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DRIVE- Winter 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
Q1. Explain the different types of Advertising copy. (Definition of
Advertising copy, Explanation of types) 2, 8
Answer:
Advertising copy:
The primary job of advertising is to sell. If it is done with high literary
skill and captivating visual beauty, that is great. But the trend now is to
keep it as simple and brief as possible, making the offer or benefit as
irresistible as possible, to rise above the clutter of competition. And that
takes unusual ideas presented with fascinating treatment, or what the advertising
industry calls THE
Q.2: 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,
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
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
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
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
Get fully solved assignment. Buy online from website
online store
or
plz drop a mail with your
sub code
we will revert you within 2-3 hour or immediate
Charges rs
125/subject and rs 700/semester only.
if urgent then call us
on 08791490301, 08273413412
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