Page 207 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 11: Unconventional Promotional Media

5. Do you think SMS advertising should be banned as it causes inconvenience to the receivers? Notes
Discuss.
6. Personal Selling involves cultivation and direct response. Explain the statement.

7. “Outdoor advertising is one of the more permeating communications”. Comment.
8. Do you like the idea of transit advertising? What are possible benefits they have? Are
there any disadvantages of such advertising?

9. Compare and contrast mobile and internet advertising. Which one, according to you, is
more effective?
10. Analyse the effectiveness of SMS as a means to promote brands.

Answers: Self Assessment

1. False 2. True
3. True 4. False
5. False 6. Cold-calling
7. 4500 8. Classified Ads
9. Outdoor 10. Interstitial

11.11 Further Readings

Books Edward L. Nash, Direct Marketing: Strategy, Planning, Execution, Third Edition,
McGraw-Hill, 1995.
Scott M. Cutlip, Allen H. Center, and Glenn M. Broom, Effective Public Relations,
8th Ed. Prentice-Hall, 2000
SHH Kazmi and Satish K Batra, Advertising and Sales Promotion, Excel Books,
New Delhi.

Online links www.aboutpublicrelations.net
www.admedia.org

www.direct-marketing.net/
www.direct-marketing-association-india.org/-
www.emarketer.com/Article.aspx?R=1007251
www.marketingteacher.com/.../lesson_personal_selling.htm

www.oapindia.com/
www.ogilvypr.com
www.publicity.com/

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