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DRIVE- Spring 2014
PROGRAM/SEMESTER -MBADS (SEM 4/SEM 6) MBAFLEX/ MBAN2 (SEM
4) PGDMMN (SEM 2)
SUBJECT CODE & NAME-ML0016-Advertising Management
and Sales Promotion
Q.NO.1 Do you agree that humour
content in advertisement leads to better results?
Support your view with examples.
(Explanation
of statement-8, Examples-2) 10 marks
ANS:
Advertising
is a mass media communication. For a piece of communication to be classified as
advertising it must be:
·
Paid for
·
Delivered to an audience via mass media
·
Attempt to persuade.
Advertising
is such a dynamic and many faceted entities that communication professionals
and targets alike had been struggling to define it in understandable yet
precise and brief terms for at least a century, just to get a grip on the
process itself, with varying success. The advertisement must communicate to the
audience the
Q2. Experts have found that
consumers often respond to messages in a hierarchical order of behaviour. Throw
light on communication response hierarchy in this context.
(Explanation,
Diagram of Model-2) 10 marks
ANS:
Consumer
behavior essentially refers to how and why people make the purchase decisions
they do. Marketers strive to understand this behavior so they can better
formulate appropriate marketing stimuli that will result in increased sales and
brand loyalty.
Q3. Explain the role of a media planner and media
buyer.
(Role
of media planner, Role of media buyer-5) 10 marks
ANS:
The Role of Media Planner
The media planner needs enormous
intuitive power to assess not only each medium, but also the components within
each medium and the synergic power of all the media used in the whole media
plan for each particular campaign. He needs intuition even more to figure
out the readership profile of each medium, since there is
Q4. Explain the strengths and
limitations of direct marketing. List few products which are suitable for
direct marketing.
(Explanation
of strengths-4, Explanation of Weaknesses-4, Listing of products suitable-2) 10
marks
ANS:
Explanation
of strengths: It
had never been a secret, but advertisers are now acutely conscious of the seeming
wastage of advertising in mass media. As an English lord once said
famously, ‘I know half of my advertising budget is wasted. But I do not which
half, so I keep advertising.’ Not everybody, or probably nobody who
Q5. “Kids are the new age
customers”. Do you agree with this statement? Explain Brat Power in this
connection.
(Explanation) 10 marks
ANS:
Brat power: A survey by Walt Disney Co. and
a media investment management group in 2006 found that kids under 12 now
influence purchasing decisions of cars which they cannot drive or pay for and
computers they only dimly understand. With parents increasingly indulgent of
their precious one or two kids allowing them to make their purchasing
decisions, the brat power can only grow. Various surveys show that even small
children
Q.NO.6 Write short notes on:
a) Stereotyping in advertisement
b) Regulation governing Broadcast
Media Advertising
(Meaning
and explanation, Explanation-5) 10 marks
Ans.
a) Stereotyping in advertisement
Stereotypes in advertising mainly
focus on gender and ethnicity. An example of this explanation could be a father
depicted as physically distant from his children while a mother closely caring
for her siblings. Therefore this notion influences the society in a negative
way. Marketers are constantly seeking ways to make their
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