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MK0016-Advertising Management and Sales Promotion

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Master of Business Administration - MBA Semester 4
MK0016-Advertising Management and Sales Promotion-4 Credits
(Book ID: B1809)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60.
Q1. Explain the different types of Advertising copy.
Answer. These copies are classified in a number of ways. However, the most practical one is to classify
into six types as:
 Institutional.
 Reason why?
 Human interest.
Q2. Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.
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.
Colley has proposed that all commercial communication aimed at the ultimate objective of a sale should
move a prospect through four levels of understanding:
1. Awareness – The prospect must be
Q3. Advertising is a paid form of communication. It has gained its significance since it attempts to build a
positive attitude towards a product. Explain the characteristics and objectives of advertising.
Answer. Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them. Definition: Advertising is a means of communication with the users of
a product or service.
Characteristics of advertising - Advertising is
Q4. What is “above the line” and “below the line” activities with respect to marketing communications?
Explain the concept in detail.
Answer. Above the Line (ATL) and below the Line (BTL) advertising are two terms that are bandied around
often these days in the advertising world and often have the lay person confused as to what they stand
for. It might be worth our while to begin this by defining what constitutes the metaphoric ‘Line’. To quote
Michael John Baker from The Marketing Book , the terms ‘Above The Line’ and ‘Below The Line’ came into
existence way back in 1954 with the company
Q5. Describe the AIDA model of consumer response hierarchy with the help of diagram.
Answer. The Awareness-Interest-Desire-Action (AIDA) model of consumer response hierarchy is one of
the popular models.
It states that a consumer passes successively through the following four stages of response.
1. Awareness – In this initial stage, most of the target audience is unaware of the product or brand and
hence the communicator’s objective is to build awareness, maybe just name recognition of the product
with simple messages, repeating the brand name or giving basic information about the product. In a
relatively new product category, this
Q6. Describe some of the strategies for effective marketing and advertising in rural market.
Answer. Literacy is still poor in rural areas and no complicated selling message or print media can be tried.
Advertising must use very basic means such as wall painting and hoardings with visually powerful images.
Although satellite technology has taken television to the remotest corners of the country, household
ownership of it is still low. Therefore, exposure is often through community televisions, which means
image building through sustained campaigns
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