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DRIVE SPRING 2016
PROGRAM Master of
Business Administration - MBA
SEMESTER IV
SUBJECT CODE &
NAME
ML0016
Advertising Management & Sales Promotion
1
Explain the importance of advertising.
The significance
of advertising is immense. Most organisations engage in consistent use of advertising
to help meet marketing objectives.
Answer: Expenditure on
advertising is huge. Market research firm Zenith Optimedia estimates that in
2011, worldwide spending on advertising was around USD 466 billion, and it will
go up by USD 518 billion by 2013. This level of spending supports thousands of
companies and millions of jobs. In fact, in many countries, most media such as
television, radio and newspapers,
2
What is the reason for using ‘humour’ parameter in advertising? How it is
helping the advertisers?
Humour makes an
instant emotional connect with the reader or viewer. Hence, strategy planners
are using humour increasingly in ads, thus getting results.
Answer: Desperate to
reach out to the target group, strategy planners are using humour increasingly,
thus getting results. Even 15 years ago, humour in Indian advertising was an
absolute no. The brave agencies who tried humour paid dearly and got poor or
even negative response. India is a young nation today and the youth do not mind
laughing at them, because they are more
3
What is the role of advertising manager?
An advertising
manager has to coordinate with the marketing and sales function.
Answer: An advertising
manager has to coordinate with the marketing and sales function so that the
advertising efforts may be fully integrated with the firm's marketing and sales
strategy. He/she has also to perform the managerial task of formulating the
advertising
4
Describe the basic advertising communication process.
Communication is
a very complex process and its success depends on how well coordinated these
various elements are.
Answer: Note that
communication is a very complex process and its success depends on how well
coordinated these various elements are. The message is at the heart of
all communication
5
Write a brief note on “Cognitive Dissonance Theory”.
According to L.
Festinger people like to see some amount of “consonance” and avoid dissonance
that disturbs their existing frame of reference built over time.
Answer: Cognitive dissonance
refers to a situation involving conflicting attitudes, beliefs or behaviors. This
produces a feeling of discomfort leading to an alteration in one of the
attitudes, beliefs
6
Explain the significance of powerful visuals in an advertisement.
A visual is the
first element that a reader notices in a print ad. Powerful visuals are needed
to catch the attention of the target.
Answer: A picture is
worth a thousand words, and when it comes to capturing your audience’s
attention, you want to take full advantage of every chance to communicate your
message.
Brands
that
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