Advertising & Sales Management (EDL 420)-Semester IV
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1st Module Assessment
Case Study
Use of Children in Advertising
I think children should have more time with their parents and friends. They need to learn to get along with others and also broaden their social circle. Moreover, I think the children’s childhood should be carefree, but not just shoot for a long time. If they shoot for a long time, it will affect their physical development. Furthermore, children want to become modal in the future, so the will not focus on learning. So, they do not want to go to school. If they go to school, they will not have any friends at school. This is because most of their time use for shooting, there are no time for they make friends with other. In addition, because of the television advertisements, children may drop their confidence in the future. For example, Celine Yeung is a children’s model. In 2005, Celine Yeung took the opportunity to launch a photo album. Which actually there are open legs and exposed underwear photo in the bed, accused of poor consciousness. Although she is small, does not know what happen. But when she grow up, she will knows about it. Because of the social discussion, she may drops her confidence. In conclusion, I think the children should not be allowed to get involved in advertisements. This is because it will affect both physical and mental development.
Question 1. Adversiting has all the impact except
a. Mental
b. Economic
c. Social
d. Physical
Question 2. Impact of use of children and women in advertising
a. Negative
b. Positive
c. No Impact
d. Informative
Question 3. In which ways is ad agency remunerated
a. Commission
b. All of these
c. Fees
d. Sales based
Question 4. The most critical change in advertising
a. Expanding of online platforms
b. None of these
c. Transformation of consumers
d. Print media platforms increasing
Question 5. The most important aspect while selecting the ad agency
a. None of these
b. Compatibility in vision and objective
c. People
d. Remuneration
Question 6.What can be termed as the main objective of advertising
a. Develop awareness
b. To generate interest
c. All of these
d. Kindle desire to buy
Question 7. What is the main role of Ad agency
a. Informing about the pricing
b. Sell the product
c. Build competitors
d. Develop the ad campaign and buy media
Question 8. Which advertisement is most comonly used
a. Rational
b. Data based
c. Informative
d. Emotional
Question 9. Which are the most commonly used media for advertising
a. All of these
b. Print
c. Broadcast
d. Online
Question 10. Which is the closest definiton of advertising
a. Media Pitch
b. Promotion method
c. Communication media
d. Paid form of non personal communication
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2nd Module Assessment
Case Study
This classic brand has been reminding us to “Drink Coca-Cola” since 1886 and now encourages millions around the world to “Open Happiness” every day. One thing that has remained constant throughout the history of Coke is the innovative marketing campaigns that have launched and re-launched the brand and its product to the world. Coca-Cola advertising history is filled with famous marketing campaigns that rank among some of the most effective in the world. Last June, Coke launched its “Share A Coke” campaign in the U.S., using 250 of the most common U.S. millennial names to market its product to individual consumers. The campaign seems to have been a huge success with U.S. audiences, gaining significant traction in the short amount of time the ad has been running here. According to the Wall Street Journal, more than 125,000 social media posts referenced the “Share A Coke” campaign between June and July of 2014, and 12% of online conversations about Coca-Cola in that time can be attributed to the campaign. What’s more, over 353,000 virtual bottles of coke have been shared via Coke’s campaign-specific website. We can also see the success of this campaign when we look at data for the Coca-Cola brand in Google Trends. After being launched in the U.S., the campaign earned an increasing amount of attention. The search term “share a coke” saw a significant increase in U.S.-based Google searches in the short, three-month time lapse from June to August.
Question 1. The best method used for ad agency remuneration is
a. Fees
b. Fees plus commission
c. Only Commission
d. None of these
Question 2. The main factor impacting the budgeting method is
a. Objectives to be achieved
b. Resources of the company
c. Past expenditure on advertising
d. None of these
Question 3. The selection of the ad agency depends upon
a. Past Work and Success
b. Reputation in the market
c. Relationship with main company
d. Fees and payment
Question 4. What are the main themes of advertising campaigns
a. Reputation building
b. Brand Launch
c. Developing Sales and initial awareness
d. All of these
Question 5. What are the roles of the advertising agency for the parent organization
a. Developing the creative brief
b. Launching the brand in the market
c. Undertaking consumer research
d. All of these
Question 6. What is not the main function of the advertising agency
a. Developing the vision for the ad campaign
b. Creating the advertising brief
c. Identifying and buying media space
d. Developing the visual and print copy
Question 7. What is the most important factor in developing relation between company and ad agency
a. Compatibility
b. Results for the brand
c. Remuneration
d. None of these
Question 8. Which is the most important funtion of the advertising department
a. Develop advertising campaign
b. Coordinate with advertising agency
c. Sales promotion
d. None of these
Question 9. Which is the most universally used advertising appeal
a. Rational
b. Emotional
c. Informative
d. None of these
Question 10. Whis is the most widely used budgeting method for advertising
a. Objective Task Method
b. Top Bottom method
c. Bottom Top approach
d. None of these
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3rd Module Assessment
Case Study
This case is about the various advertising campaigns undertaken by Cadbury Dairy Milk at different points of time to achieve certain objectives. Cadbury was the market leader in chocolates in India and it also was a very popular brand which enjoyed the trust of its consumers. It already had a market share of around 70% in 2011 in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the share of the Indian chocolate market. The company had come a long way since the 1990s when Indian consumers associated Diary Milk as a product meant for children. To change this, Cadbury came up with a series of campaigns to target the adult group, starting with the ‘Real taste of life’ campaign, to encourage people to bring out the child in them.
Then they moved on to social acceptance theme with the line- ‘Those who want to eat, will find a reason for it’. Through this, Dairy Milk was able to gain an acceptance for chocolates among the adult audiences for consumption. It even won a lot of awards for its campaigns which went on to become a huge success; like the ‘Real Taste of Life’ campaign. After this, Dairy Milk sought to achieve the difficult objective of replacing the traditional Indian sweets and desserts with their chocolates. For this, Cadbury ran various campaigns under ‘Kuch meetha ho jaye’ (Let’s have something sweet), including two campaigns parallelly – ‘Shubh Aarambh’ (Auspicious beginning) and ‘Meethe mein kuch meetha ho jaye’ (Let’s have something sweet for dessert). The common thing for all the advertising campaigns was that they focused on the Indian customs and traditions and yet they gave it a modern and contemporary look to connect with all the people. Besides this, they also used a 360 degree campaign to support the television advertising campaigns, even as their rivals Nestle gave them tough competition with aggressive marketing and even directly taking on Cadbury’s advertising campaign message. But many industry observers doubted the effectiveness of Cadbury’s efforts and their ability to replace the traditional sweets and the traditional dessert items which had been a long part of the Indian traditions. This case is meant for MBA students as a part of the Consumer Behavior/ Marketing Communication/ International Marketing curriculum.
Then they moved on to social acceptance theme with the line- ‘Those who want to eat, will find a reason for it’. Through this, Dairy Milk was able to gain an acceptance for chocolates among the adult audiences for consumption. It even won a lot of awards for its campaigns which went on to become a huge success; like the ‘Real Taste of Life’ campaign. After this, Dairy Milk sought to achieve the difficult objective of replacing the traditional Indian sweets and desserts with their chocolates. For this, Cadbury ran various campaigns under ‘Kuch meetha ho jaye’ (Let’s have something sweet), including two campaigns parallelly – ‘Shubh Aarambh’ (Auspicious beginning) and ‘Meethe mein kuch meetha ho jaye’ (Let’s have something sweet for dessert). The common thing for all the advertising campaigns was that they focused on the Indian customs and traditions and yet they gave it a modern and contemporary look to connect with all the people. Besides this, they also used a 360 degree campaign to support the television advertising campaigns, even as their rivals Nestle gave them tough competition with aggressive marketing and even directly taking on Cadbury’s advertising campaign message. But many industry observers doubted the effectiveness of Cadbury’s efforts and their ability to replace the traditional sweets and the traditional dessert items which had been a long part of the Indian traditions. This case is meant for MBA students as a part of the Consumer Behavior/ Marketing Communication/ International Marketing curriculum.
Then they moved on to social acceptance theme with the line- ‘Those who want to eat, will find a reason for it’. Through this, Dairy Milk was able to gain an acceptance for chocolates among the adult audiences for consumption. It even won a lot of awards for its campaigns which went on to become a huge success; like the ‘Real Taste of Life’ campaign. After this, Dairy Milk sought to achieve the difficult objective of replacing the traditional Indian sweets and desserts with their chocolates. For this, Cadbury ran various campaigns under ‘Kuch meetha ho jaye’ (Let’s have something sweet), including two campaigns parallelly – ‘Shubh Aarambh’ (Auspicious beginning) and ‘Meethe mein kuch meetha ho jaye’ (Let’s have something sweet for dessert). The common thing for all the advertising campaigns was that they focused on the Indian customs and traditions and yet they gave it a modern and contemporary look to connect with all the people. Besides this, they also used a 360 degree campaign to support the television advertising campaigns, even as their rivals Nestle gave them tough competition with aggressive marketing and even directly taking on Cadbury’s advertising campaign message. But many industry observers doubted the effectiveness of Cadbury’s efforts and their ability to replace the traditional sweets and the traditional dessert items which had been a long part of the Indian traditions.
Question 1: Copy is the
a. Visual in the ad
b. Written part in the ad
c. Logo and symbols
d. None of these
Question 2. Copy writing needs to be good on
a. Creativity
b. Relevant
c. Meaningful
d. All of these
Question 3. Creativity in advertising consists of
a. Having different appraoch
b. Having creative and out of the box visual and appeal
c. Having different roles of media
d. None of these
Question 4. Interactive online media consists of
a. Website
b. Affiliate marketing
c. Social Media tools
d. None of these
Question 5. Media planning and creativity have to used
a. In Compatibility
b. Differently
c. One after the other
d. None of these
Question 6. Media planning undertaken by the media department comprises of
a. Placing the brand’s ad campaign in various media
b. Making the ad
c. Formulating the consumer profile
d. Doing the consumer research
Question 7. Media Scheduling comprises of the following
a. Buying media space
b. Placing the ads in various media
c. Buying air space and time
d. All of these
Question 8. The main difference between print and broadcast media is
a. Audience
b. Platform
c. Campaign
d. None of these
Question 9. Which is not part of broadcast media
a. Television
b. Radio
c. Transit media
d. DTH Media
Question 10. Why is measuring advertising effectiveness important
a. To get the desired results
b. To get the ROI on advertising expenditure
c. To know the ad agency’s work
d. None of these
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4th Module Assessment
For an FMCG product what would be the most appropriate method
Case Study
The Head of Sales at Tata Steel, responsible for the product promotion activities of Galvanised Corrugated (GC) sheets of Tata Shaktee, was mulling over how he would allocate the Product promotion budget across the various product promotion activities. Targeting primarily a rural segment, the Tata Shaktee brand was engaged in a number of below the line promotional activities. He wanted to find out the effectiveness of each product promotion activity so that he could allocate the budget according to this. Ujjwal Desai (Desai), Head – Sales Retail at Tata Steel Limited (Tata Steel), was responsible for product promotion activities for the Galvanised Corrugated (GC) sheets of Tata Shaktee. The Tata Shaktee brand of Tata Steel was known for the high degree of trust and loyalty it commanded and its price dependability. Desai had a budget of Rs. 3.72 million which had to be allocated to various promotional activities for the brand in the Jharkhand region in proportion to their effectiveness. In other words, Desai wanted to design a strategy which would help the company increase the sales of its GC sheets by allocating the appropriate budget to promotional activities which were preferred by dealers and customers.
Toward this end, he enlisted the services of a management intern. The intern’s assignment was to conduct market research on the effectiveness of the product promotion activities for Tata Shaktee GC sheets in Jharkhand. He had to survey the dealers and report back to Desai with his findings and recommendations.
The Tata Group, which was founded by Jamsetji Tata in 1868, had grown to comprise over 100 companies in seven business sectors – communications and information technology, engineering, materials, services, energy, consumer products, and chemicals. Initially inspired by the spirit of nationalism, the group had pioneered several industries of national importance in India – steel, power, hospitality, and airlines. As of early 2012, the major Tata companies were Tata Steel, Tata Motors, Tata Consultancy Services, Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan, Tata Communications, and Indian Hotels.
The group had operations in 80 countries across the globe, and its companies exported products and services to 85 countries. It had revenues of US$100.09 billion in 2011-12. The Tata companies employed over 425,000 people worldwide. The Tata Group’s contribution to the Indian exchequer for the year 2011-12 was US$7.72 billion out of the total US$265.09 billion. Each enterprise in the Tata Group operated independently, with its own board of directors and shareholders.
Tata Steel, one of the important group companies, accounted for nearly 28% of the revenues of the Tata Group. It was among the top ten global steel companies with a crude steel production capacity of 27 million tonnes per annum (MTPA). Tata Steel was the world’s second most geographically diversified steel producer, employing around 80,000 people across five continents in nearly 50 countries. Established in 1907, Tata Steel had grown to become the world’s second most geographically-diversified steel producer, with operations in 26 countries and a commercial presence in over 50 countries. Tata Steel‘s Jamshedpur (Jharkhand, India) plant had a crude steel production capacity of 6.8 MTPA, which was slated to increase further in the subsequent years. The company also had proposed three Greenfield steel projects in the states of Jharkhand, Odisha, and Chhattisgarh in India with an additional capacity of 23 MTPA and a Greenfield project in Vietnam…
Over the years, Tata Steel had altered the landscape of the roofing industry in India. The company was considered a pioneer in the field of manufacturing superior quality Galvanized Corrugated (GC) sheets. Manufactured with world class technology, the company contended that its Tata Shaktee GC sheets were not only stronger but they were also longer-lasting than other GC sheets in their class. Tata Shaktee GC sheets were made from virgin steel processed at Tata Steel’s state-of-the-art cold rolling mill…
Life has three imperatives to sustain itself: food, clothing, and shelter. While a debate may rage regarding which of these is the more critical, there can be no debate on the importance of shelter. Roofing provides protection to the other two. The choice of roofing – thatched, tiled, aluminum, concrete, or galvanized corrugated (GC) – is determined on the basis of weather conditions in the region and economic factors. GC sheets are the usual roofing of choice for cattle sheds, warehouses, grain storage, and often for residential applications. Some part of the total production of GC sheets also goes into industrial roofing, government projects, etc…
Krish’s report was in front of Desai. It also included a set of recommendations. Desai acknowledged that while Tata Steel had the upper hand compared to its closest rivals, the study also revealed that the company was lagging behind rival brands in a few aspects primarily due to some lacunae in its promotional activities. Based on the results, Krish also proposed how the Rs. 3.72 million budget available to be spent on promotion activities could be allocated to the promotion activities in proportion to their effectiveness …
Question 1: For an FMCG product what would be the most appropriate method
a. Introductory offers and discounts
b. Samples
c. BOGOF
d. None of these
Question 2. Problems being faced by sales promotion campaign
a. Planning and execution issues
b. Low ROI
c. Low response
d. All of these
Question 3. The main focus of sales promotion is
a. Cash to customer
b. Motivation to buy
c. Free samples and freebies
d. More than competitor
Question 4. The modern day promotional methods needs to be based on
a. Resources of the company
b. Vision of the company
c. Marketing manager view
d. Overall Advertising strategy
Question 5. What is the main focus of cross promotion
a. To promote different products of the same cmpany
b. To develop cross products
c. Cross to other competitor territory
d. None of these
Question 6. What is the most critical objective of sales promotion
a. Brand building
b. Launching a new product
c. Earning immediate sales
d. None of these
Question 7. Which factor can gurantee success of sales promotion campaign
a. Planning and implementing it well
b. Compatibility with overall advertising strategy
c. Making it similar to advertising
d. None of these
Question 8. Which is not a kind of Sales promotion method
a. Consumer Oriented
b. Trade oriented
c. Channel oriented
d. Marketing oriented
Question 9. Which tools are used in consumer directed sales promotion method
a. Samples
b. Discounts
c. Cash prize
d. All of these
Question 10. Why sales promotion campaigns succeed or fail
a. Wrong planning
b. Mismatch between customer expectation and promotion method
c. Spending more money
d. Using too many tools
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5th Module Assessment
Case Study
Red Bull currently has very successful marketing and advertising efforts. However, it currently does not have a great female presence. Additionally, Red Bull’s competitors are gaining more Market Share in their category. We have been given the task to create a Campaign and IMC plan that will help Red Bull increase sales by 5% in the 2016 fiscal year.
PRIMARY OBJECTIVES >Increase positive brand perception among 18-24 year olds. >Increase product purchase consideration among 18-24 year old. >Establish Red Bull as the #1 energy drink for college-ages students. SECONDARY OBJECTIVES >Increase brand awareness for females by 15% >Increase product purchase for females 20%
Red Bull’s competitors, primarily Monster, have been flooding the market and gaining a high percentage of loyal consumers within the college-aged demographic. We hope to regain market share with this key demographic, which is valuable to Red Bull as an energy drink company. If we do nothing, then our competitors will continue to capitalize on this market and Red Bull will be out of sight and out of mind of college-aged consumers. Furthermore, Red Bull has a shockingly low female index rating. We hope to craft a gender-neutral message that appeals to women without isolating our current brand loyalists.
Our target market are college students and everyone aged 18- 24. We will target our demographic on college campuses and in major cities. Our target is hard working, and enjoys sporting events and extreme sports. Our target enjoys drinking alcohol at bars or sporting events, and it is popular for them to mix Red Bull with their alcoholic drinks. Furthermore, our target is athletes that need an extra physical or mental boost. Geographically speaking, Red Bull is very evenly distributed across the country.
ELEMENTS > Advertising > Public Relations > Event Sponsorship OVERALL TARGET AUDIENCE > Males and females 18-24 OVERALL BUDGET $66,530,000
Advertising is the most effective way to reach our target. Our media slots have the highest index rating with our target audience, and we will target a large amount of our audience in a very effective way. Essentially all of our promotions and campaign rely on advertising to succeed. Therefore, it is not only the most important element of IMC that we will use, but hopefully the most successful.
We are sponsoring Bonnaroo. Hailed as one of the top music festivals in the world, Bonnaroo is a prime festival for those within our age target. The Bonnaroo brand, and the image of music festivals in itself, is a fine complement to Red Bull’s image. Additionally, we will sponsor women’s sports and the X-games to help achieve our secondary objectives of reaching women. We will also help with the I Heart Radio Festival and sponsor select college football games.
Through the duration of our campaign, we will pay a PR firm monthly to manage Red Bull’s publicity – both from sponsored events and advertisements. They will be responsible for contacting buzz blogs and websites and keeping them informed with our events and marketing efforts. Because of the recent lawsuits against Red Bull’s previous slogans, they will also be handling any possible damage control.
Red Bull currently has an app that connects users with “stories that fuel your inspiration.” Consumers can browse through images of action sports, follow Red Bull sponsored athletes, and watch videos of events like Red Bull Flugtag. We propose that Red Bull introduce a points system that combines its product with its app and awards consumers for their purchases. Consumers can either scan their can or enter a code into the app and receive points based on the size and quantity purchased. For newer products that Red Bull is introducing to the market, such as Orange, Cherry and college edition cans, users can receive more points. In addition, some codes (approximately 1/25) will be deemed “Lucky Bull” codes and consumers will be able to redeem a free 12 ounce can.
Question 1: Event marketing success is based on
a. Match between target audience and the objective of the event
b. Resources spent on the event
c. Employee training and improvement
d. None of these
Question 2. For new product launches the best platform for sports drink would be
a. Online platform
b. Road shows
c. Concerts and events
d. None of these
Question 3. Surrogate advertising is most useful in the case of
a. Undesirable products
b. Youth related products
c. Products that have lost their consumer
d. None of these
Question 4. The biggest challenge for direct marketing tools for Red Bull is
a. Low response rate
b. Youth distraction
c. Inefficient positioning
d. None of these
Question 5. The most important component of Social media for Red Bull is
a. Face Book
b. Twitter
c. Instagram
d. None of these (wrong)
Question 6. The social media plan of Red Bull
a. Is complete from all dimensions
b. To develop positive attitude among female consumers
c. To increase make engagement with the brand
d. Improve customer loyalty
Question 7. What is the main purpose of IMC Plan
a. Develop an integrated marketing plan for better customer acquisition
b. To attract more consumers
c. To increae sales
d. None of these
Question 8. What was the main objective of Public Relations for Red Bull
a. To change public attitude
b. To develop positive image among females
c. To beat the competitors
d. All of these
Question 9. What was the main problem being faced by Red Bull
a. Female audience
b. Male audience
c. Children
d. None of these
Question 10. Which events can be successfully targetted by Red Bull
a. Music and sports linked
b. Arts and Culture
c. Social Service
d. Old age related
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Assignment 2
Case Study
This case is about Unilever’s “Campaign for Real Beauty” (CFRB) marketing campaign for its leading personal care brand ‘Dove’. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry.This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealized images of models, super-models, and celebrities.
Unilever developed the CFRB campaign based on a global study on the perceptions and attitudes of women with regard to their personal beauty and well-being. This campaign was a huge success as it was appreciated by many consumers and resulted in increased sales of Dove products. It also generated plenty of buzz and wide media coverage for the Dove brand.
In June 2005, consumer products major Unilever launched an ad campaign in the US for its Dove Intensive Firming range of products. This campaign, which featured regular women (non-models), was part of Dove’s “Campaign for Real Beauty” (CFRB). According to the company, the main purpose of CFRB was to challenge the stereotypes set by the beauty industry over the years.
The CFRB was launched as a global campaign by Unilever in 2004 to promote its Dove range of personal care products. The stated aim of the campaign was to act as a catalyst to broaden the definition of beauty and encourage discussion about its aspects.
Unilever’s consumer research studies had indicated that beauty advertising was out of sync with its consumers. Beauty advertisers bombarded consumers with idealized images of models, super-models and celebrities, which left the consumers feeling bad about their own body image and hurt their self-esteem. These insights prompted Unilever to launch a campaign in the early part of 2004 in Europe featuring non-models……….
As of 2005, Dove was the world’s largest cleansing brand with annual sales of €2.5 billion in more than 80 countries. Dove’s product portfolio included soap bars, body washes, face care products, antiperspirant/deodorants, hair care products, and styling aids.
Dove was a very important part of Unilever’s brand portfolio and the only big brand in personal care that was showing a double digit growth. In 2005, the personal care segment accounted for 26% of the group’s turnover and 34% of operating profits
Unilever developed the formula for the Dove Soap Bar in 1940. During World War II, it was used for cleaning wounds before treatment. It did not irritate the skin and became recognized as a mild soap. In the 1950s, the formula was further refined and the original Dove Beauty Bar was developed. It was launched in the market in the 1960s. In the 1970s, Dove’s popularity increased as an independent clinical dermatological study proved that Dove Beauty Bar was milder than 17 other leading soap brands at that time.
In early 2004, Dove conducted a global study on the perceptions and attitudes of women with regard to their personal beauty and well-being. The study was done in partnership with StrategyOne and in collaboration with Nancy Etcoff (Etcoff) and the Massachusetts General Hospital/Harvard University Program in Aesthetics and Well Being, and Susie Orbach (Orbach) of the London School of Economics.
The study surveyed around 3,200 women from 10 countries (Argentina, Brazil, Canada, France, Italy, Japan, Netherlands, Portugal, the UK, and the US), in the age group of 18 to 64. According to the findings, published in a report titled, “The Real Truth about Beauty: A Global Report,” only 2% of the women surveyed considered themselves as “beautiful,” while only 9% felt comfortable describing themselves as “attractive
Question 1. Advertising budget is generally based on
a. Past data
b. Competitors budget
c. Resources of the company
d. All of these
Question 2. Media plan is related to
a. Medis of the company
b. Combination of medias where the ad would be released
c. Developing a new media
d. None of these
Question 3. Sales promotion can be categorized into
a. Consumer related only
b. Business Related only
c. Consumer and trade related
d. None of these
Question 4. The method used measuring the advertising effectiveness is
a. DAGMAR
b. DAGAR
c. DAMGAR
d. None of these
Question 5. The most important aspect of developing the ad is
a. Consumer profile and research
b. Ad agency
c. Money
d. Industry trends
Question 6. Types of advertisement are
a. Emotional
b. Rational
c. Informative
d. All of these
Question 7. What is not a important component of IMC
a. Digital Media
b. Public Relations
c. Direct marketing
d. None of these
Question 8. What is the main purpose of advertising
a. To build awareness and interest in the brand
b. To enhace sales
c. To correc any problem
d. None of these
Question 9. What is the role of creativity in advertising and sales promotion
a. To identify the brand
b. To position the brand as a unique and different product
c. To build customer loyalty
d. None of these
Question 10. What research did the advertising agency did for Dove new campaign
a. About the brand
b. About female consumers psychology
c. Competitors products
d. All of these
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