Page 258 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 8. Recall test in which the respondents are shown certain ads with the name of the sponsor
are called…………….recall test.
9. Test in which readers are asked to break up a print ad into its more important elements,
such as headline, visuals, body copy and logo is called…………..test.
10. Recall and ………….tests are often combined in order to determine if there are significant
differences between consumers who remember the ad messages and those who do not.

14.6 Review Questions

1. Critically analyse the DAGMAR approach.
2. Do you think DAGMAR model inhibits creativity of the advertisers? Justify your answer.

3. Firms need to evaluate the effectiveness of their advertising campaigns. Why?
4. Explain the concept of recall tests and inquiry tests. How are they useful to advertisers?
5. “In an advertiser’s dream world, every ad would trigger immediate sales response”. Is
this thinking justified? Discuss
6. Suppose you are the promotion manager of a cosmetics company. Your company has
recently launched ABC Men’s fairness cream. How will you go about deciding the
promotion objectives and what factors will you keep in mind while deciding them?
7. Airtel has recently changed its entire look and doing heavy promotions to communicate
it. Critically analyse its promotional strategy, specially advertising.

8. Suppose you are the advertising manager of a Telecom network brand. Your company
recently rolled out a series of ads targeting youth and women. How will you ascertain
whether you succeeded in your advertising attempt or not?
9. One of the most important things that a promotion sponsor can do in launching a promotion
is to have participants agree to its rules of the road.” What do you mean by this statement?
10. Discuss the effectiveness of the ads that use sex appeal and puffery to highlight the brand.
Include some examples in your discussion.

Answers: Self Assessment

1. False 2. True

3. True 4. False
5. True 6. Measurable
7. Action 8. Aided
9. Recognition 10. Attitude

14.7 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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