Advertising & Sales Promotion

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1. Advertising & Sales Promotion

Assignment Question:

Q1 ) Do you agree that humour content in advertisement leads to better results? Support your view with examples.

Answer : Explanation of statement

Examples

Answer : Prior investigations of the impact of humor on advertising message comprehension have generally found humorous commercials to be no more effective than comparable serious messages. This study re-examines humor's influence by focusing on type of humor measurement (manipulated vs. perceived) and humor location in the advertisement. Findings indicate that humor (in the form of a one-line joke) does promote message comprehension, and offer support for information processing and operant conditioning explanations of the humor influence process.

How in the world is that supposed to make me interested in buying the product? Countless TV viewers have wondered just that after watching a commercial that’s perhaps hilarious, perhaps bizarre, or perhaps barely shows the brand or product that’s supposedly being advertised.

Q2 ) ( A ) Explain the strengths and limitations of direct marketing. List few products which are suitable for direct marketing.

Answer : Explanation of strengths

This, apparently, confuses some people, since I also work in and write about branding, which they don't think belongs with marketing, but rather with advertising. In case anyone has missed my broken-record comment, branding belongs just as much--if not more--to marketing as it does to advertising. Branding is about relationships, and relationships get created, nurtured, and leveraged by marketers.

But this week I want to get more specific about the role of marketing in the branding effort. I want to get you all thinking about what an

 ( B ) “Kids are the new age customers”. Do you agree with this statement? Explain.

Answer : Some kids can get whatever they want by screaming at their parents until they give in. "I want a pony" is one common demand of these types. Confident youth

Aware of the decision taking power in the hands of very young people, companies and advertiser spammer them by creating commercials directed at them. For consumer durables, ready-to-eat food items, branded clothes, startlingly expensive electronics and entertainment equipment, music computer games, etc. it is the young people who occupy the mind of the art directors of advertising agencies.

Parents now accept their children's choice even in the products which really have nothing much to do

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