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MK0016 — Advertising management &sales promotion

MK0016 — Advertising management &sales promotion


Summer 2013

Master of Business Administration- MBA Semester 4

MK0016 — Advertising management &sales promotion – 4 Credits

(Book ID: B 1329) Assignment (60 marks)

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.


Q1. Discuss the Visualization strategy in advertising and the components of Visualization strategy.

Answer : Visualization strategy in advertising :

Visualization or visualization is any technique for creating images, diagrams, or animations to communicate a message. Visualization through visual imagery has been an effective way to communicate both abstract and concrete ideas since the dawn of man. Examples from history include cave paintings, Egyptian hieroglyphs, Greek geometry, and Leonardo da Vinci’s revolutionary methods of technical drawing for engineering and scientific purposes. With the explosion of increasingly powerful computers and improved photo-realism, the use of design visualization has saturated our culture,



Q2. Describe the elements of execution of advertising in brief.

Answer :Advertising execution :

Creative execution refers to the manner in which an advertising appeal is carried out or presented. A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. Some of the more commonly used execution techniques include:

1. Straight-sell or factual message–this type of execution relies on a straightforward presentation of information about the product or


Q3. Explain the persuasion techniques (any 10) used in advertising.

Answer : Persuasion techniques :

Persuasion is underneath the umbrella term of Influence. In other words, persuasion is influence, but it requires communication, whereas influence doesn’t necessarily. Persuasion can attempt to influence the beliefs, attitudes, intentions, motivations, or behaviors. Persuasion is a process aimed at changing a person’s (or a group’s) attitude or behavior toward some event, idea, object, or other person(s), by using written or spoken words to convey information, feelings




Q4. Describe the Tools and Techniques (any 10) of Sales Promotion in brief.

Answer : Tools and techniques of sales promotion :

Effective sales promotion tools are tailored to presentations at events or trade shows, door-to-door sales, retail sales, direct mail advertising, telemarketing or Internet-based marketing. Sales promotion tools increase sales, introduce a new product to the market or meet competition challenges. To increase the sale of any product manufactures or producers adopt different measures like sample, gift, bonus, and many more. These are known as tools or techniques or methods of sales promotion. Let us know more about some of the commonly used tools of sales promotion.

(i) Free samples: You might have



Q5. What is a full service agency? What are specialist agencies? Why are they needed?

Answer : Full service agency :

Definition: An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, Internet and direct marketing. Some very large full service agencies run their own marketing research departments. There are also many professional services with local and national networks which work closely with the agencies, do commissioned research in specific geographic areas, income levels, consumption patterns, product groups, etc. Roles of full service agency are :



Q6. Discuss the following theories of Advertising :

– The Cognitive-Response Theory

– The Stimulus-Response Theory

– The Dual-process Theory

– The Resource Matching Theory

– Cognitive Dissonance theory

Answer : 1. The Cognitive-Response Theory :

A cognitive response is a thought generated in response to persuasive communication (Petty, 1981) and therefore, triggers an attitude change. The way in which a cognitive response effects attitude, after being exposed to persuasive communication, has to do with the way the recipient of the communication manipulates, elaborates and integrates


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