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1. Dear students get fully solved ISBM EMBA & other solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
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(Prefer mailing. Call in emergency )
SUBJECT : ADVERTISING MANAGEMENT
COURSE : Total Marks : 80
N.B: 1) There are 4 questions in paper.
2) All Questions are compulsory
Q. A) Define Advertising Copy? Please explain various ways of writing print advertising copy
withexamples?(20Marks)
Answer:Text of a print, radio, or television advertising message that aims at catching and holding the
interest of the prospective buyer, and at persuading him or her to make a purchase all within a few
short seconds. The headline of an advertising copy is said to be the most important part, and quite often
a small change in its wording brings disproportionate results. Although a short advertising copy is more
common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-
1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most
advertising copy is based on advertising/consumer research and is composed by professional
copywritershiredbyadvertisingagencies.Also
Q. B) Design an Ad Campaign for a Construction engineering company?( Manufacturers of
Constructionproducts)? (20 Marks)
Answer: The company's overall strategy is based on a continuous improvement process of setting
objectives, measuring results, and utilizing feedback to facilitate further growth and progress. The
company plans to rapidly develop marketing alliances with industry leaders and pursue new sales of its

2. services to residential and commercial builders. The market strategy is to capitalize on Fiberglass
World'salliancesbysecuringcity,parish,state,andgovernmentcontracts.
Competitive Edge
Having both Fiberglass Plate installed offers the user an energy efficient system that will not fail.
Fiberglass Plate Products are a true fiberglass system that meets the demands of today's architectural
designsandwill continuetoprovide
Q. C) Write short notes on: (Any4) (20 Marks)
Q. 1. Characteristics ofthe ideal print advertisement
Answer: With the glut of advertising and marketing that saturates our daily lives, yours must work hard
to earn the customer’s attention. These 12 characteristics of great print advertising will help your next
campaigndo justthat.
 Keep It Simple – Less is better. One clear, compelling message is far more persuasive than a
confused jumble of offersandbenefits.
 Stopping Power – Make your ad visually strong to capture the reader’s attention. You have only
a secondor two.If youradvertisinggoesunnoticed,everythingelse isacademic!
 Clarity – Good advertising communicates quickly and convincingly. Readers won’t take the time
to figure outa convolutedmessage –they’ll

Q. 2. AIDA Model
Answer: AIDA stands for attention, interest, desire, and action. It is an acronym used in marketing and
advertising, which helps marketing managers develop effective communication strategies and
communicate with customers in a way that better responds to their needs and desires. AIDA describes a
common list of events that occur when a consumer views an advertisement. Each letter in the acronym
standsfor the following:
3. Medial planningtools
Answer:Media planners have many tools at their disposal to research and select sites that will help
clients reach their target audiences. Very often we're targeting large audiences by demographic or
region, andwe can use standard syndicated data tools such as @Plan, comScore, or the SRDS, a provider

3. of media rates and data, to help us identify sites that index high with our target audiences. This is fine
for clients who want to reach very large groups of people such as females 18 to 24 in the northeastern
UnitedStates.
But what about when you're going after a niche audience such as users of a particular technology or
collectors of classic cars? In these cases, those data sources are not as helpful because many niche sites
do notshowup on theirradar screens.Instead,you
4. ATL/BTL
Answer: Above the line (ATL), below the line (BTL), and through the line (TTL), in organizational business
and marketing communications, are advertising techniques, or different strategies companies use to sell
their products.In a nutshell, while ATL communications use media that are broadcast and published to
mass audiences, BTL communication use media that are more niche focused. While both ATL and BTL
communications can be used to either build brand awareness or drive sales through specific offers
(promotions), it is BTL interaction that gives the marketer the ability to tailor their messaging in a more
personal mannertothe audience. ATL
5. Ad agency organizationstructure
Answer: The organizational structure of an advertising agency consists of the same basic elements,
regardless of the firm's size. An account services team manages client relationships, the creative team
develops the advertisements and media specialists select the media outlets that will run the ads. A
seniormanagementteamtakesresponsibilityforthe agency’sbusinessandfinancialoperations.
Agency Management:The senior
Q. D) Illustrate positioningstatementsfor:(any 4)? (20 Markes)
Q. 1. Maruti
Answer:In 1981, Maruti was launched. The company was started by the Government of India and was
initially called Maruti Technical Services Private Limited. The first Managing Director of the company was
SanjayGandhi,late-IndianPrime MinisterIndiraGandhi’sson.
During the period of 1985 to 1996, a few other significant developments took place including Suzuki
takingup 50% stake in Maruti,leadingtoa 50-50 joint

4. Q. 2. Nirma washing powder
Answer: This product created a marketing miracle, when introduced in the domestic marketplace. In
1969, when the detergents were priced so exorbitantly that for most of the Indians,it was a luxury item.
Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein.
This product was priced at almost one third to that of the competitor brands, resulting into instant trial
by the consumers. Owing to its unique environment-friendly, phosphate-free formulation, the
consumers became loyal to this brand, helping it to over-take the decades’ old brands, in terms of
volumes.Thisbrandhadbeenrankedasthe
Q. 3. BOSCH
Answer: The company began as a “Workshop for Precision Mechanics and Electrical Engineering” which
the founderRobertBoschopenedinStuttgartin1886.
The company’s international activities can look back on a long tradition: as early as 1898, only a few
years after having found his company, Robert Bosch opened his first representative office in London.
The next step towards internationalisation followed one year later with the foundation of a second
Bosch representative office in Paris to provide the French and Belgian markets. Particularly important
for the further development of the foreign organisation was the opening of an agency in New York in
1906 and the commencementof productionin
Q. 4. Harward businessschool
Q. 5. Apple
Answer:"We believe that we're on the face of the earth to make great products and that's not changing.
We're constantlyfocusingoninnovating. We believe inthe simple,notthe complex.
We believe we need to own and control the primary technologies behind the products that we make
and participate onlyinmarketswhere we canmake a significantcontribution.
We believe in saying no to thousands of projects so that we can focus on the few that are meaningful to
us.We believeindeepcollaborationandcrosspollinationinordertoinnovate ina wayotherscannot.
We don'tsettle foranythingotherthanexcellence
Dear students get fully solved ISBM EMBA & other solved assignments
Send your semester & Specialization name to our mail id :

5. “ help.mbaassignments@gmail.com ”
or
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