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DRIVE- Fall 2014
PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME- ML0016- Advertising Management and Sales Promotion
BK ID- B1809
CREDIT & MARKS- 4 Credits, 60 marks
Q.1: Discuss the DAGMAR approach in setting objectives and measuring effectiveness of advertising.
Meaning of DAGMAR approach (2 Marks)
Explanation of DAGMAR approach (8 Marks)
ANS:
Meaning of DAGMAR approach:
DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps: Awareness, Comprehension, Conviction, and Action
Q.2: What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.
Discussion about Gestalt psychology (3 Marks)
Explanation(7 Marks)
ANS:
Discussion about Gestalt psychology:
The German word Gestalt means a whole, or a configuration, where the whole is more than its individual parts. A person has an inner map he has developed over a lifetime and he wants to keep it simple, familiar, functional and consistent.
Q.3: Advertising is a paid form of communication. It has gained its significance since it attempts to build a positive attitude towards a product. Explain the characteristics and objectives of advertising.
Definition of advertising (2 Marks)
Characteristics (4 Marks)
Objectives (4 Marks)
ANS:
Definition of advertising:
Advertising is rather an informal word that comprises an immense number of activities. It can be anything from jokes and cartoons on the coasters and placemats on a bar table which just has a famous alcoholic beverage manufacturer’s name and logo in one corner.
Q.4: What is “above the line” and “below the line” activities with respect to marketing communications? Explain the concept in detail.
Define media(2 Marks)
Explanation of the concepts(8 Marks)
ANS:
Define media:
The commercial world uses the word ‘media’ as a collective term to present its services to its specific target group. There are a number of mediathat make message delivery far more focused and effective. More innovative use of newspaper space, interactive media, electronic hoarding with moving messages, Internet, direct marketing, are only some of them.
Q.5: Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model(8 Marks)
Diagram(2 Marks)
ANS:
Explanation of AIDA model:
AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to guide marketers to target a market effectively.The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement.. AIDA is a historical
Q.6: Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market(2 Marks)
Strategies(8 Marks)
ANS:
Discuss the nature of rural market:
Rural market requires deep understanding of rural emotions, aspirations, needs and greeds, which are different from the urban psyche.Rural marketing environment is different, just as the rural psychology is and this challenge needs to be addressed and treated with respect.
Dear students get fully solved SMU MBA Fall 2014 assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
These are just questions for reference . To check samples see our latest uploads in blog archive or search assignments .
(Prefer mailing. Call in emergency )