DMKT402 ADVERTISING AND SALES PROMOTION JAN FEB 2026

Description

SESSION	JAN-FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	IV
COURSE CODE & NAME	DMKT402 ADVERTISING MANAGEMENT AND SALES

 

Assignment Set – 1

 

Q.1. Define the term ‘advertising’. What are the objectives of advertising? (4+6 = 10 Marks)

Ans 1.

Definition of Advertising

Advertising is the paid and non-personal method of communicating which is sent by an identifiable company through mass media and digital channels to a targeted audience with the objective to inform, convince, or encouraging them to think about a service, product, idea, or organization. According to the American Marketing Association defines advertising as the placing of announcements or persuasive messages within the time period or in space within any

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Q.2. Describe the shifting patterns of consumption. What role does advertising play in this? (5+5 = 10 Marks)

Ans 2.

Shifting Patterns of Consumption

Consumption patterns are the way that households and individuals allocate their income across different types of services and goods. These patterns are never static; they shift continuously as a result of changes in income levels, demographic structure, values of culture, urbanization, technological innovations, and globalization. Knowing these changes is essential for marketing

 

Q.2. Describe the shifting patterns of consumption. What role does advertising play in this? (5+5 = 10 Marks)

Ans 2.

Shifting Patterns of Consumption

The advertising agency as a formal commercial institution has changed over the course of more than two centuries from simple space brokerages to more sophisticated full-service firms that use experts across creativity, strategy media planning, technology, as well as data analytics. Knowing this development provides important information about the roles of agencies within the

 

Assignment Set – 2

 

Q.4. What is DAGMAR? How is it useful in establishing objectives? (4+6 = 10 Marks)

Ans 4.

DAGMAR – Definition and Concept

DAGMAR stands for Defining Advertising Goals for Measured Advertising results, which was developed by Russell H. Colley in 1961 for a study he published for the Association of National Advertisers in the United States. DAGMAR offered a totally distinct approach to managing advertising by arguing that advertising effectiveness may and should be evaluated against clearly defined communication objectives instead of sales performance and are subject to various factors

 

Q.5. Describe the AIDA model of consumer response hierarchy. (10 Marks)

Ans 5.

AIDA Model – Overview

The AIDA model is among the oldest and longest-running frameworks in advertising and marketing communication theories. AIDA stands for Attention Intention, Interest, Desire and Action. These are the sequential stages through which an effective ad must guide the consumer’s attention from its initial encounter to the final purchase. The idea was initially formulated by E. St. Elmo Lewis in 1898 in the situation of personal selling. It was eventually applied to general advertising communication. Although it is more than a century in age, the AIDA framework

 

Q.6. What is Gestalt psychology? Explain with examples how it resembles the way a person fits in the advertising message with his/her existing knowledge. (3+7 = 10 Marks)

Ans 6.

Gestalt Psychology

The Gestalt Psychology is a branch of perceptual and cognitive psychology that emerged in early 20th century Germany and was primarily influenced by Max Wertheimer, Kurt Koffka and Wolfgang Kohler. The principle that drives Gestalt psychology is that human perception functions in a holistic manner: our minds perceive coherent, meaningful wholes, rather than isolated collections of elements. The term Gestalt means configuration or pattern in German. The