smu MBA assignments Fall 2014

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ASSIGNMENT QUESTION PAPER
DRIVE FALL 2014
PROGRAM MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
SUBJECT CODE & NAME MK0016- Advertising Management and Sales Promotion
BK ID B 1809
CREDIT & MARKS 4 Credits, 60 marks
Q.No Questions Marks Total Marks
1
Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach 2
Explanation of DAGMAR approach 8 10
2
What is Gestalt psychology? Explain with examples how it resembles the way a person fits
in the advertising message with his/her existing knowledge.
Discussion about Gestalt psychology 3
Explanation 7 10
3
Advertising is a paid form of communication. It has gained its significance since it attempts
to build a positive attitude towards a product. Explain the characteristics and objectives of
advertising.
Definition of advertising 2
Characteristics 4
objectives 4 10
4
What is “above the line” and “below the line” activities with respect to marketing
communications? Explain the concept in detail.
Define media 2
Explanation of the concepts 8 10
5
Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model 8
Diagram 2 10
6
Describe some of the strategies for effective marketing and advertising in rural market.
Discuss the nature of rural market 2
Strategies 8 10

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Note – Answer all questions. Kindly note that answers for 10 marks questions should be approximately
of 400 words. Each question is followed by evaluation scheme.