MK0016-Advertising Management and Sales Promotion

SUMMER-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 Sales Promotion

(1)   Rebate: Under it in order to clear the excess stock, products are offered at some reduced price. For example, giving a

Q2. Write short notes on:

A. Gesalt Psychology

B. Attitude change

Answer.

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.

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

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

Q6. What do you understand by ‘Advertising’? Describe any five factors that affect marketing and advertising.

Answer. Definition of Advertising:

SUMMER-2015

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

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