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