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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 aninferior product and pay higher prices or even may not know that a particular product exists. Information given inan advertisement may be about the company and its products or service. The advertisement for Zenithrefrigerator, introduced in the year 1980, for example, incorporated details regarding the product feature. Theinclusion of a water cooler in the refrigerator was emphasized. It was highlighted that this facility was availableonly 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 todifferent segments of the target audience in varying degrees. These may have their origin in real or assumedfeatures. 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 toanother. Certain advertisements of toilet soaps in India aim at image building through opinion leaders. A well-known campaign of longstanding for Lux toilet soap uses film stars (Exhibits 1.4). The campaign for VIP travelluggage seeks to achieve the objective of attributing a superior image through the association of the product withaffluent 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 ofinnovation. The cost of innovation can be more than the profit recovered by the sales which advertising maygenerate and this encourages manufactures to undertake research and development. New brand launches seem toabound in the toiletry, cosmetic pharmaceutical, confectionery and tobacco markets advertising. At the sametime, 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 andproduct line acquisitions. Advertising can be used to promote new products and call attention to changes in oldproducts. Advertising for the soft drink concentrate under the brand name Rasna aimed at enhancing theawareness 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 newpublications and expanding the media. This development has been a characteristic of the Indian media scene inrecent years. A number of periodicals and newspapers have been launched during the seventies and this trendcontinued 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 greateravailability 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 whengoods 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, forinstance, to the consumers of Lijat Papad who may derive satisfaction out of buying advertised product, or forthat 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 theconsumer. Advertising can be wasteful considering that only a small section of the audience covered by the mediaused may relate to the product advertising. The qualitative aspect of advertising is its strength. It can also be amajor weakness when stereotyping an innovation. Advertising may encourage unsound or false values especiallythrough its effect on children and youth. It creates an emotional appeal. Critics point out that any emotionalappeal, in contrast to a rational appeal, is misleading. Finally, advertising can endanger competition. Bigadvertisers 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 copy6. 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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Ph: 09873669404

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 e-marketing

6. What do you understand by Search Engine Optimisation (SEO)? How does SEO work and what

are the objectives of SEO?

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