MK0016 - Advertising Management and Sales Promotion

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ASSIGNMENT

DRIVE	SUMMER 2017
PROGRAM	Master of Business Administration – MBA
SEMESTER	IV
SUBJECT CODE & NAME	MK0016 - Advertising Management and Sales Promotion
BK ID	B1809
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

Question. 1. What are the major factors that affect marketing and advertising in India?

Answer: Whether you use print, TV, radio, social media or other forms of marketing to promote your business, it’s important that you get and keep readers’ attention. It’s not enough to create communications that contain the exact message you want to send -- you need to get those messages read, heard or seen. Understanding what affects consumers’ attention when it comes to marketing will help you get the most mileage from your communications.

Question. 2. Write short notes on DAGMAR and Communication Process.

Answer: DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. DAGMAR Model was developed by Russell Colley in 1961 for setting advertising objectives and measuring advertising results.

According to DAGMAR Model the ultimate objective of

Question. 3. What are the various factors that need to be considered while setting advertising budget?

Answer: Once the advertising objectives have been established, the next important decision is to determine how much should be spent on advertising. This decision basically pertains to advertising budget decisions that encompasses all those areas that affect significantly the business due to advertising spending. It includes (i) fixing the total

Question. 4. What are the various evolving consumer segments?

Answer: What?

The practice of dividing a customer market into sub groups based on shared characteristics relevant to marketing.

How?

Question. 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) is a self-regulatory voluntary organization of the advertising industry in India. It is a non-Government body.

Like other countries around the world, India too has a self-regulatory organization (SRO) for advertising content – The Advertising Standards Council

Question. 6. What do you mean by Sales Promotion? What are the various Tools and Techniques of Consumer Sales Promotion?

Answer: Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts of the promotional mix are advertising, personal selling, direct marketing and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

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(Prefer mailing. Call in emergency )