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PROGRAM Master of Business
Administration - MBA
SEMESTER IV
MKT402 - Advertising Management
and Sales Promotion
Assignment Set -1
Q.1: Explain various kinds
of advertising objectives.
Kinds of advertising
objectives 10
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:
●
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
Q.2 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 and
Q.3 : Explain various
innovative use of media in rural areas.
Innovative use of media in
rural areas 10
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
Q.1 Explain various forms
of ethical violations as far as advertising is concerned.
Various forms of ethical
violations as far as advertising is concerned
10
Answer :
Various forms of ethical
violations as far as advertising is 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 grou
Q.2 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
Q.3: 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
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assignments.
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08894344452,
08728863595
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