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1. Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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ASSIGNMENT
DRIVE FALL 2014
PROGRAM MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4)
PGDROMN – (SEM 2)
SUBJECT CODE & NAME MK0016- 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 Discuss the DAGMAR approach in setting objectives and measuring effectiveness 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 advertising models such as AIDA and DAGMAR can help any small business
plan more effective advertising.
AIDA stands for Attention, Interest, Desire and Action and can be used in small business
marketing to improve campaigns, including those based on email autoresponders.
2 What is Gestalt psychology? Explain with examples how it resembles the way a person
fits in the advertising message with his/her existing knowledge.
Answer : Gestalt Psychology is by Dr. C. George Boerne
Gestalt Psychology, founded by Max Wertheimer, was to some extent a rebellion against
the molecularism of Wundt’s program for psychology, in sympathy with many others at the
time, including William James. In fact, the word Gestalt means a unified or meaningful
whole, which was to be the focus of psychological study instead.
The Theory

2. Gestalt psychology is based on the observation that we often experience things that are not
a part of our simple sensations. The original observation was Wertheimer, when he noted
that we perceive motion where there is nothing more than a rapid sequence of individual
sensory events. This is what he saw in the toy
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 Internet businesses, only use advertising to apprise people about their products and
services. These companies don't have sales departments. Hence, they can only sell products
and earn profits if they are actively advertising. Some forms of advertising lend themselves
more to producing immediate profits. For example, direct response advertising, which asks
consumers for money in the ads, is specifically geared toward building sales and profits.
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-the-line activities
include adverts in the press. They also produce online banner advertisements, place
advertisements on billboards and use their website to meet the needs of their consumers.
Recent TV advertising campaigns have included the ‘small yet mighty’ cat for the new
Picanto and the ‘future proof’ Kia cee'd, emphasising
5 Describe the AIDA model of consumer response hierarchy with the help of diagram.
Answer : The Hierarchy of Effects Model was created in 1961 by Robert J Lavidge and Gary A
Steiner. This marketing communication model, suggests that there are six steps from
viewing a product advertisement (advert) to product purchase. The job of the advertiser is
to encourage the customer to go through the six steps and purchase the product.

3. Hierarchy Of Effects Model
The six steps are as follows:
Awareness
The customer becomes aware of the product through advertising. This is a challenging step,
there is no guarantee that the customer will be aware of the product brand after they view
the advert. Customers see many adverts
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 influence consumer behaviour. 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 only has to make high quality products but also has to
sell them cheap. This can be achieved
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4. Send your semester & Specialization name to our mail id :
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