MK0016-Advertising Management and Sales

Spring-2016
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Master of Business Administration - MBA Semester 4
MK0016-Advertising Management and Sales
Promotion
(Book ID: B1699)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each. Each Question carries 10
marks 6 X 10=60.
Q1. List some of the factors that affect advertising in India.
Answer. There are 4 main types of factors influencing consumer behavior: cultural factors, social factors,
personal factors and psychological factors.
Cultural factors:
Cultural factors are coming from the different components related to culture or cultural environment from
which the consumer belongs.
Q2. Write a short notes on:
A. Media Planners
B. Media Buyers
Answer. a. Media planners are key players in the advertising and marketing industry. Essentially, these
guys are tasked with maximising returns on advertising and promotional activities across different media
channels. The role of a media planner is often combined with that of a media buyer, though larger
companies tend to employ separate individuals for this purpose.
Q3. Describe the AIDA model of consumer response hierarchy.
Answer. Communication Response Hierarchy: One of the things that a marketer is interested in is receiving
consumer feedback or response, which helps in gauging the effectiveness of the communication. Experts
have found that consumers often respond to messages in a hierarchical order of behavior. These
hierarchical responses are demonstrated through various models of consumer response stages.
Traditional response models propose that a consumer typically moves through various stages of responses
ranging from first becoming aware about a product to finally purchasing it. These responses can typically
be divided into cognitive, affective and behavioral responses. For each stage of consumer readiness or
Q4. What is “above the line” and “below the line” activities with respect to marketing communications?
Explain the concept in detail.
Answer. Media (the singular form of which is medium) is the collective communication outlets or tools
that are used to store and deliver information or data. It is either associated with communication media,
or the specialized mass media communication businesses such as: print media and the press,
photography, advertising, cinema, broadcasting (radio and television) and publishing.
“Above the line” and “Below the line”
Above The Line (ATL) and Below The Line (BTL) advertising are two terms that are bandied around often
Q5. What are the various media that may be used for direct marketing? What are their pros and cons?
Answer. Direct Marketing Media:
While many people associate direct marketing with direct mail, direct mail is only one of several
advertising media utilized by direct marketers. Other major direct marketing media include the telephone,
magazines, newspapers, television, and radio. Alternative media include card decks, package and bill
inserts, and matchbooks. Within the major media, new technological developments are giving direct
marketers an expanded range of choices from videocassettes (possibly advertised on television, requested
Q6. Describe the Consumer Protection Act and its strengths and weaknesses.
Answer. Consumer Protection Act, 1986 is an Act of the Parliament of India enacted in 1986 to protect the
interests of consumers in India. It makes provision for the establishment of consumer councils and other
authorities for the settlement of consumers' disputes and for matters connected therewith.
1. Right to Safety:
According to this right the consumers have the right to be protected against the marketing of goods and
services which are hazardous to life and property, this right is important for safe and secure life. This right
includes concern for consumer’s long term interest as well as for their present requirement.
Sometimes the manufacturing defects in pressure cookers, gas cylinders and other electrical appliances
may cause loss to life, health and property of customers. This right to safety protects the consumer from
Spring-2016
Get solved assignments at nominal price of Rs.125 each.
Mail us at: subjects4u@gmail.com or contact at
09882243490