DMKT402 MBA ADVERTISING AND SALES PROMOTION

Description

SESSION	AUG/SEPT 2023
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 pivotal component in the marketing communications mix, representing a strategic tool employed by businesses and organizations to convey messages about their products, services, or ideas to a target audience. This multifaceted communication process involves the creation and dissemination of promotional material through various media channels, aiming to inform, persuade, and influence the purchasing behavior or perceptions of the intended

 

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

Ans 2.

Shifting Patterns of Consumption

In recent years, the patterns of consumption have undergone significant changes due to various factors like technology advancement, socio-economic transformations, and evolving consumer preferences. The digital era has been a crucial driver, steering consumers towards online platforms for both information and purchases. This shift is evident in the growing preference for e-

 

3. Write a brief note on evolution of advertising agency 10

Ans 3.

The evolution of advertising agencies has been a dynamic journey, adapting to changes in technology, society, and business practices. This journey can be segmented into several key phases, reflecting the transformation in how advertising agencies have operated and influenced consumer behavior.

1. Early

 

 

Assignment Set – 2

 

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

Ans 4.

Understanding DAGMAR

Defining Advertising Goals for Measured Advertising Results, commonly abbreviated as DAGMAR, is a marketing theory that emphasizes the importance of setting specific and measurable advertising objectives. This concept was introduced by Russell H. Colley in a report to the Association of National Advertisers in 1961. DAGMAR focuses on the idea that the main

 

 

5. Describe the AIDA model of consumer response hierarchy.

Ans 5.

The AIDA Model, a cornerstone in the field of advertising and sales promotion, stands for Attention, Interest, Desire, and Action. This model outlines the stages a consumer goes through when interacting with a marketing communication.

1. Attention The first phase in the AIDA model is ‘Attention’. In a world brimming with advertisements and

 

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. 5+5

Ans 6.

Understanding Gestalt Psychology in Advertising and Sales Promotion

Gestalt psychology, a theory developed in the early 20th century by German psychologists, emphasizes the human tendency to perceive entire patterns or configurations, rather than merely the sum of individual parts. This approach is particularly influential in the fields of design, marketing,