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Advertising Solved Question Paper2021
Gauhati University B.Com 5th Sem CBCS Pattern
Gauhati University Advertising Solved Question paper 2021
Gauahti University Advertising Solved Question Paper 2021 as per CBCS Pettern
2021(Held in 2022)
COMMERCE
(Honours Elective)
Paper: COM-HE-5036
(Advertising)
Full Marks: 80
Time: Three hours
The figures in the margin indicate full marks for the questions.
1. Answer the following questions as directed: 1×10=10
a) The words used in an advertisement referred to as
(i) data
(ii) artwork
(iv) copy
(iv) text
(Choose the correct answer)
b) Advertising contributes to
(i) economic growth of society
(ii) national capital
(iii) power of marketing firms
(iv) chaos in the already congested marketplace
( Choose the correct answer )
c) One of the most effective methods for advertising a product is to compare it with competitive offerings.
(Write True or False )
Ans:- False.
(d) Products are purchased for the benefits, it offers to the customers. (Write Thie or False )
Ans:- True.
(e) Write the full form of AIDA.
Ans:- AIDA stands for Attention,
f) TRP stands for Television Rating Point.
Ans:- Interest, Desire, Action.
(f) Write the full form of TRP.
Ans:- TRP stands for Television Rating Point.
(g) Advertising can be used to sell
(i) products
(ii) services
(iii) ideas
(iv) All of the above
(Choose the correct answer)
(h) The first American ad agency was set up by
(i) Gutenberg
(ii) Volney Palmer
(iii) Kuleshov
(iv) E. S. Porter
( Choose the correct answer )
(i) Consumer jury technique is adopted for
(i) print media
(ii) direct mail
(iii) broadcast mail
(iv) All of the above
( Choose the correct answer )
(j) Advertising means______
(i) market
(ii) television
(iii) services
(iv) publicity
(Choose the correct answer)
2. Briefly answer the following:
2 x 5 = 10
(a) What is advertising?
Ans:- Advertising is a form of communication that promotes products, services, or ideas to a target audience through various media channels, with the aim of influencing consumer behavior and generating sales or awareness.
(b) What is media selection ?
Ans:- Media selection is the process of choosing the most appropriate and effective media channels (e.g., TV, radio, online, print) to deliver an advertising message to a target audience based on factors like budget, reach, and demographics.
(c) What is emotional advertising?
Ans:- Emotional advertising is a marketing approach that aims to evoke strong emotions, such as happiness, sadness, or nostalgia, in the audience. It often connects the audience with the brand or product on a deeper, emotional level.
(d) What is advertising theme?
Ans:- An advertising theme is the central idea or concept that forms the foundation of an advertising campaign. It conveys the message and the overall tone of the campaign, helping to create a consistent and memorable impression in the audience's mind.
(e) Give a brief note on full-service advertising agency.
Ans:- A full-service advertising agency is a company that provides a comprehensive range of advertising and marketing services, including strategy development, creative design, media planning and buying, research, and campaign management. They offer end-to-end solutions to clients, from concept to execution, and often handle various aspects of a client's advertising and marketing needs.
3 Write short answers to any four of the following : 5x4=20
(a) Discuss the qualities of a good advertisement copy.
Ans:- Qualities of a Good Advertisement Copy:
1. Clarity and Conciseness: A good advertisement copy should convey its message clearly and concisely. It should avoid jargon or confusing language and get straight to the point.
2. Attention-Grabbing Headline: The headline should be compelling and attention-grabbing. It's the first thing readers or viewers see, and it should pique their interest.
3. Relevance: The copy should be relevant to the product or service being advertised. It should highlight the unique selling points and benefits.
4. Emotional Appeal: Effective copies often appeal to emotions, whether through humor, fear, happiness, or nostalgia. Connecting with the audience on an emotional level can make the ad more memorable.
5. Persuasiveness: The copy should persuade the audience to take a desired action, whether it's making a purchase, signing up for a newsletter, or visiting a website. It should include a strong call to action (CTA).
6. Target Audience Understanding: A good copy is tailored to the target audience's preferences, needs, and demographics. It speaks directly to their interests and concerns.
7. Creativity: Creativity in advertising is essential for standing out in a crowded marketplace. Unconventional or innovative approaches can capture attention.
8. Storytelling: Stories can be a powerful way to engage the audience and make the message more relatable. A well-told story can create a lasting impact.
9. Proof and Credibility: Back up claims with evidence, such as testimonials, statistics, or certifications, to build trust with the audience.
10. Adaptability: Ad copies should be adaptable to different mediums, whether it's for print, television, social media, or outdoor advertising.
(b) Write a note on advertising on social media.
Ans:- Advertising on Social Media:
Advertising on social media is a powerful and cost-effective marketing strategy that leverages various social media platforms to promote products or services. Here are some key points about advertising on social media:
1. Targeted Audience: Social media platforms allow advertisers to define their target audience based on demographics, interests, behavior, and more. This precise targeting ensures that ads reach the right people.
2. Cost-Effective: Social media advertising often offers a better return on investment (ROI) compared to traditional advertising methods. Advertisers can set budgets and bid strategies to control costs.
3. Engagement: Social media ads can encourage audience engagement through likes, comments, shares, and clicks. They provide an opportunity for two-way communication with customers.
4. Diverse Ad Formats: Various ad formats, including image ads, video ads, carousel ads, and stories, are available on different social platforms, giving advertisers flexibility in how they present their message.
5. Analytics and Insights: Social media platforms provide robust analytics tools that allow advertisers to measure the performance of their ads and make data-driven decisions to optimize campaigns.
6. Brand Awareness: Social media ads can boost brand visibility and recognition among a broader audience, making them a valuable tool for businesses looking to build their brand.
7. Mobile Optimization: As many users access social media on mobile devices, ads can be optimized for mobile viewing, ensuring a seamless experience for mobile users.
8. Remarketing: Social media platforms offer remarketing options, enabling advertisers to target users who have previously interacted with their brand or visited their website.
9. Influencer Marketing: Collaborating with influencers on social media can amplify the reach and credibility of an advertising campaign.
(c) Explain the objectives of advertising.
Ans:- Objectives of Advertising:
1. Inform: One of the primary objectives is to inform the target audience about a product, service, or brand. Advertising provides information on features, benefits, and availability.
2. Persuade: Advertising aims to persuade consumers to take a specific action, such as making a purchase, signing up for a newsletter, or requesting more information.
3. Build Brand Awareness: Creating and increasing brand awareness is a key objective. Effective advertising can make a brand more recognizable and memorable.
4. Create Desire: Advertising can evoke desire or a sense of need for a product or service. It can make consumers want what is being advertised.
5. Educate: Some products or services require consumer education. Advertising can help explain how a product works or why a service is beneficial.
6. Differentiate: Advertising can highlight the unique selling points of a product or service, setting it apart from competitors.
7. Drive Sales: Ultimately, advertising seeks to drive sales and generate revenue for the business.
(d) Write about advertising audit.
Ans:- Advertising Audit:
An advertising audit is a comprehensive evaluation of an organization's advertising and promotional strategies, campaigns, and materials. Its primary purpose is to assess the effectiveness of advertising efforts and identify areas for improvement. Here are key elements of an advertising audit:
1. Goals and Objectives: Define the specific goals and objectives of the advertising campaign being audited. These objectives should align with the overall marketing and business goals.
2. Message and Creative Evaluation: Assess the quality and effectiveness of the advertising messages, creative elements, and design. Consider factors like relevance, clarity, and visual appeal.
3. Media Placement: Evaluate where and how the advertisements were placed, including the choice of media channels, timing, and frequency. Analyze if the selected media align with the target audience.
4. Budget and ROI Analysis: Examine the budget allocation for the advertising campaign and determine the return on investment (ROI) by measuring the campaign's impact on sales or other key performance indicators.
5. Competitive Analysis: Compare the organization's advertising strategies and materials with those of competitors to identify strengths and weaknesses.
6. Target Audience Assessment: Evaluate whether the advertising effectively targets the intended audience and if it resonates with their needs and preferences.
7. Legal and Ethical Compliance: Ensure that advertising materials comply with legal and ethical standards. Check for any potential issues related to misleading claims or intellectual property violations.
8. Analytics and Metrics: Analyze data and metrics to gauge the success of the campaign, such as click-through rates, conversion rates, and engagement levels on digital platforms.
9. Recommendations: Based on the findings, provide recommendations for improving the advertising strategy, message, media placement, and overall campaign effectiveness.
(e) Discuss the recent trends in advertising.
Ans:- Recent Trends in Advertising:
1. Personalization: Advertisers are increasingly using data and AI to create highly personalized ads tailored to individual preferences and behaviors.
2. User-Generated Content: Brands encourage customers to create content related to their products or services, leveraging user-generated content in their marketing efforts.
3. Video Marketing: Video content remains a dominant trend, with short-form videos (e.g., TikTok) and live streaming gaining popularity.
4. Sustainability and Social Responsibility: Consumers are more conscious of sustainability and social responsibility. Advertisers are reflecting these values in their campaigns.
5. Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies are being used to create immersive and interactive ad experiences.
6. Voice Search and Voice Assistants: Advertisers are optimizing content for voice search, and voice-activated ads are becoming more prevalent.
7. Native Advertising: Native ads seamlessly blend into the content of the platform, providing a less disruptive and more engaging experience for users.
8. Influencer Marketing: Collaborations with influencers continue to be a powerful way to reach and engage with specific target audiences.
(f) What are the advantages of online marketing? Discuss.
Ans:- Advantages of Online Marketing:
1. Global Reach: Online marketing allows businesses to reach a global audience, expanding their market reach beyond geographical limitations.
2. Cost-Effective: Online marketing is often more budget-friendly than traditional advertising methods, offering options like pay-per-click advertising and social media advertising.
3. Targeted
Marketing: Precise targeting options enable businesses to focus their marketing efforts on specific demographics, interests, and behaviors.
4. Data and Analytics: Online marketing provides access to detailed data and analytics, allowing businesses to measure the effectiveness of campaigns and make data-driven decisions.
5. Real-Time Interaction: Businesses can engage with their audience in real time through social media, live chat, and email, fostering customer relationships.
6. Improved Conversion Rates: Effective online marketing strategies can lead to higher conversion rates by reaching users at the right moment in the customer journey.
7. 24/7 Availability: The internet is always accessible, allowing businesses to market their products and services around the clock.
8. Content Marketing: Content marketing, including blogs, videos, and infographics, can establish authority and credibility while providing valuable information to the audience.
9. Mobile Optimization: With the increasing use of mobile devices, online marketing can be optimized for mobile viewing, ensuring a seamless user experience.
10. Rapid Scaling: Online marketing facilitates rapid scaling and adjustments to marketing campaigns to accommodate changing market conditions.
4. Write long answers to any four of the following : 10×4=40
(a) What are different types of advertising agencies and how do they differ from one another ?
Ans:- Different Types of Advertising Agencies:
1. Full-Service Advertising Agencies: Full-service agencies offer a comprehensive range of advertising and marketing services. They handle everything from market research and strategy development to creative design, media planning, and campaign execution. They are often a one-stop-shop for clients looking for a complete advertising solution.
2. Creative Agencies: Creative agencies primarily focus on the development of advertising concepts and creative materials. They are known for their expertise in designing visually appealing and compelling advertisements, but they may not handle media planning or buying.
3. Media Buying Agencies: Media buying agencies specialize in purchasing advertising space or time on behalf of their clients. They have extensive knowledge of media outlets and can negotiate favorable rates and placements. These agencies work in tandem with creative agencies to ensure the ads are placed effectively.
4. Digital Advertising Agencies: Digital advertising agencies specialize in online advertising, including search engine marketing, social media marketing, display advertising, email marketing, and website development. They help businesses establish a strong online presence and engage with their target audience through digital channels.
5. Public Relations (PR) Agencies: While PR agencies primarily focus on building and managing a brand's public image, they also engage in advertising activities to promote a positive perception. PR agencies often handle press releases, crisis management, and media relations.
6. Social Media Marketing Agencies: These agencies specialize in creating and managing advertising campaigns on social media platforms. They leverage the reach and engagement potential of social media to promote brands and products.
7. In-House Advertising Departments: Some larger companies choose to have their own in-house advertising departments. These teams handle advertising and marketing activities exclusively for the parent company and have a deep understanding of the brand and its objectives.
(b) As advertising manager of a firm selling cars, give reasons for your demand of twenty per cent increase in advertising budget.
Ans:- As an Advertising Manager Requesting a 20% Increase in the Advertising Budget for a Car Selling Firm:
1. Market Competition: Explain that the automotive industry is highly competitive, and competitors are increasing their advertising budgets. To maintain or improve market share, it's essential to stay competitive by increasing your advertising spend.
2. New Product Launch: If the company is planning to launch new car models or product updates, emphasize that a higher budget is needed to create awareness, generate interest, and drive sales for these new offerings.
3. Consumer Trends: Highlight the changing consumer behavior, such as the growing preference for online research and purchasing, and the need to invest in digital marketing strategies to reach potential buyers.
4. Advertising Effectiveness: Provide evidence of the positive impact of previous advertising efforts, such as increased sales, brand awareness, or customer engagement, and argue that increasing the budget will yield even better results.
5. Economic Factors: Mention any favorable economic conditions, such as low-interest rates or a strong economy, that make it a good time to invest in advertising to stimulate car sales.
(c) What are the major types of advertising media? Explain their characteristics.
Ans:- Major Types of Advertising Media and Their Characteristics:
1. Television:
- Characteristics: High reach, visual and audio appeal, ideal for showcasing products and services.
- Pros: High impact, can convey emotions, diverse programming for various target audiences.
- Cons: Expensive, limited ad time, viewers may skip or ignore ads.
2. Radio:
- Characteristics: Audio-only medium, wide reach, local and national options.
- Pros: Cost-effective, can target specific demographics, can engage with local communities.
- Cons: Lack of visual appeal, less precise audience measurement.
3. Print (Newspapers and Magazines):
- Characteristics: Print media is tangible, has a longer shelf life than other media.
- Pros: Credibility, in-depth content, ideal for detailed information.
- Cons: Declining readership, limited audience targeting, slower turnaround.
4. Outdoor (Billboards, Transit Advertising):
- Characteristics: Large, static visuals placed in public spaces.
- Pros: High visibility, continuous exposure, ideal for local advertising.
- Cons: Limited message length, difficult to target specific demographics.
5. Digital (Online Advertising):
- Characteristics: Delivered through the internet, includes banner ads, social media, and search ads.
- Pros: Highly targeted, measurable results, cost-effective, real-time adjustments.
- Cons: Ad-blockers, saturation, changing algorithms on social media.
6. Social Media:
- Characteristics: Platforms like Facebook, Instagram, and Twitter for promoting products and services.
- Pros: Targeted advertising, interactive engagement, sharable content.
- Cons: Algorithm changes, competition for user attention, privacy concerns.
Each type of advertising media has its unique advantages and disadvantages, and the choice depends on the campaign's goals, target audience, and budget. Successful advertising campaigns often use a mix of different media to maximize reach and effectiveness.
(d) Discuss the nature and importance of advertising.
Ans:- Nature of Advertising:
Advertising is a form of communication that is primarily used to promote and sell products, services, or ideas to a target audience. Its nature can be understood through the following key points:
1. Paid Communication: Advertising involves paying for space or time to convey a message. It is usually a paid form of promotion.
2. Mass Communication: It is intended to reach a large and diverse audience. This mass communication can be one-way (e.g., TV commercials) or interactive (e.g., online ads).
3. Persuasive: The primary goal of advertising is persuasion. Advertisers aim to influence the behavior, opinions, or preferences of the audience, often through the use of compelling visuals and messages.
4. Creative: Advertising often involves creative strategies to capture attention, build brand identity, and create memorable and emotionally resonant messages.
Importance of Advertising:
Advertising plays a significant role in modern business and society for various reasons:
1. Economic Contribution: It fuels economic growth by creating demand for products and services, leading to increased sales and, in turn, job creation.
2. Information Dissemination: Advertising informs consumers about new products, services, and innovations, helping them make informed choices.
3. Brand Building: Advertising is instrumental in building and maintaining brand identity, trust, and loyalty. It helps distinguish a brand from its competitors.
4. Market Expansion: It opens new markets and opportunities, allowing businesses to reach wider audiences and explore new customer segments.
5. Social and Cultural Influence: Advertising reflects and shapes societal values, trends, and cultural norms. It can influence public opinion and awareness.
(e) How do the legal aspects influence in advertising ? Explain.
Ans:- Legal aspects play a crucial role in regulating and influencing advertising. They are designed to protect consumers, ensure fair competition, and maintain ethical standards. Some ways in which legal aspects influence advertising include:
1. Regulation and Oversight: Government agencies, such as the Federal Trade Commission (FTC) in the United States, regulate advertising to prevent deceptive or unfair practices. They have the authority to investigate and take legal action against false advertising.
2. Consumer Protection: Advertising laws and regulations are in place to protect consumers from misleading or harmful advertising practices. These regulations often require disclosure of important information, such as side effects of medications or nutritional content in food products.
3. Trademark and Copyright Laws: Legal protection for intellectual property, like logos, slogans, and creative content, is crucial to prevent unauthorized use and protect a brand's identity.
4. Privacy Laws: Advertisers must adhere to privacy regulations when collecting and using consumer data for targeted advertising. This includes obtaining consent for data collection and respecting data protection laws like GDPR in Europe.
5. Industry-Specific Regulations: Certain industries, such as pharmaceuticals, alcohol, and tobacco, have specific advertising regulations due to the nature of their products and their potential impact on public health.
(f) Explain the growth of advertising industry and write a short note on future of advertising in India.
Ans:- Growth of the Advertising Industry and Future of Advertising in India:
Growth of the Advertising Industry:
The advertising industry in India has experienced significant growth over the years. Several factors have contributed to this growth:
1. Economic Growth: India's robust economic growth has led to increased consumer spending, which, in turn, drives advertising demand.
2. Digital Transformation: The proliferation of the internet and smartphones has transformed the advertising landscape, with digital advertising gaining prominence.
3. Market Diversification: Advertisers have expanded their focus beyond traditional urban markets to reach rural and semi-urban areas, tapping into a larger customer base.
4. Media Evolution: The growth of television, radio, print, and, more recently, digital and social media platforms, has provided advertisers with diverse channels to reach their target audiences.
5. Creative and Content Focus: The industry has witnessed a shift towards creative and content-driven advertising to engage consumers effectively.
Future of Advertising in India:
The future of advertising in India looks promising, with several trends and developments on the horizon:
1. Digital Dominance: Digital advertising will continue to grow, with mobile advertising and social media playing a significant role. The use of data analytics and AI will enhance targeting and personalization.
2. E-commerce Integration: The synergy between advertising and e-commerce is likely to intensify, with more brands investing in online sales and advertising to reach consumers.
3. Sustainability and Social Responsibility: There is a growing emphasis on ethical advertising and sustainability. Brands that promote social responsibility and eco-friendly practices will gain consumer trust.
4. Innovative Formats: Augmented reality (AR), virtual reality (VR), and interactive content will become more prevalent in advertising campaigns, enhancing user engagement.
5. Regulatory Changes: Continued focus on advertising regulations to ensure transparency, protect consumer rights, and combat misleading advertising.
6. Rural and Vernacular Advertising: As rural India continues to grow, there will be an increased focus on vernacular advertising and campaigns tailored to regional preferences.
(g) Explain the functions of advertising agency.
Ans:- (g) Functions of an Advertising Agency:
Advertising agencies play a crucial role in the development and execution of advertising campaigns for their clients. Their primary function is to help clients create and manage effective advertising strategies that will reach their target audience and achieve their marketing objectives. Here are the key functions of an advertising agency:
1. Market Research: Advertising agencies conduct market research to gather data on consumer behavior, market trends, and competition. This information is used to develop effective advertising strategies.
2. Strategy Development: They work with clients to create advertising strategies that align with the client's goals, target audience, and budget. This includes defining the advertising message, selecting media channels, and determining the timing of ad campaigns.
3. Creative Services: Agencies employ creative professionals, such as copywriters, graphic designers, and art directors, to develop compelling and creative advertising content, including ad copy, images, videos, and graphics.
4. Media Planning and Buying: Agencies have expertise in selecting the most suitable media channels for reaching the target audience, negotiating advertising space or time slots, and buying ad placements. This may include television, radio, print, online, social media, and outdoor advertising.
5. Ad Production: They oversee the production of advertising materials, ensuring they are of high quality and meet the creative vision and message developed for the campaign.
6. Campaign Management: Agencies manage and execute the advertising campaigns, including tracking performance, making necessary adjustments, and ensuring the campaigns are on schedule and within budget.
7. Public Relations: Some advertising agencies also offer public relations services to manage a client's image and reputation through media coverage, press releases, and other PR strategies.
8. Digital Marketing: Many modern advertising agencies specialize in digital marketing, encompassing activities such as search engine optimization (SEO), social media marketing, email marketing, and online advertising.
9. Evaluation and Reporting: Agencies analyze the results of advertising campaigns, tracking key performance indicators (KPIs) to assess the effectiveness of the ads. They provide clients with reports and insights to make data-driven decisions.
10. Client Relationship Management: Advertising agencies maintain strong relationships with their clients, acting as partners in the advertising process. They keep clients informed and involved throughout the campaign.
(h) What are the common advertising appeals ? Discuss it.
Ans:- Common Advertising Appeals:
Advertising appeals are the techniques or strategies used to create a persuasive message that resonates with the target audience. The choice of appeal depends on the product or service being advertised, the target audience, and the campaign's objectives. Here are some common advertising appeals:
1. Emotional Appeal: This appeal seeks to evoke emotions like happiness, sadness, fear, love, or nostalgia. It connects with the audience on a deep emotional level, making the product or service more memorable. For example, a heartwarming commercial that tells a story about family to sell a product.
2. Rational Appeal: Rational appeals focus on logic, facts, and reason. They provide information to convince the audience that the product or service is the most practical choice. Features, benefits, and comparisons to competitors are often emphasized in rational appeals.
3. Humor: Humor is a widely used appeal that aims to entertain and make the audience laugh. Humorous ads can be memorable and shareable, but they must be used carefully to ensure the humor aligns with the brand and doesn't offend anyone.
4. Fear or Scarcity: Fear appeals play on people's anxieties or concerns, often highlighting potential negative consequences if they don't use the product or service. Scarcity appeals create a sense of urgency by suggesting that the product is limited or in high demand.
5. Sexual Appeal: This approach uses sexual imagery or innuendo to attract attention and create desire for the product. It's often used in industries like fashion, fragrance, and personal care.
6. Bandwagon Appeal: The bandwagon appeal suggests that using the product or service is the popular or trendy choice. It leverages the fear of missing out and the desire to belong to a group.
7. Testimonials and Endorsements: Featuring endorsements from celebrities, experts, or satisfied customers can build trust and credibility. People are more likely to trust a product or service when it's recommended by someone they respect.
8. Nostalgia: Nostalgic appeals tap into the audience's fond memories of the past. They often use references to bygone eras, music, or pop culture to create a sense of familiarity and comfort.
9. Patriotism or Nationalism: These appeals emphasize a product's association with a particular country, culture, or national pride. They can evoke strong emotions and loyalty from the target audience.
10. Problem-Solution: This appeal highlights a problem or challenge and then presents the advertised product or service as the solution. It emphasizes how the product can make the audience's life better or easier.
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