SUBJECT : ADVERTISING MANAGEMENT

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SUBJECT : ADVERTISING MANAGEMENT

COURSE : Total Marks : 80

N.B: 1) There are 4 questions in paper.

2) All Questions are compulsory

Q. A) Define Advertising Copy? Please explain various ways of writing print advertising copy withexamples? (20 Marks)

Answer:Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also

Q. B) Design an Ad Campaign for a Construction engineering company?( Manufacturers of Construction products)? (20 Marks)

Answer: The company's overall strategy is based on a continuous improvement process of setting objectives, measuring results, and utilizing feedback to facilitate further growth and progress. The company plans to rapidly develop marketing alliances with industry leaders and pursue new sales of its services to residential and commercial builders. The market strategy is to capitalize on Fiberglass World's alliances by securing city, parish, state, and government contracts.

Competitive Edge

Having both Fiberglass Plate installed offers the user an energy efficient system that will not fail. Fiberglass Plate Products are a true fiberglass system that meets the demands of today's architectural designs and will continue to provide

Q. C) Write short notes on: (Any 4) (20 Marks)

Q. 1. Characteristics of the ideal print advertisement

Answer: With the glut of advertising and marketing that saturates our daily lives, yours must work hard to earn the customer’s attention. These 12 characteristics of great print advertising will help your next campaign do just that.

·         Keep It Simple – Less is better. One clear, compelling message is far more persuasive than a confused jumble of offers and benefits.

·         Stopping Power – Make your ad visually strong to capture the reader’s attention. You have only a second or two. If your advertising goes unnoticed, everything else is academic!

·         Clarity – Good advertising communicates quickly and convincingly. Readers won’t take the time to figure out a convoluted message – they’ll

·          

Q. 2. AIDA Model

Answer: AIDA stands for attention, interest, desire, and action. It is an acronym used in marketing and advertising, which helps marketing managers develop effective communication strategies and communicate with customers in a way that better responds to their needs and desires. AIDA describes a common list of events that occur when a consumer views an advertisement. Each letter in the acronym stands for the following:

3. Medial planning tools

Answer:Media planners have many tools at their disposal to research and select sites that will help clients reach their target audiences. Very often we're targeting large audiences by demographic or region, and we can use standard syndicated data tools such as @Plan, comScore, or the SRDS, a provider of media rates and data, to help us identify sites that index high with our target audiences. This is fine for clients who want to reach very large groups of people such as females 18 to 24 in the northeastern United States.

But what about when you're going after a niche audience such as users of a particular technology or collectors of classic cars? In these cases, those data sources are not as helpful because many niche sites do not show up on their radar screens. Instead, you

4. ATL/BTL

Answer: Above the line (ATL), below the line (BTL), and through the line (TTL), in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products.In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communication use media that are more niche focused. While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL interaction that gives the marketer the ability to tailor their messaging in a more personal manner to the audience. ATL

5. Ad agency organization structure

Answer: The organizational structure of an advertising agency consists of the same basic elements, regardless of the firm's size. An account services team manages client relationships, the creative team develops the advertisements and media specialists select the media outlets that will run the ads. A senior management team takes responsibility for the agency’s business and financial operations.

Agency Management: The senior

Q. D) Illustrate positioning statements for: (any 4)? (20 Markes)

Q. 1. Maruti

Answer:In 1981, Maruti was launched. The company was started by the Government of India and was initially called Maruti Technical Services Private Limited. The first Managing Director of the company was Sanjay Gandhi, late-Indian Prime Minister Indira Gandhi’s son.

During the period of 1985 to 1996, a few other significant developments took place including Suzuki taking up 50% stake in Maruti, leading to a 50-50 joint

Q. 2. Nirma washing powder

Answer: This product created a marketing miracle, when introduced in the domestic marketplace. In 1969, when the detergents were priced so exorbitantly that for most of the Indians, it was a luxury item. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. Owing to its unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to over-take the decades’ old brands, in terms of volumes. This brand had been ranked as the

Q. 3. BOSCH

Answer: The company began as a “Workshop for Precision Mechanics and Electrical Engineering” which the founder Robert Bosch opened in Stuttgart in 1886.

The company’s international activities can look back on a long tradition: as early as 1898, only a few years after having found his company, Robert Bosch opened his first representative office in London. The next step towards internationalisation followed one year later with the foundation of a second Bosch representative office in Paris to provide the French and Belgian markets. Particularly important for the further development of the foreign organisation was the opening of an agency in New York in 1906 and the commencement of production in

Q. 4. Harward business school

Q. 5. Apple

Answer:"We believe that we're on the face of the earth to make great products and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex.

We believe we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can focus on the few that are meaningful to us. We believe in deep collaboration and cross pollination in order to innovate in a way others cannot.

We don't settle for anything other than excellence

Dear students get fully solved ISBM  EMBA & other solved assignments

Send your semester & Specialization name to our mail id :

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Call us at : 08263069601

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