Spring-2016
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assignments at nominal price of Rs.125 each.
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Master of
Business Administration - MBA Semester 4
MK0016-Advertising
Management and Sales
Promotion
(Book ID:
B1699)
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. List some of the factors that affect advertising in
India.
Answer. There are 4 main types of factors influencing consumer behavior:
cultural factors, social factors, personal factors and psychological factors.
Cultural factors:
Cultural
factors are coming from the different components related to culture or cultural
environment from which the consumer belongs.
Q2. Write a short notes on:
A. Media Planners
B. Media Buyers
Answer. a. Media planners are key players in the
advertising and marketing industry. Essentially, these guys are tasked with
maximising returns on advertising and promotional activities across different
media channels. The role of a media planner is often combined with that of a
media buyer, though larger companies tend to employ separate individuals for
this purpose.
Q3. Describe the AIDA model of
consumer response hierarchy.
Answer. Communication Response Hierarchy: One
of the things that a marketer is interested in is receiving consumer feedback
or response, which helps in gauging the effectiveness of the communication.
Experts have found that consumers often respond to messages in a hierarchical
order of behavior. These hierarchical responses are demonstrated through
various models of consumer response stages.
Traditional
response models propose that a consumer typically moves through various stages
of responses ranging from first becoming aware about a product to finally
purchasing it. These responses can typically be divided into cognitive,
affective and behavioral responses. For each stage of consumer readiness or
Q4. What is “above the line” and
“below the line” activities with respect to marketing communications? Explain
the concept in detail.
Answer. Media (the singular form of which is
medium) is the collective communication outlets or tools that are used to store
and deliver information or data. It is
either associated with communication media, or the specialized mass media
communication businesses such as: print
media and the press, photography, advertising, cinema, broadcasting (radio and
television) and publishing.
“Above the line” and “Below the line”
Above The Line (ATL) and Below The Line (BTL) advertising are
two terms that are bandied around often
Q5. What are the various media that
may be used for direct marketing? What are their pros and cons?
Answer. Direct Marketing Media:
While many
people associate direct marketing with direct mail, direct mail is only one of
several advertising media utilized by direct marketers. Other major direct
marketing media include the telephone, magazines, newspapers, television, and
radio. Alternative media include card decks, package and bill inserts, and
matchbooks. Within the major media, new technological developments are giving
direct marketers an expanded range of choices from videocassettes (possibly
advertised on television, requested
Q6. Describe the Consumer Protection
Act and its strengths and weaknesses.
Answer. Consumer Protection Act, 1986 is an
Act of the Parliament of India enacted in 1986 to protect the interests of
consumers in India. It makes provision for the establishment of consumer
councils and other authorities for the settlement of consumers' disputes and
for matters connected therewith.
1. Right to Safety:
According to
this right the consumers have the right to be protected against the marketing
of goods and services which are hazardous to life and property, this right is
important for safe and secure life. This right includes concern for consumer’s
long term interest as well as for their present requirement.
Sometimes
the manufacturing defects in pressure cookers, gas cylinders and other
electrical appliances may cause loss to life, health and property of customers.
This right to safety protects the consumer from
Spring-2016
Get solved
assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490
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