DMKT402 MBA ADVERTISING AND SALES PROMOTION

Description

SESSION	MARCH-2025
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	IV
COURSE CODE & NAME	DMKT402 ADVERTISING AND SALES PROMOTION

 

 

Assignment Set – 1

 

 

Q1. Define the term ‘advertising’. What are the objectives of advertising?       

Ans 1.

Advertising

Advertising is a paid, non-personal form of communication that aims to inform, persuade, and influence a target audience to take a desired action concerning a product, service, or idea. It is executed through various media such as television, radio, newspapers, digital platforms, billboards, and social media. Advertising plays a central role in the marketing communication mix and is essential in building brand awareness and stimulating demand.

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Q2. Describe the shifting patterns of consumption. What role does advertising play in this?

Ans 2.

Changing Consumption Patterns

Over the past few decades, consumer behavior has undergone significant transformation driven by globalization, digitalization, lifestyle changes, and environmental awareness. Shifting patterns of consumption refer to the evolving preferences, priorities, and purchase behaviors of consumers. These shifts have changed how, where, and why consumers buy, and advertising has played a

 

 

 

Q3. Write a brief note on the evolution of the advertising agency           

Advertising Agencies

Advertising agencies are independent organizations that specialize in creating, planning, and managing promotional campaigns for clients. They bridge the gap between businesses and the media by developing strategies that deliver compelling brand messages. Over the years, advertising

 

Assignment Set – 2

 

Q4. What is DAGMAR? How is it useful in establishing objectives?                  

Ans 4.

DAGMAR

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. It is a marketing model developed by Russell H. Colley in 1961 to bring structure and accountability to advertising efforts. The model focuses on setting clear, measurable objectives for advertising campaigns, thereby enhancing their effectiveness and enabling performance

 

Q5. Describe the AIDA model of consumer response hierarchy. 10       

Ans 5.

AIDA Model

The AIDA model is a classic framework in marketing and advertising that outlines the sequence of steps a consumer follows in the process of purchasing a product or service. Developed by E. St. Elmo Lewis in 1898, AIDA stands for Attention, Interest, Desire, and Action. The model emphasizes that effective advertising must guide the consumer through these four

 

Q6. What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.        10       

Ans 6.

Gestalt Psychology

Gestalt psychology is a theory of mind developed in the early 20th century by German psychologists Max Wertheimer, Kurt Koffka, and Wolfgang Köhler. It posits that humans perceive objects and patterns as whole units rather than a collection of individual parts. The famous phrase “The whole is greater than the sum of its parts” captures the essence of this theory. Gestalt principles are widely used in advertising and design to guide visual perception and message