MK0016-Advertising Management and Sales Promotion

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ASSIGNMENT

DRIVE	WINTER 2013
PROGRAM	MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4) PGDROMN – (SEM 2)
SUBJECT CODE & NAME	MK0016-Advertising Management and Sales Promotion
SEMESTER	4
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.

1 Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

Answer : Meaning of DAGMAR approach

Advertising is a part of marketing sometimes avoided by small business as it can be perceived as costly, ineffective and only appropriate for large corporations. However an understanding of advertising models such as AIDA and DAGMAR can help any small business plan more effective advertising.

AIDA stands for Attention, Interest, Desire and Action and can be used in small business marketing to improve campaigns, including those based on email autoresponders.

2 What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.

Answer : Gestalt Psychology is by Dr. C. George Boerne

Gestalt Psychology, founded by Max Wertheimer, was to some extent a rebellion against the molecularism of Wundt’s program for psychology, in sympathy with many others at the time, including William James.  In fact, the word Gestalt means a unified or meaningful whole, which was to be the focus of psychological study instead.

The Theory

Gestalt psychology is based on the observation that we often experience things that are not a part of our simple sensations.  The

3 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 : Three Main Advertising Objectives

Increasing Sales and Profits

One of the major objectives of advertising is to increase sales and profits. Some companies, like Internet businesses, only use advertising to apprise people about their products and services. These companies don't have sales departments. Hence, they can only sell products and earn profits if they are actively advertising. Some forms of advertising lend themselves more to producing immediate profits. For example, direct response advertising, which asks consumers for money in the ads, is specifically geared toward building sales and profits.

4 What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Answer : Above-the-line

There are a number of approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising.

As the fourth largest car company in the world, Kia is a big brand. It offers a range of products targeted at different market segments.kia-piccanto Above-the-line activities include adverts in the press. They also produce online banner advertisements, place advertisements on billboards and use their

5 Describe the AIDA model of consumer response hierarchy with the help of diagram.

Answer : The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A Steiner. This marketing communication model, suggests that there are six steps from viewing a product advertisement (advert) to product purchase. The job of the advertiser is to encourage the customer to go through the six steps and purchase the product.

Hierarchy Of Effects Model

6 Describe some of the strategies for effective marketing and advertising in rural market.

Answer : In order to utilize the immense potential in rural markets companies need to develop specific marketing mix and action plans, taking into consideration the complex set of factors that influence consumer behaviour. Innovative companies which adopted an integrated approach have succeeded in utilizing marketing opportunities that rural areas offer.

Different rural marketing strategies in India

1.      Competitive strategy

1.1.   Supplier: The company not only has to make high quality products but also has to sell them cheap. This can be achieved only if the company has good supplier who can provide good quality material or ingredients at very low price otherwise the company has to go for backward

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