BBA Research Methodology Notes Unit 4

Share with your friends and help us grow! RM is an important subject and is taught in the 4th semester of IPU BBA program.

UNIT 4 Promotion:

• Promotional Objectives
• Factors Influencing choice of Promotional Mix.
• Push vs. Pull Strategy
• Advertising-Definition and Importance
• Comparison of Advertising Media
• Personal Selling – Purpose, Types, Limitations
• Publicity and Public Relations- Definition, Importance
• Publicity and Public Relations- Types or Tools
• Direct Marketing
• Digital Marketing-Types
• Digital Marketing- Advantages and Challenges