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DRIVE- Fall 2014
PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA
(SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- ML0016-
Advertising Management and Sales Promotion
BK ID- B1809
CREDIT & MARKS- 4
Credits, 60 marks
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, Comprehension, Conviction, and Action
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
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.
Get fully solved assignment, plz drop a mail with your sub code
computeroperator4@gmail.com
Charges rs 125/subject
and rs 700/semester only.
if urgent then call us
on 08791490301, 08273413412
our website is www.smuassignment.in
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