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MK0016 – Advertising Management & Sales Promotion – 4 Credits(Book ID: B1329)
Assignment Set – 1 (60 Marks)
Note: Answer all questions (with 350 to 400 words each) must be written within 6-8 pages. Each Question carries 10 marks 6 X 10=60
1. Why sales promotion is an integral part of marketing? How does it differ from marketing and advertising?
Answer : Sales promotion refers to activities, materials, devices and techniques which are used to supplement the marketing and advertising operations and help to coordinate the advertising with personal selling efforts. Sweepstakes are the most well-known sales promotion tools, but there are also others like samples, inshore displays, coupons, promotional discounts, contests, trade shows, price-off deals, premiums,
2. Explain why laws are needed to protect all stakeholders from unscrupulous commercial selling. Mention some of the major laws available to an aggrieved Indian buyer.
Answer : Although stakeholder groups other than shareholders may not be able to enforce a fiduciary duty against corporate management, this legal reality does not preclude managers from behaving as if they were actually under such obligations. Legal relationships, and particularly legal relationships that emerge under a common law system, are not based on complete, elegant, and consistent sets of principles. They are instead the result of incremental modification of often vague and overlapping doctrines that must be selectively applied toward solving practical business problems
3. Describe the role of Advertising Standard Council of India’s role in mass media advertising. How effective is it? State some of the major offensive issues explicitly banned by ASCI Code.
Answer : Role of the Advertising Standards Council of India (ASCI)
ASCI is a voluntary self-regulatory council established in 1985 to promote responsible advertising and to enhance public confidence in advertisements. The council’s objectives are:
- To ensure the
4. Discuss why new media will have to be created and conventional ones used differently to communicate with the rural consumer.
Answer : Over the last 25 years, we have been involved in developing campaigns for a variety of products ranging from agric-inputs such as fertilisers, agro chemicals and seeds, to consumer durables, FMCG and the services sector. This has helped us understand the special characteristics of the rural audience. Some insights:
A rural consumer may be illiterate according to the Census definition, but he is very clever, blessed with a lot of common sense.
He is highly conscious of value
5. Give a broad overview of the psychological changes that is happening in India which is deep and not superficial and is changing advertising strategies for ever.
Answer : Advertising might be superficial and intentionally one-sided, but it is not entirely stagnant. In order to connect with its potential audiences, ads also carry within their discursive frames hints of important transformations that may be taking place with the transition to global systems of production. Because Capital is not monolithic, but constituted by competing interests, agendas and discourses, advertising does not present a unitary vision of society. We would expect nothing less in a competitive
6. Every business in India wants to pursue the middle class spending habits. Describe how valid it is
Answer : India’s growth achievements since the 1990s have put the living standards of average Indian under global scrutiny. While the economic literature has primarily and rightly so, focussed on tremendous poverty and wide inequality between the haves and have knots still widely prevailing in almost the entire country except the dazzling areas of couple of metros and other large cities, the fortunes of the “new Indian middle class” have received substantial attention in the media , nationally and
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