UNIT I :
Advertising in retailing: Advertising principles-steps in planning a retail advertising
campaign-advertising for the retail store.
UNIT II :
Media and copy decisions: Media objectives-planning and budgeting-advertising
evaluation-creating and producing copy-copy testing.
Retail promotional strategy: Promotional objectives, promotional budget, selecting the
promotional mix, implementing the promotional mix.
Management of sales promotion: Role of sales promotion-types of sales promotionevaluating
Personal selling and publicity: Publicity and special events-role of personal selling in
retailing-process in personal selling.