ML0016 - Advertising management &sales promotion

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Summer 2013

Master of Business Administration- MBA Semester 4

ML0016 - Advertising management &sales promotion

Q1. Discuss the Visualisation strategy in advertising and the components of Visualisation strategy.

( Explanation of Visualisation in advertising - 4 marks; Components of Visualisation strategy- 6 marks ) 10 marks

Answer : Visualisation strategy in advertising:

Visualization is any technique for creating images, diagrams, or animations to communicate a message. Visualization through visual imagery has been an effective way to communicate both abstract and concrete ideas since the dawn of man. Examples from history include cave paintings, Egyptian hieroglyphs, Greek geometry, and Leonardo da Vinci's revolutionary methods of technical drawing for engineering and scientific purposes.

Visualization today has ever-expanding applications in science, education, engineering (e.g. product visualization), interactive multimedia, medicine, etc.

Q2. Describe the elements of execution of advertising in brief.

( Explanation of Advertising execution-2 marks; Elements of Execution- 8 marks) 10 marks

Answer: Advertising execution :

Advertising execution refers to the manner in which an advertising appeal is carried out or presented. A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. Some of the more commonly used execution techniques include:

1. Straight-sell or factual message- this type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits.

Q3. Explain the persuasion techniques (any 10) used in advertising.

(Definition – 2 marks; persuasion techniques- 8 marks) 10 marks

Answer : Persuasion techniques :

Persuasive advertising techniques are also often used to make consumers feel like they need a particular product. There are several classic needs that are typically targeted, such as the desire for self-actualization, love, and shelter. This is one of the most popular forms of advertising.

Persuasion is underneath the umbrella term of Influence. In other words, persuasion is influence, but it requires communication, whereas influence doesn’t necessarily. Persuasion can attempt to influence the beliefs, attitudes, intentions, motivations, or behaviors.

Q4. Describe the Tools and Techniques (any 10) of Sales Promotion in brief.

[Tools and techniques(any 10)- each carry one mark] 10 marks

Answer : Tools and Techniques  of Sales Promotion:

To increase the sale of any product manufactures or producers adopt different measures like sample, gift, bonus, and many more. These are known as tools or techniques or methods of sales promotion. Let us know more about some of the commonly used tools of sales promotion.

1. Premium or Bonus offer:

Q5. What is a full service agency? What are specialist agencies? Why are they needed?

(Full service agency- 8 marks; specialist agencies- 1 mark; need- 1 mark) 10 marks

Answer : Full service agency :

Advertising agency that is equipped to serve its clients in all aspects of communication and promotion, so that there is no reason for the client to use any other outside service agency. The full-service agency offers total service in both advertising and non-advertising areas. The advertising services concern preparation and placement of advertising and include the creating, planning, and production of advertisements and commercials as well as research services and media selection and purchase.

Q6. Discuss the following theories of Advertising :

• The Cognitive-Response Theory

• The Stimulus-Response Theory

• The Dual-process Theory

• The Resource Matching Theory

• Cognitive Dissonance theory

( each carry 2 marks) 10 marks

Answer : 1. The Cognitive-Response Theory :

A cognitive response is a thought generated in response to persuasive communication (Petty, 1981) and therefore, triggers an attitude change The cognitive response theory can be easily applied to marketing and advertising because it provides many important insights about persuasion variables and further more attempts to make predictions about variables such as distraction, repetition and issue involvement. Peter Wright performed a number of experiments where he identified the above variables in advertising as variables that affect a consumer's attitude.