Mr. Robert Shaw is the Marketing Manager of a Company which is introdu

1.	Mr. Robert Shaw is the Marketing Manager of a Company which is introducing a machine which can change the wheels of bikes, cars and heavy vehicles without any help from people. The Directors have asked Mr. Shaw to give a brand name and the most suitable media to advertise the brand.(a) Explain any four factors that Mr. Shaw should consider in selecting a suitable media to advertise.(b) What is a Brand? (c) Give two factors to be kept in mind while selecting a good ‘Brand’ name.
Answer» (a) The four factors that Mr. Shaw should consider in selecting a suitable media to advertise are as follows: 1. Nature of the product: Consumer products of daily uses are generally advertised in newspapers, magazines, radio. 2. Nature of the market: Fairs and exhibitions, outdoor displays are more useful for advertising in local markets. 3. Type of consumers: Radio, Television and Cinema are more suitable for advertising to illiterate people. Newspapers, magazines are useful for advertising to literate people. 4. Life of advertisement: Long life advertisements can better be conveyed through magazines, outdoor displays. Short advertisements should be transmitted through newspapers, radio and television. (b) Brand means any identification work used to identify the product of a seller and to differentiate it from the products of competitors. A registered brand is known as a trademark. Dalda ghee, Lux soap are examples of brands. (c) The two factors to be kept in mind while selecting a good ‘Brand name’ are: 1. The brand name must be supple; easy to pronounce and spell and remember. e.g., Lux, VTP, Rin etc. 2. Type of the product: It should suggest the use of the product and should be unique.

Mr. Robert Shaw is the Marketing Manager of a Company which is introducing a machine which can change the wheels of bikes, cars and heavy vehicles without any help from people. The Directors have asked Mr. Shaw to give a brand name and the most suitable media to advertise the brand.(a) Explain any four factors that Mr. Shaw should consider in selecting a suitable media to advertise.(b) What is a Brand? (c) Give two factors to be kept in mind while selecting a good ‘Brand’ name.

Answer»

(a) The four factors that Mr. Shaw should consider in selecting a suitable media to advertise are as follows:

1. Nature of the product: Consumer products of daily uses are generally advertised in newspapers, magazines, radio.

2. Nature of the market: Fairs and exhibitions, outdoor displays are more useful for advertising in local markets.

3. Type of consumers: Radio, Television and Cinema are more suitable for advertising to illiterate people. Newspapers, magazines are useful for advertising to literate people.

4. Life of advertisement: Long life advertisements can better be conveyed through magazines, outdoor displays. Short advertisements should be transmitted through newspapers, radio and television.

(b) Brand means any identification work used to identify the product of a seller and to differentiate it from the products of competitors. A registered brand is known as a trademark. Dalda ghee, Lux soap are examples of brands.

(c) The two factors to be kept in mind while selecting a good ‘Brand name’ are:

1. The brand name must be supple; easy to pronounce and spell and remember. e.g., Lux, VTP, Rin etc.

2. Type of the product: It should suggest the use of the product and should be unique.

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