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DRIVE- Spring 2015
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: Define Sales promotion. Explain the tools and techniques of consumer
sales promotion.
Definition of Sales promotion (2 MARKS)
Tools and techniques (8 MARKS)
Answer:
Definition of Sales promotion:
Sales promotion refers to
activities, materials, devices and techniques which are used to supplement the
marketing and advertising operations and help to coordinate the advertising
with personal selling efforts. Sweepstakes are the most well-
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, DAGMAR seeks to communicate a specific
message through four steps: Awareness, Comprehension, Conviction, and Action
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
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
Q.5: Explain Advertising standards
council of India(ASCI)and also discuss the Forms of ethical violations in
Advertising.
Explanation of ASCI (2 MARKS)
Forms of ethical violations (8 MARKS)
Answer:
Explanation of ASCI:
The advertising community of
India is by and large very responsible and keeps out of blatant malpractices.
Like most service industries which have wide impact on the population,
advertising too has its own code of ethics.ASCI, the
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.Ruralmarketing environment is different, just as the rural
psychology is and this challenge needs to be
Get fully solved assignment. Buy online from website
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or
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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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