Page 223 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 12: Media Planning and Strategy

12.6 Review Questions Notes

1. "With the appearance of radio, and subsequently television, there has been some change
in the reading habits of people". Comment. What changes have you seen in yourself and
your family members?
2. "In spite of tremendous popularity of TV as an advertising medium, newspapers and
magazines command a position of significance among advertisers". Do you agree? Give
reasons for your answer.
3. Suppose you are the advertising manager of a pharmaceutical firm. How will you go
about giving your ads in newspapers, if you want to cover the entire Northern India?

4. The magazine industry has often been described as survival of the discriminating. Why do
you think it is so? What benefits can you see as an advertiser if you want to give your ad
in magazines?
5. What do you think can be the reason behind the gatefold, bleed page and pop up ads in
magazines? Are they more effective than simple ads?
6. Analyse the advantages of newspaper advertising vis-à-vis the limitations.
7. How is advertising in newspapers different from advertising in magazines? Which one is
more effective?
8. Suppose you have to promote a rock concert which is going to take place in your city soon.
You are required to place an ad in newspapers informing people about the event. Which
type of newspaper would you choose to promote the event and why?
9. How can the use of colours affect an advertisement in a newspaper?
10. Examine the relevance of out-of-home media as a supportive medium.

Answers: Self Assessment

1. True 2. False
3. True 4. False
5. False 6. False
7. Business Publication 8. High Involvement/Ego-Intensive

9. 8 x 10 10. Special audience
11. Business

12.7 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.
SHH Kazmi and Satish K Batra, Advertising and Sales Promotion, Excel Books,
New Delhi.

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