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PROGRAM
Master of Business Administration -
MBA
SEMESTER
IV
SUBJECT CODE & NAME
MK0016
Advertising Management and Sales
Promotion
Qus:1 Define Advertising by
highlighting its various characteristics. What are the various objectives of
Advertising?
Answer: Advertising is defined in Webster's
Dictionary as “the action of calling
something to the attention of the public especially by paid
announcements; or, to call public attention by
emphasising desirable qualities so as to arouse a desire to buy or patronise.”
As is commonly defined and
Qus:2 Explain the various
departments of an advertising agency.
Answer: The following are the different
advertising departments:
Creative department
o Copy
o Art
Qus:3 Explain
the various types of Advertising copy.
Answer: Here
are some of the major types of ads and thus copy that is written to suit
these ads:
Consumer
advertising – These
are the prima donnas of advertising, the most visible, expensive, lavish, most
frequently repeated in multiple media and the most entertaining of the genre.
Naturally, such ads attract the best of the professional creative talent. Since
they have to be
Qus:4 What do you mean by Direct
Marketing? What are the various strengths of Direct Marketing?
Answer: According to the Direct Marketing
Association (DMA), direct marketing is an “interactive system of marketing
which uses one or more advertising media to affect a measurable response and/or
transaction at any location”. In other words, direct marketing is a one-to-one
approach that uses advertising media to produce an inquiry, a transaction and
some other immediate response. It is interactive or one-to-one direct
communication between the advertiser
Qus:5 Explain
the various innovative use of mass media in Rural Marketing.
Answer: In spite of the fundamental
differences in urban and rural psychology and buying patterns, marketers use
most of the true and tried mass media for rural marketing also. The immense
diversity of rural cultures and low literacy just make it more challenging. A
successful campaign mixes the traditional and modern media cleverly to get the
best results. The following mass
Qus:6 Explain
the concept of Sales Promotion. What are the various benefits of Sales
Promotion?
Answer: Sales promotion is a collection of
tools that stimulate quicker or greater purchase of products by consumers or
trade in the short run. The American Marketing Association defines sales
promotion as “media and non-media marketing pressure applied to a pre-determined,
limited period of time in order to stimulate trial, increase consumer demand or
improve product
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