MK0016- Advertising Management and Sales Promotion
ASSIGNMENT QUESTION PAPER
DRIVE | FALL 2014 |
PROGRAM | MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2) |
SUBJECT CODE & NAME | MK0016- 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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