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DRIVE- Winter 2015
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 message it wants to
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.
To understand consumer behavior, experts examine purchase decision processes, especially any particular triggers that compel consumers to buy a certain product. For example, one study revealed that the average shopper took less than 21 minutes to purchase groceries and covered only 23 percent of the store, giving marketers a very limited
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 very little documented or updated help available. And of course
there is the ultimate objective of delivering the bang for the buck. After
the
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,
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
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 products more easily identifiable to specific groups of end
users. In some cases, they may intentionally or unintentionally use
Get fully solved assignment. Buy online from website
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or
plz drop a mail with your sub code
we will revert you within 2-3 hour or immediate
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