Advertising and Sales Promotion 2

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Assignment – A

Question 1. What is advertising? Everyone says that technology plays a vital role in modern day advertising. Do you agree? Explain with the help of suitable examples.

Question 2. What are the tasks of an advertising manager? Discuss the advertising mix factors with the help of examples and how advertising is integrated with these mix factors.

Question 3. What is the role of product-life cycle in advertising? How is it important for managers to consider it at the time of advertising their products/services? Give reasons with the help of suitable examples.

Question 4. Discuss the process involved in the selection of an advertising agency. What is the relationship between an advertiser and the advertising agency? Give your answer with the help of suitable examples.

Question 5. Write short notes on any three of the following.
a) What is DAGMAR and when it becomes effective? Elucidate.
b) Percentage of sales budgeting approach.
c) Integrated marketing Communication.
d) International Advertising.
e) Personal Selling and direct Marketing.

Assignment – B

Question 1. What do you mean by media planning? Explain the role and steps involved in the product positioning with the help of suitable examples.

Question 2. For an effective communication towards advertising, segmentation needs to be clearly defined. Do you agree? Give reasons for your answer with the help of suitable examples.

Question 3. a) Discuss in detail the different methods used in deciding the advertising budget with the help of suitable examples.
b) Both sales promotion and price reduction help in improving the sales of a product or service. Discuss the merits and demerits of both sales promotion and price reduction with the help of suitable examples.

Case Study

Philips India Limited

Mr. David John has been appointed as a marketing and advertising manager in Philips India Limited which deals in stereo systems besides other products. He is the marketing and advertising manager for the stereo systems of Philips India Limited. The company has five competitors in the market namely Sony, BPL, Videocon AIWA and Panasonic. Philips market share in the stereo systems is 35%. David John has to increase the market share of Philips for the stereo system to 40% in 2010.
David John considers that he should address the following questions before taking necessary steps towards the increase of market share of Philips:
1) What cultural, social and psychological factors influence the buyers most? What sort of research should be undertaken to know the buyers attitude and behaviour?
2) What factors should Philips focus on in their marketing plan? And
3) What kind of marketing activities Philips should plan to coincide with each stage of consumer buying process? Only after addressing these questions, he considers that he can able to recommend the Managing Director of Philips on how to increase the market share of Philips in the stereo systems market.

Questions:
1. What cultural, social and psychological factors influence the buyers most according to David John?
2. What are the marketing mix factors that David John is talking about? Explain the market mix factors and recommend your suggestions to David John to improve his recommendations.

Assignment – C

1. Advertising is –
(a) Any non-paid form of non-personal presentation and promotion of ideas, goods and services of an identified sponsor
(b) Any paid form of non-personal presentation and promotion of ideas, goods and services of an identified sponsor
(c) About the products knowledge to the customers
(d) None of the above

2. There are ______ advertising-mix factors:
(a) Four
(b) Five
(c) Six
(d) Two

3. Small lean mean agencies which operate on low overheads and do quality work by hiring experts on job basis are called –
(a) Hot shops
(b) Advertising shops
(c) Cold shops
(d) None of the above

4. In media terms OTS stands for-
(a) Opportunity to sell
(b) Opportunity to see
(c) Opportunity to seek
(d) None of the above

5. Electronic media relates to-
(a) Television, radio, videocassettes
(b) Television only
(c) Radio only
(d) Only videocassettes

6. PR consultants are –
(a) Public Relation consultants
(b) Public Role consultants
(c) Public Rated consultants
(d) Both (b) and (c)

7. The first step in business communication through advertising is:
(a) Creating awareness
(b) Creating costs
(c) Creating products
(d) Creating markets

8. Which one of the following is not an advertising objective?
(a) Attitude change
(b) Sales as objective
(c) Communication
(d) Profits

9. The fundamental themes of most ads is –
(a) Product story
(b) Benefit story
(c) Idea story
(d) None of the above

10. PLC stands for –
(a) Profit line control
(b) Product life cycle
(c) Product life cost
(d) Profit life cycle

11. While introducing a new product category in the market, the advertising used is-
(a) Persuasive advertising
(b) Informative advertising
(c) Reminder advertising
(d) Both (a) and (c)

12. Major advertising decisions are-
(a) Objectives setting, budget decisions, message decisions, media decisions and advertising evaluation
(b) Objectives setting and advertising evaluation only
(c) Advertising evaluation and media decisions
(d) None of the above

13. The two elements in the advertising strategy are-
(a) Creating advertising messages and selecting advertising media
(b) Creating products and advertising
(c) Creating markets and advertising
(d) Both (b) and (c)

14. A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages is-
(a) Medison & Vine
(b) Media
(c) Advertising
(d) None of the above

15. The first step in creating effective advertising messages is to plan a:
(a) Product strategy
(b) Message strategy
(c) Pricing strategy
(d) Marketing strategy

16. The approach, style, tone, words, and format used for executing an advertising message is called –
(a) Madison style
(b) Execution style
(c) Advertising style
(d) None of the above

17. The style that shows one or more “typical” people using the product in a normal setting is:
(a) Slice of life
(b) Lifestyle
(c) Fantasy
(d) Both (b) and (c)

18. The vehicles through which advertising messages are delivered to their intended audiences are called –
(a) Multi-media
(b) Advertising media
(c) Sales media
(d) Marketing media

19. The net return on advertising investment divided by the costs of advertising investment is-
(a) Return on Investment
(b) Return on Advertising Investment
(c) Return on Sales Investment
(d) Return on Costs Invested

20. ANA stands for-
(a) Association of National Achievers
(b) Association of National Attitudes
(c) Association of National Advertisers
(d) Ability of National Advertisers

21. A marketing services firm that assists companies in planning, preparing, implementing and executing all or portions of their advertising programmes is called-
(a) A company
(b) An ad agency
(c) A retail outlet
(d) A distributor

22. Maintaining relationships with shareholders and others in the financial community is called-
(a) Public relations
(b) Investor relations
(c) Advertising
(d) Both (a) and (c)

23. News is one of the tools used in-
(a) Advertising
(b) Public relations
(c) Marketing
(d) None of the above

24. Recent public relations development is-
(a) Marketing
(b) Advertising
(c) Mobile tour marketing
(d) Both (a) and (b)

25. After deciding the advertising objectives, the company next sets its-
(a) Sales budget
(b) Advertising budget
(c) Promotional budget
(d) Both (a) (c)

26. The person responsible for the entire creative work of the agency is-
(a) The visualiser
(b) The art director
(c) The copy writer
(d) Creative director

27. The person creates the visuals, the drawings and photos etc. is-
(a) The creative director
(b) The copy writer
(c) The art director
(d) The visualiser

28. The person work as a close link between the ad agency and its client is-
(a) The creative director
(b) The account executive
(c) The copy writer
(d) The art director

29. Advertising agency work starts with a-
(a) Brief from the client
(b) Product from the client
(c) Cost of the client
(d) Promotion of the client

30. The most used word in any agency is-
(a) PROFITS
(b) DEADLINE
(c) COSTS
(d) PRODUCTS

31. HTA, CLARION, LINTAS are-
(a) Full service ad agencies in US
(b) Full service ad agencies in India
(c) Full service ad agencies in Russia
(d) Only ad agencies in the world

32. Creative boutiques are-
(a) Limited service agencies
(b) Full service agencies
(c) Shops
(d) None of the above

33. Agency with financial muscle are called-
(a) Agency of records
(b) Agency of muscle
(c) Main agency
(d) None of the above

34. Hot shops are-
(a) Full service agencies
(b) Limited service agencies
(c) Shops
(d) None of the above

35. The agencies such as Clea and Sobhagya are-
(a) Full service agencies in India
(b) Limited service agencies in India
(c) Specialized agencies in India
(d) Agency of records in India

36. Media department is headed by:
(a) CEO
(b) Art Director
(c) Media director
(d) None of the above

37. AGENCY management is conducted on a-
(a) Day-to-day basis
(b) Year-to-year basis
(c) Month to month basis
(d) Quarter to quarter basis

38. Advertising agencies are rated by –
(a) Advertisers
(b) Public
(c) Customers
(d) None of these

39. DAGMAR stands for –
(a) Dealing with advertising goals for measured advertising ratings
(b) Defining adverting goals for measured advertising results
(c) Describing advertising goals for measured advertising results
(d) None of the above

40. Consumer Panel Surveys are conducted for –
(a) Unstructured responses
(b) Structured responses
(c) Survey results
(d) None of the above

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