BJ0017 – Advertising

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ASSIGNMENT

Summer 2015

Semester 4

BJ0017 – Advertising – 4 Credits

(Book ID: B0479)

(60 marks)

Answer the following questions:

Q. 1. Elaborate on the concept of ‘brand equity’? [10 marks]

Answer:Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names.

Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information

Q. 2. In what way is the ‘selling concept’ different from the‘marketing concept’? [10 marks]

Answer:The best way to distinguish between these two concepts is to say that the marketing concept is more oriented towards helping the customer whereas the selling concept is more oriented towards helping the seller.

In the selling concept (which was a more popular concept a few

Q. 3. Elaborate on the key ingredients of the ‘Promotional Mix’. [10 marks]

Answer:In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix.It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:

·         Advertising is the paid presentation and promotion of ideas,

Q. 4. What is the importance of display advertisements in malls? [10 marks]

Answer:Display advertising is advertising on web sites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. According to eMarketer, Facebook and Twitter will take 33% of display ad spending marketshare by 2017. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.

Q. 5. Explain the three phases of Ad-Campaign creation. [10 marks]

Answer:Three phases of Ad-Campaign creation.

1. Objective – Why you are doing it?

T. HarvEker says it best, “The reason why people don’t get what they want is because they don’t know what they want!” I believe your business and your marketing operates the same exact way. You must have an clear idea of what you are looking to accomplish before you start doing anything else.

Q. 6. What is the significance of the ‘target audience’ in the structuringof a regional newspaper ad? [10 marks]

Answer:The term "target audience" is a bit narrower; it refers specifically to the group of consumers targeted by advertisements. Outside of the context of business, target audience can also refer to the specific group of people targeted by television shows, movies and music products. An advertisement's target audience can be the same as the brand's

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

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Call us at : 08263069601