MK0016- Advertising Management and Sales Promotion

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ASSIGNMENT

DRIVE	WINTER 2015
PROGRAM	MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4) PGDROMN – (SEM 2)
SUBJECT CODE & NAME	MK0016- Advertising Management and Sales Promotion
SEMESTER	4
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.

1 Define Sales promotion. Explain the tools and techniques of consumer sales promotion.

Answer : Sales promotion

Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix).

Tools and techniques of consumer sales promotion.

2. Write a short notes on:

A. Gestalt Psychology

Answer : Gestalt psychology is a school of thought that looks at the human mind and behavior as a whole. Originating in the work of Max Wertheimer, Gestalt psychology formed partially as a response to the structuralism of Wilhelm Wundt. The development of this area of psychology was influenced by a number of thinkers, including Immanuel Kant, Ernst Mach and Johann Wolfgang von Goethe.

"The fundamental "formula" of Gestalt theory might be

B. Attitude change

Answer : The individual does not necessarily experience changes in beliefs or evaluations of an attitude object, but rather is influenced by the social outcomes of adopting a change in behavior. The individual is also often aware that he or she is being urged to respond in a certain way.

Compliance refers to a change in behavior based on consequences, such as an individual’s hopes to gain rewards or avoid punishment from another group or person. The individual does not necessarily experience changes in beliefs or

3. Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising.

Answer : Three Main Advertising Objectives

Increasing Sales and Profits

One of the major objectives of advertising is to increase sales and profits. Some companies, like Internet businesses, only use advertising to apprise people about their products and services. These companies don't have sales departments. Hence, they can only sell products and earn profits if they are actively advertising. Some forms of advertising lend themselves more to producing immediate profits. For example, direct response advertising, which asks consumers for money in the ads, is specifically geared toward building sales and

4 What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.

Answer : Above-the-line

There are a number of approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising.

As the fourth largest car company in the world, Kia is a

5. Explain Advertising standards council of India(ASCI)and also discuss the Forms of ethical violations in Advertising.

Answer : Advertising standards council of India(ASCI)

(ASCI) is a self-regulatory voluntary organization of the advertising industry.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

6. What do you understand by ‘Advertising’? Describe any five factors that affect marketing and advertising.

Answer : Advertising is the backbone for any business. It is a form of mass communication, a powerful marketing tool.

When a market or a firm has developed a product to

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