analysis & Target Market
  • Evaluation of Broadcast Media 
    Television
    Radio
  • Evaluation of Print Media
  • Sales Promotion
    Consumer Sales Promotion
    Trade Sales Promotion 
  • International Advertising & Promotion
  • Subliminal Advertising

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