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CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
JULY15
ASSESSMENT_CODE BBA304_JULY15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
19967
QUESTION_TEXT
What are the different functions of Advertising?
SCHEME OF
EVALUATION
1.To make the product distinct from the competitors for eg: Maggie
Noodles advertising bank on the taste and quality which discriminate it
from the other noodles.
2.To communicate information: Maggie Noodles informs the producer
of cooking.
3.To provoke the users? Maggie Noodles clams to be both healthy and
tasty. Hence pushes customer to buy the product.
4.To expand the distribution of Maggie Noodles. Later expanded to
soups and ketchup to go for wider distribution.
5.To encourage brand preference and loyalty to by offering a slogan of
easy to cook and ready to eat, Maggie Noodles gave good reasons to
consumers to stick to the brand.
6.To reduce the sales cost to different strategies for advertising were
tried to achieve more sale, which would automatically reduce the cost.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73354
QUESTION_TEXT
What are the Major kinds of newspaper advertising?
SCHEME OF
EVALUATION
The major kinds of newspaper advertising are Classified Advertising,
Retail Advertising, National Advertising and Reading Notices. (2
marks)
1) Classified Advertising: Classified advertising may be used by national
or local advertisers, the bulk of the classified section of newspapers,
referred to as want ads, is local in nature and place by local firms or
individuals, These advertisements are arranged by subject matter for
the convenience of readers and generally do not include headlines or
illustrations. There is a form of classified advertising known as classified
display, which uses different type sizes, white space and simple
illustrations to attract attention. (4 MARKS)
2) Retail Advertising: As the name implies, retail advertising is placed by
retail merchants and other local businessmen. Normally it is of two
types – sales promotion advertising, based on price featured, sales or
specials and – image advertising, designed to position a retail store or
business so that it appeals to a particular group of consumers. Retail
advertising may be paid for entirely by the retailer or shared by the
manufacturer. This latter form of advertising is also called cooperative
advertising. It is run under the name of the local retailer in order to
encourage support and take advantage of local rates, which are lower
than national advertising rates. (6 MARKS)
3) NATIONAL ADVERTSING: National Advertising is used by
manufactures and producers to support their products. This advertising
is part of the manufactures’ national advertising plan and is used to
intensify coverage in local area. National newspaper advertising is often
used to introduce new products in test markets, assure widespread
consumer recognition and aid in gathering retail distribution. (8 MARKS)
4) READING NOTICES: Reading notices are advertisements that are
designed to resemble editorial material. They are charge at a higher
rate than retail advertising. To prevent reading notices from being
confused with news stories or editorial material, the word
‘advertisement’ must appear at the top of the notice. (10 MARKS)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73355
QUESTION_TEXT Explain IMC and IMC Planning Process.
SCHEME OF
EVALUATION
IMC: Integrated Marketing Communication (IMC) is a process involving
coordination of various promotional elements and other marketing
activities that communicate with firm’s customers.
American Association of Advertising Agencies defines IMC as follows:
“IMC is a concept of marketing communication planning that recognizes
the added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines and combines these
disciplines to provide clarity, consistency and maximum
communications impact.
(2MARKS)
The IMC planning process:
The first step in the IMC planning process is to review the marketing
plan and objectives. Before developing a promotional plan, markets
must understand where the company (or the brand) has been – its
current position in the market, where it intends to go and how it plans
to get there.
(4 MARKS)
Authors Belch G. and M. Belch presented that IMC planning model
consists of:
1) Review of marketing plan – examine overall marketing plan and
objectives, competitor analysis, role of advertising and promotion. (6
MARKS)
2) Analysis of Promotional Program situation: External and Internal
Analysis
3) Analysis of communication process: Analysis of receiver‘s response
process, source, message, channel factors, establish communication
goals and objectives. (8 MARKS)
4) Budget Determination: Set tentative marketing communication
budget. Allocate budget.
5) Develop integrated marketing communication process: Advertising,
direct marketing, marketing, internet marketing, sales promotion,
public relations/publicity, personal selling. (10 MARKS)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73357
QUESTION_TEXT
Provide a meaningful explanation of AIDA Model
SCHEME OF
EVALUATION
AIDA principle
________________________________________2.5 marks
1. Attention
2. Interest
3. Desire
4. Action
5) Satisfaction
___________________________each point 1.5
marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
122492
QUESTION_TEXT What is copy writing? Explain the tool of Radio Copy Writing.
SCHEME OF
EVALUATION
Copy Writing: Copy-writing is a specialized form of communicating
ideas that are meant to serve the requirements of modern marketing.
Copy writing is the creative process of conceptualizing advertisements
and marketing devices such as events and other platforms promoting
brands or services. ‘Copy’ refers to written material on a website or
email or in any other form of publishing such as magazines, advertising,
books etc. The very purpose of copywriting is to persuade the reader to
act or to persuade the listener to buy a product or services etc.
(2 marks)
The tool of Radio Copywriting
In radio advertising, the tools are the audio elements that the copywriter
uses to craft a commercial, which are voice, music and sound effects.
Audio producers can manipulate these tools to create a variety of effects.
(2 marks)
Voice: Voice is the most important element in radio advertising. Voices
are heard in jingles, spoken dialogues and announcements. Dialogues use
character voices to convey an image of the speaker, a child or an old man
etc. The absence of pictures demands that the choices the copywriter
help the listener to ‘see’ the characters in the commercials. The
copywriter understands that we imagine people and what they are like is
based on their voices, (2 marks)
Music: Music is an important radio-advertising element because it let
customers sing the selling message. Anything consumers can sing along
with makes them remember the message more easily. For that reason,
radio copywriters are often very good at writing jingles. They understand
the interplay of catchy phrases and ‘hummable’ music that creates little
songs that stick in our minds. They may work with a composer who
writes the music, but the words in the songs are the responsibility of the
copywriter. Music can also be used behind the dialogue to create mood
and establish the setting. Any mood, from that of a circus that of a
candle-lit dinner can be conveyed through music. Similar to movie
scriptwriters, radio copywriters have a sense of the imagery of music and
the role it plays in creating dramatic effects. (2 marks)
Sound Effects: The sound of seagulls and the crash of waves, the
clicking of typewriter keys and the cheers of fans at a stadium, all create
images in our minds and cue the setting , as well as the actions. Sound
effects can be original, but more often they are taken from the sound
effect libraries. As with anything else, restraint is a good rule with sound
effects. Use only those you need useless the genuine purpose is to be
bombard the listener with sounds.
(2 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
122498
QUESTION_TEXT
What are the objectives of personal selling?
1.
Building product awareness
2.
Creating interest
SCHEME OF EVALUATION
3.
Providing information
4.
Stimulating demand
5.
Reinforcing brand
(2 marks each)