PROGRAM - MBA

SUBJECT CODE & NAME - MK0016/ML0016Advertising Management and Sales Promotion

1. Briefly discuss the Consumer Protection Act and
also elucidate its strengths and weaknesses.
The Consumer Protection Act, 1986
The enactment of the Consumer Protection Act, 1986 and setting up of
Consumer Protection Councils passing the Right to Information Act have
brought relief to the consumer. The Website of the Consumer Protection Act hails it
as a milestone in the history of socio-economic legislation. The product may
be a screw or a car, but defects require redressal. The Act defines clearly
how to seek relief.
Who is a consumer?
Any person who buys any goods for consideration, but not for resale.
Who can complain to the forum?

A consumer
Any registered voluntary organisation
Central or any State Government
A group of consumers with the same interest

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2. Elaborate in detail factors that are affecting

marketing and advertisement.
Factors that affecting marketing and Advertisement
Factors that Affect Marketing and Advertising are as follows: 1. Industrial growth
Industrial growth is difficult to measure in absolute terms because when one sector
is doing well, another may not be. Industrial lending is a key indicator. Big
industries have been in a tight spot since 200809 due to global recession,
forcing closures and retrenchments. And the financial health of the urban
industrial worker segment is a major influencer of the urban market.
2. The China factor
As Chinas so-called over-heated economy that grew at over 10% of Gross
Domestic Product (GDP) for several years slows down, it has many implications on
the Indian market. Unable to

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3. Explain the theories of Advertising in detail.
Theories of Advertising
Advertisers need to know the different theories of persuasion and how one
message can greatly differ from another simply because of the persuasion strategy
used. Following are some of the best-known ones that attempt giving some
answers.
The Cognitive-Response Theory The persuasion process takes place when
a person reflects on the content of the message and has cognitive responses

to it. Cognitive responses are thoughts that develop while

elaborating on the message occurs.

the process

of

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4.
What are the various factors
influencing in setting of budget?

that

are

Factors Influencing Budget Setting

Various factors, such as the following, have to be considered while setting the
budget:

Product
Competition
Market share
Market situation
Distribution system
Sales decay rate
Unexploited sales potential

Product
Various factors related to the product such as the product type, stage in the product
life cycle, complexity of features, brand differentiation, etc. affect the need for
promotion.
Competition

Needless to say, the larger the number of competitors and the stronger the
competition, the more a brand has to spend to make even a small noise. Also,
many companies determine their budgets

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5. What are the various media that may be used
for direct marketing? What are their pros and
cons?
Media for Direct Marketing
Direct marketing uses all mass marketing media as well as some
unconventional media like the telephone or personal visits. More than one medium
can also be used in combination. Following are some of the most popular media:
1. Direct mail : - Direct mail is one of the most popular forms of direct
marketing. It is an advertising message that is delivered by mail posted,
couriered or handdelivered personally. A direct mail is not always a simple letter. It
can even be a package consisting of a brochure, a business-reply envelop,
product
samples, etc. Sometimes it may contain a product catalogue. A catalogue is a
direct mail publication that shows the products to be sold. It usually has all the
information that one needs to place an

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6. Write a short note on
a. Advertising in marketing mix
b. Positioning
A. Role of advertising in marketing mix
Marketing has been defined by various experts as that which covers all
activities from product conception to the last step when it reaches the
consumer. An exhaustive list of its primary activity includes:
Product, Price, Promotion, Placement (4 Ps of E. Jerome McCarthy, 1960)
Product planning, pricing, branding, channels of distribution, personal selling,
advertising, promotions, packaging, displays, servicing, physical handling, fact
finding and analysis (Borden, 1964)
4 Ps + packaging, positioning, people, perceptions, physical facilities, public
relations, publicity, pay off, etc., are the other Ps added by other scholars
(Jethwaney & Jain, 2006)

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