ML0016- Advertising Management and Sales Promotion
ASSIGNMENT QUESTION PAPER
| DRIVE | FALL 2014 |
| PROGRAM | MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4)
PGDROMN (SEM 2) |
| SUBJECT CODE & NAME | ML0016- Advertising Management and Sales Promotion |
| BK ID | B 1809 |
| CREDIT & MARKS | 4 Credits, 60 marks |
| Q.No | Questions | Marks | Total Marks | |
|
1 |
Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising. |
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| Meaning of DAGMAR approach | 2 | |||
| Explanation of DAGMAR approach | 8 | 10 | ||
|
2 |
What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge. |
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| Discussion about Gestalt psychology | 3 | |||
| Explanation | 7 | 10 | ||
|
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. |
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| Definition of advertising | 2 | |||
| Characteristics | 4 | |||
| objectives | 4 | 10 | ||
|
4 |
What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail. |
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| Define media | 2 | |||
| Explanation of the concepts | 8 | 10 | ||
|
5 |
Describe the AIDA model of consumer response hierarchy with the help of diagram. |
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| Explanation of AIDA model | 8 | |||
| Diagram | 2 | 10 | ||
|
6 |
Describe some of the strategies for effective marketing and advertising in rural market. |
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| Discuss the nature of rural market | 2 | |||
| Strategies | 8 | 10 | ||
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