MKT402 - Advertising Management and Sales Promotion

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Master of Business Administration - MBA Semester 4

MKT402 - Advertising Management and Sales Promotion

Set – 1

Q1. What are the major factors that affect marketing and advertising in India?

Answer. There are some factors which deeply influence our thinking about advertising in India. These factors are entirely different from the last century and perhaps from other developing countries. These should be monitored constantly, even when one is not directly dealing

Q2. Write short notes on DAGMAR and Communication Process.

Answer. Defining Advertising Goals for Measured Advertising Results (DAGMAR) is a model devised

Q3. What are the various factors that need to be considered while setting advertising budget?

Answer. Various factors, such as the following, have to be considered while setting the budget:

Set - 2

Q1. What are the various evolving consumer segments?

Answer. Demographic changes are just the basic factors that influence advertising. The influences of consumer groups or segments, the type of segments, their behaviour, attitude changes, buying patterns, consumption style, aspirations, the amount of disposable income in hand, their choices – all these factors

Q2. Write short notes on The Advertising Standards Council of India (ASCI) and The Monopolies and Restrictive Trade Practices Act, 1969

Answer. The Advertising Standards Council of India (ASCI)

The advertising community of India is by and large responsible and keeps out of blatant malpractices. Like most service industries, advertising too has its own Code of Ethics. Set up in 1985, ASCI, the

Q3. What do you mean by Sales Promotion? What are the various Tools and Techniques of Consumer Sales Promotion?

Answer. Sales promotion is a collection of tools that stimulate quicker or greater purchase of products by consumers or trade in the short run. The American Marketing Association defines sales promotion as “media and non-media marketing pressure applied to a pre-

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