Page 277 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 11.8 Keywords

Advertising: It is the means of informing as well as influencing the general public to buy
products or services through visual or oral messages.

Advertising Budget: The decision about how much money should be spent for advertising
during a specific time period in order to accomplish the set targets.
Advertising Strategy: It is a campaign developed to communicate ideas about products and
services.
Informative Advertising: It is advertising used to inform consumers about a new product or
feature and to build primary demand.
Persuasive Advertising: It is advertising used to build selective demand for a brand by persuading
consumers that it offers the best quality for their money.
Telemarketing: It is a form of direct marketing where a salesperson uses the telephone to call
prospective customers to attempt to sell products or services.

11.9 Review Questions

1. Define the term ‘advertising’. What are the important decisions that a firm needs to make
while developing an advertising programme?
2. Determine the efficacy of sales promotion as a marketing communication tool. Explain its
various tools with relevant examples.
3. ‘Advertising is wastage of money’. Develop your arguments in favour or against this
statement.

4. ‘Relevance of advertising spreads beyond business.’ Explain how advertising plays a
significant role in building changes in society.
5. State the factors that should be considered in developing a sales promotion programme.

6. You are the marketing manager of a sporting goods firm. Discuss three important
consumer promotion tools that you will use to promote your goods.
7. Discuss various methods of trade sales promotions. In your view, which method is more
suitable?
8. Create an advertising plan for a brand of consumer durable of your choice.
9. Develop a complete sales promotion programme for a new brand cellular phone.

10. You are the marketing manager of a computer manufacturer. Devise a direct marketing
plan to sell the computer notebooks to high-end customers.

Answers: Self Assessment

1. (b) 2. (a)

3. (c) 4. (b)
5. (d) 6. Short
7. Coupons 8. Premium
9. Retailers 10. Dealer loader

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