MKT402 Advertising Management and Sales Promotion

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ASSIGNMENT

DRIVE	SPRING 2018
PROGRAM	Master of Business Administration – MBA
SEMESTER	IV
SUBJECT CODE & NAME	MKT402Advertising Management and Sales Promotion
BK ID	B1809
CREDITS	2, 4
MARKS	30 marks each

Note –The Assignment is divided into 2 sets. You have to answer all questions in both sets. Average score of both assignments scored by you will be considered as your IA score. Kindly note that answers for 10 marks questions should be approximately of 400 words.

Assignment Set -1

Questions

Question. 1. What are the major factors that affect marketing and advertising in India?

Answer:They should realize the serious challenges of doing business here like segmenting the market properly, Understanding country's social and cultural issues, getting through government bureaucracy and understanding economic and political situation. There have been bunch Of examples of companies who have tried to enter in Indian markets without taking care of these issues and have failed badly. Now before understanding Indian Marketing Environment, it is important to understand what is Marketing Environment.

Question. 2. Write short notes on DAGMAR and Communication Process.

Answer:Created in 1961 by Russell Colley, Defining Advertising Goals for Measured Advertising Results (DAGMAR), is a marketing tool for measuring the results of an advertising campaign. DAGMAR seeks to guide consumers through four phases, also known as the ACCA advertising formula. ACCA is an acronym for awareness, comprehension, conviction, and action. It also sets specific and measurable objectives to determine the overall success of the campaign.

The DAGMAR method stood on two core principles.

Question. 3. What are the various factors that need to be considered while setting advertising budget?

Answer:following   are   the   factors   that are  considered in determining the advertising budget.

1. Organizational objectives: Advertising budget depends on the objectives, which the firm desires to achieve. There are various objectives behind advertising campaign. Some of the objectives are noted below:

Assignment Set -2

Questions

Question. 1. What are the various evolving consumer segments?

Answer:The marketers adopt several approaches to segmenting a market. The various approaches are described below:

1. Undifferentiated or Mass Marketing:

Before the onset of the marketing age, there was

Question. 2. Write short notes on The Advertising Standards Council of India (ASCI) and The Monopolies and Restrictive Trade Practices Act, 1969

Answer:The Advertising Standards Council of India (ASCI), established in 1985, is a self-regulatory voluntary organization of the advertising industry in India. It is a non-Government body. ASCI is committed to the cause of self- regulation in advertising ensuring the protection of the interest of consumers. ASCI seeks to ensure that advertisements conform to its Code for Self-Regulation, which requires advertisements to be legal, decent, honest and truthful and not hazardous or harmful while observing fairness in competition.

ASCI looks into complaints across ALL MEDIA such as Print, TV, Radio, hoardings, SMS, Emailers, Internet / web-site, product packaging, brochures,

Question. 3. What do you mean by Sales Promotion? What are the various Tools and Techniques of Consumer Sales Promotion?

Answer:Sales promotion is one of the elements of the promotional mix. (The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations). Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase

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