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Master of usiness !dministration - M! Semester "
M#0016-!dvertising Management and Sales
$romotion
%oo& '(: 16))*
!ssignment %60 Mar&s*
+ote: !ns,er all uestions must e ,ritten ,ithin /00 to "00 ,ords
each.ach uestion carries 10 mar&s 6 10360.
1. 4ist some of the factors that aect advertising in 'ndia.
!ns,er. There are 4 main types of factors inuencing consumer
behavior: culturalfactors, social factors, personal factors and
psychological factors.
ultural factors:
Cultural factors are coming from the dierent components related
to culture orcultural environment from hich the consumer
belongs.
2. 7rite a short notes on:
!. Media $lanners
. Media u8ers
!ns,er. a. Media planners are !ey players in the advertising and
mar!eting
industry. "ssentially, these guys are tas!ed ith ma#imising
returns on advertisingand promotional activities across dierent
media channels. The role of a mediaplanner is often combined ith
that of a media buyer, though larger companies tendto employ
separate individuals for this purpose.
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/. (escrie the !'(! model of consumer response hierarch8.
!ns,er. Communication $esponse %ierarchy: &ne of the things
that a mar!eter is
interested in is receiving consumer feedbac! or response, hich
helps in gauging the
eectiveness of the communication. "#perts 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 'rst becoming aare about a
product to 'nally
purchasing it. These responses can typically be divided into
cognitive, aective and
behavioral responses. (or each stage of consumer readiness
or
". 7hat is 9aove the line and 9elo, the line activities ,ith
respect to
mar&eting communications;
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6. (escrie the onsumer $rotection !ct and its strengths and
,ea&nesses.
!ns,er. Consumer 3rotection ct, 567 is an ct of the 3arliament
of ndia enacted
in 567 to protect the interests of consumers in ndia. t ma!es
provision for the
establishment of consumer councils and other authorities for the
settlement of
consumers8 disputes and for matters connected thereith.
1. Right to Safet8:
ccording to this right the consumers have the right to be
protected against the
mar!eting of goods and services hich are ha-ardous to life and
property, this right is
important for safe and secure life. This right includes concern
for consumer9s long
term interest as ell as for their present re2uirement.
ometimes the manufacturing defects in pressure coo!ers, 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: [email protected] contact at09882243490
