MK0016 - Advertising Management and Sales Promotion

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ASSIGNMENT

DRIVE	SPRING 2017
PROGRAM	Master of Business Administration - MBA
SEMESTER	IV
SUBJECT CODE & NAME	MK0016 - Advertising Management and Sales Promotion
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.

Question. 1. Define Advertising by highlighting its various characteristics. What are the various objectives of Advertising?

Answer: The world has become a global market. Modern market is more dynamic, competitive, and consumer-oriented. Entire marketing process is aimed at satisfying consumers more effectively than competitors. Consumer satisfaction can be achieved by receiving information from market and sending information to the market.

Characteristics of Advertising:

Question. 2. Explain the various departments of an advertising agency.

Answer: Advertising agencies have a number of key departments that service their clients. Some work on acquiring and maintaining clients, while others write and develop the promotional materials and advertisements. Some departments also manage various support functions in advertising firms, such as keeping track of bills, payments and office expenses. Whatever department you work for in an advertising agency, expect to collaborate with other fellow employees in a team environment.

Account Management

An advertising agency's functions are sequential in nature

Question. 3. Explain the various types of Advertising copy.

Answer: Advertising copy must arrest, inform, impress and impel the reader.

A well defined advertising copy must perform the following functions:

(a)    Attract Attention

(b)    Command Interest

(c)     Create Desire

(d)    Inspire Conviction

(e)    Provoke Action.

Question. 4. What do you mean by Direct Marketing? What are the various strengths of Direct Marketing?

Answer: Direct marketing is a form of advertising which allows businesses and nonprofit organizations to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among practitioners, it is also known as direct response.

The prevalence of direct marketing and the unwelcome nature of some communications has led to regulations and laws such as the CAN-SPAM Act,

Question. 5. Explain the various innovative use of mass media in Rural Marketing.

Answer: The growth in conventional media has been quite significant; however, it has not been substantial. Rural India consists of about 127 million households of which only 54% comes in contact with any of the conventional media, like press, TV, satellite, radio or cinema. That means roughly 238 million are waiting to be tapped by the conventional media. It should be acknowledged that different media mix is needed to convey messages to rural consumers. There is a need to understand what appeals to urban customers may not be appropriate for their rural counterparts owing to their different lifestyle. The entire

Question. 6. Explain the concept of Sales Promotion. What are the various benefits of Sales Promotion?

Answer: A sales promotion is a marketing technique that is designed to entice a customer to take a specific action such as make a purchase or request more information. A sales promotion usually occurs for a limited period of time to help create a sense of urgency. Examples of sales promotion can include coupons, free trial periods and discounts, to name a few. Sales promotions offer a number of advantages to the owner of a small business.

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

  “ help.mbaassignments@gmail.com ”

or

Call us at : 08263069601

(Prefer mailing. Call in emergency )