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1. Dear students get fully solved assignments by professionals
Send your semester & Specialization name to our mail id :
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or
call us at : 098153-33456
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ASSIGNMENT
DRIVE FALL 2015
PROGRAM MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4)
PGDROMN– (SEM 2)
SUBJECT CODE & NAME ML0016- Advertising Management and Sales Promotion
SEMESTER 4
BK ID B1809
CREDITS 4
MARKS 60
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.
1. Explain the different types of Advertising copy.
Answer: Classification of Advertisement Copy
It is true that copy writing is an art and the copywriter has a very important role to play in
advertising creativity. Copy writing does not admit any stereotyped rules and classification. There
are various styles in which a copy can be prepared and presented. The following classification of
advertisement copy may be studied;
1. Descriptive Copy– Thistype of copy describesthe pertinentandrelevant characteristics features
of the product. It is very simple and of non- technical nature. It does not have any specialty which
can attract the attention of the target consumers or may compel them to read it. It is very much
similartoa pressaccount or newsitemsimplygivingrelevantinformation to the public without any
stylish touch.
2. Scientific Copy – Such types of copies are technical in nature and generally used by drugs and
pharmaceutical firmselaboratingthe propositions of properties and constituents of the product. It
provides full information about the product and
2. Discussthe DAGMAR approach insetting objectivesandmeasuringeffectiveness of advertising.
Answer : Meaning of DAGMAR approach
Advertising is a part of marketing sometimes avoided by small business as it can be perceived as
costly, ineffective and only appropriate for large corporations. However an understanding of

2. advertising models such as AIDA and DAGMAR can help any small business plan more effective
advertising.
AIDA standsfor Attention,Interest, Desire and Action and can be used in small business marketing
to improve campaigns, including those based on email autoresponders.
DAGMAR (Defining Advertising Goals for Measured Advertising Results) is much more than a
model for designing an advert, it is used to monitor a
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.
Answer : Three Main Advertising Objectives
Increasing Sales and Profits
One of the major objectives of advertising is to increase sales and profits. Some companies, like
Internetbusinesses,onlyuse advertisingtoapprise people abouttheir products and services. These
companiesdon'thave salesdepartments.Hence,theycanonlysell products and earn profits if they
are activelyadvertising.Some forms of advertising lend themselves more to producing immediate
profits. For example, direct response advertising
4 What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Answer : Above-the-line
There are a number of approaches to promotion that are open to organisations. Above-the-line
promotions use mass media methods. This type of promotion focuses on advertising to a large
audience. It includes print, online media, television and cinema advertising.
As the fourth largest car company in the world, Kia is a big brand. It offers a range of products
targeted at different market segments.kia-piccanto Above-
5 Describe the AIDA model of consumer response hierarchy with the help of diagram.
Answer:The Hierarchyof EffectsModel was createdin1961 by RobertJ Lavidge andGary A Steiner.
This marketing communication model, suggests that there are six steps from viewing a product
advertisement(advert) toproductpurchase.The jobof the advertiser is to encourage the customer
to go through the six steps and purchase the product.
Hierarchy Of Effects Model
6. Describe some of the strategies for effective marketing and advertising in rural market.
Answer : In order to utilize the immense potential in rural markets companies need to develop
specific marketing mix and action plans, taking into consideration the complex set of factors that

3. influenceconsumerbehaviour. Innovative companies which adopted an integrated approach have
succeeded in utilizing marketing opportunities that rural areas offer.
Different rural marketing strategies in India
1. Competitive strategy
1.1. Supplier:The company not onlyhas to make highqualityproductsbutalso has to sell them
cheap. This can be achieved only if the
Dear students get fully solved assignments by professionals
Send your semester & Specialization name to our mail id :
stuffstudy5@gmail.com
or
call us at : 098153-33456
(Prefer mailing. Call in emergency )