DMKT402 MBA ADVERTISING AND SALES PROMOTION

Description

SESSION	FEB – MAR 2024
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	IV
COURSE CODE & NAME	DMKT402– ADVERTISING AND SALES PROMOTION

 

 

Assignment Set – 1

 

 

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

Ans 1.

Definition of Advertising

Advertising is a form of marketing communication used to promote or sell something, typically a product, service, or idea. It involves the dissemination of information through various media to influence the audience’s perceptions and encourage them to take a specific action, such as making a purchase or adopting a new behavior. The ultimate goal of advertising is to reach targeted consumers and influence their buying decisions and habits.

Objectives of Advertising

Creating Awareness: Advertising

Its Half solved only

Buy Complete from our online store

 

https://smuassignment.in/online-store/

 

MUJ Fully solved assignment available for session FEB 2024.

 

Lowest price guarantee with quality.

Charges INR 198 only per assignment. For more information you can get via mail or Whats app also

Mail id is aapkieducation@gmail.com

 

Our website www.smuassignment.in

After mail, we will reply you instant or maximum

1 hour.

Otherwise you can also contact on our

whatsapp no 8791490301.

 

2. Describe the shifting patterns of consumption. What role does advertising play in this? 10

Ans 2.

The patterns of consumption have shifted significantly over the past few decades due to various social, economic, and technological changes. These shifts are evident across multiple dimensions, including the types of products consumed, the means of purchasing, and the influences behind consumer choices.

Shifting Patterns of Consumption

From Product-Based to

 

 

3. Write a brief note on evolution of advertising agency.

Ans 3.

The evolution of advertising agencies reflects the broader changes in media, culture, and commerce over the past century. Initially serving as mere brokers for newspaper space, advertising agencies have transformed into complex entities that play a critical role in the development and dissemination of marketing communications across a multitude of platforms.

Early Beginnings and the Golden Age

The roots of the modern

 

 

Assignment Set – 2

 

 

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

Ans 4.

DAGMAR, an acronym for Defining Advertising Goals for Measured Advertising Results, is a marketing tool used for planning and measuring the success of advertising campaigns. Developed in the 1960s by Russell H. Colley, DAGMAR focuses on the principle that advertising objectives should be specific, measurable, and based on clear assumptions about the relationship between the audience’s current and desired levels of awareness and understanding.

Principles of DAGMAR

The DAGMAR approach

 

 

5. Describe the AIDA model of consumer response hierarchy.

Ans 5.

The AIDA model is a classic framework used in marketing and advertising to describe the stages a consumer goes through before making a purchase decision. The acronym AIDA stands for Attention, Interest, Desire, and Action, representing a linear progression that marketers aim to guide potential customers through with their campaigns. Each stage of the model serves a specific

 

 

 

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

Ans 6.

Gestalt psychology is a theory of mind and brain positing that the operational principle of the brain is holistic, parallel, and analog, with self-organizing tendencies. The Gestalt effect is the capability of our brain to generate whole forms, particularly with respect to the visual recognition of global figures instead of just collections of simpler and unrelated elements (points, lines, curves, etc.).

Principles of Gestalt