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National
Institute of Business Management
Chennai -
020
EMBA/ MBA
Elective:
Advertising Management (Part - 2)
Attend any 4
questions. Each question carries 25 marks
(Each answer
should be of minimum 2 pages / of 300 words)
1. Explain
a perception process in an advertising communication system.
Answer: Advertising can thus aptlybe called as the MOTHEROFALL Communication.
Advertising is all around us. We are bombarded with ads (commercials) over TV,
radio &in the print. When we go to our colleges, offices we are expose to many bill boards, which tell us to
drink more milk, donate are eyes,
gives you more
information, tells you
to do family
planning etc. On an average, an Indian citizen is exposed
to more than 20 commercials per day. In
modern times, advertising
prevails in all
walks of life.
Ithasacquired the distinction of being the most visible &
glamorous method of marketing
communication. It is the world’s
fifth largest industry.
Oil, Automobiles, Computers
& Agriculture follow advertising in that order. Today it is a million
dollar business.
Advertising communication always involves a
perception
2. Explain
the role of message in designing and developing persuasive communication.
Answer: Communication is an essential element of marketing. The main elements of
a communication model are the sender, the message, the channel, the receiver,
and the feedback. The sender or the marketer (commercial or non-profit
organization) encodes the message (generally a marketing communication) and
sends it to the receiver (target audience) through a medium (newspaper, radio,
television, the Internet, etc.).
In response to this message, the receiver
gives feedback to the sender on the basis of which the sender can gauge if the
message has been understood properly or whether it needs to be modified. The
message can be verbal (spoken or written words
3. Explain
the direct measures of tracking and how have advertisers met the challenge.
Answer: Executing a direct mail campaign is a relatively easy task, but unless
you have put some simple, tactical measures into place first, measuring the
campaign results can be difficult. Like many other marketing strategies, direct
mail may not work well with all audiences or in every industry, and it usually
performs best when you execute it with supporting campaigns, such as emails,
phone calls or online marketing tactics. If you are unable to measure the
results of your direct mail campaigns, you may be throwing money away on
ineffective
4. Write
a detailed account on Advertising Standards Council of India.
Answer:Advertising Standards Council of India (ASCI) is a self-regulatory
voluntary organization of the advertising industry in India.Like other
countries around the world, India too has a self-regulatory organization (SRO)
for advertising content – The Advertising Standards Council of India, ASCI
founded in 1985. The three main constituents of advertising industry viz
advertisers, advertising agencies and media came together to form this
independent NGO. The aim of ASCI is to maintain and enhance the public's confidence
in advertising. Their mandate is that all advertising material must be
truthful, legal and honest, decent and not objectify women, safe for consumers
- especially children and last but not the least, fair to their
5. Government
of India has made several laws to get the customers aware of their rights
regarding advertisements and purchasing of some products, but it is of no use
to the customers. Main reason is the awareness of the consumers are very low.
Explain.
Answer:
6. Which
advertisements will you compare/contrast and why? Are they similar in content
(e.g. product), style, intended audience or medium. Explain with a case study.
Answer:
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