MKT402 – Advertising Management and Sales Promotion

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Masters of Business Administration - MBA Semester 4

MKT402 – Advertising Management and Sales Promotion

Assignment Set 1

Q1. Explain various kinds of advertising objectives.

Answer. Kinds of Advertising Objectives:

A company does not release entertaining television commercials or colorful press ads spending millions of rupees for some entertaining or artistic reason. It approaches an advertising agency because it has an urgent need in hand, often a serious problem. An advertiser usually has one or couple of the following objectives for any campaign:

Ø  Increase brand awareness – Sometimes even a brand selling well may have poor brand awareness, especially in FMCG. The users may be habitual buyers with no great awareness of the

Q2. Write short notes on:

i. Consumer Advertising          2.5

ii. Advertorial Advertising       2.5

iii. Retail Advertising                 2.5

iv. Cooperative Advertising     2.5

Answer. Consumer advertising: These are the prima donnas of advertising, the most visible, expensive, lavish, most frequently repeated in multiple media and the most entertaining of the genre. Naturally, such ads attract the best of the professional creative talent. Since they have to be repeated endlessly to beat competition, the copies are designed to withstand the boredom of repetition. They attempt to influence the target either to switch a brand or to continue using the advertised brand. These are FMCG products like food, clothes and household appliances

Q3. Explain various innovative uses of media in rural areas.

Answer. Innovative Use of Media in Rural Areas:

In spite of the fundamental differences in urban and rural psychology and buying patterns, marketers use most of the true and tried mass media for rural marketing also. The immense diversity of rural cultures and low literacy just make it more challenging. A successful campaign mixes the traditional and modern media cleverly to get the best results. The following mass media is used for

Assignment Set 2

Q1. Explain various forms of ethical violations as far as advertising is concerned.

Answer. Various forms of ethical violations as far as advertising are concerned:   

Misleading advertising:

Misleading advertising means any advertising, which in any way deceives or is likely to deceive consumers, and is likely to affect their economic behaviour or injure a competitor. Thus, false or deceptive comparative advertising is also a type of misleading advertising. While obvious misleading advertisements are covered by the Consumer Protection Act of 1986, some ads can be so subtle that it is difficult to nail advertisers on legal

Q2. Explain various strengths and limitations of sales promotion.

Strengths of sales promotion         5

Limitations of sales promotion      5

Answer. Strengths of sales promotion:

Sales promotion techniques yield results that many other marketing communication elements cannot achieve. For example, it can turn around a sales trend in the short run, help introduce a new product by encouraging retail and consumer acceptance, reinforce messages driven by other

Q3. Write short notes on:

i. The sunshine economy and generation me      5

ii. Brat Power                                                               5

Answer. The sunshine economy and Generation Me:

In 2008–09, Indian economy along with the rest of the world was quiet when buying was cautious and restrained. But this was a passing phase and did not change the fundamental shifts in the personality and aspirations of people in general. Ordinarily, evolution does not go backwards, only purchases get postponed.

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