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National Institute of Business Management
Chennai – 020
EMBA/ MBA
Elective: Advertising Management (Part – 2)
Attend any 4 questions. Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
- Explain a perception process in an advertising communication system.
Answer: Advertising can thus aptlybe called as the MOTHEROFALL Communication. Advertising is all around us. We are bombarded with ads (commercials) over TV, radio &in the print. When we go to our colleges, offices we are expose to many bill boards, which tell us to drink more milk, donate are eyes, gives you more information, tells you to do family planning etc. On an average, an Indian citizen is exposed to more than 20 commercials per day. In modern times, advertising prevails in all walks of life. Ithasacquired the distinction of being the most visible & glamorous method of marketing communication. It is the world’s fifth largest industry. Oil, Automobiles, Computers & Agriculture follow advertising in that order. Today it is a million dollar business.
Advertising communication always involves a perception
- Explain the role of message in designing and developing persuasive communication.
Answer: Communication is an essential element of marketing. The main elements of a communication model are the sender, the message, the channel, the receiver, and the feedback. The sender or the marketer (commercial or non-profit organization) encodes the message (generally a marketing communication) and sends it to the receiver (target audience) through a medium (newspaper, radio, television, the Internet, etc.).
In response to this message, the receiver gives feedback to the sender on the basis of which the sender can gauge if the message has been understood properly or whether it needs to be modified. The message can be verbal (spoken or written words
- Explain the direct measures of tracking and how have advertisers met the challenge.
Answer: Executing a direct mail campaign is a relatively easy task, but unless you have put some simple, tactical measures into place first, measuring the campaign results can be difficult. Like many other marketing strategies, direct mail may not work well with all audiences or in every industry, and it usually performs best when you execute it with supporting campaigns, such as emails, phone calls or online marketing tactics. If you are unable to measure the results of your direct mail campaigns, you may be throwing money away on ineffective
- Write a detailed account on Advertising Standards Council of India.
Answer:Advertising Standards Council of India (ASCI) is a self-regulatory voluntary organization of the advertising industry in India.Like other countries around the world, India too has a self-regulatory organization (SRO) for advertising content – The Advertising Standards Council of India, ASCI founded in 1985. The three main constituents of advertising industry viz advertisers, advertising agencies and media came together to form this independent NGO. The aim of ASCI is to maintain and enhance the public’s confidence in advertising. Their mandate is that all advertising material must be truthful, legal and honest, decent and not objectify women, safe for consumers – especially children and last but not the least, fair to their
- Government of India has made several laws to get the customers aware of their rights regarding advertisements and purchasing of some products, but it is of no use to the customers. Main reason is the awareness of the consumers are very low. Explain.
Answer:
- Which advertisements will you compare/contrast and why? Are they similar in content (e.g. product), style, intended audience or medium. Explain with a case study.
Answer:
25 x 4=100 marks
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