Description

SESSION	JULY-AUG 2024
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	IV
COURSE CODE & NAME	DMKT402 ADVERTISING MANAGEMENT AND SALES PROMOTION

 

 

Assignment Set – 1

 

 

1. Define the term ‘advertising’. What are the objectives of advertising?

Ans 1.

Definition of Advertising

Advertising is a form of communication aimed at promoting or selling a product, service, or idea to a target audience. It typically involves paid messaging through various media channels, such as television, radio, print, online platforms, and outdoor advertisements. The primary goal of advertising is to inform, persuade, and remind potential and existing customers about the offerings of a business. It plays a crucial role in shaping consumer behavior, building brand awareness, and driving sales.

Advertising encompasses a broad range of strategies and tools, including creative messaging, branding, and promotional techniques. It is a vital component of marketing that connects businesses

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2. Describe the shifting patterns of consumption. What role does advertising play in this?

Ans 2.

shifting patterns of consumption

Consumption patterns have undergone significant transformations over the years, shaped by changes in technology, socio-economic conditions, cultural dynamics, and global trends. Consumers today are more informed, connected, and conscious of their choices than ever before. These shifting patterns of consumption are marked by a growing demand for convenience, personalization, sustainability, and value for money.

Technology has been a primary driver of these changes. The proliferation of smartphones, internet

 

 

 

3. Write a brief note on the evolution of the advertising agency.

Ans 3.

The evolution of the advertising agency reflects the transformation of the advertising industry itself, shaped by technological advancements, changing media landscapes, and evolving consumer behaviors. Advertising agencies emerged as intermediaries to help businesses create, plan, and execute promotional campaigns. Over time, their roles expanded to encompass strategic planning, creative development, and integrated marketing services.

The origins of advertising agencies can be traced back to the mid-19th century when the concept of mass communication began to take root. Early agencies primarily acted as space brokers, purchasing and reselling advertising space in newspapers. These agencies did not create advertisements

 

 

Assignment Set – 2

 

4. What is DAGMAR? How is it useful in establishing objectives?

Ans 4.

DAGMAR, an acronym for Defining Advertising Goals for Measured Advertising Results, is a structured approach to setting and evaluating advertising objectives. Proposed by Russell Colley in 1961, DAGMAR emphasizes the importance of clearly defined goals and measurable outcomes in advertising campaigns. This framework focuses on guiding advertising efforts toward achieving specific communication objectives rather than solely aiming to increase sales.

At its core, DAGMAR outlines a hierarchical model of consumer response to advertising, which follows four distinct stages: Awareness, Comprehension, Conviction, and Action. These stages serve

 

 

5. Describe the AIDA model of consumer response hierarchy.

Ans 5.

The AIDA Model of Consumer Response Hierarchy

The AIDA model is a widely recognized framework in marketing and advertising that describes the stages a consumer goes through before making a purchase decision. Developed by E. St. Elmo Lewis in 1898, AIDA stands for Attention, Interest, Desire, and Action. This model outlines the sequential process of capturing consumer attention, generating interest, creating desire, and prompting action, making it an essential tool for designing effective marketing campaigns.

1. Attention

The first step in the AIDA model is to capture the consumer’s attention. In a world saturated with

 

 

6. What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge.

Ans 6.

Gestalt Psychology and Its Application in Advertising

Gestalt psychology, developed in the early 20th century by psychologists Max Wertheimer, Wolfgang Köhler, and Kurt Koffka, is a theory of perception that emphasizes the human tendency to perceive objects, patterns, and ideas as unified wholes rather than as separate components. The term “Gestalt” means “shape” or “form” in German, and the theory suggests that the whole is greater than the sum of its parts. Gestalt principles explain how people interpret and organize visual and cognitive information, making it particularly relevant in fields like advertising and marketing.

In advertising, Gestalt psychology helps marketers craft messages and visuals that are easily