MK0016/ML0016- Advertising Management and Sales Promotion

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ASSIGNMENT

DRIVE	SPRING 2016
PROGRAM	MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4)
SUBJECT CODE & NAME	MK0016/ML0016- Advertising Management and Sales Promotion
BK ID	B 1809
Credit & Marks	4 CREDIT, 60 MARKS

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.

Question.1. List some of the factors that affect advertising in India.

Answer:The demand changes as a result of changes in price, other factors determining it being held constant. We shall explain below in detail how these other factors determine market demand for a commodity. These other factors determine the position or level of demand curve of a commodity. It may be noted that when there is a change in these non-price factors, the whole curve shifts rightward or leftward as the case may be. The following factors determine market demand for a commodity.

1. Tastes and Preferences of the Consumers:

Question.2. Write a short notes on:

A. Media Planners

Answer:Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.

In the process of planning, the media planner

B. Media Buyers

Answer:In advertising management, media buying is the procurement of media inventory. The media buying function negotiates price and placement for advertisements.Media buyers (also known as "practitioners in media") negotiate and purchase audience targeted time and advertising space to convey a marketing message.

Question.3. Describe the AIDA model of consumer response hierarchy.

Answer:AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement.

A – attention (awareness): attract the attention of the customer.

I – interest of the customer.

D – desire: convince customers that they

Question.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 big brand. It offers a range of products targeted at different market segments.kia-

Question.5. What are the various media that may be used for direct marketing? What are their pros and cons?

Answer:Direct marketing has a reputation for intrusiveness and downright annoyance. The challenge for marketers is to use these powerful tools for good! Too many businesses abuse direct marketing techniques because they don’t understand how to integrate the tactics into their overall marketing strategy.

The four most popular direct marketing vehicles include:

Question.6. Describe the Consumer Protection Act and its strengths and weaknesses.

Answer:The Consumer Protection Act (‘CPA’) is not a statute that has simply been formulated overnight. It has been work in progress for approximately forty years in South Africa.

The supply of goods and services is largely performed by agreements defined by the common law and by the parties’ freedom of contract, which is part of the common law.

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

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