Selling and Advertising Syllabus For B.Com II Year Semester III of Lucknow University

UNIT-I: Selling: Concept, Nature, and Role in Marketing. Personal Selling: the Evolving face of Personal Selling, Nature and importance of Personal Selling, Characteristics of a successful salesperson, Sales as a career option, Sales training, Consumer psychology and buying motives, difference between the selling of consumer and Industrial Products.

UNIT-II: Selling Process: Prospecting, Pre-approach, Approach, Sales presentation, and demonstration, Handling objections, Closing the sale, After-sale service. Effective selling techniques, the role of relationship marketing in personal selling, tools of selling, motivating and Remunerating Salespersons.

UNIT-III: Advertising: Concept, role, functions, scope and types, Economic, Social, Legal and Ethical aspects of Advertising. Advertising Appeals: Meaning, types and methods, advertising as a persuasive communication process. Advertising Design: Characteristics and basic elements of Advertising copy. Creation, Production, and Planning of Advertisements. Advertising Budget: Types, Components, and process of preparing. Advertising Agency: Functions and Selection of Agency.

UNIT-IV: Advertising as a component of Integrated Marketing Communication, AIDA and DAGMAR model. Advertising Media: Types (Print, Outdoor, Electronic and other), Characteristics, merits and limitations of each media type. Media planning: Selection of media category; their reach, frequency, impact, cost and other factors influencing media choice. Problems in reaching a rural and remote audience. Evaluation of Advertising effectiveness: Importance, difficulties, and methods of measuring advertising effectiveness.

विक्रय एवं विज्ञापन Selling and Advertising Book Contents

विक्रय (Selling)

1. विक्रय: अवधारणा, प्रकृति एवं विपणन में भूमिका
2. वैयक्तिक विक्रय
3. विक्रयकला
4. विक्रय एक पेशा: विक्रयकर्ता के कार्य एवं एक अच्छे विक्रयकर्ता के गुण 
5. विक्रयकर्ता का प्रशिक्षण 
6. उपभोक्ता मनोविज्ञान एवं क्रय प्रेरणाएं
7. उपभोक्ता एवं औद्योगिक उत्पाद या वस्तुओ का विक्रय 
8. विक्रय प्रक्रिया
9. संभावित ग्राहक
10. प्रस्तुतीकरण एवं प्रदर्शन
11. आपत्तियों का निराकरण
12. विक्रय समाप्ति एवं विक्रय के बाद सेवा
13. विक्रय संवर्धन
14. प्रभावी विक्रय उपकरण और औजार
15. विक्रयकर्मियो को प्रेरित एवं पारिश्रमिक देने की विधियां

विज्ञापन (Advertising)

1. विज्ञापन: अर्थ, महत्त्व, कार्य एवं प्रकार
2. विज्ञापन के आर्थिक, सामाजिक, क़ानूनी, सदाचारी एवं नैतिक पहलू तथा विज्ञापन की आलोचनाएं 
3. विज्ञापन अपीलें: अर्थ प्रकार एवं प्रस्तुतीकरण के ढंग 
4. विज्ञापन एक प्रेरक संचार प्रक्रिया के रूप में
5. विज्ञापनों का निर्माण
6. विज्ञापन योजना
7. विज्ञापन बजट: बजट बनाने के ढंग
8. विज्ञापन एजेंसी: कार्य एवं विज्ञापन एजेंसी का चुनाव 
9. एकीकृत विपणन संचार: AIDA & DAGMAR मॉडल
10. विज्ञापन माध्यम: प्रकार, गुण – दोष एवं माध्यम का चुनाव
11. मीडिया नियोजन: मीडिया रणनीति: मीडिया चयन एवं मीडिया चुनाव को प्रभावित करने वाले तत्व
12. विज्ञापन की प्रभावशीलता का मूल्यांकन

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The book is a comprehensive work, with a lucid and systematic presentation for theory questions. Further, all the relevant material is supported by the latest examples of big business houses for quick understanding. This book assumes that the B.Com student after studying this subject from our present book will come out with flying colors.

Selling and Advertising Syllabus For B.Com Semester II of Lucknow University

UNIT-I: Selling: Concept, Nature, and Role in Marketing. Personal Selling: the Evolving face of Personal Selling, Nature and importance of Personal Selling, Characteristics of a successful salesperson, Sales as a career option, Sales training, Consumer psychology and buying motives, difference between the selling of consumer and Industrial Products.

UNIT-II: Selling Process: Prospecting, Pre-approach, Approach, Sales presentation, and demonstration, Handling objections, Closing the sale, After-sale service. Effective selling techniques, the role of relationship marketing in personal selling, tools of selling, motivating and Remunerating Salespersons.

UNIT-III: Advertising: Concept, role, functions, scope and types, Economic, Social, Legal and Ethical aspects of Advertising. Advertising Appeals: Meaning, types and methods, advertising as a persuasive communication process. Advertising Design: Characteristics and basic elements of Advertising copy. Creation, Production, and Planning of Advertisements. Advertising Budget: Types, Components, and process of preparing. Advertising Agency: Functions and Selection of Agency.

UNIT-IV: Advertising as a component of Integrated Marketing Communication, AIDA and DAGMAR model. Advertising Media: Types (Print, Outdoor, Electronic and other), Characteristics, merits and limitations of each media type. Media planning: Selection of media category; their reach, frequency, impact, cost and other factors influencing media choice. Problems in reaching a rural and remote audience. Evaluation of Advertising effectiveness: Importance, difficulties, and methods of measuring advertising effectiveness.

Selling and Advertising Book Contents

Selling

1. Selling (Concept, Nature, and Role in Marketing)
2. Personal Selling
3. Salesmanship (Characteristics of a Successful Sales Person and Sales as a Career Option)
4. Sales Training
5. Consumer Psychology and Buying Motives
6. Selling Process (Prospecting, Pre-Approach, Approach, Sales Presentation, and Demonstration, Handling Objections, Closing the Sale, After Sale Service)
7. Effective Selling Tools and Techniques (Role of Relationship Marketing in Personal Selling)
8. Motivating and Remunerating Salesperson

Advertising

1. Advertising (Meaning, Nature, Objectives, Functions, and Importance)
2. Types of Advertising and Audience Selection
3. Advertisement Budget (Setting of Budget, Determinants and Major Methods)
4. Advertisement Media (Types of Media: its Merits and Demerits)
5. Media Planning (Media Strategies, Factors influencing Media Choice and Media Selection)
6. Media Scheduling (Types, Media Scheduling Strategies, Models, Factors Affecting Media Scheduling)
7. Advertising Appeals
8. Advertising Copy and Elements
9. Advertising Planning
10. Advertisement Communication Process
11. Evaluating Communication and Sales Effects
12. Advertising Effectiveness (Methods, Problems, Importance of Measuring Advertisement Effectiveness, Pre and Post Testing Techniques)
13. Advertising Agency (Role, Types, and Selection of Advertising Agency)
14. Economic, Social, Legal and Ethical Aspects of Advertising
15. Integrated Marketing Communication, AIDA, Dagmar Model

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