MK0016- Advertising Management and Sales Promotion

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DRIVE	WINTER 2014
PROGRAM	MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME	MK0016- Advertising Management and Sales Promotion
BK ID	B 1809
CREDIT & MARKS	4 Credits, 60 marks

1Explain the different types of Advertising copy.

2Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.

3Advertising 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.

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

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

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

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