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Summer 2013 Master of Business Administration- MBA Semester 4 MK0016 Advertising management &sales promotion - 4 Credits (Book ID: B 1329) Assignment (60 marks) Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme. Q1. Discuss the Visualization strategy in advertising and the components of Visualization strategy. Answer : Visualization strategy in advertising : Visualization or 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. With the explosion of increasingly powerful computers and improved photo-realism, the use of design visualization has saturated our culture, and it has become invaluable in advertising. Essentially, design visualization has been a part of advertising for as long as there has been marketing. There are many advantages of using CGI visualisation such as: the ability to create advertising and marketing material before a product has been manufactured it creates freedom to produce any visual eradicating worries about financial and practical feasibility it facilitates the creation of visuals that cannot be photographed it allows the illustration of an entire product color range Components of Visualization : 1.isosurfaces : An isosurface is a three-dimensional analog of an isoline. It is a surface that represents points of a constant value (e.g. pressure, temperature, velocity, density) within a volume of space; in other words, it is a level set of a continuous function whose domain is 3D-space 2.direct volume rendering : A typical 3D data set is a group of 2D slice images acquired by a CT, MRI, or MicroCT scanner. Usually these are acquired in a regular pattern (e.g., one slice every millimeter) and usually have a regular number of image pixels in a regular pattern. 3. charts (pie chart, bar chart, histogram, function graph, scatter plot, etc.) : The iCharts service provides a hosted solution for creating and presenting compelling charts for inclusion on your website. There are many different chart types available, and each is fully customizable to suit the subject matter and color scheme of your site. 4. Flots : Flot is a specialized plotting library for query, but it has many handy features and crucially works across all common browsers including Internet Explorer 6. Data can be animated and, because its a jQuery plug-in, you can fully control all the aspects of animation, presentation and user interaction. This does mean that you need to be familiar with (and comfortable with) jQuery, but if thats the case, this makes a great option for including interactive charts on your website

5. Maps : Modest Maps is a lightweight, simple mapping tool for web designers that makes it easy to integrate and develop interactive maps within your site, using them as a data visualisation tool. 6. Leaflet : Another mapping tool, Leaflet makes it easy to use Open Street Map data and integrate fully interactive data visualisation in an HTML5/CSS3 wrapper. Q2. Describe the elements of execution of advertising in brief. Answer :Advertising execution : Creative 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 messagethis type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits. 2. Scientific/technical evidencea variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim. 3. Demonstrationthis type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation. 4. Comparisonthis type of execution involves a direct or indirect comparison of a brand against the competition.

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Q3. Explain the persuasion techniques (any 10) used in advertising. Answer : Persuasion techniques : 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. Persuasion is a process aimed at changing a person's (or a group's) attitude or behavior toward some event, idea, object, or other person(s), by using written or spoken words to convey information, feelings, or reasoning, or a combination thereof. Persuasion is also an often used tool in the pursuit of personal gain, such as election campaigning, giving a sales pitch, or in Trial Advocacy. Persuasion can also be interpreted as using one's personal or positional resources to change people's behaviors or attitudes. The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: pathos, logos, and ethos. 1. Pathos: an appeal to emotion. An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi.

2.Logos: an appeal to logic or reason. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs. 3. Ethos: an appeal to credibility or character. An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. 4.Testimonial- using words of an expert or famous person to persuade

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Q4. Describe the Tools and Techniques (any 10) of Sales Promotion in brief. Answer : Tools and techniques of sales promotion : Effective sales promotion tools are tailored to presentations at events or trade shows, door-to-door sales, retail sales, direct mail advertising, telemarketing or Internet-based marketing. Sales promotion tools increase sales, introduce a new product to the market or meet competition challenges. 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. (i) Free samples: You might have received free samples of shampoo, washing powder, coffee powder, etc. while purchasing various items from the market. Sometimes these free samples are also distributed by the shopkeeper even without purchasing any item from his shop. These are distributed to attract consumers to try out a new product and thereby create new customers. (ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with Bourn vita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg. are the examples of premium or bonus given free with the purchase of a product.

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Q5. What is a full service agency? What are specialist agencies? Why are they needed? Answer : Full service agency : Definition: An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, Internet and direct marketing. Some very large full service agencies run their own marketing research departments. There are also many

professional services with local and national networks which work closely with the agencies, do commissioned research in specific geographic areas. Roles of full service agency are : 1. Advertising and Marketing Plan The primary role of advertising agencies is the creation of an advertising and marketing plan specific to your business, product and brand. Ad agencies work with your business objectives, keep within ad budgets and develop advertising and marketing campaigns to satisfy business needs. 2. Graphic Design, Copywriting and Printing : Full service agencies typically employ graphic designers and copywriters or contract with trusted outside firms. Since printing is a specialized industry, agencies will handle this function through a printing partner. 3. Media Purchasing Media purchasing, such as ads placed in magazines, newspapers, television broadcasts and radio shows, is TH

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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 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 way in which a cognitive response effects attitude, after being exposed to persuasive communication, has to do with the way the recipient of the communication manipulates, elaborates and integrates the information (Greenwald, 1968). When people are exposed to information, they relate it to pre-existing thoughts that they already have on the subject. People are of course more likely to be persuaded by messages to which they have previously thought optimistically. 2. The Stimulus-Response Theory : TH

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ive dissonance'.