MBA Marketing Communication Short Question Answer Sample Practice Set

MBA Marketing Communication Short Question Answer Sample Practice Set

MBA Marketing Communication Short Question Answer Sample Practice Set

MBA Marketing Communication Short Question Answer Sample Practice Set

MBA Marketing Communication Short Question Answer Sample Practice Set
MBA Marketing Communication Short Question Answer Sample Practice Set

Marketing Communication: Objectives of marketing communication, tonal areas of marketing communication.

Integrated Marketing Communication (IMC): Concepts and Process, Sing Management: Meaning, Nature and Scope of advertising, fiction of advertising, Process of advertising, Fundamentals of Tusking campaigns. The creative Brief, Advertising appeal. Advertising agencies—their role, functions.

Section B

SHORT ANSWER QUESTIONS

Qus.1. What are the objectives of marketing communication?

 Ans. Objectives of Marketing Communication: The basic objectives of marketing communication are as follows:

  1. To cinnyucate Ideas: The primary objective of marketing communication is to communicate ideas to target audiences. This is done through advertising, personal selling, sales promotion and or  public relations. Principles of effective communication are intended to achieve this task. Clearly  most of marketing is communication and it is in thus context that communication is in occluded as a purpose of marketing communication. Moreover whatever is communicated should be accurate, truthful and useful to the parties involved because of the pervasiveness of marketing communication it has a unique responsibility to communicate with integrity.
  2. To Compete: Helping the company to compete consistently and effectively in the

pony to compete consistently and effectively in the marketplace is the second objective. For many companies, marketing communication may offer the company is moss promising marketing opportunities. Competitors may sell essentially the same product an price in the same outlets. It is only through marketing communication that the company may be a appeal to certain segments, properly differentiate its product and create a level of brand loyalty can last for many years. In addition, the prominence of extensive communication efforts on the Parco competitors means that a company that did not exhibit a strong marketing communication programmed would appear dull and unconvincing to the customer. Thus, marketing communication is employed as both a defensive and an offensive weapon.

  1. To Convince: Another objective of marketing communication is to convince. Although this goal is most often ascribed to marketing communication, it is the most questionable. Convince and persuade are not synonymous terms. Realistically, marketing communication does extremely well if it presents ideas in a manner that is so convincing that the consumer will be led to take the desired action. These ideas, along with a host of other factors, will help persuade the consumer to make a particular decision. Therefore, the ability of marketing communication to present information in a convincing manner is critical. It is also necessary to re-convince many consumers and customers. Just because a person buys a particular brand once or a dozen times or even for a dozen years, there is no guarantee that they will not stop using the product if not constantly reminded of the product’s unique benefits.
  2. To Change Demand Pattern: The overall objective of marketing communication is to change the demand pattern of the organizational product or service. All the promotional objectives like behavior modification, informative promotion, persuasive promotion, etc. are centrally focused towards changing the demand pattern for a particular product or service. The main objective is to affect the shape and location of the demand curve. It also means to affect the demand curve even temporarily or shifting it upwards.

Qus.2. What is Integrated Marketing Communication (IMC)? What are its various compose

Ans. Integrated Marketing Communication: Integrated marketing communicate approach to achieve the objectives of a marketing campaign through a well coordinated Use promotional methods that are intended to reinforce each other.

Various Components of Integrated Marketing Communication: The various com integrated marketing communication are:

  1. The Foundation: As the name suggests, foundation stage involves detailed analysis of ha product as well as target market. It is essential for marketers to understand the brand, its offering end-users. One requires knowing the needs, attitudes and expectations of the target customers and a close watch on competitor’s activities.
  2. The Corporate Culture: The features of products and services ought to be in line with the culture of the organization. Every organization has a vision and it’s important for the marketers to in mind the same before designing products and services. This can be understood with the help example.

Organization A’s vision is to promote green and clean world. Naturally its products need to be friendly and biodegradable, in line with the vision of the organization.

  1. Brand Focus: Brand focus represents the corporate identity of the brand.
  2. Consumer Experience: Marketers need to focus on consumer experience which refers to what the customers feel about the product. A consumer is likely to pick up a product which has good packaging and looks attractive. Products need to meet and exceed customer expectations.
  3. Communication Tools: Communication tools include various modes of promoting a particular brand such as advertising, direct selling, promoting through social media such as Face book, Twitter Rout and so on.
  4. Promotional Tools: Brands are promoted through various promotional tools such as trade promotions, personal selling and so on. Organizations need to strengthen their relationship with customers and external clients.
  5. Integration Tools: Organizations need to keep a regular track on customer feedbacks and reviews. One needs to have specific software like Customer Relationship Management (CRM) which helps in measuring the effectiveness of various integrated marketing communication tools. Integrated marketing communication enables all aspects of marketing mix to work together in harmony to promote a particular product or service effectively among end-users.

Qus.3. what are the different types of Integrated Marketing Communication (IMC)?

 Ans. Different Types of IMC: The different types of IMC are as follows:

  1. External: This is in the event where a company outsources the task of marketing to a marketing firm or a public relations firm. The firms are then tasked to design and develop the most effective strategies for the contracting firm.
  2. Internal: Internal marketing integration involves the top level management ensuring that the employees are happy and excited about developed new products. This ensures that the workers leak the details prematurely, hence exciting prospective customers even before the product hits the target market.
  3. Horizontal: This contributes to a very crucial part in the development of a product or service. This demands a lot of efficiency between the team tasked to develop and the distribution team as well as the finance team. This open flow of information provides the requisite synergy required to make the strategy a success.
  4. Vertical: Under this, the strategy demands that the product is developed to fit with the corporate policy as well as the structure of the company. This means that the product has to be within the breadth of the company’s mission and goals.

Qus4. Give the characteristics of integrated marketing communication. 

Ans. Characteristics of IMC: Following are the various characteristics of IMC:

  1. Customers feel that all their brand experiences come from one identity.
  2. Customers trust the brand’s promises and pass them on through word-of mouth.
  3. The brand treats different kinds of customers in ways appropriate lute
  4. Whenever appropriate, the brand recognizes individual customers wherever they interact or do business.
  5. Customers are happy with the brand experience.
  6. There is a service-oriented ideal that encourages aligned commitment across the organization.
  7. Everyone nurtures what the brand means to committed customers.
  8. Future vision is consistent with core truths of the brand
  9. The values we experience in our company culture support the values we expire in the brand.
  10. The brand organization is excellent at realizing high value propositions

Implementation.

  1. Quality is understood as that which is good for the customer, employee(s) and company.
  2. All business objectives are coherent with brand/company’s competence.
  3. There are no silos (across the organization).
  4. Practices ensure shared learning across the organization.
  5. The organization works in effective partnership with the members of its value stream.
  6. The culture encourages people to release their creative potential.
  7. Business processes are actively aligned to the brand value position.
  8. Quality customer information is available in a timely way at every point of need.
  9. Leaders promote what they practice.
  10. The marketing function is organized primarily around customer groups with their different

Needs and opportunities, not marketing disciplines.

  1. Senior marketing people are skilled in multiple communication disciplines.
  2. Customer management focuses on the value of customers over their lifetime.
  3. All communication to all constituencies at all touch points uses the same planning and

evaluation framework.

  1. The company and agencies all work together in partnership.
  2. Communication is creatively aligned through ‘big media neutral ideas’.
  3. Evaluation is managed as a learning discipline across the participants.
  4. The key evaluation processes are primarily designed to increase knowledge about what most efficiently creates value for customers
  5. Local and international marketing management collaborate effectively.

Qus.5. What is the need for integrated marketing communication?

Ans. Needs for IMC: Integrated marketing communication is the company that carefully integrates and coordinates its many communication channels to deliver a clear, consistent and compelling message about the organization and its brands. IMC builds a strong brand identity in the marketplace by tying together and reinforcing all the images and messages. IMC is needed for the following reasons:

1 Conflicting messages from different sources or promotional approaches can confuse

company or brand images.

  1. The problem is particularly prevalent when functional specialists handle indie

Marketing communications.

  1. The Web alone cannot be used to build brands and brand awareness potential is limited.
  2. Best bet is to combine traditional branding efforts with the interactivity

Capabilities of online communications.

Qus.6. what are the benefits of integrated marketing communication?

Ans. Benefits of IMC: Although IMC requires a lot of efforts, it delivers many benefits:

  1. It can create competitive advantage, boost sales and profits, while saving money

Stress.

  1. IMC wraps communication around customers and helps them move through the

stages of the buying process. The organization simultaneously consolidates its

develops a dialogue and nurtures its relationship with customers.

  1. The ‘Relationship Marketing establishes a bond of loyalty with customers which can n them from the inevitable onslaught of competition. The ability to keep a customer for life for life is a powerful competitive advantage.
  2. IMC also increases profits through increased effectiveness. At its most basic level, a Unitika message has more impact than a disjointed myriad of messages. In a busy world, a consisted consolidated and crystal clear message has a better chance of cutting through the ‘noise of over five hundred commercial messages which disturb customers each and everyday.
  3. At another level, initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. So, IMC can boost sales by stretching messages across several communication tools to create more avenues for customers to become aware, aroused and ultimately, to make a purchase.
  4. Carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process and this reduces their ‘misery of choice’ in a complex and busy world.
  5. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the of brand comparisons.
  6. Un-integrated communications send disjointed messages and coming strategic

which dilute the impact of the message. This may also confuse, management concept and frustrate and arouse anxiety in customers. On the other hand integrated communication presents a reassuring sense of order.

  1. Consistent images and relevant, useful messages help nurture long-term relationships with customers. Here, customer databases can identify precisely which customers need what information when and throughout their whole buying life.
  2. Finally, IMC saves money as it eliminates duplication in areas such as graphics and

photography since they can be shared and used in say, advertising, exhibitions and sales literature. Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together for briefings, creative sessions, tactical or strategic planning. This reduces workload and subsequent stress levels – one of the many benefits of IMC.

0us.7. Give the reasons for the growing importance of integrated marketing communication.

Ans. Reasons for the Growing Importance of Integrated Marketing Communication: Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers:

  1. From media advertising to multiple forms of communication.
  2. From mass media to more specialized (niche) media, which are centered around specific

Target audiences.

  1. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market
  2. From general-focus advertising and marketing to data-based marketing.
  3. From low agency accountability to greater agency accountability, particularly in advertising.
  4. From traditional compensation to performance-based compensation.
  5. From limited Internet access to 24/7 Internet availability and access to goods and services.
  6. Shift from media advertising to other forms of marketing communication.
  7. Moving away from advertising focused approaches that emphasize mass media.
  8. Shift in power from manufacturers to retailers.
  9. Rapid growth of database marketing and internet.
  10. Demands for greater ad agency accountability.
  11. Changes in agency compensation.

Qus.8. Define advertising. Explain the nature of advertising.

Ans. Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor with a view to disseminate information concerning an idea, product or service. The message which is presented or disseminated is called advertisement. In the present day marketing activities, hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business. ‘Advertising is causing to know, to remember, to do.’

Wood ‘Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose of inducting people to buy.’

‘Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.

‘Advertising consists of all the activities involved in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor.’

 Nature of Advertising

The nature of advertising is shown in the following points:

  1. Advertising is a tool of marketing that disseminates information about a product which misaimed at a large number of people at the same time using purchased space or time in various mass mediums.
  2. Advertising messages are delivered through a variety of media; television, radio, newspaper, magazine, billboards, direct-mail campaigns, Internet, clothing lines with messages printed on them, telemarketing programs and even messages heard while someone is on hold on the Telephone.
  3. Advertising intends to sell and at the same time create an aspiration towards a certain product, which ultimately leads to a vital and persuasive distinction, that makes the product a brand.
  4. It is a tremendous challenge for advertisers to design a message which must give an adman in a highly cluttered world where customers are becoming increasingly proficient at sin tuning ads out.

Qus.9, What is the importance of advertising? 

Ans. Importance of Advertising: Importance of advertising is shown in the following points:

  1. Product Launch: The foremost aim of advertising is promotion. Hence, advertising is essential especially for a new product that has to be launched in the market. Advertising helps to convey the information regarding launch of the new product
  2. Retain the Existing Customers: It is essential that customers keep following, buying and using our brand. And this is where advertising helps companies again. It keeps on reminding the customers about the brand and so, helps in retaining the customers and increasing the sales.
  3. Brand Promotion: Promotion is quite essential if any brand wants to stay in the market. This goal is achieved with the help of advertising which promotes a product, company or service. When a brand gets established with the help of advertising, it becomes a promise of quality and the customers start expecting from a brand. Thereafter, the stage arises where advertising starts acting as a reminder It reminds and convinces customers that their chosen brand is still there.
  4. Educates People: Advertising is not only about promotion. It also educates people and makes the society aware about various issues. Many social issues like female feticide, child labor, child abuse, etc, are also raised through sensible advertisements. Thus, advertising also helps in educating people and spreading awareness.
  5. Comparison: Advertising also provides the opportunity of comparing various products to the customers. Based on features, qualities or specifications described through advertising, customers can take their pick on the available products.

Qus.10. Explain the steps in advertising process.

Ans. Steps in Advertising Process: The following are the steps involved in the process of advertising:

  1. StepBriefing: The advertiser needs to brief about the product other service which has to be advertised and doing the SWOT analysis of Good the company and the product.

Step 2. Knowing the Objective: One should first know the objective or the purpose of advertising, i.e. what message is to be does not just circulate delivered to the audience?

Step 3. Research: This step involves finding out the market behavior, knowing the competitors, what type of advertising they. are using, what is the response of the consumers, availability of the Resources needed in the process, etc.

Step 4. Target Audience: The next step is to identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For example, if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it.

Step 5. Media Selection: Now that the target audience is identified, one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy, are successfully reached.

Step 6. Setting the Budget: Then the advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company,

  1. It is a tremendous challenge for advertisers to design a message which must give an advan in a highly cluttered world where customers are becoming increasingly proficient at sin tuning ads out.

Q.9, What is the importance of advertising? 

Ans. Importance of Advertising: Importance of advertising is shown in the following points:

  1. Product Launch: The foremost aim of advertising is promotion. Hence, advertising is essential especially for a new product that has to be launched in the market. Advertising helps to convey the information regarding launch of the new product
  2. Retain the Existing Customers: It is essential that customers keep following, buying and using our brand. And this is where advertising helps companies again. It keeps on reminding the customers about the brand and so, helps in retaining the customers and increasing the sales.
  3. Brand Promotion: Promotion is quite essential if any brand wants to stay in the market. This goal is achieved with the help of advertising which promotes a product, company or service. When a brand gets established with the help of advertising, it becomes a promise of quality and the customers start expecting from a brand. Thereafter, the stage arises where advertising starts acting as a reminder It reminds and convinces customers that their chosen brand is still there.
  4. Educates People: Advertising is not only about promotion. It also educates people and makes the society aware about various issues. Many social issues like female feticide, child labor, child abuse, etc, are also raised through sensible advertisements. Thus, advertising also helps in educating people and spreading awareness.
  5. Comparison: Advertising also provides the opportunity of comparing various products to the customers. Based on features, qualities or specifications described through advertising, customers can take their pick on the available products.

Qus.10. Explain the steps in advertising process.

Ans. Steps in Advertising Process: The following are the steps involved in the process of advertising:

Step 1. Briefing: The advertiser needs to brief about the product or the service which has to be advertised and doing the SWOT analysis of Good the company and the product. •

Step 2. Knowing the Objective: One should first know the objective or the purpose of advertising, i.e. what message is to be does not just circulate delivered to the audience? information but it

Step 3. Research: This step involves finding out the market penetrates the public mind behavior, knowing the competitors, what type of advertising they with desires and beliefs. are using, what is the response of the consumers, availability of the resources needed in the process, etc.

 Step 4. Target Audience: The next step is to identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For example, if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it.

Step 5. Media Selection: Now that the target audience is identified, one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy, are successfully reached.

Step 6. Setting the Budget: Then the advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company,  

Step 7. Designing and Creating the Ad: First the design that is the outline of ad on papers is made by the copywriters of the agency, then the actual creation of ad is done with the help of the art directors and the creative personnel of the agency.

Step 8. Perfection: Then the created ad is re-examined and the ad is redefined to make it perfect to enter the market

Step 9. Place and Time of Ad: The next step is to decide where and when the ad will be shown. The place will be decided according to the target customers where the ad is most visible clearly to them. The finalization of time on which the ad will be telecasted or shown on the selected media, will be done by the traffic department of the agency.

Step 10. Execution: Finally the advertisement is released with perfect creation, perfect placement and perfect timing in the market.

Step 11. Performance: The last step is to judge the performance of the ad in terms of the response from the customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted people, was the advertisement capable enough to compete with the other players, etc. Every point is studied properly and changes are made, if any.

Qus.11. What are advertising campaign and campaign planning? What are the factors influencing the planning of an advertising campaign?

Ans. Advertising Campaign: Advertising campaign can be defined as a series of advertisements with an identical or similar message, placed in one or more of the advertising media over a particular period of time. An advertising campaign must co-ordinate with other marketing efforts and activities. This means the campaign must be correlated with the personal selling activities of the sales force, those of the distributors of the product and with the various other promotional efforts, which may be a part of marketing mix.

Campaign Planning

The campaign planning is the joint effort of both the advertiser and his ad agency. The advertiser supplies much information about the product, the channel of distribution, competition for the product and the firm. The agency may collect other information from the market, in respect of target audience, etc.

Advertising campaign planning simply means planning the advertising campaign. Advertising campaign planning concerns many people in the advertising agency, but mainly concerns the advertising manager (for the client), account executive, marketing manager, creative director, media planner and PR manager. They design and plan advertising campaign for the client. Factors Influencing the Planning of an Advertising Campaign

  1. The organization as well as its reputation and position in the market.

2.The producte.g. Consumer (perishable, durable or specialty) goods or industrial goods, etc.

  1. The  market the nature of customers, their income, their buying behavior and their location.
  2. The competition.
  3. The absolute price of the product, competitor’s price, etc.
  4. The channels of distribution.
  5. The budget, the advertising theme, etc.
  6. The media, the advertising schedule, etc.
  7. The Govt.regulations and controls, restriction on certain products, restriction on certain media to carry out certain ads, etc.

Q.12. Explain creative brief and big idea in the context of advertising campaign.

Ans. Creative Brief: The creative brief is the starting point for all advertising creativity inspire lateral thinking, idea exploration and even provide new suggestions and insights that: the creative team in the right direction. However, the search for an idea can often be moor perspiration than inspiration. There are many different places one can search for the elusive idea things he can do to help that idea surface sooner rather than later. Key to this is an understanding principles of idea generation and the ability to tell when one can have a good idea.

Big Idea: Understanding the brand, the needs and desires of the target audience and of course advertising objectives is an essential part of the preparation that will lead to the big idea. Once creative team have an idea or a campaign concept established, the art director will explore a variety visual layouts and alternative executions. The use of illustration, photography and typography has. be considered, alongside the use of live action, animation, computer-generated images and an array of post-production techniques that can be used to great effect. Visualizing the ideas as rough scamps o story boards is an essential stage in communicating the idea to the other parties involved in the production process. Thus, an advertising creative tells that the most important element of an advertise the idea itself.

 Qus.13. Define advertising appeal. What are its essentials?

Ans. Advertising Appeal: An advertising appeal is a statement designed to motivate a person to act. The appeals which the advertiser makes usually focus the buying motives of the consumers. Pleasing total quality of a radio becomes basis to motivate the music and the vitamin contents of a drug form an appeal to motivate public and listen to people to preserve their health. However, numerous appeals may be made for any product.

Essentials of a Good Advertising Appeal: The following are the essentials of a good advertising appeal:

  1. It Must be Communicative: An advertising appeal must successfully tell what it wishes to convey. As far as possible, the message must be communicated in a simple language.
  2. It Must have a Good Theme: A good theme means there must be something which has to be told to the prospects. Only meaningful words become effective in conveying the story.
  3. It Must be Distinctive: An advertising appeal must be distinctive. It should present a product in a distinctive way. If it is a new product, then ‘new’ alone makes it distinctive.
  4. It Must be Interesting: A good advertising appeal must be interesting. An advertisement must provide interest to the readers or the listeners or viewers and this can be done by telling the story of an advertisement in an interesting manner.
  5. It Must be Believable: The theme of an effective advertising appeal must be believable. The message which is doubted can never be effective. Only facts are presented in an interesting manner.
  6. It Must be Complete: An advertising appeal should be complete and must not be superfluous. Such information which is likely to confuse the prospects in making buying decision should be avoided.

Q.14. What are the types of appeals used in advertising?

Ans. Types of Appeals Used in Advertising: The following are the appeals widely used in advertising:

  1. Emotional Appeals: Emotional appeals are used in advertising the consumer product. They are used for inducing initial interests and arousing interest in the advertised product. Goods like toys for children and baby food are sold on emotional appeals.
  2. Intellectual Appeals: These appeals are free from emotional touch and are based on intelligence. Intellectual appeals are used for selling high priced industrial goods. They are based on rational thinking. Emotional appeals work fast to create interest and desire but it is intellectual appeal

advertisement where a young and beautiful girl is shown wearing eye-catching sets. The picture of the girl and prints provide emotional appeal but the headline ‘icy summer prints idea an atmosphere of coolness and appeals to the intellect.

  1. Human Instincts Appeals: Human beings are guided by such instincts as-self-preservation, rental care, food, clothing, curiosity and so on. When a copy makes proper appeal to the appropriate instinct, it will create a desire in the minds of the reader to buy the article. For an appeal to the self-preservation instinct health, food, woolen clothes and physical fitness courses are appropriate articles. Baby food can be sold more easily by making an appeal to the parental instinct and the natural affection of the parents for their children.
  2. Physical Sense Appeals: Appeals to physical senses evolve greater response, e.g. food beverage products are sold by inciting taste appeal. During summer, cold drinks can be effectively advertised with pictures of cool, refreshing summer drinks but during winter, this advertisement would be a misfit if appeal is made to the sense of taste alone, a more viable approach would be to appeal to the instinct of self-preservation.
  3. Positive Appeals: Appeals that follow positive approach are called positive appeals. They create situations under which prospects are likely to attain happiness and peace of mind with the possession of advertised goods. With a view to arouse product interest, the following positive emotional appeals are used, e.g. appeals to comfort, healthy living, family affection, pleasure, personal appearance, sympathy, love, pride, etc. These appeals are positive because they create awareness under which prospects are likely to attain happiness and the mental satisfaction of possession of materials.
  4. Negative Appeal: Negative appeals are those which follow negative approach. They normally include feelings like jealousy, anger, pain and fear. These are the unpleasant feelings and no prospect would desire to associate himself with frustration.

Qus.15. Define advertising agencies. What is the selection criterion of an agency?

Ans. Advertising Agencies: The American Association of Advertising Agencies (AAAA) defines an advertising agency as, ‘An independent business organization, composed of creative and business people who develop, repair and place advertisements in advertising media for sellers seeking to find customers for their goods and services.’

The advertising agency carry out the activity on behalf of their is a promotional client against remuneration called fees. They conduct market activity for marketing a research, consumer research, product research, etc. They advice commodity the manufacturer on product design or package design, pricing of product channels of distribution. Besides, they advice on the market condition from time to time. Advertising agency conduct the production activities of visualization, layout, illustration, headlines. copy, etc. They also help in the selection of proper media and the frequency at which the advertisement should be presented. Thus, the advertising agency relieves the burden of the trader or manufacturer of the responsibility of advertising, production and distribution.

Agency Selection Criterion

Following Are some points to be taken in account while selecting the advertising agency:

  1. Suitability. The advertising agency which suits the requirement of manufacturer or trader on the type of advertisement, location of agency, credit policies, etc. Normally, an agency which is located near the advertisers place is selected. This helps in approaching the agency Secondly, the size of agency in terms of personnel, projects and services provide rely, the connections and relations with the various media are considered. Fourthly to account. Finally, the advert conservative policy, outgoing policies, etc. are taken considers whether the agency has competitors account or not.
  2. Facilities and Services Provided: Some agencies have modern facilities of photo setting, printing, filming, etc. The agencies which provide maximum services with mini preferred.
  3. Imagination: Imaginations and creative skills of the personnel of agency is duly Creativity in photography, layout. copy writing, media, etc. creates an identity and universe products and services of the advertiser.
  4. Past Record: Past records of the agency in terms of number of clients, effectiveness reputation, etc. helps in selecting the agency. The advertiser enquires about the agency’s Tim punctuality, past record helps to show whether the agency is reliable or not.
  5. Reputation: The reputation of the advertising agency helps in selection. The pone agency depends upon timelines, successful presentation, good relations, prompt services, etc.
  6. Management: Proper selection of advertising agency depends on the ownership management and their policies. Their policies may be either conservative or dynamic which influent the selection
  7. Rates Charged: The advertiser considers the rates charged by the agency. Normally, the rate depend on reputation, facilities provided techniques adopted, etc. Therefore, an advertiser will sales such agency which will provide facility according to his requirement and which suits its budget.
  8. Size of the Agency: The size of the advertising agency must be considered. The larger the size the more it is preferred, however, at times, small is beautiful because a small agency may give more attention to its client’s work

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