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DRIVE- Fall 2015
PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- MK0016- Advertising Management and Sales Promotion
BK ID- B1809
CREDIT & MARKS- 4 Credits, 60 marks
Q1. Explain the different types of Advertising copy. (Definition of Advertising copy, Explanation of
types) 2, 8
Answer: Advertising copy: The primary job of advertising is to sell. If it is done with high literary skill
and captivating visual beauty, that is great. But the trend now is to keep it as simple and brief as possible,
making the offer or benefit as irresistible as possible, to rise above the clutter of competition. And that
takes unusual ideas presented with fascinating treatment, or what the advertising industry calls THE
IDEA. In the
Q.2: Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach (2 Marks)
Explanation of DAGMAR approach (8 Marks)
ANS:
Meaning of DAGMAR approach:
DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach
involves
Q.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.
Definition of advertising (2 Marks)
Characteristics (4 Marks)
Objectives (4 Marks)
ANS:
Definition of advertising:
Advertising is rather an informal word that comprises an immense number of activities. It can be anything
from jokes and cartoons on the coasters and placemats on a bar table which just has a famous alcoholic
beverage
Q.4: What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Define media(2 Marks)
Explanation of the concepts(8 Marks)
ANS:
Define media:
The commercial world uses the word ‘media’ as a collective term to present its services to its specific
target group. There are a number of mediathat make message delivery far more focused and effective.
More
Q.5: Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model(8 Marks)
Diagram(2 Marks)
ANS:
Explanation of AIDA model:
AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to
guide marketers to target a \
Q.6: Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market(2 Marks)
Strategies(8 Marks)
ANS:
Discuss the nature of rural market:
Rural market requires deep understanding of rural emotions, aspirations, needs and greeds, which are
different \
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if urgent then call us on 08791490301, 08273413412