IMT-05

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IMT-05

 

Notes:

a. Write answers in your own words as far as possible and refrain from copying from the text books/handouts.

b. Answers of IstSet Before a product is advertised, a thorough market research is conducted in order to know the reactions of various consumers about the product. There are various advantages and disadvantages of TV advertising. They are:

(Part-A), IIndSet (Part-B), IIIrdSet (Part – C) and Set-IVth(Case Study) must be sent together.

c. Submit the assignments in IMT CDL H.O. along with the assignments Question Papers for evaluation .

d. Only hand written assignments shall be accepted.

 

  1. First Set of Assignments 5 Questions, each question carries 1 marks.
  2. Second Set of Assignments 5 Questions, each question carries 1 marks.
  3. Third Set of Assignments 5 Questions, each question carries 1 marks. Confine your answers to 150 to 200 Words.
  4. Forth Set of Assignments Two Case Studies : 5 Marks. Each case study carries 2.5 marks.

 

 

 

 

 

SECTION – A

 

  1. Explain what is integrated marketing communication ?

 

Answer : Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency – a proven IMC concept – yield customer satisfaction and loyalty.

 

 

 

  1. 2.What are the factors we should consider while selecting an advertising agency ?

 

Answer : The Advertiser looks for an advertising agency whose services and expertise meets his requirements. Following factors should be considered while selecting an advertising agency:-

 

  • Services offered by Ad-agency – There are different agencies provides different services, some provides all the services, some provide selected services, some provides only media services.

 

  • Location – A major factor to be considered while

 

 

 

  1. 3. Explain the communication process highlighting the roles of the source , medium and message .

 

Answer :Thereare seven elements of communication:

 

  • Source idea (Source)
  • Message
  • Encoding
  • Channel
  • Receiver
  • Decoding
  • Feedback

 

Let’s discuss each element. The Source idea is the process by which one formulates an idea to communicate to another party. This process can be influenced by external stimuli such as books or radio, or it can come about internally by thinking about a particular subject. The source idea is the basis for the communication.

 

  1. 4.Discuss the consumer purchase behaviour and why do we need to understand this while designing communication.

 

Answer :  You’ve been a consumer with purchasing power for much longer than you probably realize—since the first time you were asked which cereal or toy you wanted. Over the years, you’ve developed rules of thumb or mental shortcuts providing a systematic way to choose among alternatives, even if you aren’t aware of it.

 

Other consumers follow a similar process

 

 

 

  1. 5. Discuss the role of memory in consumer response to advertising.

 

Answer :  Marketers have long recognized the important role that memory plays (e.g., by affecting consumer perception and recall of marketing messages) in the decision-making processes of consumers. In this article, we provide an overview of consumer memory structure and function. We then extend our review to examine the impact that consumer memory has on the evaluation of marketing generated information, the role that consumer involvement has in the recall and influence of marketing messages, and the affect that interference from similar competing brands has on consumers’ ability to remember specific brand information. Finally, we address some of the methodological problems associated with memory structure measurement and identify areas for future research.

 

 

 

 

SECTION – B

 

 

 

  1. 1.Discuss the various objectives of advertising.

 

Answer :  Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and

 

 

  1. 2. What are attitudes? How do they influence consumer purchase behavior?

 

Answer :Consumer attitudes are a composite of a consumer’s

 

(1) beliefs about,

(2) feelings about,

(3) andbehavioural intentions toward some object–within the context of marketing, usually a brand or retail store.  These components are viewed together since they are highly interdependent and together represent forces that influence

 

 

  1. 3. Discuss merits and demerits of advertising on TV .

 

Answer :These days, TV advertising is the most powerful form of advertising. Basically it is a combination of both video and audio advertising messages with various varieties. Some people believe that TV advertising is more powerful than other advertising means such as magazines, websites, radio stations, and newspaper.

 

Before a product is advertised, a thorough market research is conducted in order to know the reactions of various consumers about the

 

  1. 4. What are the factors one should consider before starting the creative designs of advertisements?

 

Answer :People who write mail order ads for a living have learned over the years that the headline is the most important part of an advertisement. The headline is what catches or hooks the reader’s attention. And, really, it’s the same for radio or TV ads: your opening statement has to “hook” the listener and pull them into the rest of the ad.

 

  1. 5. How is business advertising different from consumer advertising?

 

Answer :Business Marketing is the practice of individuals, or organizations, including commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations. Also known as industrial marketing, business marketing is also called business-to-business marketing, or B2B marketing, for short.

 

(Note that while marketi

 

SECTION – C

 

 

  1. 1. Discuss various reasons for the changes in promotion mix expenditure in the last few years.

Answer :Sales promotion is an important component of a company’s marketing communication strategy along with advertising, public relations, and personal selling. At its core, sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force.

 

 

 

  1. 2. Differentiate between consumer sales promotion and trade promotions, while highlighting tools used for each.

Answer: As note in the Promotion Decisions tutorial, certain promotions can help “push” a product through the channel by encouraging channel members to purchase and also promote the product to their customers. Tools used for each includes samples, coupons, cash refunds, price packs, premiums, advertising specialties,

 

 

 

  1. 3. What is Public Relations? How companies leverage PR elaborate with examples.

Answer: Public relation communicates the news, influences the news, receives the news, and responds to the news for a brand via the media. It’s the art and science of talking to the right audience in the right voice. PR is the communication hub of an organization. It influences and shapes a company’s image, reputation, brand perception and culture. PR connects a brand and its public via direct messages or editorial media

 

 

 

  1. 4. Discuss the relative merits and demerits of various modes of entry by a company in the international market .

Answer: In this section, we will explore the traditional international-expansion entry modes. Beyond importing, international expansion is achieved through exporting, licensing arrangements, partnering and strategic alliances, acquisitions, and establishing new, wholly owned subsidiaries, also known as greenfield ventures. The five most

 

 

  1. 5. Discuss key challenges in handling sales force .

Answer: The recent announcement from Salesforce to launch identity-as-a-service comes as no surprise, as we have been intimately familiar with Salesforce’s ambitions in this space for more than a year. Salesforce has already been able to act as a simple identity provider for quite a while and clearly Salesforce feels it needs to have a stronger play here.

 

 

 

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CASE STUDY – 1

 

Questions

  1. 1. Critically analyze firms new strategy .

 

Answer:The boundary for industry analysis is the markets and products that describe the domain of the industry. Once you understand the business segment that is to be analyzed, identify the capabilities required to participate in that industry, and those competitors that are able to effectively target the same business segments. These four elements set the parameters for understanding and analyzing the industry. As industries like printers, copiers, scanners, and facsimile machines converge, business definitions become more difficult.   In industries like computers, consumers are becoming more demanding for customized products and services.

 

 

  1. 2. Reebok has huge residual equity in the country , suggest how it can be leveraged with communication .

 

Answer:The Reebok brand got a black eye in India last year when an accounting scandal there resulted in parent companyAdidas firing Reebok India managing director Subhinder Singh Prem and COO VishunBhagat as well as shuttingdown hundreds of its stores. Now the brand is trying to make a comeback in the world’s second-most-

 

CASE STUDY – 2

 

Questions

 

  1. 1. What benefit do you see for the firm in the new segment to improve its marketing .

 

Answer: A company cannot devise a market strategy without market segmentation. Imagine that you became a teacher one day. And the only thing your employer told you is that you have to teach students!! There would be several questions asked by you. Which grade are the students in? What is the subject i will be teaching? What timing are the classes etc. If you dont ask these questions, the “Students” will be a very generic term for you, and you will have no idea whom you have to teach or what you have to teach.

 

  1. 2. Suggest firm a positioning migration plan for smooth acceptance .

 

Answer: An analytical approach to moving an existing business web site from one Internet Service Provider (ISP) to another will increase the likelihood of a seamless transition. This is especially critical for retail sites and sites that contain large databases of products, customers and other business-related information.

 

Dear students get fully solved assignments

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