MK0016 – Advertising management &sales promotion

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Master of Business Administration- MBA Semester 4

MK0016 – Advertising management &sales promotion - 4 Credits

(Book ID: B 1329)

Assignment Set -1 (60 marks)

Note: Assignment Set -1 must be written within 6-8 pages. Answer all questions.

Q1. Describe the types of Advertising copy. 10 marks(350-400 words)

Answer : It is true that copywriting is an art and the copywriter has a very important role to play in advertising creativity. Copywriting does not admit any stereotyped rules and classification. There are various styles in which a copy can be prepared and presented. The following types of copy may be studied-

1. Descriptive Copy – This type of copy describes the pertinent and relevant characteristics features of the product. It is very simple and of non- technical

Q2. Discuss the Innovative use of media in rural areas. 10 marks(350-400 words)

Answer : Media

The means or channels of communication, especially technological ones; mass media include those aimed at a more widespread audience, typically providing information, news, entertainment, and persuasive messages. More commonly, “the media” refer to television, radio, newspapers, and magazines, and—increasingly—interactive computer channels and portable personal devices such as cellular phones. Rural areas tend to be less well served by mass media, largely for economic reasons. Social influences of media appear to vary by the context

Q3. Briefly discuss about Advertising Objectives. 10 marks(350-400 words)

Answer : As the owner of a small business, you probably don't have the luxury of a large advertising budget. To make the most of your limited advertising dollars, you need to establish clear advertising objectives and make use of low-cost but effective advertising strategies. A number of possible objectives and strategies may be suitable for your business.

Demonstrating a Product

One advertising objective is to demonstrate the effectiveness of a product or its ease of use. A common example is the "before and after" technique, which shows how well a product cleans, improves appearances or enhances quality of life

Q4. Describe the Tools and Techniques of Sales Promotion in brief. 10 marks(350-400 words)

Answer : Who are Sales Promotions For?

Sales promotions are for any type of consumer that has a need for your business or services. This means the consumer that you want to attract to your business or services with your sales promotion can either be an individual consumer or a business consumer. This is important to note because no matter what type of consumer

Q5. What is a full service agency? What are specialist agencies? Why are theyneeded?10 marks(350-400 words)

Answer : An advertising agency or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.

Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may

Q6. Describe the Demographic influences on Advertising in brief. 5 +5 = 10 marks(200-250 words each)

Answer : Businesses market products or services through targeted approaches to different segments of the population. Demographics are the statistical component of marketing used to identify population segments by specific characteristics. Whether small or large, businesses need a targeted approach to consumers. Demographics affects all the choices a business owner makes in developing a marketing plan. Using demographics gives you a head start in understanding your market.

Demographics

Business owners often first gather demographic

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