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Master of Business Administration- MBA Semester 4
MK0016-Advertising Management and Sales Promotion
(Book ID: B1809)
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. Define Sales promotion. Explain the tools and techniques of consumer
sales promotion.
Answer. Sales promotions are the set of marketing activities undertaken to boost
sales of the product or service. Definition: Sales promotions are the set of marketing
activities undertaken to boost sales of the product or service.

Q2. Write short notes on:

A. Gesalt Psychology
B. Attitude change
Answer. a. Gestalt psychology or gestaltism is a theory of mind of the Berlin
School of experimental psychology. Gestalt psychology tries to understand the laws of
our ability to acquire and maintain meaningful perceptions in an apparently chaotic
world. The central principle of gestalt psychology is that the mind forms a global
whole with self-organizing tendencies. This principle maintains that when the human
mind (perceptual system) forms a percept or gestalt, the whole has a reality of its
own, independent of the parts.

Q3. 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.

Answer. Advertisements are messages paid for by those who send them and are
intended to inform or influence people who receive them. Definition: Advertising is a
means of communication with the users of a product or service.
Characteristics of advertising - Advertising is important tool used by the
manufacturer for launching the product or service in the market. Similarly it is also
aimed at customers education as regards the safe mode of handling the products. It
also declares the various distinctive, added features to the product making it more
consumers friendly.

Q4. What is above the line and below the line activities with respect to
marketing communications? Explain the concept in detail.
Answer. Above the Line (ATL) and below the Line (BTL) advertising are two
terms that are bandied around often these days in the advertising world and often
have the lay person confused as to what they stand for. It might be worth our while to
begin this by defining what constitutes the metaphoric Line. To quote Michael John
Baker from The Marketing Book , the terms Above The Line and Below The Line
came into existence way back in 1954 with the company Proctor and Gamble paying
their advertising agencies a different rate and separately from the agencies who took
on the other promotional activities.

Q5. Explain Advertising standards council of India (ASCI) and also discuss
the Forms of ethical violations in Advertising.
Answer. Explanation of ASCI - Acronym for the American Standard Code for
Information Interchange. Pronounced ask-ee, ASCII is a code for representing
English characters as numbers, with each letter assigned a number from 0 to 127. For
example, the ASCII code for uppercase M is 77. Most computers use ASCII codes to
represent text, which makes it possible to transfer data from one computer to
For a list of commonly used characters and their ASCII equivalents, refer to the ASCII
page in the Quick Reference section.
Text files stored in ASCII format are sometimes called ASCII files. Text editors and word
processors are usually capable of storing data in ASCII format, although ASCII format
is not always the default storage

Q6. What do you understand by Advertising? Describe any five factors that
affect marketing and advertising.
Answer. Advertising is the communication relayed from companies to persuade an
audience to purchase their products. This communication is usually through various

forms of paid media -- TV and radio commercials, print ads, billboards and more
recently, product placement.
Advertising (or advertizing) is a form of marketing communication used to persuade
an audience to take or continue some action, usually with respect to a commercial
offering, or political or ideological support. The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful.

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