MK0016-Advertising Management and Sales Promotion

Spring-2015

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Master of Business Administration- MBA Semester 4

MK0016-Advertising Management and Sales Promotion-4 Credits

(Book ID: B1809)

Assignment (60 Marks)

Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10 marks 6 X 10=60.

Q1. Define Sales promotion. Explain the tools and techniques of consumer sales promotion.  

Answer. Sales promotions are the set of marketing activities undertaken to boost sales of the product or service. Definition: Sales promotions are the set of marketing activities undertaken to boost sales of the product or service.

11 Important Techniques of

Q2. Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

Answer. DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. DAGMAR Model was developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results.

According to DAGMAR Model the

Q3. Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising.

Answer. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. Definition: Advertising is a means of communication with the users of a product or service.

Characteristics of advertising - Advertising is important tool used by the manufacturer for launching the product or service in the market. Similarly it is also aimed at customer’s education as regards the safe mode of handling the products.  It also

Q4. What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Answer. Above the Line (ATL) and below the Line (BTL) advertising are two terms that are bandied around often these days in the advertising world and often have the lay person confused as to what they stand for. It might be worth our while to begin this by defining what constitutes the metaphoric ‘Line’. To quote Michael John Baker from The Marketing Book , the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in 1954 with the company Proctor and Gamble paying their advertising agencies a different rate and separately from the

Q5. Explain Advertising standards council of India(ASCI)and also discuss the Forms of ethical violations in Advertising.

Answer. Explanation of ASCI - Acronym for the American Standard Code for Information Interchange. Pronounced ask-ee, ASCII is a code for representing English characters as numbers, with each letter assigned a number from 0 to 127. For example, the ASCII code for uppercase M is 77. Most computers use ASCII codes to represent text, which makes it possible to transfer data from one computer to another.

For a list of commonly used characters and

Q6. Describe some of the strategies for effective marketing and advertising in rural market.

Answer. Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.

The rural market has changed drastically in the past one decade. A decade ago, the rural market was more unstructured and was not a prioritized target location for corporate. Very few companies, mainly the agro-based ones, were concentrating in these markets. There is no innovative strategies and promotional campaigns. A distribution system did exist

Spring-2015

Get solved assignments at nominal price of Rs.120 each.

Mail us at: subjects4u@gmail.com or contact at

08894344452, 08894387490