MK0016- ADVERTISING MANAGEMENT & SALES PROMOTION

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ASSIGNMENT

 

 

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.

 

 

Q.1 Discuss the role of various departments in Advertising.

 

Answer : Definition of Advertising :

 

Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK

 

Departments in advertising :

 

There are SIX major departments in any advertising agency.

Q.2 Describe the AIDA model of consumer response hierarchy

 

Answer : Explanation of AIDA model :

 

AIDA stands for attention, interest, desire, and action. It is an acronym used in marketing and advertising, which helps marketing managers develop effective communication strategies and communicate with customers in a way that better responds to their needs and desires. AIDA describes a common list of events that occur when a consumer views an advertisement. Each letter in the acronym stands for the following:

• The “A” represents attention or awareness, and the ability to attract the attention of the consumers.

 

 

Q. 3 Explain the different kinds of Advertising objectives

 

Answer : There are three main types of advertising objectives :

 

1. Increasing Sales and Profits

2. Encourage Trial and Usage

3. Reminder Advertising

Explanation : Companies have many objectives when advertising their products and services. These objectives vary according to their industries, available distribution channels and overall marketing strategies. The key with all advertising is attracting the right buyers. These are people who are more apt to buy a company’s wares based on demographics like age and income, for example. Advertising managers should also repeat their messages often enough to familiarize consumers with their offerings.

 

 

 

Q.4  Explain the evolving consumer Segments which has impacts on Advertising

 

Answer: Explanation of consumer segments :

 

Consumer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits and so on. Segmentation allows a company to target specific groups of customers effectively and allocate marketing resources to best effect. According to an article by Jill Griffin for Cisco Systems, traditional segmentation focuses on identifying customer groups based on demographics and attributes such as attitude and psychological profiles. Value-based segmentation, on the other hand, looks at groups of customers in terms of the revenue they generate and the costs of establishing and maintaining relationships with them.

 

 

 

Q.5 Discuss any ten types of Advertising copy in brief

 

Answer : Advertising copy :

 

Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. The following types of copy may be studied:

1. Descriptive Copy :

 

Q.6 Discuss the forms of ethical forms of violation in advertising

 

Answer :  Ethical forms of violation in advertising:

 

The advertising industry operates within strict federal regulations and is monitored by the Federal Trade Commission. Even with truth-in-advertising laws in place, advertisers have significant leeway to violate the ethical standards of a wide range of consumers. Having a list of ethical and legal issues at hand when creating advertisements can help you to craft legal, responsible ad messages.

1. Truth in Advertising:

The Federal Trade Commission Act set forth requirements for truth in advertising and created the FTC to enforce the provisions of the act. The Bureau of Consumer Protection’s Business Bureau notes that advertisements in the U.S. must by truthful, not

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