MBA Semester 4 MK0016 Advertising Management And Sales Promotion ASSIGNMENT- Set 1

Note: Each Question carries 10 marks. Answer all the questions. 1. List the importance of advertising. How does advertising change the perception and decision of the target?
It will be useful to refer to direct or perceived benefits of advertising which include the following: 1.3.1 Information Consumers need information about various goods and services. Due to ignorance, a consumer may purchase an inferior product and pay higher prices or even may not know that a particular product exists. Information given in an advertisement may be about the company and its products or service. The advertisement for Zenith refrigerator, introduced in the year 1980, for example, incorporated details regarding the product feature. The inclusion of a water cooler in the refrigerator was emphasized. It was highlighted that this facility was available only in this brand of refrigerator, considering the need for cold water in a tropical country like India. 1.3.2 Brand Image Building Very often, advertising is used to build a brand image. Images are mental pictures of brands that may appeal to different segments of the target audience in varying degrees. These may have their origin in real or assumed features. The images projected are geared to match the needs and expectations of the target audience. Favourable images will help in generating brand loyally and a disposition to buy that brand in preference to another. Certain advertisements of toilet soaps in India aim at image building through opinion leaders. A wellknown campaign of longstanding for Lux toilet soap uses film stars (Exhibits 1.4). The campaign for VIP travel luggage seeks to achieve the objective of attributing a superior image through the association of the product with affluent foreign nationals in a series of VIP interviews. 1.3.3 Innovation Advertising is seen to perform this task most effectively for new products. In a way, it reduces the risk of innovation. The cost of innovation can be more than the profit recovered by the sales which advertising may generate and this encourages manufactures to undertake research and development. New brand launches seem to abound in the toiletry, cosmetic pharmaceutical, confectionery and tobacco markets advertising. At the same time, it must be pointed out that advertising does not guarantee the success of all new products. 1.3.4 New Product Launch Various strategies, including advertising, are employed to make potential buyers aware of new products. The term new product may include modifications of existing products, imitations of competitive products and product line acquisitions. Advertising can be used to promote new products and call attention to changes in old products. Advertising for the soft drink concentrate under the brand name Rasna aimed at enhancing the awareness of the product and creating a favourable disposition towards it. 1.3.5 Growth of Media The acceptance of advertising enhances the potential for raising revenues. This in turn helps the launching of new publications and expanding the media. This development has been a characteristic of the Indian media scene in recent years. A number of periodicals and newspapers have been launched during the seventies and this trend continued through the early eighties. 1.3.6 Long-term and Indirect Benefits

Advertising is a feature of free competitive enterprise and can be a contributory factor towards greater availability of goods. It increases distribution not only of the advertised products, but of other products as well. Advertising helps to reduce the cost sold to the consumer. The costs of production and selling are lower when goods are produced and sold in larger quantities. It is also an important factor in product improvement. Advertising helps to make the purchase of commonplace products emotionally more satisfying. This may apply, for instance, to the consumers of Lijat Papad who may derive satisfaction out of buying advertised product, or for that matter, users of perfumes and lipsticks where association with advertising may be instrumental in reducing dissonance. 1.3.7 Limitations of Advertising Advertising has several limitations. There is a view that advertising increases the cost of goods sold to the consumer. Advertising can be wasteful considering that only a small section of the audience covered by the media used may relate to the product advertising. The qualitative aspect of advertising is its strength. It can also be a major weakness when stereotyping an innovation. Advertising may encourage unsound or false values especially through its effect on children and youth. It creates an emotional appeal. Critics point out that any emotional appeal, in contrast to a rational appeal, is misleading. Finally, advertising can endanger competition. Big advertisers can monopolize the market.

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2. List the factors that affect advertising and marketing .Describe the methods to calculate poverty line and disposable income 3. Describe the ways to catch the reader or viewer attention List the different theories of advertising. 4. List the differences between public service advertising and financial advertising? Write notes on corporate copy and Advertorial copy 6. Explain the elements of advertising execution .Describe the various aspects of media objectives and execution

MBA Semester 4 MK0016 - Advertising Management And Sales Promotion ASSIGNMENT- Set 2

Note: Each Question carries 10 marks 1. Describe the benefits of Direct Marketing. List all the methods and media used for it.

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2. Discuss media options .List the differences between above-the-line below-the-line media. 3. Describe the objectives of media. Discuss the factors which are changing the media choices. 4. What do you understand by Market Segmentation ? List the advantages of Market Segmentation 5. Describe the Types and Nature of Markets. Explain the four broad bases for segmentation in emarketing 6. What do you understand by Search Engine Optimisation (SEO)? How does SEO work and what are the objectives of SEO?