MK0016-Advertising Management and Sales Promotion

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Master of Business Administration- MBA Semester 4
MK0016-Advertising Management and Sales Promotion
(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. Define Sales promotion. Explain the tools and techniques of consumer sales promotion.
Answer. Sales promotions are the set of marketing activities undertaken to boost sales of the product or
service. Definition: Sales promotions are the set of marketing activities undertaken to boost sales of the
product or service.
Q2. Write short notes on:
A. Gesalt Psychology
B. Attitude change
Answer. a. Gestalt psychology or gestaltism is a theory of mind of the Berlin School of experimental
psychology. Gestalt psychology tries to understand the laws of our ability to acquire and maintain
meaningful perceptions in an apparently chaotic world. The central principle of gestalt psychology is that
the mind forms a global whole with self-organizing tendencies. This principle maintains that when the
human mind (perceptual system) forms a percept or gestalt, the whole has a reality of its own,
independent of the parts.
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 important tool used by the manufacturer for launching the
product or service in the market. Similarly it is also aimed at customer’s education as regards the safe
mode of handling the products. It also declares the various distinctive, added features to the product
making it more consumers friendly.
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 Proctor and Gamble paying their advertising agencies a
different rate and separately from the agencies who took on the other promotional activities.
Q5. Explain Advertising standards council of India (ASCI) and also discuss the Forms of ethical violations
in Advertising.
Answer. Explanation of ASCI - Acronym for the American Standard Code for Information Interchange.
Pronounced ask-ee, ASCII is a code for representing English characters as numbers, with each letter
assigned a number from 0 to 127. For example, the ASCII code for uppercase M is 77. Most computers use
ASCII codes to represent text, which makes it possible to transfer data from one computer to another.
For a list of commonly used characters and their ASCII equivalents, refer to the ASCII page in the Quick
Reference section.
Text files stored in ASCII format are sometimes called ASCII files. Text editors and word processors are
usually capable of storing data in ASCII format, although ASCII format is not always the default storage
Q6. What do you understand by ‘Advertising’? Describe any five factors that affect marketing and
Answer. Advertising is the communication relayed from companies to persuade an audience to purchase
their products. This communication is usually through various forms of paid media -- TV and radio
commercials, print ads, billboards and more recently, product placement.
Advertising (or advertizing) is a form of marketing communication used to persuade an audience to take or
continue some action, usually with respect to a commercial offering, or political or ideological support. The
purpose of advertising may also be to reassure employees or shareholders that a company is viable or
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