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MS-68 JULY DECEMBER 2016 SOLVED ASSIGNMENT

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Solved Assignment July Dec 2016 MS-68 (Sample Copy) Course Code MS - 68 Course Title Management of Marketing Communication and Advertising Assignment Code MS-68/TMA/SEM - II/2016 Assignment Coverage All Blocks To buy MBA assignments please use below link https://www.payumoney.com/store/#/buy/kian-publication For other Information please click on below link http://ignousolvedassignmentsmba.blogspot.in/ KIAN PUBLICATION Whatsapp- 9580039150 ignousolvedassignmentsmba@gmail.com kianpublication1@gmail.com ignou4you@gmail.com
1. (a) Why a sound knowledge of the customer in terms of the needs, preferences, motivation and behavior is paramount importance for advertisers for designing and formulating a suitable marketing communication strategy. Discuss at length with a suitable illustration. Knowledge about behavior of customers and ------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------problems more thoroughly and developing practical skills and applications in order to solve those problems. Additionally, these foundations are important for being able to understand scientific publications within the field. Important aspects of marketing communication strongly related to customer behavior as both are based on the same foundations in behavioral science. Furthermore, marketing communication ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------practical relevance to marketing problems complements this overview throughout the whole course. This course gives you the opportunity to take a deeper look at a particular research problem or issue within a specific topic or theme in marketing communication. You will also ----------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------between the lecturer and the group. The study of customer behaviour helps everybody as all are customers. It is essential for marketers to understand customers to survive and succeed in these competitive marketing environments. The following reasons highlight the importance of studying customer behaviour as a discipline. The purpose of studying a discipline is to help oneself ------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------. The usage of them significantly reveals our life styles. All these reasons suggest the need for study. However, the purpose may be to attend immediate and tangible reasons. For the marketing perspective, we could define learning as the process by which individuals acquire the purchase and consumption knowledge and experience they apply ---------------------------------------------------------------------------------------------- ---------------------------, lead to purchase. Some of the important learning theory concepts of relevance to advertisers are: Repetition:- Repetition increases the likelihood of retention of information received by reinforcing learning and showing the process of `decay' or forgetting. Evidence also ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------this, user variations of advertising messages to offset wear out yet maintain frequency levels necessary for retention in case of frequently purchase products. Examples like those of Maggie Hot and Sweet tomato chilli sauce and Pepsi illustrate this. Stimulus generalisation According to the classical ------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------one from the same family. This is especially true of brand name extension in the early stages of new brand launch. Stimulus discrimination: It is a concept opposite to stimulus generalisation and results in the selection of a specific stimulus from among similar stimuli. In the competitive ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------- used as it is the foundation of creating and communicating differentiation. Brand leaders wanting to establish or retain brand ------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------the period of learning i.e., of associating a brand with a product the more likely is the consumer to discriminate.
Learning concepts from Cognitive theory - Four concepts here are especially relevant for application in marketing communications. These are: Rehearsal:- Defined as the silent, mental repetition of ------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------------------------------- conveyed in a 15 second commercial if the object is later recall. Encoding:- Encoding is the process by which ----------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------nest, Woolmark, Onida devil). Learning a picture takes less time, than learning verbal information, but both together have been found to be important in forming overall mental image. Consumers constantly recode information ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------- advertisers to understand the groupings or chunks that can be handled by consumers as recall is hampered if the chunks offered in an ad do not match those in the consumer's frame of reference. An attitude is a learned predisposition towards an ------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------. In terms of attitude change, advertisers using the inputs of Fishiness models of component of attitudes seek to change attitudes by either trying to alter brand beliefs or alter relative evaluation of conflicting brand attitudes. Apart from individual determinants of behaviour, ------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------, family, cultures and subcultures. By studying factors that influence the persuability and vulnerability of consumer types to reference group, and influences advertisers make skilful uses in marketing communications by presenting the celebrity, experience and common man appeals in advertising. Similarly dynamics of family decision making, --------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------have noticed such appeals being utilised for articles ranging from toothpastes and cooking oils to family holidays and credit cards and a vast range of consumer durables. ============================================================================================ (b) Trace the major changes that have taken place in the India media scene both in the urban as well as rural set. Elaborate and propose suitable strategies for advertisers to cope these charges. Mass media and advertising agencies --------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------the competitive environment for advertising. In this section an attempt has been made to describe each of the mass medium in detail. It has been observed since independence that the development of the media has been slow. For almost twenty-five years after independence, the growth of the media-print, cinema and radio followed a normal growth pattern. Pressures of urbanization and growth in literacy did not affect the media significantly'. To know the reach of the various mass media, an ------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------of their sample size and the detailing of data that they are 'rated as two massive exercises providing critical data on media habits and reach among Indian consumers'".
The average urban Indian spends almost --------------------------------------------------------------------------------------------------------- ----------------------------------------------------- of this time (60 per cent) is spent watching television. Television is the leading medium when it comes to exposures. This is true both across segments and zones. The details are given in table below. Exposure to the press shows a major ---------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- (Table 2). Women are less exposed to the press than men. Exposure to television is the same for both genders. Exposure to cinema is also lower among women. The major pattern breaker is the South zone, with higher exposures to cinema and radio. This pattern holds for SEC A&B and women sub-segments also. The other significant deviation is the very low exposure to cinema among women in North India. The North and West Zones have a higher ---------------------------------------------------------------------------------------------------------- --------------------------------------------, the percentage of farmers is only 3 per cent and that of these "not working", 67 per cent. The percentage of farmers is lower than the percentage of labourers in all areas except the West where they are equal. If we look at the population dispersion according to the population strata, then we notice that the South zone has a very high percentage of rural people living in villages with ------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------whereas Himachal Pradesh has no village with a population greater than 5,000. While deciding the media options in order to reach rural areas, media performance needs to be considered. Where TV exposure is high, radio exposure is low. For example, in the ------------------------------------------------------------------------------------------------- ----------------------------------------------- East is the exposure to radio higher than the exposure to TV (though marginally). TV undoubtedly is the single medium, -------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------- (10 per cent), etc. have a very low penetration level. Moreover farmers and "not working" categories have a high viewership compared to the other categories of the rural audience. The print medium is the most important option for communication. The print medium has been receiving a major chunk of the media spend. It has a high exposure level in urban areas but its exposure level in rural areas is low. Its low exposure levels in rural areas can be attributed to low literacy rate, language barriers, etc. The exposure to the print medium is ---------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------any Hindi publication" is the highest. This is mainly due to very high exposure of' any Hindi publication in the North. Individual states cannot be dealt with at the -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------the common language, Hindi. Other hindi publications also play an important role. Radio has an all India exposure level of 43 per cent. --------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------Corporation has a presence in the listnership with the highest listenership in the South. Radio has been an effective medium for ------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------------------------------listenership of the Primary channel (95 per cent). Vividh Bharti has a listenership of 93 percent in Bihar and 90 per cent in Gujarat. The lowest cinema going percentage is in the North. Himachal Pradesh has only 1 per cent of the population as cinemagoers, whereas in Madhya Pradesh it is 4 per cent and in Gujarat 6 per cent. In the South, Andhra Pradesh has the highest cinemagoing' percentage of 43 per cent, Tamil Nadu has 36 per cent, Karnataka 31 per cent, Kerala 23 per cent. Last but not the least, Video is an option worth ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------"active" and has low cost also. 2. (a) Propose and explain the promotion campaign for the following product which are at the growth and maturity stage of their PCC. i) Top end Smart Phone – (growth stage) A Smartphone or smart phone is a mobile phone -------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------screen user interface, can run third-party apps, music players and are camera phones. Most Smartphone’s produced from 2012 onwards also have high-speed mobile broadband 4G LTE internet, motion sensors, and mobile payment mechanisms.
As seen in past trends that people in India prefer -------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------is also a good time for launching new smart phones. Thus my suggestion is that best timing for launching new smart phone is Festival time in India. The smartphone growth cycle will reach its maturity stage at the end of this year. For the first time, smartphones are showing single-digit growth worldwide, according to IDC (International Data Corporation). IDC has estimated that the growth of ---------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------Windows Phone as well as iOS and Android. The majority of the smartphone market is ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------at single-digit growth for smart phone shipments because smart phones are largely becoming a replacement market. The Middle East and Africa are expected to see the highest growth of 50% YoY (year-over-year) in Smartphone shipments, which exceed the growth of the Indian and Indonesian markets. The extensive growth of the smartphone market -------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------emerging market. The quality and cost factors mainly depend on value-oriented first-time smartphone buyers and replacement customers. In the high-growth smartphone shipment market, ------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------This creates challenges for vendors to choose a suitable price that will attract both first-time buyers and replacement customers. Promotional Strategy for Smart Phone- A great deal is being said and written --------------------------------------------------------------------------------------------------------------- ---------------------------- the media is writing is not the reality that mobile operators are currently grappling with. Many articles often give the impression that the increasing -------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------that good news for mobile operators as the media claims? The whole world knows that Smartphone sales are ----------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------especially considering the parallel development of the operators’ costs in acquiring customers (SAC) and revenue per customer (ARPU). Strand Consult has been monitoring and analysing the smartphone market across a number of countries for the past two years. Our results show that many operators are seeing their SAC exploding at the same rate as their smartphone sales growth. Unfortunately these operators are not seeing any similar growth in ARPU. Basically operators are currently focusing ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------to ensure a healthy balance between their SAC and the lifetime ARPU of their customers.
Strand Consult has been following the mobile industry for 16 years. We were the first in the world to voice criticism about the iPhone and how the iPhone was having a negative influence on many operators’ business cases. Our iPhone market report from 2009 - -------------------------------------------------------------------------------------------------------------- ------------------------------------------------- single most read and quoted report in the history of the mobile industry. We strongly recommend our customers to --------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------typical workshop agenda could look like this: ii) Tablet /Laptop – (maturity stage). The maturity stage is the stage where a product reaches its maximum sales as well as profits. The end of the maturity stage is characterized by a slow decline the profits and ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------can be made possible by either modifying the product, modifying the market, or modifying the marketing mix. An example that I find most relatable of a --------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------the length of time that its products remain in the maturity stage. Promotion strategy for laptops- The Samsung marketing strategy was --------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- and become an authority manufacturer. Due to the ever-changing tastes of consumers in the technology industry, companies had to follow the pace and offer progressive and evolving gadgets to their customers. So, Samsung also had ---------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------- marketing strategy was the key to evolution. Growth and development are essential parts of the technology. Consumers were never attached with ---------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------the needs of customers, and for several years, Samsung has never failed in this component. Society has always loved ------------------------------------------------ and decreases the time spent on unwanted/simple tasks. Today, Samsung has sparked in terms of ----------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------- started to create the need for people. Besides, Samsung has an ------------------------------------------------------------------------------------------------------------------------------ ---------------------------------------------------------------------- laptops, tablets, smartphones, TVs, cameras, Refrigerators, etc. By this, I mean that the Samsung marketing strategy has helped the firm to build trust on every product they manufacture. Now, let’s start --------------------------------------------------------------------------------------- strategy of Samsung. Samsung marketing strategy involves two pricing strategies and let’s see for what goals are they used.  Skimming Price – Smartphones of Samsung are ---------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------/smoothly sell around the globe. But, what
will happen when other competitors will launch a Smartphone with identical features? Simple. Samsung will lower the price and easily steal customers from the competitor.  Competitive Pricing – One of my favorite ------------------------------------------------------------------------------------------------------ ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------competition, it’s vital to use competitive pricing. Also, Samsung never is a late comer in production and non-innovative, but they are mostly the first ones to introduce a change. Placing in Samsung Marketing Strategy – Samsung uses channel marketing in its industry. And from this strategy, only service dealers are taken into account for corporate sales. Retailers who present the technology --------------------------------------------------------------------------------------------------------------- ------------------------ a world-famous brand and Samsung can also serve as an alternative for the consumers. The distribution is a compelling part of the Samsung marketing strategy. In certain cities, --------------------------------------------------------------------------------------------- the product throughout the city. For instance, Mumbai is a great example of a city, ---------------------------------------------------------------------------- company. These reasons may vary, but some of them might be like less concentration required for monitoring distribution channels or paying less to distribution --------------------------------------------------------------------------------------------- are always present. Promotion in the 4Ps of Samsung – --------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------the best forms of promotion to engage potential consumers. Besides advertising, Samsung approaches different promotional tactics to make customers buy the product. For instance, quite often, -------------------------------------------------------------- with national and worldwide festivals, etc. Hence, the Samsung marketing ----------------------------------------------------------------------------------- in different aspects. Sponsorship – Samsung is one of ------------------------------------------------------------------------------ employees worldwide. Samsung is mostly famous for its product quality, but ------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------Team, NSWIS Awards, Oceania Foundation, etc. Advertising – Samsung doesn’t concentrate on commercials like Coca-Cola or Pepsi, but they always promote their most important products. To get the hang of Samsung’s advertising system, let’s review some of their famous and most successful advertisements. Samsung marketing strategy is a perfect example for -------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------’s the core competency of your business development. =========================================================================================== (b) “Advertiser who ignore research are as dangerous as general who ignore decodes of enemy signals”. Discus the reasons why research becomes vital in marketing communication. Importance of advertising research can ------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------are as dangerous as generals who, ignore decodes of enemy signals." Advertising research broadly serves two purposes:
1. Provides---------------------------------------------- 2. Provides ---------------------------------------------------- success/failure David Ogilvy was absolutely right ------------------------------------------------------------------------------------------------------------------- , it is every start-up, every product development team, anyone who is worth anything has done their research or perished. Research and understand your ------------------------------------------------------------------------------------------------------------------------ ---------------------------------------------------------------------------------------, try and figure out the direction they are headed. Who --------------------------------------------------- customers? Who ----------------------------------------------------- partners? Who is funding them? ------------------------------------------------------------------------------ from and how much? Dig deep! -------------------------------------------------------------------------------------------- Google search. My favorite examples:  ADP – They aren’t ---------------------------------------------------------------------------- interest earned.  McDonald’s value is ------------------------------------------------------------------. Think real estate! When ------------------------------------------------------------------------------------------------ are not thinking. Research your industry, figure -----------------------------------------------------------------------------------, the new entrants. Know your ---------------------------------------------------------------------------------------------- just does not work! Ask questions, survey – don’t assume --------------------------------------------------------------------------------------------------------------- -------------------------------------------- solved is one that the market cares about. There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past. Market research can establish beyond the ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------, they roll too easily, are too easily broken, require special packaging, look alike, are difficult to open, won't stack on the shelf. Research findings help individuals and ------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------of each of them has been discussed. Advertising research covers a gamut of research done for evaluation of advertising campaigns. These range from copy test to strategy tests to brand personality to ---------------------------------------------------------------------------------------------------------------- -------------------------------- of understanding, research can be broadly classifieds into following categories:  Recall Measurement,  Attitude Measurement,  Brand Usage,  Pre-testing,  Post-testing, s Copy testing,  Media Research, and  Custom Research. Each of the above mentioned research is used at different stages of advertising campaign. The stages start from the conception of a brand strategy and creatives' and go on to till the time the campaign is over. Apart from the above mentioned research there is also syndicated research available. Important research is discussed later in the chapter. For instance, an increase in pressure is -------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------and sales is not as direct as that between pressure and temperature.
Role of Research in marketing communication- The most important task of a marketer is to get the right product at the right place with the right price to the right person. Besides, it was also necessary to go back and find whether consumer is getting optimum satisfaction, so that consumer remains loyal. These aspects made it imperative for the marketers to conduct marketing research. Market research plays a major role in increasing the effectiveness of the marketing communications strategy of a company. In this chapter we examined the importance of ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------ elements like communications audit, competitor communications strategy research, and communications content research, which help in designing an effective marketing communications strategy. Third, we examined the research process involved in each element of the marketing communications mix that is, advertising, sales promotions, direct selling, and public relations research. Advertising research involves advertising strategy research, advertising copy research, and ad campaign evaluation research. --------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------functions of media research and the framework and model for making better media decisions. Finally, we examined the challenges involved in media research. The following points explain the need for and importance of marketing research: 1. Identifying ----------------------------------------------------------- communication process: It helps in identifying new market ------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------channel of distribution. This helps the firms is solving problems. 2. Formulating -------------------------------------------strategies: Today, markets are no more local. They have become ------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------provided through marketing research not only helps in framing but also in implementing the market strategies. 3. Determining ------------------------------------------ and wants: Marketing has become customer-centric. ----------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------in making marketing customer oriented. 4. For effective c---------------------------------------- mix: In an era of micro- rather than mass------------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------------------------tools. Research on such aspects will help in promoting effectively a company’s product in the market. 5. Improving ------------------------ activities: Marketing research is used to analyse and ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------helps the companies in identifying areas of shortcoming in sales. It also examines alternative methods for distribution of goods. 6. For sales forecasting: The most challenging task for any production ----------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------method. This can also help in fixing sales quotas and marketing plans. 7. To revitalize brands:
Marketing research is used to ------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------to popularize and retain brand loyalty. 8. To facilitate --------------------------------------- new products: Marketing research helps in testing the new -------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------It reveals the problems of the customers regarding new products. Thus, it controls the risk involved in introducing a new product. 3. (a) Explain the relevant concepts characteristics and issues related to media planning function. Elaborate on the role and responsibilities of a media planner in relation to the advertiser and the client being serviced. Concept- Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan, is the plan that details the usage of media in an advertising campaignincluding costs, running dates, markets, reach, frequency, rationales, and strategies. Media planning supports message ------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------in order to accomplish marketing objectives. Media Planning is the process of designing a ------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------combining data from the market place about the mass media and media consumers. Characteristics- Typically, it is being said that there are two types ------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------. On one hand the Inter-personal media is people based and not only it is less impersonal but it is two way also. Although it might be an expensive medium it is highly ------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------, and consequently they are cost efficient. However there is a one-way communication, which is impersonal and all these media are technology based. There are two types of media for communication - mass ------------------------------------------------------------------------------------------------ ----------------------------------------------------------------------------------mass media like television, or radio, or newspaper are cost efficient and characterized by wide reach. Now, let's examine the characteristics of each of the mass medium. 1. Television Following are the specific characteristics of television:  It is more -------------------------------------------, sight, and motion,  It has broad --------------------------------------- coverage,  It is highly --------------------------------------------- medium,  It has high ----------------------------------------------------- thousand is moderate. 2. Radio Following are the specific characteristics of radio:  It can ------------------------------------------------ audiences,  It is most ----------------------------------------- among all mass media,  Radio --------------------------------------------------- population,  Radio ------------------------------------------------------- identification.
3. Newspaper Following are ------------------------------------------------ of newspaper:  Newspaper is a ------------------------------------------------------------ detailed information,  A publication --------------------------------------------------------------------- geographic flexibility in newspaper,  Newspaper have --------------------------------------------------------------------- special interest groups,  Newspaper -------------------------------------------------------------------- delivery. 4. Magazine Following are the specific characteristics of magazine:  There are -------------------------------------------------------------------------------------------------------------------------------------- ------------------------ can say magazines have specific audience selectivity, as they are specialised,  Magazines ----------------------------------------------------------------- life, 5. Outdoor Following are specific characteristics of outdoor media:  Outdoor ------------------------------------------------------------------------ 24 hours coverage,  Outdoor is ----------------------------------------------------------------------------- local market presence,  Outdoor media is Cost efficient medium,  It can be ------------------------------------------------------------- media. Issues-  Audience Measurement --------------------------------------------------------------------------------------- channel planning  ------------------------ attribution across media channels -------------------------------------------------------- activity  Recruitment & retention - -----------------------------------------------, relevant people  Keeping up to date with constantly ------------------------------------------------------------- & opportunities  Business costs of continually --------------------------------------------------------- & media research  Managing ---------------------------------------------------------------- agency roster  Fragmenting market & ------------------------------------------------------------ ie social, owned & earned media  Procurement & -------------------------------------------------------------------- & sustainable business model  Disconnect & MIS-communication ---------------------------------------------------- & media  Limited scope for outside the square & new opportunities Role and responsibilities of a media planner- To be a successful media planner you need commercial flair and good communication skills. If this sounds like you find out more about required qualifications, expected salary and career prospects Media planners identify which media --------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------their clients to maximise the impact of their advertising campaigns through the use of a range of media. Media planners often see their role from a brand contact perspective. Instead of focusing solely on what medium is used for message dissemination, media planners also pay attention to how to create and manage brand contact. Brand contact is any planned and unplanned form of exposure to -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------. Word of mouth is an unplanned brand contact -- advertisers normally do not plan for word of mouth. From the consumer's perspective, however, unplanned forms of brand contact may be more influential because they are less suspicious compared to advertising. The brand contact perspective shows how the role of media planners has expanded. First, media planners have moved from focusing only on traditional media to integrating traditional media and new media. New media -- cable and satellite television,
satellite radio, business-to-business e-media, consumer Internet, movie screen advertising and videogame advertising -- is playing an increasingly significant role. Second, media planners are making more use of product placements now, in lieu of advertising insertions. Advertising insertions, like print ads or television commercials, are made separately from the content and are inserted into it. The ads are distinct from the articles or TV programs, not a part of them. -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------Pieces candy. The candy was authentically integrated into the movie ?and sales of Reese's Pieces soared 80% after the movie, catapulting the new product to mainstream status. On the other hand, inappropriate or excessive product placements may do more harm than good to the brand. Finally, the role of media planners has expanded ----------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------. Although advertisers have little direct control over the flow of unplanned messages, they can facilitate such a flow. Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as ------------------------------------------------------------------------------------------------------------------------------- --------------------------------- to identify the most appropriate mediums for building awareness of a client's brand. Media planners work with:  ---------------------------------  television;  --------------------------  New media, in particular the internet. Other more unusual platforms include promotion on the sides of buses and taxis. Some agencies may ------------------------------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------- known as communications planners, brand planners or strategists. Responsibilities In your role as a media planner, you’ll usually work on several projects at the same time, often for a number of different clients. Duties generally fall into two main areas, with levels of client contact increasing with seniority: Preparation:  working with the ------------------------------------------------------------------ objectives and advertising strategy;  liaising with the creative ----------------------------------------------------------------------------- and campaigns;  making ------------------------------------------------------------------------------------------- and campaigns;  undertaking ----------------------------------------------------------------------------- industry resources;  identifying target audiences and analysing their characteristics, behaviour and media habits;  presenting -------------------------------------------------------------------, to clients. Implementation:  recommending the most ------------------------------------------------ effective time spans and locations;  working with ---------------------------------------------------house or in a specialist agency;  making and maintaining good contacts with media owners, such as newspapers, magazines and websites;  managing client ---------------------------------------------------------------- in your judgement;  -------------------------------------------------------------------- before release;  maintaining ------------------------------------------------------- records;  Evaluating the ------------------------------------------------ in order to inform future campaigns.
============================================================================================ (b) What is direct marketing? Discuss its scope and application areas in the marketing of products/services with two suitable examples. Direct marketing is a channel free approach to distribution and/or marketing communications. So a company may have a strategy of dealing with its customers ‘directly,’ for example --------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------. Therefore – ‘direct’ in the sense that the deal is done directly between the manufacturer and the customer. The Internet and New Media (e.g. mobile ---------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------sent to customers in any part of the world by courier. Many companies use direct marketing, and a current example of its ------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------------------. Information can be processed quickly, and then categorised into complex relational databases. Then, for example, special offers or new flights destinations ---------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------------------– which is another, slightly different example of direct marketing. Scope- There are three significant scope relevant to a direct marketing campaign: First, ensure direct marketing ----------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------for companies who have niche products to sell.
Second, determine if the expected revenue generated from the campaign will justify the expense. Direct marketing can be a very costly method of advertising. If the sales from the campaign far exceed the cost of the direct marketing and product costs, direct marketing may be a viable option for increasing awareness for a product or service. Third, approach direct marketing as one aspect ------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------marketing, such as television ads, social media, billboards, etc. As mentioned above, ‘direct’ also in the sense that ----------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------confused – although direct mail is a direct marketing tool. There are a number of direct marketing applications other than direct mail. These include (and are by no means limited to):  Inserts in ------------------------- magazines.  -------------------------------------.  Catalogues.  Coupons.  Door -----------------------------------  TV and radio ----------------------------------------------- or per-minute-charging.  …and finally – and --------------------------------- Internet and New Media. Example 1- Imagine that the marketing team for a --------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------marketing can be a very successful technique when targeting consumers in a specific area with similar characteristic: in this case, homeowners in the same area. Example 2- World renowned vehicle manufacturers, ------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------customers. Tags were attached to the balloon strings, which delivered the company’s marketing message together with an invite to the event. Example 3- Direct marketing is often ------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------able to exchange their card at their local newsagency for a free KitKat Chunky chocolate bar. Example 4-
Sometimes simple is best, and that was certainly ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------transfusion, but it also got their message across in a very effective way. 4. (a) Make a visit to any advertising agency in your location or you are associated with try to gather/collect information with respect to its working in terms of its functions, structure and agency relation ship with client. An advertising agency or advert agency is a ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising agencies are mostly not dependent on any organizations. These agencies take all the efforts for ------------------------------------------------------------------------------------------- of people expert in their particular fields, thus helping the companies or organizations to reach their target customer in an easy and simple way. Advertising agencies are responsible for ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------to as a unique selling proposition (USP). One example is the Wal-Mart communications strategy and platform: "Save Money. Live Better," developed by The Martin Agency. This strategy establishes and brands the big box retailer to "own" a leadership position in the discount retailer category. Role of Advertising Agencies 1. Creating an ----------------------------------------------------------- about product 2. Doing research on ---------------------------------------------------------------- of the customers. 3. Planning for type of media to be used, when and where to be used, and for how much time to be used. 4. Taking the feedbacks from ------------------------------------------------- deciding the further line of action As per the requirement, the below discussed points are taken after visiting Infinity Advertising Agency to understand its functions and responsibilities. Infinity is an Integrated Advertising & Marketing Agency with core skills in strategic thinking, understanding of marketing tools and creative representation. Strengthened by ATL, BTL, Retail, Media Buying and Planning and in-house Printing and Packaging, They are the advertisers’ dream choice. They ------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------rural indicator) and mCapture (online reporting tool) give us the edge to monitor and quantify the consumer response. Infinity -------------------------------------- Functions- Professionals at Infinity advertising agencies offer a number of functions including:  Account Management- Within Infinity advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. ------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -and, possibly, with only one of the client's product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.
 Creative Team- The principle role of --------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.  Researchers- Like all full-service advertising agencies, Infinity -------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------the campaign reached its objectives.  Media Planners— Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands---------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.  Responsibilities --------------------------------- Operations- Advertising operations managers are ---------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------and services in Infinity Advertisement Company.  Requirements ----------------------- Position- Advertising operations managers -------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------and, be proficient at using advertising software. Successful advertising managers are typically creative individuals who have leadership skills and can multitask while adhering to deadlines.  Coordinating Responsibilities- In small companies, the advertising operations manager at the executive-vice-president level may have the responsibility for marketing, promotions and public relations as well as advertising. In larger firms these responsibilities may be divided among other managers. Advertising managers help to coordinate marketing research, marketing strategy, pricing, product development, promotions and product development along with sales. Directing ------------------------------------ Campaigns- The advertising manager is responsible for --------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------, and the finance people in drawing up costs estimates and budgets, the advertising manager may act as liaison between the company that needs advertising and the agency that produces and places the advertisement.  Overseeing Accounts, Creative Services and Media- Some larger firms that place a great deal of -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------staff members who create copy and art for
advertisements. Media directors choose communication media like magazines, newspapers, the Internet and outdoor signage and draw up schedules and budgets. =========================================================================================== (b) Internet has revolutionized the way business is conducted and emerged as a strong medium. Discuss the reasons and comment on the advantages and disadvantages that it offers both for the firm and the customer. With a huge population, India like China, promises a vast untapped field of opportunity for the growth of Internet marketing. However, for several reasons, this potential -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------examination and proposal are tentative and divergent opinions exist as to the status of Internet marketing in the country. Although India has been a bit slow in jumping on the bandwagon of online promotion, Internet marketing in India has registered a steady growth since its arrival. Way back in ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------500 percent. Since then it’s growing at the rate of more than fifty percent per year. Despite the penetration of online shopping being less than US and Europe, it is growing at an enormous speed in India. There have been lot of new entrants in the E-commerce segment with --------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------sites, and comparison shopping are available on these sites. Another reason for the growth of online shopping is that three-quarters of India’s online population is under 35. Among women, 35-44 are the heaviest users while males in the segment account for 25-34 year old’s. India has emerged as the third biggest -------------------------------------------------------------------------------------------------------------- ------------------------------------------------ better and stronger day by day. Following can be the reasons for this growth:  Broadband internet: from late 2006 a ----------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------to the increased internet services and the penetration of 3G services that give a very fast environment.  Standard of living: rise in --------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------played its part in this inclination.  Availability of wider range: ----------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------that not available at the retail shops.  Busy lifestyles: busy lifestyles, --------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------the online shopping market to step up itself.  Free classified sites: more of the free classified sites have been launched where more and more consumers can buy and sell second-hand goods as well.  Competition in online market: with ------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------r to attract more customers.
 Discounts and cheap rates: numerous discounts offer these sites make available to the customer. Hence, Products can be purchased at a much lesser rate then the offline markets, and the best thing is that the quality remains the same. You don’t need to compromise with the quality in order to pay less.  Coupons: different coupons are -------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------on the internet. There are many websites that provides various discount and special offer coupons.  Improved online banking services: with improved and ----------------------------------------------------------------------------- --------------------------------------------------------------------- turn gave them the faith to shop online.  Cash on delivery and home delivery: -------------------------------------------------------------------------------------------------- ------------------------------------------------------- role in the inclination of people toward online shopping. These are the prominent and the 10 best reasons why online shopping has flourished in India. All these factors have encouraged people to shop online and have also helped them to transform themselves into better online shoppers. Advantages: 1. One of the most ------------------------------------------------------------------------------ clients/users can easily get information, by navigating the internet, about the products that they wish to purchase, and besides that, they can check the information at anytime of the day. 2. It allows the companies to ------------------------------------------------------------------------------------------------------------------ -------------------------------------------------- large amount of investment. 3. The previous mentioned -------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------- that way advantages to the customers. 4. Presence on the Internet -------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------- markets at the same time, offering almost infinite expanding possibilities. 5. On the internet ------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------- interested in their products, from what cities or countries are they, etc. Disadvantages: 1. Slow internet connections ---------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------and they will get bored eventually.. 2. The e-commerce doesn’t allow --------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------the money exists since 2000, the electronic commerce is very popular. 3. Other factor is the payment: --------------------------------------------------------------------------------------------------------------- -------------------------------------------------------- and give up buying online because of this. 4. One of the major disadvantages -------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------the image and reputation of quality and honest companies. 5. Other disadvantage is the cash on delivery system, since it doesn’t guarantee the 100% purchase of the product. This is also the case of thousands of users that dedicate themselves to daily mock big companies by ordering on the internet using false identities.

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MS-68 JULY DECEMBER 2016 SOLVED ASSIGNMENT

  • 1. Solved Assignment July Dec 2016 MS-68 (Sample Copy) Course Code MS - 68 Course Title Management of Marketing Communication and Advertising Assignment Code MS-68/TMA/SEM - II/2016 Assignment Coverage All Blocks To buy MBA assignments please use below link https://www.payumoney.com/store/#/buy/kian-publication For other Information please click on below link http://ignousolvedassignmentsmba.blogspot.in/ KIAN PUBLICATION Whatsapp- 9580039150 ignousolvedassignmentsmba@gmail.com kianpublication1@gmail.com ignou4you@gmail.com
  • 2. 1. (a) Why a sound knowledge of the customer in terms of the needs, preferences, motivation and behavior is paramount importance for advertisers for designing and formulating a suitable marketing communication strategy. Discuss at length with a suitable illustration. Knowledge about behavior of customers and ------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------problems more thoroughly and developing practical skills and applications in order to solve those problems. Additionally, these foundations are important for being able to understand scientific publications within the field. Important aspects of marketing communication strongly related to customer behavior as both are based on the same foundations in behavioral science. Furthermore, marketing communication ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------practical relevance to marketing problems complements this overview throughout the whole course. This course gives you the opportunity to take a deeper look at a particular research problem or issue within a specific topic or theme in marketing communication. You will also ----------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------between the lecturer and the group. The study of customer behaviour helps everybody as all are customers. It is essential for marketers to understand customers to survive and succeed in these competitive marketing environments. The following reasons highlight the importance of studying customer behaviour as a discipline. The purpose of studying a discipline is to help oneself ------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------. The usage of them significantly reveals our life styles. All these reasons suggest the need for study. However, the purpose may be to attend immediate and tangible reasons. For the marketing perspective, we could define learning as the process by which individuals acquire the purchase and consumption knowledge and experience they apply ---------------------------------------------------------------------------------------------- ---------------------------, lead to purchase. Some of the important learning theory concepts of relevance to advertisers are: Repetition:- Repetition increases the likelihood of retention of information received by reinforcing learning and showing the process of `decay' or forgetting. Evidence also ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------this, user variations of advertising messages to offset wear out yet maintain frequency levels necessary for retention in case of frequently purchase products. Examples like those of Maggie Hot and Sweet tomato chilli sauce and Pepsi illustrate this. Stimulus generalisation According to the classical ------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------one from the same family. This is especially true of brand name extension in the early stages of new brand launch. Stimulus discrimination: It is a concept opposite to stimulus generalisation and results in the selection of a specific stimulus from among similar stimuli. In the competitive ---------------------------------------------------------------------------------------------------- ---------------------------------------------------------- used as it is the foundation of creating and communicating differentiation. Brand leaders wanting to establish or retain brand ------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------the period of learning i.e., of associating a brand with a product the more likely is the consumer to discriminate.
  • 3. Learning concepts from Cognitive theory - Four concepts here are especially relevant for application in marketing communications. These are: Rehearsal:- Defined as the silent, mental repetition of ------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------------------------------- conveyed in a 15 second commercial if the object is later recall. Encoding:- Encoding is the process by which ----------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------nest, Woolmark, Onida devil). Learning a picture takes less time, than learning verbal information, but both together have been found to be important in forming overall mental image. Consumers constantly recode information ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------- advertisers to understand the groupings or chunks that can be handled by consumers as recall is hampered if the chunks offered in an ad do not match those in the consumer's frame of reference. An attitude is a learned predisposition towards an ------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------. In terms of attitude change, advertisers using the inputs of Fishiness models of component of attitudes seek to change attitudes by either trying to alter brand beliefs or alter relative evaluation of conflicting brand attitudes. Apart from individual determinants of behaviour, ------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------, family, cultures and subcultures. By studying factors that influence the persuability and vulnerability of consumer types to reference group, and influences advertisers make skilful uses in marketing communications by presenting the celebrity, experience and common man appeals in advertising. Similarly dynamics of family decision making, --------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------have noticed such appeals being utilised for articles ranging from toothpastes and cooking oils to family holidays and credit cards and a vast range of consumer durables. ============================================================================================ (b) Trace the major changes that have taken place in the India media scene both in the urban as well as rural set. Elaborate and propose suitable strategies for advertisers to cope these charges. Mass media and advertising agencies --------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------the competitive environment for advertising. In this section an attempt has been made to describe each of the mass medium in detail. It has been observed since independence that the development of the media has been slow. For almost twenty-five years after independence, the growth of the media-print, cinema and radio followed a normal growth pattern. Pressures of urbanization and growth in literacy did not affect the media significantly'. To know the reach of the various mass media, an ------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------of their sample size and the detailing of data that they are 'rated as two massive exercises providing critical data on media habits and reach among Indian consumers'".
  • 4. The average urban Indian spends almost --------------------------------------------------------------------------------------------------------- ----------------------------------------------------- of this time (60 per cent) is spent watching television. Television is the leading medium when it comes to exposures. This is true both across segments and zones. The details are given in table below. Exposure to the press shows a major ---------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- (Table 2). Women are less exposed to the press than men. Exposure to television is the same for both genders. Exposure to cinema is also lower among women. The major pattern breaker is the South zone, with higher exposures to cinema and radio. This pattern holds for SEC A&B and women sub-segments also. The other significant deviation is the very low exposure to cinema among women in North India. The North and West Zones have a higher ---------------------------------------------------------------------------------------------------------- --------------------------------------------, the percentage of farmers is only 3 per cent and that of these "not working", 67 per cent. The percentage of farmers is lower than the percentage of labourers in all areas except the West where they are equal. If we look at the population dispersion according to the population strata, then we notice that the South zone has a very high percentage of rural people living in villages with ------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------whereas Himachal Pradesh has no village with a population greater than 5,000. While deciding the media options in order to reach rural areas, media performance needs to be considered. Where TV exposure is high, radio exposure is low. For example, in the ------------------------------------------------------------------------------------------------- ----------------------------------------------- East is the exposure to radio higher than the exposure to TV (though marginally). TV undoubtedly is the single medium, -------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------
  • 5. ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------- (10 per cent), etc. have a very low penetration level. Moreover farmers and "not working" categories have a high viewership compared to the other categories of the rural audience. The print medium is the most important option for communication. The print medium has been receiving a major chunk of the media spend. It has a high exposure level in urban areas but its exposure level in rural areas is low. Its low exposure levels in rural areas can be attributed to low literacy rate, language barriers, etc. The exposure to the print medium is ---------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------any Hindi publication" is the highest. This is mainly due to very high exposure of' any Hindi publication in the North. Individual states cannot be dealt with at the -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------the common language, Hindi. Other hindi publications also play an important role. Radio has an all India exposure level of 43 per cent. --------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------Corporation has a presence in the listnership with the highest listenership in the South. Radio has been an effective medium for ------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------------------------------listenership of the Primary channel (95 per cent). Vividh Bharti has a listenership of 93 percent in Bihar and 90 per cent in Gujarat. The lowest cinema going percentage is in the North. Himachal Pradesh has only 1 per cent of the population as cinemagoers, whereas in Madhya Pradesh it is 4 per cent and in Gujarat 6 per cent. In the South, Andhra Pradesh has the highest cinemagoing' percentage of 43 per cent, Tamil Nadu has 36 per cent, Karnataka 31 per cent, Kerala 23 per cent. Last but not the least, Video is an option worth ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------"active" and has low cost also. 2. (a) Propose and explain the promotion campaign for the following product which are at the growth and maturity stage of their PCC. i) Top end Smart Phone – (growth stage) A Smartphone or smart phone is a mobile phone -------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------screen user interface, can run third-party apps, music players and are camera phones. Most Smartphone’s produced from 2012 onwards also have high-speed mobile broadband 4G LTE internet, motion sensors, and mobile payment mechanisms.
  • 6. As seen in past trends that people in India prefer -------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------is also a good time for launching new smart phones. Thus my suggestion is that best timing for launching new smart phone is Festival time in India. The smartphone growth cycle will reach its maturity stage at the end of this year. For the first time, smartphones are showing single-digit growth worldwide, according to IDC (International Data Corporation). IDC has estimated that the growth of ---------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------Windows Phone as well as iOS and Android. The majority of the smartphone market is ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------at single-digit growth for smart phone shipments because smart phones are largely becoming a replacement market. The Middle East and Africa are expected to see the highest growth of 50% YoY (year-over-year) in Smartphone shipments, which exceed the growth of the Indian and Indonesian markets. The extensive growth of the smartphone market -------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------emerging market. The quality and cost factors mainly depend on value-oriented first-time smartphone buyers and replacement customers. In the high-growth smartphone shipment market, ------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------This creates challenges for vendors to choose a suitable price that will attract both first-time buyers and replacement customers. Promotional Strategy for Smart Phone- A great deal is being said and written --------------------------------------------------------------------------------------------------------------- ---------------------------- the media is writing is not the reality that mobile operators are currently grappling with. Many articles often give the impression that the increasing -------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------that good news for mobile operators as the media claims? The whole world knows that Smartphone sales are ----------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------especially considering the parallel development of the operators’ costs in acquiring customers (SAC) and revenue per customer (ARPU). Strand Consult has been monitoring and analysing the smartphone market across a number of countries for the past two years. Our results show that many operators are seeing their SAC exploding at the same rate as their smartphone sales growth. Unfortunately these operators are not seeing any similar growth in ARPU. Basically operators are currently focusing ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------to ensure a healthy balance between their SAC and the lifetime ARPU of their customers.
  • 7. Strand Consult has been following the mobile industry for 16 years. We were the first in the world to voice criticism about the iPhone and how the iPhone was having a negative influence on many operators’ business cases. Our iPhone market report from 2009 - -------------------------------------------------------------------------------------------------------------- ------------------------------------------------- single most read and quoted report in the history of the mobile industry. We strongly recommend our customers to --------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------typical workshop agenda could look like this: ii) Tablet /Laptop – (maturity stage). The maturity stage is the stage where a product reaches its maximum sales as well as profits. The end of the maturity stage is characterized by a slow decline the profits and ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------can be made possible by either modifying the product, modifying the market, or modifying the marketing mix. An example that I find most relatable of a --------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------the length of time that its products remain in the maturity stage. Promotion strategy for laptops- The Samsung marketing strategy was --------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------- and become an authority manufacturer. Due to the ever-changing tastes of consumers in the technology industry, companies had to follow the pace and offer progressive and evolving gadgets to their customers. So, Samsung also had ---------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------- marketing strategy was the key to evolution. Growth and development are essential parts of the technology. Consumers were never attached with ---------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------the needs of customers, and for several years, Samsung has never failed in this component. Society has always loved ------------------------------------------------ and decreases the time spent on unwanted/simple tasks. Today, Samsung has sparked in terms of ----------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------- started to create the need for people. Besides, Samsung has an ------------------------------------------------------------------------------------------------------------------------------ ---------------------------------------------------------------------- laptops, tablets, smartphones, TVs, cameras, Refrigerators, etc. By this, I mean that the Samsung marketing strategy has helped the firm to build trust on every product they manufacture. Now, let’s start --------------------------------------------------------------------------------------- strategy of Samsung. Samsung marketing strategy involves two pricing strategies and let’s see for what goals are they used.  Skimming Price – Smartphones of Samsung are ---------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------/smoothly sell around the globe. But, what
  • 8. will happen when other competitors will launch a Smartphone with identical features? Simple. Samsung will lower the price and easily steal customers from the competitor.  Competitive Pricing – One of my favorite ------------------------------------------------------------------------------------------------------ ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------competition, it’s vital to use competitive pricing. Also, Samsung never is a late comer in production and non-innovative, but they are mostly the first ones to introduce a change. Placing in Samsung Marketing Strategy – Samsung uses channel marketing in its industry. And from this strategy, only service dealers are taken into account for corporate sales. Retailers who present the technology --------------------------------------------------------------------------------------------------------------- ------------------------ a world-famous brand and Samsung can also serve as an alternative for the consumers. The distribution is a compelling part of the Samsung marketing strategy. In certain cities, --------------------------------------------------------------------------------------------- the product throughout the city. For instance, Mumbai is a great example of a city, ---------------------------------------------------------------------------- company. These reasons may vary, but some of them might be like less concentration required for monitoring distribution channels or paying less to distribution --------------------------------------------------------------------------------------------- are always present. Promotion in the 4Ps of Samsung – --------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------the best forms of promotion to engage potential consumers. Besides advertising, Samsung approaches different promotional tactics to make customers buy the product. For instance, quite often, -------------------------------------------------------------- with national and worldwide festivals, etc. Hence, the Samsung marketing ----------------------------------------------------------------------------------- in different aspects. Sponsorship – Samsung is one of ------------------------------------------------------------------------------ employees worldwide. Samsung is mostly famous for its product quality, but ------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------Team, NSWIS Awards, Oceania Foundation, etc. Advertising – Samsung doesn’t concentrate on commercials like Coca-Cola or Pepsi, but they always promote their most important products. To get the hang of Samsung’s advertising system, let’s review some of their famous and most successful advertisements. Samsung marketing strategy is a perfect example for -------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------’s the core competency of your business development. =========================================================================================== (b) “Advertiser who ignore research are as dangerous as general who ignore decodes of enemy signals”. Discus the reasons why research becomes vital in marketing communication. Importance of advertising research can ------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------are as dangerous as generals who, ignore decodes of enemy signals." Advertising research broadly serves two purposes:
  • 9. 1. Provides---------------------------------------------- 2. Provides ---------------------------------------------------- success/failure David Ogilvy was absolutely right ------------------------------------------------------------------------------------------------------------------- , it is every start-up, every product development team, anyone who is worth anything has done their research or perished. Research and understand your ------------------------------------------------------------------------------------------------------------------------ ---------------------------------------------------------------------------------------, try and figure out the direction they are headed. Who --------------------------------------------------- customers? Who ----------------------------------------------------- partners? Who is funding them? ------------------------------------------------------------------------------ from and how much? Dig deep! -------------------------------------------------------------------------------------------- Google search. My favorite examples:  ADP – They aren’t ---------------------------------------------------------------------------- interest earned.  McDonald’s value is ------------------------------------------------------------------. Think real estate! When ------------------------------------------------------------------------------------------------ are not thinking. Research your industry, figure -----------------------------------------------------------------------------------, the new entrants. Know your ---------------------------------------------------------------------------------------------- just does not work! Ask questions, survey – don’t assume --------------------------------------------------------------------------------------------------------------- -------------------------------------------- solved is one that the market cares about. There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past. Market research can establish beyond the ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------, they roll too easily, are too easily broken, require special packaging, look alike, are difficult to open, won't stack on the shelf. Research findings help individuals and ------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------of each of them has been discussed. Advertising research covers a gamut of research done for evaluation of advertising campaigns. These range from copy test to strategy tests to brand personality to ---------------------------------------------------------------------------------------------------------------- -------------------------------- of understanding, research can be broadly classifieds into following categories:  Recall Measurement,  Attitude Measurement,  Brand Usage,  Pre-testing,  Post-testing, s Copy testing,  Media Research, and  Custom Research. Each of the above mentioned research is used at different stages of advertising campaign. The stages start from the conception of a brand strategy and creatives' and go on to till the time the campaign is over. Apart from the above mentioned research there is also syndicated research available. Important research is discussed later in the chapter. For instance, an increase in pressure is -------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------and sales is not as direct as that between pressure and temperature.
  • 10. Role of Research in marketing communication- The most important task of a marketer is to get the right product at the right place with the right price to the right person. Besides, it was also necessary to go back and find whether consumer is getting optimum satisfaction, so that consumer remains loyal. These aspects made it imperative for the marketers to conduct marketing research. Market research plays a major role in increasing the effectiveness of the marketing communications strategy of a company. In this chapter we examined the importance of ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------ elements like communications audit, competitor communications strategy research, and communications content research, which help in designing an effective marketing communications strategy. Third, we examined the research process involved in each element of the marketing communications mix that is, advertising, sales promotions, direct selling, and public relations research. Advertising research involves advertising strategy research, advertising copy research, and ad campaign evaluation research. --------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------functions of media research and the framework and model for making better media decisions. Finally, we examined the challenges involved in media research. The following points explain the need for and importance of marketing research: 1. Identifying ----------------------------------------------------------- communication process: It helps in identifying new market ------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------channel of distribution. This helps the firms is solving problems. 2. Formulating -------------------------------------------strategies: Today, markets are no more local. They have become ------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------provided through marketing research not only helps in framing but also in implementing the market strategies. 3. Determining ------------------------------------------ and wants: Marketing has become customer-centric. ----------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------in making marketing customer oriented. 4. For effective c---------------------------------------- mix: In an era of micro- rather than mass------------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------------------------tools. Research on such aspects will help in promoting effectively a company’s product in the market. 5. Improving ------------------------ activities: Marketing research is used to analyse and ---------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------helps the companies in identifying areas of shortcoming in sales. It also examines alternative methods for distribution of goods. 6. For sales forecasting: The most challenging task for any production ----------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------method. This can also help in fixing sales quotas and marketing plans. 7. To revitalize brands:
  • 11. Marketing research is used to ------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------to popularize and retain brand loyalty. 8. To facilitate --------------------------------------- new products: Marketing research helps in testing the new -------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------It reveals the problems of the customers regarding new products. Thus, it controls the risk involved in introducing a new product. 3. (a) Explain the relevant concepts characteristics and issues related to media planning function. Elaborate on the role and responsibilities of a media planner in relation to the advertiser and the client being serviced. Concept- Media Planning, in advertising, is a series of decisions involving the delivery of message to the targeted audience. Media Plan, is the plan that details the usage of media in an advertising campaignincluding costs, running dates, markets, reach, frequency, rationales, and strategies. Media planning supports message ------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------in order to accomplish marketing objectives. Media Planning is the process of designing a ------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------combining data from the market place about the mass media and media consumers. Characteristics- Typically, it is being said that there are two types ------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------. On one hand the Inter-personal media is people based and not only it is less impersonal but it is two way also. Although it might be an expensive medium it is highly ------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------, and consequently they are cost efficient. However there is a one-way communication, which is impersonal and all these media are technology based. There are two types of media for communication - mass ------------------------------------------------------------------------------------------------ ----------------------------------------------------------------------------------mass media like television, or radio, or newspaper are cost efficient and characterized by wide reach. Now, let's examine the characteristics of each of the mass medium. 1. Television Following are the specific characteristics of television:  It is more -------------------------------------------, sight, and motion,  It has broad --------------------------------------- coverage,  It is highly --------------------------------------------- medium,  It has high ----------------------------------------------------- thousand is moderate. 2. Radio Following are the specific characteristics of radio:  It can ------------------------------------------------ audiences,  It is most ----------------------------------------- among all mass media,  Radio --------------------------------------------------- population,  Radio ------------------------------------------------------- identification.
  • 12. 3. Newspaper Following are ------------------------------------------------ of newspaper:  Newspaper is a ------------------------------------------------------------ detailed information,  A publication --------------------------------------------------------------------- geographic flexibility in newspaper,  Newspaper have --------------------------------------------------------------------- special interest groups,  Newspaper -------------------------------------------------------------------- delivery. 4. Magazine Following are the specific characteristics of magazine:  There are -------------------------------------------------------------------------------------------------------------------------------------- ------------------------ can say magazines have specific audience selectivity, as they are specialised,  Magazines ----------------------------------------------------------------- life, 5. Outdoor Following are specific characteristics of outdoor media:  Outdoor ------------------------------------------------------------------------ 24 hours coverage,  Outdoor is ----------------------------------------------------------------------------- local market presence,  Outdoor media is Cost efficient medium,  It can be ------------------------------------------------------------- media. Issues-  Audience Measurement --------------------------------------------------------------------------------------- channel planning  ------------------------ attribution across media channels -------------------------------------------------------- activity  Recruitment & retention - -----------------------------------------------, relevant people  Keeping up to date with constantly ------------------------------------------------------------- & opportunities  Business costs of continually --------------------------------------------------------- & media research  Managing ---------------------------------------------------------------- agency roster  Fragmenting market & ------------------------------------------------------------ ie social, owned & earned media  Procurement & -------------------------------------------------------------------- & sustainable business model  Disconnect & MIS-communication ---------------------------------------------------- & media  Limited scope for outside the square & new opportunities Role and responsibilities of a media planner- To be a successful media planner you need commercial flair and good communication skills. If this sounds like you find out more about required qualifications, expected salary and career prospects Media planners identify which media --------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------their clients to maximise the impact of their advertising campaigns through the use of a range of media. Media planners often see their role from a brand contact perspective. Instead of focusing solely on what medium is used for message dissemination, media planners also pay attention to how to create and manage brand contact. Brand contact is any planned and unplanned form of exposure to -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------. Word of mouth is an unplanned brand contact -- advertisers normally do not plan for word of mouth. From the consumer's perspective, however, unplanned forms of brand contact may be more influential because they are less suspicious compared to advertising. The brand contact perspective shows how the role of media planners has expanded. First, media planners have moved from focusing only on traditional media to integrating traditional media and new media. New media -- cable and satellite television,
  • 13. satellite radio, business-to-business e-media, consumer Internet, movie screen advertising and videogame advertising -- is playing an increasingly significant role. Second, media planners are making more use of product placements now, in lieu of advertising insertions. Advertising insertions, like print ads or television commercials, are made separately from the content and are inserted into it. The ads are distinct from the articles or TV programs, not a part of them. -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------Pieces candy. The candy was authentically integrated into the movie ?and sales of Reese's Pieces soared 80% after the movie, catapulting the new product to mainstream status. On the other hand, inappropriate or excessive product placements may do more harm than good to the brand. Finally, the role of media planners has expanded ----------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------. Although advertisers have little direct control over the flow of unplanned messages, they can facilitate such a flow. Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as ------------------------------------------------------------------------------------------------------------------------------- --------------------------------- to identify the most appropriate mediums for building awareness of a client's brand. Media planners work with:  ---------------------------------  television;  --------------------------  New media, in particular the internet. Other more unusual platforms include promotion on the sides of buses and taxis. Some agencies may ------------------------------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------- known as communications planners, brand planners or strategists. Responsibilities In your role as a media planner, you’ll usually work on several projects at the same time, often for a number of different clients. Duties generally fall into two main areas, with levels of client contact increasing with seniority: Preparation:  working with the ------------------------------------------------------------------ objectives and advertising strategy;  liaising with the creative ----------------------------------------------------------------------------- and campaigns;  making ------------------------------------------------------------------------------------------- and campaigns;  undertaking ----------------------------------------------------------------------------- industry resources;  identifying target audiences and analysing their characteristics, behaviour and media habits;  presenting -------------------------------------------------------------------, to clients. Implementation:  recommending the most ------------------------------------------------ effective time spans and locations;  working with ---------------------------------------------------house or in a specialist agency;  making and maintaining good contacts with media owners, such as newspapers, magazines and websites;  managing client ---------------------------------------------------------------- in your judgement;  -------------------------------------------------------------------- before release;  maintaining ------------------------------------------------------- records;  Evaluating the ------------------------------------------------ in order to inform future campaigns.
  • 14. ============================================================================================ (b) What is direct marketing? Discuss its scope and application areas in the marketing of products/services with two suitable examples. Direct marketing is a channel free approach to distribution and/or marketing communications. So a company may have a strategy of dealing with its customers ‘directly,’ for example --------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------. Therefore – ‘direct’ in the sense that the deal is done directly between the manufacturer and the customer. The Internet and New Media (e.g. mobile ---------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------sent to customers in any part of the world by courier. Many companies use direct marketing, and a current example of its ------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------------------------. Information can be processed quickly, and then categorised into complex relational databases. Then, for example, special offers or new flights destinations ---------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------------------------– which is another, slightly different example of direct marketing. Scope- There are three significant scope relevant to a direct marketing campaign: First, ensure direct marketing ----------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------for companies who have niche products to sell.
  • 15. Second, determine if the expected revenue generated from the campaign will justify the expense. Direct marketing can be a very costly method of advertising. If the sales from the campaign far exceed the cost of the direct marketing and product costs, direct marketing may be a viable option for increasing awareness for a product or service. Third, approach direct marketing as one aspect ------------------------------------------------------------------------------------------------------------ -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------marketing, such as television ads, social media, billboards, etc. As mentioned above, ‘direct’ also in the sense that ----------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------confused – although direct mail is a direct marketing tool. There are a number of direct marketing applications other than direct mail. These include (and are by no means limited to):  Inserts in ------------------------- magazines.  -------------------------------------.  Catalogues.  Coupons.  Door -----------------------------------  TV and radio ----------------------------------------------- or per-minute-charging.  …and finally – and --------------------------------- Internet and New Media. Example 1- Imagine that the marketing team for a --------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------marketing can be a very successful technique when targeting consumers in a specific area with similar characteristic: in this case, homeowners in the same area. Example 2- World renowned vehicle manufacturers, ------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------customers. Tags were attached to the balloon strings, which delivered the company’s marketing message together with an invite to the event. Example 3- Direct marketing is often ------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------able to exchange their card at their local newsagency for a free KitKat Chunky chocolate bar. Example 4-
  • 16. Sometimes simple is best, and that was certainly ---------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------------------transfusion, but it also got their message across in a very effective way. 4. (a) Make a visit to any advertising agency in your location or you are associated with try to gather/collect information with respect to its working in terms of its functions, structure and agency relation ship with client. An advertising agency or advert agency is a ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------------------------------------. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising agencies are mostly not dependent on any organizations. These agencies take all the efforts for ------------------------------------------------------------------------------------------- of people expert in their particular fields, thus helping the companies or organizations to reach their target customer in an easy and simple way. Advertising agencies are responsible for ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------to as a unique selling proposition (USP). One example is the Wal-Mart communications strategy and platform: "Save Money. Live Better," developed by The Martin Agency. This strategy establishes and brands the big box retailer to "own" a leadership position in the discount retailer category. Role of Advertising Agencies 1. Creating an ----------------------------------------------------------- about product 2. Doing research on ---------------------------------------------------------------- of the customers. 3. Planning for type of media to be used, when and where to be used, and for how much time to be used. 4. Taking the feedbacks from ------------------------------------------------- deciding the further line of action As per the requirement, the below discussed points are taken after visiting Infinity Advertising Agency to understand its functions and responsibilities. Infinity is an Integrated Advertising & Marketing Agency with core skills in strategic thinking, understanding of marketing tools and creative representation. Strengthened by ATL, BTL, Retail, Media Buying and Planning and in-house Printing and Packaging, They are the advertisers’ dream choice. They ------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------rural indicator) and mCapture (online reporting tool) give us the edge to monitor and quantify the consumer response. Infinity -------------------------------------- Functions- Professionals at Infinity advertising agencies offer a number of functions including:  Account Management- Within Infinity advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. ------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -and, possibly, with only one of the client's product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.
  • 17.  Creative Team- The principle role of --------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.  Researchers- Like all full-service advertising agencies, Infinity -------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------the campaign reached its objectives.  Media Planners— Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands---------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.  Responsibilities --------------------------------- Operations- Advertising operations managers are ---------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------and services in Infinity Advertisement Company.  Requirements ----------------------- Position- Advertising operations managers -------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------and, be proficient at using advertising software. Successful advertising managers are typically creative individuals who have leadership skills and can multitask while adhering to deadlines.  Coordinating Responsibilities- In small companies, the advertising operations manager at the executive-vice-president level may have the responsibility for marketing, promotions and public relations as well as advertising. In larger firms these responsibilities may be divided among other managers. Advertising managers help to coordinate marketing research, marketing strategy, pricing, product development, promotions and product development along with sales. Directing ------------------------------------ Campaigns- The advertising manager is responsible for --------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------, and the finance people in drawing up costs estimates and budgets, the advertising manager may act as liaison between the company that needs advertising and the agency that produces and places the advertisement.  Overseeing Accounts, Creative Services and Media- Some larger firms that place a great deal of -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------staff members who create copy and art for
  • 18. advertisements. Media directors choose communication media like magazines, newspapers, the Internet and outdoor signage and draw up schedules and budgets. =========================================================================================== (b) Internet has revolutionized the way business is conducted and emerged as a strong medium. Discuss the reasons and comment on the advantages and disadvantages that it offers both for the firm and the customer. With a huge population, India like China, promises a vast untapped field of opportunity for the growth of Internet marketing. However, for several reasons, this potential -------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------examination and proposal are tentative and divergent opinions exist as to the status of Internet marketing in the country. Although India has been a bit slow in jumping on the bandwagon of online promotion, Internet marketing in India has registered a steady growth since its arrival. Way back in ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------500 percent. Since then it’s growing at the rate of more than fifty percent per year. Despite the penetration of online shopping being less than US and Europe, it is growing at an enormous speed in India. There have been lot of new entrants in the E-commerce segment with --------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------------------------------------sites, and comparison shopping are available on these sites. Another reason for the growth of online shopping is that three-quarters of India’s online population is under 35. Among women, 35-44 are the heaviest users while males in the segment account for 25-34 year old’s. India has emerged as the third biggest -------------------------------------------------------------------------------------------------------------- ------------------------------------------------ better and stronger day by day. Following can be the reasons for this growth:  Broadband internet: from late 2006 a ----------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------to the increased internet services and the penetration of 3G services that give a very fast environment.  Standard of living: rise in --------------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------played its part in this inclination.  Availability of wider range: ----------------------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------that not available at the retail shops.  Busy lifestyles: busy lifestyles, --------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------the online shopping market to step up itself.  Free classified sites: more of the free classified sites have been launched where more and more consumers can buy and sell second-hand goods as well.  Competition in online market: with ------------------------------------------------------------------------------------------------------------- --------------------------------------------------------------------------------------------r to attract more customers.
  • 19.  Discounts and cheap rates: numerous discounts offer these sites make available to the customer. Hence, Products can be purchased at a much lesser rate then the offline markets, and the best thing is that the quality remains the same. You don’t need to compromise with the quality in order to pay less.  Coupons: different coupons are -------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------on the internet. There are many websites that provides various discount and special offer coupons.  Improved online banking services: with improved and ----------------------------------------------------------------------------- --------------------------------------------------------------------- turn gave them the faith to shop online.  Cash on delivery and home delivery: -------------------------------------------------------------------------------------------------- ------------------------------------------------------- role in the inclination of people toward online shopping. These are the prominent and the 10 best reasons why online shopping has flourished in India. All these factors have encouraged people to shop online and have also helped them to transform themselves into better online shoppers. Advantages: 1. One of the most ------------------------------------------------------------------------------ clients/users can easily get information, by navigating the internet, about the products that they wish to purchase, and besides that, they can check the information at anytime of the day. 2. It allows the companies to ------------------------------------------------------------------------------------------------------------------ -------------------------------------------------- large amount of investment. 3. The previous mentioned -------------------------------------------------------------------------------------------------------------------- ---------------------------------------------------------------------------------------- that way advantages to the customers. 4. Presence on the Internet -------------------------------------------------------------------------------------------------------------------- --------------------------------------------------------- markets at the same time, offering almost infinite expanding possibilities. 5. On the internet ------------------------------------------------------------------------------------------------------------------------------- ---------------------------------------------- interested in their products, from what cities or countries are they, etc. Disadvantages: 1. Slow internet connections ---------------------------------------------------------------------------------------------------------------------------- -----------------------------------------------------------------------and they will get bored eventually.. 2. The e-commerce doesn’t allow --------------------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------the money exists since 2000, the electronic commerce is very popular. 3. Other factor is the payment: --------------------------------------------------------------------------------------------------------------- -------------------------------------------------------- and give up buying online because of this. 4. One of the major disadvantages -------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------the image and reputation of quality and honest companies. 5. Other disadvantage is the cash on delivery system, since it doesn’t guarantee the 100% purchase of the product. This is also the case of thousands of users that dedicate themselves to daily mock big companies by ordering on the internet using false identities.