mk0016 smu mba summer 2014 IVth sem assignment

DRIVE- SUMMER 2014

PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- MK0016- Advertising Management and Sales Promotion

BK ID- B1809

CREDIT & MARKS- 4 Credits, 60 marks

Q.1: Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

Meaning of DAGMAR approach (2 Marks)

Explanation of DAGMAR approach (8 Marks)

ANS:

Meaning of DAGMAR approach:

DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps: Awareness,

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Q.2: What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.

Discussion about Gestalt psychology (3 Marks)

Explanation(7 Marks)

ANS:

Discussion about Gestalt psychology:

The German word Gestalt means a whole, or a configuration, where the whole is more than its individual parts. A person has an inner map he has developed over a lifetime and he wants to keep it simple, familiar, functional and consistent.

Q.3: Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising.

Definition of advertising (2 Marks)

Characteristics (4 Marks)

Objectives (4 Marks)

ANS:

Definition of advertising:

Advertising is rather an informal word that comprises an immense number of activities. It can be anything from jokes and cartoons on the coasters and placemats on a bar table which just has a famous alcoholic beverage manufacturer’s name and logo in one corner.

Q.4: What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Define media(2 Marks)

Explanation of the concepts(8 Marks)

ANS:

Define media:

The commercial world uses the word ‘media’ as a collective term to present its services to its specific target group. There are a number of mediathat make message delivery far more focused and effective. More innovative use of newspaper space, interactive media, electronic hoarding with moving messages, Internet, direct marketing, are only some of them.

Q.5: Describe the AIDA model of consumer response hierarchy with the help of diagram.

Explanation of AIDA model(8 Marks)

Diagram(2 Marks)

ANS:

Explanation of AIDA model:

AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to guide marketers to target a market effectively.The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.. AIDA is a historical model, rather than representing current thinking in the methods of advertising effectiveness. AIDA is a

Q.6: Describe some of the strategies for effective marketing and advertising in rural market.

Discuss the nature of rural market(2 Marks)

Strategies(8 Marks)

ANS:

Discuss the nature of rural market:

Rural market requires deep understanding of rural emotions, aspirations, needs and greeds, which are different from the urban psyche.Rural marketing environment is different, just as the rural psychology is and this challenge needs to be addressed and treated with respect.

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