MK0016-Advertising Management and Sales

Summer-2016

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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.

Culture and societal environment:

Culture is crucial when it comes to understanding the needs and behaviors of an individual.

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.

Media planners are responsible for analysing data, thinking creatively and dreaming up innovative strategies to make sure marketing campaigns reach the right target audience in the most effective way possible. Basically, these guys assess the impact and suitability of different types of media for targeting a specific market that their client wants to reach.

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

that are offered to consumers if they immediately buy the product. This is a short-term strategy.

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”

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

Summer-2016

Get solved assignments at nominal price of Rs.125 each.

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

09882243490