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Master of Business Administration - MBA Semester 4
MK0016-Advertising Management and Sales
Promotion
(Book ID: B1699)
Assignment (60 Marks)
Note: Answer all questions must be written within 300 to 400 words each.
Each Question carries 10 marks 6 X 10=60.
Q1. List some of the factors that affect advertising in India.
Answer. There are 4 main types of factors influencing consumer behavior: cultural
factors, social factors, personal factors and psychological factors.
Cultural factors:
Cultural factors are coming from the different components related to culture or
cultural environment from which the consumer belongs.

Q2. Write a short notes on:

A. Media Planners
B. Media Buyers
Answer. a. Media planners are key players in the advertising and marketing
industry. Essentially, these guys are tasked with maximising returns on advertising
and promotional activities across different media channels. The role of a media
planner is often combined with that of a media buyer, though larger companies tend
to employ separate individuals for this purpose.

Q3. Describe the AIDA model of consumer response hierarchy.

Answer. Communication Response Hierarchy: One of the things that a marketer is
interested in is receiving consumer feedback or response, which helps in gauging the
effectiveness of the communication. Experts have found that consumers often
respond to messages in a hierarchical order of behavior. These hierarchical responses
are demonstrated through various models of consumer response stages.
Traditional response models propose that a consumer typically moves through various
stages of responses ranging from first becoming aware about a product to finally
purchasing it. These responses can typically be divided into cognitive, affective and
behavioral responses. For each stage of consumer readiness or

Q4. What is above the line and below the line activities with respect to
marketing communications? Explain the concept in detail.
Answer. Media (the singular form of which is medium) is the collective
communication outlets or tools that are used to store and deliver information or data.
It is either associated with communication media, or the specialized mass media
communication businesses such as: print media and the press, photography,
advertising, cinema, broadcasting (radio and television) and publishing.
Above the line and Below the line
Above The Line (ATL) and Below The Line (BTL) advertising are two terms that are
bandied around often

Q5. What are the various media that may be used for direct marketing?
What are their pros and cons?
Answer. Direct Marketing Media:
While many people associate direct marketing with direct mail, direct mail is only one
of several advertising media utilized by direct marketers. Other major direct
marketing media include the telephone, magazines, newspapers, television, and
radio. Alternative media include card decks, package and bill inserts, and
matchbooks. Within the major media, new technological developments are giving
direct marketers an expanded range of choices from videocassettes (possibly
advertised on television, requested

Q6. Describe the Consumer Protection Act and its strengths and
weaknesses.
Answer. Consumer Protection Act, 1986 is an Act of the Parliament of India enacted
in 1986 to protect the interests of consumers in India. It makes provision for the
establishment of consumer councils and other authorities for the settlement of
consumers' disputes and for matters connected therewith.
1. Right to Safety:
According to this right the consumers have the right to be protected against the
marketing of goods and services which are hazardous to life and property, this right is
important for safe and secure life. This right includes concern for consumers long
term interest as well as for their present requirement.
Sometimes the manufacturing defects in pressure cookers, gas cylinders and other
electrical appliances may cause loss to life, health and property of customers. This
right to safety protects the consumer from

Spring-2016
Get solved assignments at nominal price of Rs.125
each.
Mail us at: subjects4u@gmail.com or contact at
09882243490