Fall/August 2012

Master of Business Administration - MBA Semester 4

MK0016 – Advertising Management & Sales Promotion - 4 Credits

Assignment Set- 1 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Why sales promotion is an integral part of marketing? How does it differ from

marketing and advertising?

Q.2 Explain why the three segments of the very young, the working women and the

elders need different advertising strategies now.

Q.3 Explain the advantage of Direct Marketing. List all the methods and media used

for it.

Q.4 Marketers and advertisers are often accused of cheating the customer. How far

is it true? To what extent is the customer also responsible for it?

Q.5 What role does copy play in a campaign? Why copy has to be written with great

knowledge and skill?

Q.6 Mention the methods of fixing advertising budget, with their strengths and

weaknesses. Which method will you recommend for a medium sized FMCG

manufacturer in a stable market?

Fall/August 2012

Master of Business Administration - MBA Semester 4

MK0016 – Advertising Management & Sales Promotion - 4 Credits

Assignment Set- 2 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions.

Q.1 What are the above - and below - the-line media? Describe the most powerful

ones in both. What is a media mix?

Q.2 Every business in India wants to pursue the middle class spending habits.

Describe how valid it is and why.

Q.3 Describe the fundamental differences between the urban consumer markets

and the very scattered and diverse rural markets. What created the current boom

in semi-rural market?

Q.4 What is Gestalt psychology? Explain with examples how it resembles the way a

person fits in the advertising message with his existing knowledge.

Q.5 Describe some of the major tools of trade promotions. What incentive would you

recommend for increasing sale of refrigerators?

Q.6 Describe why advertising objectives ought to be set up clearly at the outset. Why

is it difficult to measure the return on investment of an advertising campaign?