GU Advertising Solved Question Paper 2022 PDF [Gauahti University B.Com 5th Sem]

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Advertising Solved Question Paper 2022

Gauhati University B.Com 5th Sem Hons.

Gauhati University Advertising Solved Question paper 2022

4 (Sem-5/CBCS) COM НЕ З ( ADVT)

2022 COMMERCE

(Honours Elective)

Paper: COМ-НЕ-5036 

(Advertising)

Full Marks: 80

Time: Three hours

1. Answer the following as directed: (any ten) 1×10=10

(a) Advertising can be used to sell
(i) product
(ii) service
(iii) idea
(iv) All of the above
Answer: (iv) All of the above

(b) Which media is useful for illiterate consumers?
(i) Print
(ii) Broadcast
(iii) Poster
(iv) Transit means
Answer: (ii) Broadcast

(c) Personal selling is not targeted towards
(i) mass audience
(ii) personal contact
(iii) two-way
(iv) quick feedback
Answer: (i) mass audience

(d) The best means of increasing the sale of an article is
(i) exhibition
(ii) fairs
(iii) advertisement
(iv) None of the above
Answer: (iii) advertisement

(e) The fastest growing medium of advertising is
(i) TV
(ii) Radio
(iii) Internet
(iv) Newspaper
Answer: (iii) Internet

(f) Which role do people not play in making decisions on buying?
(i) Initiator
(ii) Influencer
(iii) Attitude
(iv) Decider
Answer: (iii) Attitude

(g) Which of the following is not a feature of the advertisement?
(i) Paid activity
(ii) Identified sponsor
(iii) Visual or oral
(iv) Personal
Answer: (iv) Personal

(h) The primary purpose of advertising is to
(i) inform
(ii) persuade
(iii) remind
(iv) All of the above
Answer: (iv) All of the above

(i) Which of the following is not a feature of advertising?
(i) Information
(ii) Brand image building
(iii) Persuasion
(iv) Pricing
Answer: (iv) Pricing

(j) Brand switching is one of the objectives of
(i) management
(ii) marketing
(iii) advertisement
(iv) publicity
Answer: (iii) advertisement

(k) The client of an advertising agency is called
(i) major
(ii) corporate
(iii) account
Answer: (iii) account

(l) Which one of the following is not a media vehicle?
(i) Leaflet
(ii) TV
(iii) Conference Hall
(iv) Internet
Answer: (iii) Conference Hall

(m) Egyptians used to make sales messages and wall posters on
(i) papyrus
(ii) fabric
(iii) pine
(iv) eucalyptus
Answer: (i) papyrus

(n) The first American advertising agency was set up by
(i) Gutenberg
(ii) Volney Palmer
(iii) Kuleshov
(iv) E. S. Porter
Answer: (ii) Volney Palmer

(o) Write the full form of ASCI:
Answer: Advertising Standards Council of India

(p) Write the full form of USP:
Answer: Unique Selling Proposition

(q) Write the full form of TRP:
Answer: Television Rating Point

(r) _______ brings attention to products for potential customers.
(i) Branding
(ii) Advertising
(iii) Pricing
(iv) Marketing
Answer: (ii) Advertising

2. Briefly answer the following: (any five) 2×5=10

(a) What is advertising audit?
An advertising audit is a comprehensive review and evaluation of an organization’s advertising strategies, campaigns, and their effectiveness. It assesses whether the advertising goals are being met and suggests improvements.

(b) What is online advertising?
Online advertising refers to promoting products, services, or brands through the internet using platforms like social media, search engines, email, websites, and video content to reach a global audience.

(c) What is advertising budget?
An advertising budget is the financial allocation set aside by a company for its advertising activities during a specific period to achieve its marketing objectives.

(d) Write the meaning of advertising appeal.
An advertising appeal is the technique or strategy used in advertisements to attract and engage customers by appealing to their emotions, needs, or desires.

(e) What is media scheduling?
Media scheduling is the process of planning the timing and frequency of advertisements to reach the target audience effectively, ensuring the right message is delivered at the right time.

(f) Write the concept of brand.
A brand is the identity of a product, service, or company, represented by a name, logo, design, or image, that differentiates it from competitors and builds a lasting impression in customers' minds.

(g) Mention any two functions of an advertising agency.

1. Creating advertisements: Designing creative and engaging ads for clients.

2. Media planning and buying: Selecting the right media platforms and purchasing ad space for maximum reach.

(h) What is sales promotion?
Sales promotion is a short-term marketing strategy aimed at increasing demand for a product or service through discounts, offers, contests, or free samples to boost sales.

(i) Mention any two advantages of internet advertising.

1. Global reach: Internet advertising allows businesses to target audiences worldwide.

2. Cost-effectiveness: It offers flexible pricing and measurable results compared to traditional media.

(j) Mention any two advantages of internet advertising. (Same question repeated; answered above.)

(k) Write any two outdoor media used for advertising.

1. Billboards

2. Transit advertising (e.g., on buses, trains, or taxis)

3. Write short answers to any four of the following: 5×4=20

(a) Explain the objectives of advertising.
Advertising is a form of communication used by businesses to promote their products, services, or ideas. The primary objectives of advertising are:

1. To Create Awareness: Advertising informs potential customers about the existence of a product or service.

2. To Generate Interest: It attracts the attention of customers and creates curiosity or desire for the product.

3. To Persuade Consumers: Advertising influences customer decisions by emphasizing the benefits of a product or service.

4. To Build Brand Loyalty: Consistent advertising helps in creating a positive image and emotional connection with the brand.

5. To Increase Sales: Ultimately, the goal is to boost demand and revenue for the product or service.

6. To Educate Consumers: It provides useful information about product features, usage, and advantages.

(b) What is media planning? Explain it.
Media planning is the process of selecting the most appropriate media channels to deliver an advertising message to the target audience effectively. It involves decisions about the type of media (TV, radio, print, digital, etc.), timing, frequency, and budget allocation.

Explanation:

1. Setting Objectives: The planner defines the goals of the campaign, such as increasing brand awareness or driving sales.

2. Understanding the Target Audience: Analyzing demographics, interests, and media consumption habits to choose the best platforms.

3. Selecting Media Channels: Deciding which media will be most effective in reaching the audience (e.g., social media for younger audiences, newspapers for older ones).

4. Budget Allocation: Allocating funds strategically to ensure maximum impact within the budget constraints.

5. Scheduling and Timing: Determining when and how often the ads should appear for optimal results.

6. Monitoring and Evaluation: Tracking the performance of the media plan and making adjustments as necessary.

(c) Explain the qualities of a good advertising copy.
An advertising copy is the written or spoken text used in advertisements. A good advertising copy should have the following qualities:

1. Clarity: The message should be simple, clear, and easy to understand.

2. Attractiveness: It should grab attention through creative language, headlines, or visuals.

3. Relevance: The content must be meaningful and resonate with the target audience.

4. Persuasiveness: It should convince the audience about the value or benefits of the product.

5. Brevity: The copy should be concise, delivering the message without unnecessary details.

6. Memorability: Use of slogans, rhymes, or powerful phrases to make the ad memorable.

7. Truthfulness: Honest and factual information builds trust with the audience.

8. Call to Action: Encourages the audience to take immediate action, like buying a product or visiting a website.

(d) Explain the future role of advertising in India.

The future of advertising in India is poised to evolve significantly due to technological advancements, changing consumer behavior, and economic growth. Key aspects of its future role include:

1. Digital Domination: With increasing internet penetration and smartphone usage, digital platforms like social media, OTT (Over-The-Top) streaming, and e-commerce websites will dominate advertising.

2. Personalized Advertising: Data-driven approaches will allow brands to deliver tailored messages to specific consumer segments, enhancing relevance and engagement.

3. Regional and Local Content: The use of vernacular languages and culturally relevant content will grow as businesses aim to connect with diverse audiences across India.

4. Interactive and Immersive Formats: Technologies like AR (Augmented Reality), VR (Virtual Reality), and AI (Artificial Intelligence) will create more engaging and interactive advertisements.

5. Sustainability Focus: Advertisers will emphasize eco-friendly products and practices, reflecting growing environmental awareness among consumers.

6. Influencer Marketing: The role of influencers in promoting brands will continue to grow, especially among younger demographics.

7. Ethical and Inclusive Advertising: Consumers are increasingly valuing transparency, ethics, and inclusivity, which will shape the narrative of future advertising campaigns.

(e) Discuss the AIDA model of communication.

The AIDA model represents the stages a consumer goes through during the buying process, guided by advertising and communication strategies. AIDA stands for Attention, Interest, Desire, and Action:

1. Attention: The first step is to grab the consumer’s attention using eye-catching headlines, visuals, or creative elements. For example, a bold advertisement or an intriguing tagline.

2. Interest: Once attention is captured, the message should create interest by highlighting features, benefits, or unique aspects of the product or service.

3. Desire: The communication should stimulate desire by showing how the product fulfills the consumer’s needs or solves their problems. Testimonials, benefits, and emotional appeals work here.

4. Action: Finally, the ad must prompt the consumer to take action, such as buying the product, visiting a website, or contacting the seller. Clear calls to action (e.g., “Buy Now” or “Limited Time Offer”) are crucial at this stage.

The AIDA model ensures that advertising messages are structured to guide consumers from awareness to conversion.

(f) Explain the advantages of advertising.

Advertising offers several advantages to businesses, consumers, and society:

1. Business Advantages:

• Increased Sales: Advertising drives awareness and encourages purchases, leading to higher revenue.

• Brand Building: It helps establish and reinforce a brand’s identity in the minds of consumers.

• Market Expansion: Through advertising, businesses can reach new customers and explore new markets.

• Product Differentiation: Advertisements highlight unique features, making products stand out from competitors.

2. Consumer Advantages:

• Informed Choices: Advertising educates consumers about the availability, features, and benefits of products.

• Convenience: It saves time by showcasing options and providing clarity about products and services.

3. Societal Advantages:

• Economic Growth: Advertising stimulates demand, which boosts production, employment, and overall economic development.

• Social Awareness: Public service advertisements promote health, education, and social causes.

• Innovation Encouragement: Businesses innovate to stay competitive in advertising, leading to better products and services.

By bridging the gap between businesses and consumers, advertising plays a vital role in shaping economies and societies.

(g) Explain some commonly used direct advertising.

Direct advertising involves reaching out to potential customers without intermediaries, using personalized communication methods. Some commonly used types of direct advertising are:

1. Direct Mail: Sending promotional materials like brochures, catalogs, or postcards directly to customers via postal or email.

2. Telemarketing: Contacting potential customers by phone to promote products or services.

3. SMS and Email Campaigns: Sending targeted messages, offers, or updates directly to customers’ mobile phones or email inboxes.

4. Door-to-Door Advertising: Representatives visit potential customers at their homes or workplaces to demonstrate and sell products.

5. Direct Response Advertising: Ads in print, TV, or online that encourage immediate action, such as calling a number, visiting a website, or placing an order.

6. Flyers and Pamphlets: Distributing printed promotional materials directly to people in public places or through newspaper inserts.

7. Social Media Direct Messages: Businesses use platforms like Instagram or Facebook to send personalized promotional messages to users.

These methods are effective because they create a personal connection with customers and allow businesses to measure responses directly.

(h) Write a note on advertising on social media.

Social media advertising has become one of the most powerful tools for businesses to reach their target audience due to its extensive reach and cost-effectiveness.

1. Platforms for Advertising: Popular platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok offer businesses opportunities to advertise to millions of users.

2. Targeted Campaigns: Social media platforms use advanced algorithms and user data to help businesses target specific demographics, interests, and behaviors.

3. Content Formats: Ads can be presented in various formats such as images, videos, stories, carousels, and reels, making them visually appealing and engaging.

4. Cost-Effectiveness: Businesses can set their budgets and pay-per-click (PPC) or pay-per-impression (CPM), making social media advertising affordable for small and large businesses alike.

5. Interactive Features: Social media allows for direct interaction with customers through comments, likes, shares, and direct messaging, enhancing engagement.

6. Analytics and Insights: Platforms provide detailed performance metrics, helping businesses track the effectiveness of their campaigns and optimize them.

Advantages:

• Wide reach and accessibility.

• Enhanced brand visibility and customer engagement.

• Opportunities for real-time feedback and market research.

Social media advertising is dynamic, offering innovative ways to connect with consumers, making it indispensable in modern marketing strategies.

4. Write long answers to any four of the following: 10×4=40

(a) "Affordability is the best way to decide the advertising budget.” Discuss.

The affordability method is one approach to determining the advertising budget. It involves allocating funds for advertising based on what the business can afford after covering other expenses. While this method is widely used, especially by small businesses, it has its pros and cons.

Advantages of the affordability method:

1. Financial Prudence: This approach ensures that the business does not overspend on advertising, maintaining financial stability.

2. Simple and Practical: It is easy to implement because it doesn’t require complex calculations or forecasting.

3. Realistic for Small Businesses: For startups or businesses with limited resources, this method provides a way to invest in advertising without compromising essential expenses.

Disadvantages of the affordability method:

1. Lack of Strategic Focus: Advertising budgets are not aligned with the company’s marketing objectives or growth strategies.

2. Missed Opportunities: By spending only what is "affordable," businesses may fail to exploit significant market opportunities or counteract competitors’ campaigns.

3. Inefficiency in Allocation: This method doesn’t consider factors like target audience size, market competition, or expected ROI (Return on Investment).

Conclusion: While affordability is a safe method to decide an advertising budget, it may not always be the best approach, particularly in competitive industries. Effective budgeting should balance affordability with strategic goals, ensuring optimal results without overspending.

(b) Broadly explain the emerging trend in advertising.

Advertising is continuously evolving to keep pace with technological advancements, changing consumer behavior, and market dynamics. Several emerging trends are shaping the modern advertising landscape:

1. Digital and Programmatic Advertising:

• With the proliferation of the internet and smartphones, digital platforms like social media, search engines, and websites are becoming primary advertising channels.

• Programmatic advertising uses artificial intelligence to automate the buying and placement of ads, making the process more efficient and targeted.

2. Personalization:

• Modern consumers prefer personalized experiences. Advertisers use data analytics to create ads tailored to the preferences, interests, and behaviors of specific customer segments.

3. Influencer Marketing:

• Collaborating with influencers on platforms like Instagram, YouTube, and TikTok has become a popular strategy. Influencers provide authenticity and help brands reach niche audiences effectively.

4. Interactive and Immersive Ads:

• Technologies like AR (Augmented Reality) and VR (Virtual Reality) are being used to create interactive ad experiences. For example, users can virtually "try on" products or explore a simulated environment.

5. Sustainability and Ethical Advertising:

• Consumers increasingly demand transparency and responsibility from brands. Advertising now often focuses on eco-friendly practices and social causes to appeal to socially conscious audiences.

6. Voice Search and Smart Assistants:

• The rise of voice-activated devices like Amazon Echo and Google Home has led to the development of voice-based advertising strategies.

7. Short-form Video Content:

• Platforms like TikTok and Instagram Reels have popularized short, engaging video ads. These bite-sized ads capture attention quickly and are highly shareable.

(c) Write the meaning of advertising agency. What are the various types of advertising agency? Explain.

Meaning of Advertising Agency: An advertising agency is a professional service firm that creates, plans, and executes advertising campaigns for clients. These agencies are equipped with creative, technical, and strategic expertise to promote products or services effectively. They act as a bridge between businesses and their target audiences, ensuring the message reaches the right people in the right way.

Types of Advertising Agencies:

1. Full-Service Advertising Agency:

• These agencies provide a comprehensive range of services, including market research, creative design, media planning, and campaign execution.

• Example: Ogilvy, McCann.

2. Creative Boutiques:

• These agencies specialize in the creative aspects of advertising, such as designing ad visuals and writing scripts.

• They are often hired for specific projects where creativity is a priority.

3. Media Buying Agencies:

• These focus solely on media planning and buying. They identify the best platforms and negotiate ad placements to ensure maximum reach.

• Example: Zenith Media.

4. Digital Advertising Agencies:

• These agencies specialize in online marketing, including social media campaigns, SEO, pay-per-click (PPC) ads, and email marketing.

• Example: Wunderman Thompson.

5. Social Media Agencies:

• A subset of digital agencies, these focus exclusively on managing and promoting brands on social media platforms like Instagram, Facebook, and LinkedIn.

6. In-House Agencies:

• Large companies may set up their own advertising teams, known as in-house agencies, to handle all promotional activities internally.

• Example: Apple’s in-house creative team.

7. Specialized Agencies:

• These cater to specific industries or advertising needs, such as healthcare, political campaigns, or sports marketing.

(d) What are the various Acts available in India to control advertisement? Explain.

In India, advertisements are regulated by various laws and guidelines to ensure that they are truthful, ethical, and non-deceptive. These regulations protect consumers and maintain fairness in the marketplace. Key Acts and regulations include:

1. Consumer Protection Act, 2019:

• This Act prohibits unfair trade practices, including misleading advertisements.

• It allows consumers to file complaints against advertisements that mislead or exploit them.

2. The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954:

• This Act regulates advertisements of drugs and magic remedies to prevent false claims about curing diseases or conditions.

• It bans advertising for certain conditions like cancer, diabetes, and sexual disorders unless approved by authorities.

3. The Food Safety and Standards Act, 2006:

• It ensures that advertisements related to food products do not mislead consumers or make unsubstantiated claims about health benefits.

4. The Cable Television Networks (Regulation) Act, 1995:

• This Act prohibits advertisements that violate the advertising code, such as those promoting obscenity, violence, or misleading content.

5. The Emblems and Names (Prevention of Improper Use) Act, 1950:

• It prevents the improper use of national emblems, symbols, and names in advertisements.

6. ASCI Code (Advertising Standards Council of India):

• Though not legally binding, ASCI provides guidelines for self-regulation in advertising. It emphasizes honesty, decency, and social responsibility.

7. Indian Penal Code (IPC), 1860:

• The IPC can be invoked for advertisements that are defamatory, obscene, or intended to harm public sentiments.

(e) Explain the nature and importance of advertising.

Nature of Advertising: Advertising is a form of communication used to inform, persuade, or remind potential customers about a product, service, or idea. Its key characteristics include:

1. Paid Communication: Advertising involves a monetary transaction for media space or time.

2. Non-Personal: It targets a large audience rather than specific individuals.

3. Persuasive: It seeks to influence consumer behavior and encourage purchases.

4. Identifiable Sponsor: The advertiser’s identity is always disclosed, ensuring transparency.

5. Creative Presentation: It uses visuals, slogans, and jingles to attract attention and make the message memorable.

Importance of Advertising:

1. Brand Awareness: Advertising helps create awareness about products and services, especially when they are new to the market.

2. Customer Engagement: It communicates the benefits and features of a product, influencing consumer preferences.

3. Market Expansion: Advertising enables businesses to reach new markets and attract a larger audience.

4. Competitive Advantage: It helps brands stand out in a crowded market by highlighting unique selling propositions (USPs).

5. Increased Sales and Revenue: Persuasive advertising drives demand, leading to higher sales and profitability.

6. Education of Consumers: Advertisements inform consumers about product usage, innovations, and trends.

7. Economic Development: By stimulating demand and consumption, advertising contributes to economic growth.

(f) What is audience analysis? What are the factors affecting audience analysis? Explain.

Meaning of Audience Analysis: Audience analysis is the process of understanding the characteristics, preferences, and behaviors of a target audience to tailor communication effectively. It involves collecting data about demographics, psychographics, and media consumption habits to ensure that advertisements resonate with the intended audience.

Factors Affecting Audience Analysis:

1. Demographics:

• Age, gender, income level, education, and occupation influence how audiences perceive and respond to advertisements.

• For example, younger audiences might prefer digital ads, while older ones may respond better to traditional media like newspapers.

2. Psychographics:

• Includes lifestyle, interests, values, and personality traits.

• Understanding these factors helps in creating messages that align with audience aspirations and beliefs.

3. Cultural Background:

• Cultural norms, traditions, and languages impact the effectiveness of advertising campaigns.

• Advertisements must be culturally sensitive to avoid offending the audience.

4. Geographic Location:

• Urban and rural audiences have different needs and media consumption habits.

• Advertisers must consider regional preferences, climate, and local trends.

5. Media Consumption Habits:

• Understanding which platforms (TV, social media, radio, etc.) the target audience uses most helps in selecting the right medium for the advertisement.

6. Buying Behavior:

• The purchasing habits of the audience, such as frequency, timing, and preferred channels (online/offline), influence the advertising strategy.

7. Emotional and Social Needs:

• People are influenced by emotions, such as a desire for security, love, or status.

• Advertisements that tap into these emotions can create stronger connections with the audience.

Importance of Audience Analysis:

• Ensures the message is relevant and engaging.

• Maximizes the ROI on advertising by targeting the right audience with the right message.

• Avoids wastage of resources on uninterested or irrelevant segments.

(g) Explain the procedure of advertising budget. What are the factors to be considered while deciding the advertising budget? Explain.

Procedure of Advertising Budget:

1. Define Objectives:

• The first step is to identify the goals of the advertising campaign, such as increasing brand awareness, boosting sales, or launching a new product.

2. Analyze Market Conditions:

• Study market trends, competition, and target audience preferences to estimate the necessary investment for effective campaigns.

3. Choose a Budgeting Method:

• Several methods can be used, including:

• Percentage of Sales: Allocating a fixed percentage of sales revenue to advertising.

• Objective and Task Method: Setting the budget based on the cost of achieving specific objectives.

• Competitive Parity: Matching the spending of competitors.

• Affordable Method: Spending what the company can afford.

4. Allocate the Budget Across Media:

• Decide how much to invest in each advertising medium (TV, print, digital, etc.) based on the target audience's preferences.

5. Monitor and Adjust:

• Regularly review the effectiveness of the budget and make adjustments based on campaign performance and changing market conditions.

Factors to Consider While Deciding the Advertising Budget:

1. Marketing Objectives:

• The scale of the objectives (e.g., local vs. global campaigns) directly impacts the budget.

2. Target Audience:

• The size, location, and media habits of the target audience determine how much needs to be spent to reach them effectively.

3. Product Life Cycle Stage:

• New products require higher budgets for awareness creation, while mature products might need less advertising.

4. Competition:

• In highly competitive markets, companies may need to spend more to maintain visibility and counter competitors’ campaigns.

5. Media Costs:

• The cost of advertising in different media channels, such as TV, social media, or newspapers, influences budget allocation.

6. Company Resources:

• The financial health of the company sets the upper limit for advertising expenditures.

7. Economic Conditions:

• During economic downturns, businesses might reduce their budgets, while periods of growth may encourage higher spending.

8. Past Campaign Performance:

• Historical data on ROI (Return on Investment) helps in setting realistic budget expectations.

(h) What are the different types of advertising appeals? Explain.

Advertising appeals refer to the strategies used to capture the attention of the target audience and persuade them to act. Different types of appeals are employed depending on the product, target audience, and campaign objectives.

1. Emotional Appeals:

• Focus on triggering emotions like happiness, love, fear, or nostalgia to connect with the audience.

• Example: Advertisements for insurance often use fear of the unknown to encourage people to invest in policies.

2. Rational Appeals:

• Use logic, facts, and benefits to persuade customers.

• Example: Tech product ads highlighting specifications, performance, and price.

3. Humor Appeals:

• Employ humor to grab attention and make the message memorable.

• Example: Light-hearted TV commercials for snack brands or beverages.

4. Fear Appeals:

• Highlight potential risks or negative consequences to motivate action.

• Example: Anti-smoking campaigns showing the harmful effects of tobacco.

5. Social or Bandwagon Appeals:

• Encourage consumers to follow trends or be part of a group.

• Example: Ads promoting "the most popular smartphone" in the market.

6. Sex Appeal:

• Use attractiveness or romance to draw attention to the product.

• Example: Perfume advertisements featuring glamorous models.

7. Scarcity Appeal:

• Create urgency by emphasizing limited availability or time.

• Example: "Limited time offer" or "Hurry, only a few left!"

8. Celebrity Endorsement:

• Use well-known personalities to build trust and attract fans.

• Example: Cricketers promoting sports gear or soft drinks.

9. Ethical or Moral Appeals:

• Highlight ethical practices, such as sustainability or community support, to attract socially conscious consumers.

• Example: Ads promoting eco-friendly products.

10. Adventure or Fantasy Appeal:

• Depict scenarios that evoke excitement or a dreamlike experience.

• Example: Tourism ads showcasing exotic destinations.

(i) Discuss the major factors which influence media scheduling.

Media scheduling involves planning when and where advertisements will appear to maximize their impact. Several factors influence this process:

1. Target Audience Behavior:

• Understanding when the audience is most likely to engage with the media helps in timing the advertisements. For example, TV ads may be aired during prime time to reach working professionals.

2. Product Nature:

• Seasonal products (e.g., air conditioners or winter wear) require advertisements to be scheduled during specific times of the year.

3. Advertising Objectives:

• Awareness campaigns may require a continuous schedule, while promotional offers might need burst advertising during short periods.

4. Budget Constraints:

• A limited budget may necessitate selective scheduling, focusing on high-impact periods rather than continuous exposure.

5. Media Characteristics:

• Different media platforms have unique audience patterns. For instance, newspapers are read in the morning, while social media is accessed throughout the day.

6. Competition:

• Analyzing competitors' media schedules helps in identifying opportunities to counteract their campaigns or avoid overlap.

7. Consumer Purchasing Patterns:

• Advertisements are often timed to align with periods of high consumer activity, such as festivals or end-of-season sales.

8. Frequency and Reach Goals:

• Scheduling depends on whether the priority is to reach a broad audience (reach) or to reinforce the message repeatedly to the same audience (frequency).

9. Media Costs:

• High-cost periods, such as during prime time or festive seasons, may require careful allocation to stay within budget.

10. Geographic Considerations:

• Regional campaigns may need different schedules depending on local events, weather, or cultural practices.

(j) Has technology played a role in modern-day advertising? If yes, discuss its effects.

Yes, technology has transformed modern-day advertising, making it more effective, dynamic, and consumer-focused. It has brought about significant changes in various aspects of advertising.

1. Enhanced Targeting and Personalization
   Technology enables advertisers to collect and analyze consumer data, allowing highly targeted and personalized campaigns. Platforms like Google and Facebook use algorithms to show ads based on user behavior, demographics, and interests, ensuring relevant messages reach the right audience.

2. Digital and Social Media Advertising
   The rise of the internet and smartphones has shifted the focus from traditional advertising to digital platforms. Social media platforms like Instagram, TikTok, and YouTube allow businesses to engage directly with consumers, leveraging influencer marketing and interactive content.

3. Programmatic Advertising
   Automated ad buying systems, known as programmatic advertising, use artificial intelligence to place ads where they are most likely to succeed. Real-time bidding ensures cost efficiency and maximizes audience reach.

4. Interactive and Immersive Advertising
   Technologies like Augmented Reality (AR) and Virtual Reality (VR) create engaging experiences for consumers. For example, AR applications allow users to visualize products, such as furniture or clothing, in their environment before purchase.

5. Analytics and Performance Measurement
   Digital tools provide detailed metrics on ad performance, including impressions, clicks, and conversions. This allows advertisers to optimize campaigns in real-time for better results and return on investment.

6. Cost Efficiency
   Online advertising reduces costs compared to traditional media by targeting specific demographics, reducing wastage. Even small businesses can afford campaigns on platforms like Facebook with measurable outcomes.

7. Viral Content Creation
   Social media and other platforms enable the rapid spread of content, allowing brands to reach millions of users through viral campaigns. Short videos, memes, and user-generated content are common formats for such success.

8. Emergence of New Formats
   Innovations like shoppable ads, voice-activated ads, and AI-driven content creation have opened up new possibilities. Voice assistants like Amazon Alexa now integrate advertisements into voice search results.

9. Global Reach
   Technology eliminates geographical boundaries, enabling businesses to target audiences worldwide. For example, e-commerce companies can use online ads to attract customers from multiple countries.

10. Ethical Challenges
    While technology offers immense advantages, it also raises issues related to privacy and data security. Misuse of data for targeted advertising has led to regulatory frameworks like GDPR to protect consumer rights.

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