1.

Marketing is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.
Any paid form of non-personal communication about an organisation, product,service, or idea from an identified sponsor. - Blech & Blech

2.

Monopoly is the nature of market where there are only one seller of a particular product(s) and service(s) and the numbers of buyers are many. For example : Indian Railways.

3. Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality.

4. An marketing agency or ad agency is a service business dedicated to creating, planning and handling marketing (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of a marketing campaign.

5. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. Examples: Gender , Price , Interests

6. Scheduling is an important tool for manufacturing and engineering, where it can have a major impact on the productivity of a process. In manufacturing, the purpose of scheduling is to minimize the production time and costs, by telling a production facility when to make, with which staff, and on which

equipment. Production scheduling aims to maximize the efficiency of the operation and reduce costs.

7. A market system is any systematic process enabling many market players to bid and ask: helping bidders and sellers interact and make deals. It is not just the price mechanism but the entire system of regulation, qualification, credentials, reputations and clearing that surrounds that mechanism and makes it operate in a social context.

8. The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks, of local to global scope, that are linked by a broad array of electronic, wireless and optical networking technologies. The Internet carries a vast range of information resources and services, such as the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail.

9. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Advertisers use different ways of thinking to create catchy slogans that capture consumer attention. Creative strategies promote publicity, public relations, personal selling and sales promotion. These ways of thinking are divided into three basic descriptions: Weak strategies, mid-strength strategies and strong strategies. The strategies labeled "strong, mid-strength, and weak are generic phrases used in the text books referenced below to help students understand the intensity of each different type of advertising strategy. Advertisements, weak, mid-strength, and strong can be found in television, radio, and magazines/print.

10.Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio

advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.

11.There are three broad dimensions that characterize great advertisements. Strategy Creativity Execution Every great advertisement is strategically sound. In other words, it is carefully directed to a certain audience, it is driven by specific objects, its message is crafted to speak to that audience's most important concerns, and it is run in media that will most effectively reach that audience. The measure of an advertisement's success is how well it achieves its goals, whether they are increased sales, memorability, attitude change or brand awareness. The creative concept is a central idea that gets the attention and prevails in the consumer's mindset. A concern of creative thinking drives the entire field of advertising. Planning the strategy calls for creative problem solving, research efforts are creative; the buying and placing of the advertisements in the media (newspapers / television) are creative. Good advertisers know that how a message is conveyed is just as important as what is being said in the advertisement. What is said comes from the strategy; whereas how the message is conveyed is a product of creativity and execution.

Thus, great advertisements are those that are Strategically sound Have an original creative concept Use exactly the right execution for the message

12.The marketing communications mix In terms of the general perception of all of the marketing mix elements that a firm may employ, it is perhaps promotion that is the most prominent P in the 4 Ps. In fact to many people promotion is marketing. Promotion is a part of a firms overall effort to communicate with consumers and others about its

product or service offering. Both the company and the consumer have needs which they aim to fulfill; the profit making company wishes to improve or maintain profits and market share, and gains a better reputation than its competitors, and the consumer aims to reach his or her personal goals. The total product offering allows each party to move towards these goals, offering a bundle of satisfactions which fulfill needs in an instrumental and a psychological sense. The phrase Marketing Communications is generally preferred to the term promotion, this term being reserved for a branch of communications called below-the-line sales promotion. Promotion describes the communications activities of advertising, personal selling, sales promotion and publicity/public relations. Advertising is a nonpersonal form of mass communication, paid for by an identified sponsor. Personal selling involves a seller attempting to persuade a potential buyer to make a purchase. Sales promotion encompasses short-term activities such as giving coupons, free samples, etc. that encourage quick action by buyers. The company has control over these three variables, but has little control over the fourth variable, publicity/public relations. This is another nonpersonal communication method that reaches a large number of people, but it is not paid for by the company and is usually in the form of news or editorial comment regarding a companys product or service. Companies can gain some control over the publicity it receives by the release of news items. Put together, these promotional activities make up the promotional or communications mix with varying emphasis on each element according to the type of product or service, characteristics of consumers and company resources. Company size, competitive strengths and weaknesses and style of management all influence the promotional mix. Other communications elements with which promotion must be coordinated are the product itself, price and distribution channels used. Product communication, including brand name, design of packaging and trade-marks are all product cues which convey a message about the total product offering. Price can communicate different things under varying circumstances, for instance conveying prestige appeal for those buyers who perceive that a high price is equal to quality and prestige. The place in which the products are to be found also has notable communications value. Retail stores have personalities that consumers associate with the products they sell. Products receive a halo effect from the outlets in which they can be found and two stores selling similar products can project entirely different product images. For example, a perfume sold through an upmarket store will have a much higher quality image than one sold through supermarkets.

13.Advertising media selection is the process of choosing the most cost-effective media for advertising, to achieve the required coverage and number of exposures in a target audience.

Performance This is typically measured on two dimensions: frequency and spread.

Frequency To maximize overall awareness, the advertising must reach the maximum number of the target audience. There is a limit for the last few percent of the general population who don't see the main media advertisers use. These are more expensive to reach. The 'cumulative' coverage cost typically follows an exponential curve.

Spread More sophisticated media planners also look at the 'spread' of frequencies. Ideally all of the audience should receive the average number of OTS. Those who receive fewer are insufficiently motivated, and extra advertising is wasted on those who receive more. It is, of course, impossible to achieve this ideal.

Media Buyers In the end, it is the media buyers who deliver the goods; by negotiating special deals with the media owners, and buying the best parcels of `slots' to achieve the best cost (normally measured in terms of the cost per thousand viewers, or per thousand household `impressions', or per thousand impressions on the target audience.

Types Of Media: In terms of overall advertising expenditures, media advertising is still dominated by Press and television, which are of comparable size (by value of 'sales'). Posters and radio follow some way behind, with cinema representing a very specialist medium.

Press National newspapers: These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class; even though this is of declining importance to many advertisers. Regional newspapers: There is usually much more advertising competing for the reader's attention. Magazines: these offer a more selective audience (which is more `involved', with the editorial content at least). Magazines are traditionally categorized into general interest, special interest and trade or technical. The advertiser will, therefore, be able to select those that match the specific profile demanded by the advertising strategy.

Television This is normally the most expensive medium, and as such is generally only open to the major advertisers, although some regional contractors offer more affordable packages to their local advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7.0010.30 p.m.) and especially of family audiences. Offering sight, sound, movement and colour, it has the greatest impact, especially for those products or services where a 'demonstration' is essential; since it combines the virtues of both the 'storyteller' and the `demonstrator'.

Satellite television long believed the medium of the future, as once was cable television has largely fulfilled that expectation in the US. It is now an important feature in other countries, though terrestrial 'free-view' broadcasting poses a challenge. Radio Radio advertising has increased greatly in recent years, with the granting of many more licenses. It typically generates specific audiences at different times of the dayadults at breakfast, housewives, and commuters during rush hours. It can be a cost-effective way of reaching these audiences Cinema Though national audience numbers are down, this may be the most effective medium for extending coverage to younger age groups, since the core audience is 15 to 24.

Internet/Web Advertising This rapidly growing marketing force borrows much from the example of press advertising, but the most effective useadopted by search enginesis interactive. Mobile Advertising Personal mobile phones have become an attractive advertising media to network operators, but are relatively unproven and remain in media buyers' sidelines.

Audience Research

Identifying the audience for a magazine or newspaper, or determining who watches television at a given time, is a specialized form of market research, often conducted on behalf of media owners. Press figures are slightly complicated by the fact that there are two measures: readership (total number of readers of a publication, no matter where they read it), and circulation (the number of copies actually sold, which is mostly independently validated).

Advertising media scheduling Scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These plots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling periods. The classic scheduling models are Continuity, Flighting and Pulsing.

14.The following are the functions of Advertising STIMULATES DEMAND By informing consumers about the availability of a product in the market, advertising stimulates latent needs, and reinforces the aroused needs. There is a general agreement that advertising has some effect on aggregate consumption. STRENGTHENS OTHER PROMOTION MIX ELEMENTS Advertising does the pre selling of the product and makes the job of the sales people easier. Advertising reaches a relatively large audience and makes them favourably

predisposed. Ads carry the sales, promotional messages and often produce quick sales response.

DEVELOPS BRAND PREFERENCE Consistent and persuasive advertising often induces brand trial or purchase. When the product delivers the promised quality, service and value, it creates satisfied customers who become instrumental in spreading a favourable word-of-mouth. Satisfied customers also develop brand preference which gets reinforced by repeated ads. Products with strong brand franchise offer some protection against the competition. Retailers develop confidence and do not hesitate in stocking strong brands. Brand loyal customers are an important asset for the company and are less likely to be influenced by competitive moves.

CUTS COSTS Advertising may be instrumental in cutting down production and selling costs. Increasing unit sales decrease unit costs. Selling costs also may decrease because there could be fewer wasted calls and less strain on sales people.

LOWERS PRICES In any market based and competitive economy, when unit cost of a product goes down, there are external and internal pressures which compel companies to lower prices to the advantage of consumers. This often leads to deeper market penetration

COMPETITIVE WEAPON Advertising by itself and coupled with other promotion mix elements, may prove to be an extremely potent weapon to counter competitive moves. Advertising has an established role in creating brand personality and image. It helps differentiate a companys offer in a manner that the product may be considered as something with unique value having a definite identity of its own.

15.According to "Advertising Age", the first advertising agency was started by Volney Palmer in Philadelphia in 1843. Since then, consumer demands and the goals of the businesses that serve them have changed dramatically. To keep pace with these changing attitudes, as well as the dynamic landscape of promotional media and methods, advertising agencies have evolved as well. Various types of agencies exist, including traditional full-service, interactive, social media and industry-specific agencies.

Account Management Account managers function as the liaison between the client and the agency. They work closely with the client to determine their goals and then work with other internal agency teams to translate those goals into an actionable advertising strategy. They are responsible for ensuring that all tactical work associated with client campaigns happens within the agreed-upon timeline and budget. Depending on the size of the agency, account teams might work with many clients simultaneously or be focused on handling only one account.

Creative Team The agency creative team is typically divided into the functions of graphic design and copy writing. When working on an advertising campaign, the copywriter is responsible for providing the proper copy or text to convey the desired message while the graphic designer is responsible for doing the same thing through images and graphical elements. The result is what is called a concept, or proposed idea, for a print ad or TV commercial that uses both copy and imagery.

Production Team Once the client has chosen which concept provided by the creative team will become the final campaign, the production team is responsible for bringing it to fruition. It must work with external vendors, such as photographers, production companies and printing companies, to take the idea of the creative team and turn it into a finished print advertisement or TV commercial that will be seen by consumers. The production team must adhere to the budget and timeline agreed upon by the agency and the client.

Media Team The media team is responsible for determining where the finished advertisement will be seen. Based on the client's target audience and goals, the media team researches potential television networks and publications that will provide the most targeted and cost-effective channel for the advertising. Media planners understand the differences in each type of media and are able to recommend a strategy that best meets the client's budget

and goals. Media buyers work to execute that strategy by negotiating contracts and rates with various media vendors.

16.Life in a knowledge-based economy global in the world without boundaries, an entrepreneur needs to equip themselves with new skills and restructure priorities in applying high technology and entrepreneurial culture that is dynamic. This is in line with the national vision that outlines the development of human resources through increased knowledge of the draft "K-Economy Master Plan" to guide the generation of knowledge workers to increase the national output. Gross Domestic Product (GDP) growth will be driven by knowledge-based industries in all sectors, especially manufacturing and services sectors. (OECD, 1997) describes a knowledge-based economy to produce designs that can compete and strengthen the process of growth and plays an important role in promoting innovation to the firm. Therefore, entrepreneurs need to enhance knowledge skills and competencies as the keconomy is the agenda for the development of the country today. Timmons (2004) points out by stressing entrepreneurship stressing entrepreneurship as strongly allied with economic expansion at global level and countries with high levels of entrepreneurial motion have their economic performance at above average growth rate. The implementation of ASEAN Free Trade Area (AFTA) in 2003, of course, particularly impact on Small and Medium Enterprises. However, this should not be regarded as a challenge for entrepreneurs to improve the quality of products and services through improvements in knowledge and skills. AFTA agreement was signed by Malaysia, together with the other 9 ASEAN countries in order to establish the business world without boundaries. Upon execution, it will cover approximately 450 million consumers across ASEAN. This is an opportunity that should be snapped up by entrepreneurs, especially small and medium employers. In line with the concept of k-economy and the coming of AFTA, the entrepreneurs need to equip themselves with knowledge to face the challenges ahead and is a critical factor that enhances competitive advantage. Entrepreneurs who are knowledgeable are trained to compete in the era of globalization of business in line with changes in technology and also be able to use information communication and technology (ICT) applications in daily operations. A radical technological change requires a dynamic entrepreneur. This is because the skills needed to be changed and improved over time. Continuous training should be implemented as a culture in the life of an entrepreneur. This means that lifelong learning should be applied as a culture and do not stop after graduation or business venture successful. Entrepreneurs need to be equipped with various skills. As a result, enterprise education will be complementary to the opportunity for entrepreneurs to enhance their knowledge and skills in developing and

preparing themselves for the challenges and global competition (Jenning, 1994). Ibrahim Abu Shah (2005) describes the policy environment under the New Economic Policy (NEP) and National Development Policy (NDP) is far different from the current environment and future scenarios. This scenarios and realities challenge the new policy options and its implementation. Among the future challenges that must be signed are: 1. Intensification of international competition from the effects of globalization and liberation. 2. Transformation economic structure claims of natural resource based economy to knowledge-based economy or k-economy. 3. Facilities potential 'digital divide' between regions, urban strata - rural areas and among ethnic groups. 4. Claims of increase 'Total Factor Productivity "(TFP) 5. Scenario of world economic growth is lower in the coming decades

Continuous training should be implemented as a culture in the life of an entrepreneur. This means that lifelong learning should be applied as a culture and do not stop after graduation or Business venture successful. Entrepreneurs need to be equipped with various skills. As a result, enterprise education will be complementary to the opportunity for entrepreneurs to enhance their knowledge and skills in developing and preparing themselves for the challenges and global competition. Among the future challenges that must be signed are: 1. Intensification of international competition from the effects of globalization and liberation. 2. Transformation economic structure claims of natural resource based economy to a knowledge-based economy or k-economy. 3. Facilities potential 'digital divide' between regions, urban strata - rural areas and among ethnic groups. 4. Claims of increase 'Total Factor Productivity "(TFP) 5. Scenario of world economic growth is lower in the coming decades

20. Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services.

As mentioned above, advertising management begins from the market research phase. At this point, the data produced by marketing research is used to identify what types of advertising would be adequate for the specific product. Gone are the days when there was only print and television advertising was available to the manufacturers. These days apart from print and television, radio, mobile, and Internet are also available as advertising media. Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product.

If you wish to make the advertising effective, always remember to include it from the market research time. Market research will help to identify the niche segment of the population to which the product or service has to be targeted from a large population. It will also identify why the niche segment would opt for the product or service. This information will serve as a guideline for the preparation of advertising campaigns.

Once the niche segments are identified and the determination of what types of advertising will be used is done, then the advertising management focuses on creating the specifics for the overall advertising campaign. If it is a radio campaign, which type of ads would be used, if it is a print campaign, what write ups and ads will be used, and if it is a television campaign, what type of commercials will be used. There might also be a mix and match advertising in which radio might supplement television advertising and so on. It is important that through advertising management the image is conveyed that all the strategies complement each other. It should not look to public that the radio advertising is focusing on something else while television on something else. The whole process in the end should benefit the product or service.

The role of people designing the advertising campaign is crucial to its success. They have been trained by seasoned professionals who provide the training in the specific field. Designing an advertising campaign is no small a task and to understand the consumer behavior from the data collected from market research is a very important aspect of the campaign. A whole lot of creativity and inspiration is required to launch an adequate advertising campaign. In addition, the management skills come into play when the work has to be done keeping the big picture in mind. It would be fruitful for the company if the advertising campaign lasts well over the lifetime of a product or service, reach the right customers, and generate the desired revenue.

Merits: Large scale production and marketing: Advertising is useful as a sales promotion technique. It gives information to consumers and encourages them to purchase more. Manufacturers expand their production base due to higher market demand created through advertising. Introduction of new products: Advertising facilitates the introduction of new products. Due to advertising, information about new products is given to the prospects. This creates demand and the manufacturer is able to sell new products along with the existing ones.

Creates new demand : Advertising spreads information and encourages consumers to purchase new products. Such advertising leads to the creation of new demand. Various concessions are offered to consumers in the initial period. This gives positive response from the consumers. Thus, advertising creates new demand from non-users.

Facilitates effective personal selling : Advertising creates proper background for personal selling. It gives advance information to the prospects. They visit the shop in order to purchase a particular product which they know through advertising media. The job of a salesman becomes easy as consumers develop affinity to specific products. In brief, advertising supports and supplements personal selling.

Builds brand image : Manufacturers introduce branding for making their products popular with distinct personality. The brands are made popular through advertising. As a result, consumers develop loyalty towards a specific brand. Advertising builds brand image and this develops consumer loyalty towards a specific brand.

Reduces cost of production : Advertising creates demand and promotes sales. This enables a manufacturer to conduct production on a large scale. This leads to reduction in the cost of production and distribution. As a result, the profit margin of the manufacturer increases.

Facing competition : A manufacturer can face market competition effectively and can make his products popular through advertising. He can remove misunderstanding among consumers about his products through appropriate advertising.

Sales promotion : A manufacturer can make his sales promotion campaign successful by using the support of advertising. He can prepare proper background for the success of such campaign as advertising facilitates direct communication with consumers.

Goodwill builder : A manufacturer can build up goodwill and good image in the business world and also among the consumers through advertising. The social welfare programmes and community service activities can be given wide publicity through advertising. Even the progress of the Organisation can be brought to the notice of the public through advertising.

Demerits: Differences in consumer needs, wants, and usage patterns for products Differences in consumer response to marketing mix elements Differences in brand and product development and the competitive environment

Differences in the legal environment, some of which may conflict with those of the home market Differences in the institutions available, some of which may call for the creation of entirely new ones (e.g. infrastructure) Differences in administrative procedures Differences in product placement. Differences in the administrative procedures and product placement can occur