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MK0016 Advertising Management and Sales Promotion

1 Do you agree that humour content in advertisement leads to better results?Support your view with examples.

Answer: Desperate to reach out to the target group, strategy planners are using humour increasingly, thus getting results. Even 15 years ago, humour in Indian advertising was an absolute no. The brave agencies who tried humour paid dearly and got poor or even negative response. India is a young nation today and the youth do not mind laughing at them, because they are more confident and feel good about them. Humour makes an instant emotional connect with the reader or viewer and it is totally classless. There are several examples of brands such as Fevicol, Mentos, Chlor-Mint, Center Shock, Amaron, Sprite, etc., that have created a likeability for themselves through the successful use of humour in advertising.

2 Experts have found that consumers often respond to messages in a hierarchical order of behaviour. Throw light on communication response hierarchy in this context.

Answer: Experts have found that consumers often respond to messages in a hierarchical order of behaviour. These hierarchical responses are demonstrated through various models of consumer response stages. Table 5.1 depicts one of the most popular models of traditional consumer response hierarchy.

3 Explain the role of a media planner and media buyer.

Answer: Media planner It is the job of the media planners and executives to select the best combination of media to get the maximum mileage out of the client’s budget. They allocate and distribute the advertising budget sanctioned by the client amongst different media. Their role may include analysing target audiences, keeping abreast of media developments, obtaining media costs, discovering market trends and understanding motivations of consumers. Thus, media planning requires an analysis of both quantitative and qualitative information. They have at their fingertips the composition, break-up and demography of the viewers and readers of all recommended media; they also have the pricing of their space/time, which is now available on software. They monitor the market, survey their readers and highlight their readers' demographic and geographic characteristics. They also maintain a good relationship with the advertising department of the clients.

4 Explain the strengths and limitations of direct marketing. List few products which are suitable for direct marketing.

Answer: Strengths and Limitations of Direct Marketing Following are the strengths of direct marketing:

5 “Kids are the new age customers”. Do you agree with this statement? Explain Brat Power in this connection.

Answer: Brat power Kids are now the new-age customers, and they are conscious of their pestering power over their parents.

6 Write short notes on:a) Stereotyping in advertisement

Answer: The Code for Commercial Advertising on Doordarshan states, “Women must not be portrayed in a manner that emphasises passive, submissive qualities and encourages them to play a subordinate, secondary role in the family and society. The portrayal of men and women should not encourage mutual disrespect.”

b) Regulation governing Broadcast Media Advertising

Answer: Because of its phenomenal multimedia impact on consumers, government has felt the need to specially regulate advertising in broadcast media with dedicated Acts and Codes.

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