MK0016-Advertising Management & Sales Promotion
Content
ASSIGNMENT QUESTION PAPER
DRIVE
PROGRAM
SUBJECT CODE & NAME
BK ID
CREDIT & MARKS
Q.No
1
WINTER 2014
MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
MK0016- Advertising Management and Sales Promotion
B 1809
4 Credits, 60 marks
Questions
Explain the different types of Advertising copy.
Definition of Advertising copy
Explanation of types
Marks
Total Marks
2
8
10
2
Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach
2
Explanation of DAGMAR approach
8
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 “above the line” and
8
10
“below the line”
5
Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model
Diagram
8
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
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.
DRIVE
PROGRAM
SUBJECT CODE & NAME
BK ID
CREDIT & MARKS
Q.No
1
WINTER 2014
MBADS (SEM 4/SEM 6)
MBAFLEX/ MBA (SEM 4)
PGDMMN (SEM 2)
MK0016- Advertising Management and Sales Promotion
B 1809
4 Credits, 60 marks
Questions
Explain the different types of Advertising copy.
Definition of Advertising copy
Explanation of types
Marks
Total Marks
2
8
10
2
Discuss the DAGMAR approach in setting objectives and measuring effectiveness of
advertising.
Meaning of DAGMAR approach
2
Explanation of DAGMAR approach
8
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 “above the line” and
8
10
“below the line”
5
Describe the AIDA model of consumer response hierarchy with the help of diagram.
Explanation of AIDA model
Diagram
8
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
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.
