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1. Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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ASSIGNMENT
Summer 2015
Semester 4
BJ0017 – Advertising – 4 Credits
(Book ID: B0479)
(60 marks)
Answer the following questions:
Q. 1. Elaborate on the concept of ‘brand equity’? [10 marks]
Answer:Brandequityisa phrase usedinthe marketingindustrywhichdescribes the value of having
a well-known brand name, based on the idea that the owner of a well-known brand name can
generate more money from products with that brand name than from products with a less well
knownname,asconsumersbelieve that a product with a well-known name is better than products
with less well-known names.
Brand equityreferstothe value of a brand.In the researchliterature,brandequityhasbeenstudied
from two different perspectives: cognitive psychology and information economics. According to
cognitive psychology,brandequityliesinconsumer’sawarenessof brandfeatures and associations,
which drive attribute perceptions. According to information
Q. 2. In what way is the ‘selling concept’ different from the‘marketing concept’? [10 marks]
Answer:The best way to distinguish between these two concepts is to say that the marketing
concept is more oriented towards helping the customer whereas the selling concept is more
oriented towards helping the seller.
In the selling concept (which was a more popular concept a few

2. Q. 3. Elaborate on the key ingredients of the ‘Promotional Mix’. [10 marks]
Answer:In marketing, the promotional mix describes a blend of promotional variables chosen by
marketerstohelpa firmreach itsgoals. It has been identified as a subset of the marketing mix.It is
believed that there is an optimal way of allocating budgets for the different elements within the
promotional mix to achieve best marketing results, and the challenge for marketers is to find the
rightmix of them.Activitiesidentifiedaselementsof the promotionalmix vary,buttypically include
the following:
 Advertising is the paid presentation and promotion of ideas,
Q. 4. What is the importance of display advertisements in malls? [10 marks]
Answer:Display advertising is advertising on web sites. It includes many different formats and
containsitemssuchas text,images,flash,video,andaudio.The mainpurpose of display advertising
is to deliver general advertisements and brand messages to site visitors. According to eMarketer,
Facebook and Twitter will take 33% of display ad spending marketshare by 2017. Also, desktop
display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake
display in 2015.
Q. 5. Explain the three phases of Ad-Campaign creation. [10 marks]
Answer:Three phases of Ad-Campaign creation.
1. Objective – Why you are doing it?
T. HarvEker says it best, “The reason why people don’t get what they want is because they don’t
know what they want!” I believe your business and your marketing operates the same exact way.
You musthave an clear idea of what you are looking to accomplish before you start doing anything
else.
Q. 6. What is the significance of the ‘target audience’ in the structuringof a regional newspaper
ad? [10 marks]
Answer:The term"targetaudience"isa bitnarrower;it refersspecificallytothe group of consumers
targetedbyadvertisements.Outsideof the contextof business,targetaudiencecanalsorefer to the
specific group of people targeted by television shows, movies and music products. An
advertisement's target audience can be the same as the brand's
Dear students get fully solved assignments

3. Send your semester & Specialization name to our mail id :
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or
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