Advertising
Question : Case Study:
ABC Electronics aims to overcome objections to advertising by including detailed specifications and performance data in its advertisements. What objection is being addressed through this approach?
Option 1: Lack of Credibility
Option 2: Overexposure
Option 3: Lack of Creativity
Option 4: Exaggeration and Deception
Correct Answer: Lack of Credibility
Solution : The correct answer is (a) Lack of Credibility.
By providing specific and factual information about their products, including detailed specifications and performance data, ABC Electronics aims to enhance the credibility of their advertisements. This approach ensures that consumers have accurate and transparent information to evaluate the product's features and capabilities, minimizing skepticism about potential exaggerations or deceptions often associated with advertising. Providing factual and detailed data builds trust with the audience and strengthens the credibility of the advertised claims.
Question : Case Study 33:
A consumer purchased a laptop and found that the technical specifications were misrepresented in the advertisement. The consumer feels cheated and wants to take action against the manufacturer. Which authority can the consumer approach for redressal?
Option 1: District Consumer Disputes Redressal Forum
Option 2: State Consumer Disputes Redressal Commission
Option 3: Advertising Standards Council of India (ASCI)
Option 4: National Consumer Disputes Redressal Commission
Correct Answer: Advertising Standards Council of India (ASCI)
Solution : The correct answer is (c) Advertising Standards Council of India (ASCI)
The Advertising Standards Council of India (ASCI) is a self-regulatory body that oversees advertising in India. It has a code of conduct that advertisers are expected to follow, and it investigates complaints about misleading advertising.
However, the first step for a consumer who has been misled by an advertisement is to complain to ASCI. If ASCI finds that the advertisement is misleading, it will ask the advertiser to withdraw it. If the advertiser does not withdraw the advertisement, ASCI can publish its findings on its website, which can damage the advertiser's reputation.
ABC Corporation promotes its energy-efficient home appliances through advertisements that emphasize the long-term cost savings for consumers. What objection to advertising is minimized through this approach?
Option 3: Irrelevance
Correct Answer: Irrelevance
Solution : The correct answer is (c) Irrelevance.
By highlighting the long-term cost savings, ABC Corporation makes the advertisement more relevant to consumers who are likely interested in saving money over an extended period. It directly addresses a significant concern for consumers, making the advertisement more pertinent and appealing to their needs and interests.
XYZ Electronics invests in advertising campaigns to create awareness about its innovative gadgets and technology. This leads to increased customer interest and positive perceptions. What advantage of advertising is demonstrated in this case?
Option 1: Immediate Sales Generation
Option 2: Improved Supply Chain Efficiency
Option 3: Enhanced Customer Relationships
Option 4: Increased Productivity
Correct Answer: Enhanced Customer Relationships
Solution : The correct answer is (c) Enhanced Customer Relationships.
Advertising can help in establishing a connection with the customers by showcasing the innovative gadgets and technology of XYZ Electronics. By creating awareness and fostering positive perceptions through advertising, XYZ Electronics can enhance its relationship with customers. Effective advertising can build trust, credibility, and engagement with the audience, ultimately leading to stronger and more positive customer relationships.
Question : Which advantage of branding to marketer is highlighted in the given statement? Statement: It has a firm distinguishing its products from other competiting products.
Option 1: Helps in product differentiation
Option 2: Helps in advertising and display programs
Option 3: Differential pricing
Option 4: Ease in introduction of new product
Correct Answer: Helps in product differentiation
Solution : The process of giving the name, sign or symbol to a product is called branding. Branding helps in distinguishing its product from other competing products. It enables the form to secure and control the market for its products.
Hence,option A is correct.
Question : The concept of elasticity is important for businesses to determine:
Option 1: The optimal pricing strategy.
Option 2: The advertising budget.
Option 3: The cost of production.
Option 4: The market share.
Correct Answer: The optimal pricing strategy.
Solution : The correct answer is (a) The optimal pricing strategy.
Elasticity provides crucial information to businesses regarding how responsive consumers are to changes in price. By understanding the price elasticity of demand for their products, businesses can make informed decisions about their pricing strategy. Specifically, they can assess the impact of price changes on the quantity demanded and, consequently, on their total revenue.
If demand is elastic (elasticity greater than 1), a decrease in price may lead to a more than proportionate increase in quantity demanded, resulting in increased total revenue. On the other hand, if demand is inelastic (elasticity less than 1), a price increase may result in a less than proportionate decrease in quantity demanded, potentially increasing total revenue.
Therefore, by considering the concept of elasticity, businesses can make more accurate pricing decisions and determine the optimal pricing strategy that maximizes their revenue and profitability.
Question : Which advantage of branding to marketers is highlighted in the given statement? Statement: It enables the firm to secure and control the market for its products
Solution : The process of giving the name, sign or symbol to a product is called branding. Branding helps a form in distinguishing its product from other competing products. It enables the form to secure and control the market for its products.
ABC Clothing uses various advertising channels, such as television, social media, and print media, to promote its latest fashion collection. Which advantage of advertising is highlighted here?
Option 1: Direct Sales Conversion
Option 2: Short-Term Sales Boost
Option 3: Enhanced Brand Recall
Option 4: Cost Minimization
Correct Answer: Enhanced Brand Recall
Solution : The correct answer is (c) Enhanced Brand Recall.
ABC Clothing uses various advertising channels like television, social media, and print media to promote its latest fashion collection. By utilizing these channels, ABC Clothing aims to enhance brand recall, making sure that consumers remember their brand and fashion collection when they think about clothing or related products. Advertising helps in creating a lasting impression and improving brand recall among the target audience. Direct sales conversion and short-term sales boost are possible outcomes of effective advertising, but in this case, the focus is on enhancing brand recall, which is a longer-term benefit. Cost minimization is not the primary advantage highlighted here.
Question : Case Study 36:
A consumer purchased a branded watch from a local dealer. The dealer falsely claimed that the watch was made of pure gold and sold it at an exorbitant price. Upon inspection, the consumer found that the watch was not made of gold. Which authority can take action against the dealer for this deceptive practice?
Option 1: Consumer Protection Council
Option 2: National Consumer Disputes Redressal Commission
Option 4: District Consumer Disputes Redressal Forum
Correct Answer: District Consumer Disputes Redressal Forum
Solution : The correct answer is (d) District Consumer Disputes Redressal Forum
The District Consumer Disputes Redressal Forum in India is responsible for addressing consumer complaints and disputes related to the purchase of goods and services, including cases of deceptive or misleading practices. They can help the consumer seek redress and potentially rule in their favor, ensuring that the dealer follows consumer protection laws. The other options listed are not the appropriate authorities for addressing this specific consumer grievance.
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