Page 144 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 7. The best way to target strivers is to advertise on……………………………….
8. According to DAGMAR approach, consumers learn about the attributes of the brand in the
……………………..stage.

9. A…………………..idea is consistent with the needs and wants of the target audience.
10. A ………………..is sometimes also referred to as a paradigm shift.

7.6 Review Questions

1. Discuss the importance of setting up objectives and defining a target market.
2. Critically analyse the VALS analysis used in life-style segmentation.
3. "Setting up advertising budget is not an easy task". Do you agree with the statement? Give
reasons for your answer
4. What do you mean by 'big idea'? Give examples from real world scenario.
5. Suppose you are going to start a fast food retailing business. How would you segment the
market and which markets will you target?
6. How would you position your toy retailing store in the market (discuss your positioning
strategies) and what will be your promotional objectives?

7. Consider various brands of cars in the Indian market (Atleast 5 brands from different
manufacturers). Determine how each brand is positioned and the distinctiveness of their
positioning.

8. Express your views on Bajaj Pulsar's 'Definitely Male' campaign. Was it a big idea? How
did the campaign help in the growth of the brand?
9. "B2C companies often over-spend on advertising whereas the B2B companies under-spend
on advertising". Substantiate (Use appropriate examples)
10. DHL has launched a new promotional campaign in India wherein they stress on their
wider reach. Their tagline says that "No one knows Asia-Pacific as we do". Analyse the
message. What issues does this message address?

Answers: Self Assessment

1. True 2. False
3. True 4. True

5. True 6. Social class
7. TV 8. Comprehension
9. Creative 10. Big idea

7.7 Further Readings

Books Batra, Aaker and Myers, Advertising Management, Pearson Education.
Kruti Shah and Alan D'Souza, Advertisement and Promotions-An IMC Perspective,
Tata McGraw Hill.

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