Page 244 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 9. For most of the electronics and household products, heavy advertising should be done
during ………………… months.
10. HUL should schedule its FMCG products on ……………………. pattern.

13.8 Review Questions

1. Television's audio-visual appeal makes it the most authoritative of all mediums. Discuss.
2. Explain the concept of selectivity and flexibility of TV ads. Give examples.
3. As an advertising manager of your company, what things will you keep in mind while
buying network time?
4. With the help of following data, calculate programme rating, household using television
and share of audience.
(a) No. of households that own a TV: 40,00,000
(b) No. of households watching a program: 2,00,000

(c) No. of households watching TV: 15,00,000
5. Has popularity of TV, lowered the popularity of radio as a media? Substantiate your
answer.

6. You are the advertising manager for a newly launched deodorant brand. How can you
ensure that you choose a media with appropriate reach, coverage and frequency? Give a
brief plan.
7. As a promotional manager, what scheduling options you have? If you are looking to
promote an AC brand, what type is most appropriate for you?

8. Media planners must compare the costs of media and the media vehicle while evaluating
alternatives. Why is this important? What are the ways for comparison?
9. Calculate CPM and Milline Rate

Circulation of a magazine is 4,80,000, the cost per page is 6200 and cost per line is 640.
10. Complete the table and calculate the frequency. (S = TV program seen)
Households Owning A TV
Weeks A B C D E F G H Total
Exposure
1 S - - S - S - -
2 - - - S S S - -
3 S S - S - - - -
4 - S - S - S - S
Total

Answers: Self Assessment

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

5. True 6. Prime Time

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