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PROGRAM
Master of
Business Administration – MBA
SEMESTER
IV
SUBJECT
CODE & NAME
ML0016
Advertising
Management and Sales Promotion
Qus:1 What are the major factors
that affect marketing and advertising in India?
Answer: There are some factors which deeply
influence our thinking about advertising in India. These factors are entirely different
from the last century and perhaps from other developing countries. These should
be monitored constantly, even when one is not directly dealing with these
products or segments, because the economy is an integrated whole and that
affects all of us.
Qus:2 Write short notes on DAGMAR
and Communication Process.
Answer: Defining Advertising Goals for
Measured Advertising Results (DAGMAR) is a model devised by Russell H. Colley
in 1961 in which advertising objectives can be set in a way that the results of
an ad campaign can be measured and quantitatively monitored. The key premise of
the report is that advertising’s prime job is to communicate to a specific
target audience and
Qus:3 What are the various factors that need to be considered
while setting advertising budget?
Answer: Various factors, such as the following, have to be
considered while setting
the
budget:
Product
Competition
Market
Qus:4 What are the various evolving
consumer segments?
Answer: Demographic changes are just the
basic factors that influence advertising. The influences of consumer groups or
segments, the type of segments, their behaviour, attitude changes, buying
Qus:5 Write short notes on The Advertising Standards Council of
India (ASCI) and The Monopolies and Restrictive Trade Practices Act, 1969
Answer: The Advertising Standards
Council of India (ASCI)
The advertising community of India is by and large
responsible and keeps out of blatant malpractices. Like most service industries,
advertising too has its own Code of Ethics. Set up in 1985, ASCI, the
Qus:6 What do you mean by Sales Promotion? What are the various
Tools and Techniques of Consumer 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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