UNIT – I: Nature and importance of sales promotion. Its role in marketing.

UNIT – II: Forms of sales promotion: Consumer oriented sales promotion. Trade-oriented sales promotion and sales force-oriented sales promotion.

UNIT – III: Major tools of sales promotion, samples, point of purchase. Displays and demonstrations, exhibitions and fashion shows, sales contests and games of chance and still, lotteries, gifts offer, premium and free goods, price packs, rebates, patronage, rewards.

UNIT – IV: Conventions, conference and tradeshows, specialities and novelties.

UNIT – V: Developing and sales promotion programmes, pretesting implementing, evaluating the results and making necessary modifications.

UNIT – VI: Public relations: meaning, features, growing importance , role in marketing, similarities of publicity and public relations.

UNIT – VII: Major tools of public relations, news, speeches, special events, handouts and leaflets, audio-visual, public service activities miscellaneous tools.

UNIT – VIII: Ethical and local aspects of sales promotion and public relations.

Suggested Readings :

1. Philip Kotler: Marketing Management 7th Ed. (Prentice
Hall of India) chap.23.

2. Stanton & Futrell: Fundamentals of Marketing – 7th Ed. (McGraw
Hill) Chap20.

3. JSK Patel: Salesmanship and Publicity (Sutanchand & Sons,
New Delhi).