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ASSIGNMENT
DRIVE
PROGRAM
SUBJECT CODE & NAME
SEMESTER
BK ID
CREDITS
MARKS
WINTER 2013
MBADS – (SEM 4/SEM 6) MBAN2 / MBAFLEX – (SEM 4)
PGDROMN – (SEM 2)
ML0016-Advertising Management and Sales Promotion
4
B1809
4
60
Note: Answer all questions. Kindly note that answers for 10 marks questions should be
approximately of 400 words. Each question is followed by evaluation scheme.
1 Do you agree that humour content in advertisement leads to better results? Support your view
with examples.
Explanation of statement
Examples
Answer : Prior investigations of the impact of humor on advertising message comprehension have
generally found humorous commercials to be no more effective than comparable serious messages.
This study re-examines humor's influence by focusing on type of humor measurement (manipulated
vs. perceived) and humor location in the advertisement. Findings indicate that humor (in the form of
a one-line joke) does promote message comprehension, and offer support for information
processing and operant conditioning
2 Experts have found that consumers often respond to messages in a hierarchical order of
behaviour. Throw light on communication response hierarchy in this context.
Answer : A consumer is the ultimate user of a product or service. The overall consumer market
consists of all buyers of goods and services for personal or family use, more than 270 million people
(including children) spending trillions of dollars in the United States as of the late 1990s.
Consumer behavior essentially refers to how and why people make the purchase decisions they do.
Marketers strive to understand this behavior so they can better formulate appropriate marketing
stimuli that will result in increased sales and

2. 3 Explain the role of a media planner and media buyer.
Answer : Media planners identify the best mix of media channels to deliver an advertising message
to a clients' target audience. Using research data, they consider what is going to be most effective
within the budget allocated and give the client's product or service maximum exposure.
Media planners discuss advertising strategy with their clients, analyse and research the target
audience's character, advise the creative team and clients about the most effective media
combination and present media proposals.
4 Explain the strengths and limitations of direct marketing. List few products which are suitable for
direct marketing.
Explanation of strengths
Explanation of Weaknesses
Listing of products suitable
Answer : Explanation of strengths
This, apparently, confuses some people, since I also work in and write about branding, which they
don't think belongs with marketing, but rather with advertising. In case anyone has missed my
broken-record comment, branding belongs just as much--if not more--to marketing as it does to
advertising. Branding is about relationships, and relationships get created, nurtured, and leveraged
by marketers.
But this week I want to get more specific about the role of marketing in the branding effort. I want
to get you all thinking about what an excellent partner direct marketing is in the branding effort.
Why? Because I think that it is high tim
5 “Kids are the new age customers”. Do you agree with this statement? Explain Brat Power in this
connection.
Answer : Some kids can get whatever they want by screaming at their parents until they give in. "I
want a pony" is one common demand of these types.
6 Write short notes on:
a) Stereotyping in advertisement
Answer : Marketers are constantly seeking ways to make their products more easily identifiable to
specific groups of end users. In some cases, they may intentionally or unintentionally use
stereotyping to show a product as appealing to their desired target market or in an attempt to
interject humor into the ad. Advertising stereotypes are often race- or gender-based in nature.

3. Child Gender Roles
b) Regulation governing Broadcast Media Advertising
Answer : By contrast to the press, radio and television broadcasting were subject from the beginning
to high levels of restriction, sometimes involving public control approaching a condition of
censorship. The general concept of social responsibility and public interest lies at the core of the
broadcasting model, although there are several variants as well as weaker (as in the USA) or stronger
forms (as in Europe). The main difference is between systems that are within public ownership and
control and those that operate commercially, but subject to licensing conditions and public scrutiny.
The main reasons for the high regulation of broadcasting
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )