MK0016 Advertising Management and Sales Promotion

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PROGRAM

Master of Business Administration – MBA

SEMESTER

IV

SUBJECT CODE & NAME

MK0016

Advertising Management and Sales Promotion

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

Define Advertising and also highlight the characteristics of advertising     4

Explain various objectives of Advertising.                                                             6

Answer: Advertising is defined in Webster's Dictionary as “the action of calling something to the attention of the public especially by paid announcements; or, to call public attention by emphasising desirable qualities so as to arouse a desire to buy or patronise.” As is commonly defined and understood, advertising is “any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor.” The definition highlights the following characteristics of

Qus:2 Explain the factors that affect Marketing and Advertising in India.

Elaborate factors that affect Marketing and Advertising in India.                   10

Answer: There are some factors which deeply influence our thinking about advertising in India.

Qus:3 Explain the various types of Advertising copy.

Elaborate various types of Advertising copy                                                         10

Answer: Here are some of the major types of ads and thus copy that is written to suit these ads:

Qus:4 What do you mean by Advertising Budget? What are the various factors influencing Budget Setting?

Explain Advertising Budget                                                                                     3

Explain various factors influencing Budget Setting                                              7

Answer: As we discussed , after setting its advertising objectives, a company has to estimate how much it is willing to spend on the promotional programme. Although in an ideal situation, the budget should be determined by the objectives laid out for the communication function in

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

Elaborate how mass media is used for rural marketing                           10

Answer: A successful campaign mixes the traditional and modern media cleverly to get the best results. The following mass media is used for rural marketing:

 Television – Due to the government supplying free televisions in rural areas for broadcasting educational

Qus:6 Explain the various Civil and Penal Codes applicable to Advertising.

Elaborate various Civil and Penal Codes applicable to Advertising                 10

Answer: There are many laws which apply to advertising and its professionals should be familiar with them rather than land in a court of law later. Advertisers in their enthusiasm or ignorance often make wild claims, which can have unfortunate consequences later, not only for the

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