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MK0016-Advertising Management and Sales Promotion

MK0016-Advertising Management and Sales Promotion







SUBJECT CODE & NAME MK0016-Advertising Management and Sales Promotion
BK ID B1809



Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.


1 Do you agree that humour content in advertisement leads to better results? Support your view with examples.


Explanation of statement



Answer : Prior investigations of the impact of humor on advertising message comprehension have generally found humorous commercials to be no more effective than comparable serious messages. This study re-examines humor’s influence by focusing on type of humor measurement (manipulated vs. perceived) and humor location in the advertisement. Findings indicate that humor (in the form of a one-line joke) does promote message comprehension, and offer support for information processing and operant conditioning



2 Experts have found that consumers often respond to messages in a hierarchical order of behaviour. Throw light on communication response hierarchy in this context.


Answer : A consumer is the ultimate user of a product or service. The overall consumer market consists of all buyers of goods and services for personal or family use, more than 270 million people (including children) spending trillions of dollars in the United States as of the late 1990s.


Consumer behavior essentially refers to how and why people make the purchase decisions they do. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli that will result in increased sales and



3 Explain the role of a media planner and media buyer.


Answer : Media planners identify the best mix of media channels to deliver an advertising message to a clients’ target audience. Using research data, they consider what is going to be most effective within the budget allocated and give the client’s product or service maximum exposure.


Media planners discuss advertising strategy with their clients, analyse and research the target audience’s character, advise the creative team and clients about the most effective media combination and present media proposals.





4 Explain the strengths and limitations of direct marketing. List few products which are suitable for direct marketing.


Explanation of strengths


Explanation of Weaknesses


Listing of products suitable

Answer : Explanation of strengths

This, apparently, confuses some people, since I also work in and write about branding, which they don’t think belongs with marketing, but rather with advertising. In case anyone has missed my broken-record comment, branding belongs just as much–if not more–to marketing as it does to advertising. Branding is about relationships, and relationships get created, nurtured, and leveraged by marketers.


But this week I want to get more specific about the role of marketing in the branding effort. I want to get you all thinking about what an excellent partner direct marketing is in the branding effort.


Why? Because I think that it is high tim




5 “Kids are the new age customers”. Do you agree with this statement? Explain Brat Power in this connection.


Answer : Some kids can get whatever they want by screaming at their parents until they give in. “I want a pony” is one common demand of these types.




6 Write short notes on:


a) Stereotyping in advertisement

Answer : Marketers are constantly seeking ways to make their products more easily identifiable to specific groups of end users. In some cases, they may intentionally or unintentionally use stereotyping to show a product as appealing to their desired target market or in an attempt to interject humor into the ad. Advertising stereotypes are often race- or gender-based in nature.


Child Gender Roles



b) Regulation governing Broadcast Media Advertising


Answer : By contrast to the press, radio and television broadcasting were subject from the beginning to high levels of restriction, sometimes involving public control approaching a condition of censorship. The general concept of social responsibility and public interest lies at the core of the broadcasting model, although there are several variants as well as weaker (as in the USA) or stronger forms (as in Europe). The main difference is between systems that are within public ownership and control and those that operate commercially, but subject to licensing conditions and public scrutiny.


The main reasons for the high regulation of broadcasting


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