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MKT621 Advertising & Promotion Assignment 1 Solution Fall Semester 2012
ADVERTISING & PROMOTION (MKT621) FALL 2012
ASSIGNMENT NO. 1
DUE DATE: 26TH NOVEMBER, 2012
MARKS: 20
ASSIGNMENT:
Topic: Methods of determining advertising Budget
Learning objectives:
· To make the student understand the methods of deciding the advertising budget
Learning outcomes:
· It will enable the student to make a decision about the appropriateness of the
budgeting method.
The Case:
“LENOV” is a famous brand in the field of home appliances of Pakistan. It is considered
to be number one brand for the past 20 years in term of its market share and innovation.
It’s product varieties ranges from refrigerators, freezers, air conditioners and microwave
ovens. With a strong R& D department in place, it is continuously striving to bring
product innovation. It has recently launched a new washing machine to enhance its
product category having unique technology that sterilize, kill bacteria and remove odour
from products like cushions, school bags, gloves, leather jackets, hand bags. It was
extensively promoting its products using both electronic and print media. Its outdoor
advertising and TVC are considered to be one of its own kinds. It was using percentage
of sales method for deciding the advertising campaign budget in the previous years. This
year the competition in the field of home appliances has intensified and is getting fierce
day by day, making it tough for LENOV to stay at the top. LENOV is very hopeful to beat
all the odds with the new invention and addition of washing machine in its product range.
The marketing team of LENOV is busy in media planning. They want to decide about the
advertising campaign budget for the current year.
Requirements:
· Considering the overall situation of the company, suggest which method of
determining the advertising budget, other than percentage of sales method, the
company should use this year and why? Give four logical reasons to support
your answer.
Marks:2+2+(2*4)
· Criticize the old budgeting method that the company was using by highlighting
why it is not applicable in the current situation.
Marks:8
IMPORTANT:
24 hours extra / grace period after the due date is usually available to
overcome uploading difficulties. This extra time should only be used to meet the
emergencies and above mentioned due dates should always be treated as final
to avoid any inconvenience.
OTHER IMPORTANT INSTRUCTIONS:
DEADLINE:
· Make sure to upload the solution file before the due date on VULMS.
· Any submission made via email after the due date will not be accepted.
FORMATTING GUIDELINES:
· Use the font style “Times New Roman” or “Arial” and font size “12”.
· It is advised to compose your document in MS-Word format.
· You may also compose your assignment in Open Office format.
· Use black and blue font colors only.
REFERENCING GuIDELINES:
· Use APA style for referencing and citation. For guidance search “APA
reference style” in Google and read various website containing information
for better understanding or visit
APA REFERENCE STYLE: Table of Contents
RULES FOR MARKING
Please note that your assignment will not be graded or graded as Zero (0),
if:
· It is submitted after the due date.
· The file you uploaded does not open or is corrupt.
· It is in any format other than MS-Word or Open Office; e.g. Excel,
PowerPoint, PDF etc.
· It is cheated or copied from other students, internet, books, journals etc.
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