Advertisement Management Solved Paper 2022
BCOM 6th Sem Dibrugarh University CBCS Pattern
2022 (June/July)
COMMERCE (Discipline Specific Elective)
(For Honours and Non-Honours)
Paper: DSE-602 (Gr-III) (Advertising Management)
Full Marks: 80
Pass Marks: 32
Time: 3 hours
The figures in the margin indicate full marks for the questions
1. Write True or False: 1 x 8=8
(a) Advertisement is a message.
Ans: True
(b) Advertisement is a two-way communication.
Ans: False
(c) There is no difference between advertisement and publicity.
Ans: False
(d) Advertisement educates consumers.
Ans: True
(e) Newspaper is the most effective media of advertisement in rural areas.
Ans: False
(f) Advertising agency is a separate department of advertising management.
Ans: False
(g) Advertisement is an investment.
Ans: True
(h) There is a relation between market research and advertisement.
Ans: True
2. Write short notes on (any four) 4 x 4=16
(a) Advertising Management
Answer: Advertising management is the strategic process of planning, executing, and overseeing advertising activities to effectively reach target audiences and achieve specific business objectives, such as increasing sales or enhancing brand awareness. This involves selecting appropriate advertising platforms, crafting compelling messages, allocating budgets, and analyzing campaign performance to optimize outcomes.
(b) Electronic Media of Advertisement
Answer: Electronic media advertising refers to the promotion of products or services through digital channels, including television, radio, online streaming platforms, social media, and podcasts. This form of advertising leverages electronic devices to deliver engaging content to a broad audience, offering advantages such as precise targeting, real-time performance tracking, and cost-effectiveness.
(c) Ethics in Advertisement
Answer: Ethics in advertising pertains to the moral principles that guide the creation and dissemination of advertisements, ensuring honesty, fairness, and responsibility. Ethical advertising practices involve treating consumers fairly, respecting their privacy, and providing truthful information, thereby enabling informed decision-making and fostering trust between consumers and brands.
(d) Legal Issues in Advertising
Answer: Legal issues in advertising involve adhering to laws and regulations designed to ensure that advertisements are truthful, non-deceptive, and fair. Advertisers must substantiate their claims with evidence and avoid misleading consumers. Non-compliance can lead to consequences such as consumer complaints, government investigations, monetary damages, and reputational harm. Specific concerns include false advertising, intellectual property infringement, and violations related to targeting vulnerable populations, such as children.
(e) Characteristics of Advertisement
Answer: Effective advertisements typically exhibit several key characteristics:
Paid Form: Advertising is a paid form of communication, ensuring that the message reaches a broad audience through various media channels.
Non-Personal Presentation: It involves non-personal communication, addressing the general public rather than individuals.
Identified Sponsor: Advertisements clearly disclose the sponsor's identity, allowing consumers to know who is promoting the product or service.
Persuasive Message: They are designed to persuade or influence the audience to take a specific action, such as purchasing a product or adopting a service.
Question No.3. (a) Explain in detail the main characteristics of advertising management. (14 marks)
Answer: Advertising management is a process that involves planning, organizing, directing, and controlling the advertising activities of a business to communicate effectively with the target audience. It plays a crucial role in promoting products, services, or ideas to create awareness, influence consumer behavior, and drive sales. The following are the main characteristics of advertising management:
Goal-Oriented:
Advertising management is focused on achieving specific goals such as increasing brand awareness, promoting a new product, generating leads, or enhancing the brand image. The advertising strategy is designed keeping in mind the overall marketing and business objectives.Creative Process:
Creativity is a core component of advertising management. It involves designing attractive and persuasive messages, selecting visuals, slogans, and themes that can appeal to the emotions and logic of the audience. A creative approach ensures better consumer engagement.Target Audience Identification:
A major characteristic of advertising management is identifying and understanding the target audience. It involves demographic, psychographic, geographic, and behavioral analysis to tailor messages that resonate with the intended consumers.Media Planning and Selection:
Advertising management includes selecting the right media channels such as television, radio, newspapers, magazines, social media, and digital platforms. Effective media planning helps in maximizing reach and minimizing cost.Budgeting:
Managing the advertising budget is a key part of the process. It includes allocating funds efficiently across different advertising campaigns and media, ensuring cost-effectiveness without compromising quality and impact.Research and Analysis:
Advertising decisions are based on extensive market research and consumer analysis. Pre-advertisement and post-advertisement studies help in measuring effectiveness and understanding consumer responses.Message Development:
Advertising management involves crafting a compelling and clear message that conveys the intended meaning. The message must be relevant, attention-grabbing, and persuasive to motivate consumer action.Coordination with Other Departments:
Advertising management requires coordination with sales, product development, finance, and public relations departments. This ensures consistent messaging and alignment with overall business strategy.Monitoring and Evaluation:
It is essential to monitor the performance of advertising campaigns and evaluate their effectiveness. Tools like surveys, sales data, and feedback help in making improvements for future campaigns.Ethical and Legal Considerations:
Advertising management must follow ethical standards and legal regulations to avoid misleading content, false claims, or offensive material.
In conclusion, advertising management is a dynamic and systematic approach to creating and managing effective advertisements. It involves strategic planning, creativity, media selection, budgeting, and continuous evaluation to achieve desired communication and marketing goals.
Or
(b) Discuss about different types of advertisement and their merits and demerits. (7 + 7 = 14 marks)
Answer: There are several types of advertisements based on the medium used and the purpose of communication. Each type has its own advantages and disadvantages. The major types are discussed below:
i) Print Advertising This includes advertisements in newspapers, magazines, brochures, pamphlets, and other printed media.
Merits:
Reaches a specific target audience based on publication type.
Provides detailed information through text and images.
Relatively cost-effective for small businesses.
Demerits:
Limited lifespan, especially in daily newspapers.
Less attractive compared to audio-visual advertisements.
Cannot reach illiterate audiences effectively.
ii) Broadcast Advertising This type includes television and radio advertisements.
Merits:
Television ads have a wide reach and can be very persuasive due to the use of both audio and visual effects.
Radio ads are cost-effective and can target local audiences.
Effective for brand recall and emotional connection.
Demerits:
High cost of production and airing, especially on TV.
Viewers may skip ads or change channels.
Limited time to convey the full message.
iii) Outdoor Advertising
This includes hoardings, billboards, posters, banners, and ads on public transport.
Merits:
High visibility in high-traffic areas.
Continuous exposure to the public.
Useful for creating brand awareness.
Demerits:
Limited space for message content.
Can be ignored or overlooked by passersby.
Expensive in prime locations.
iv) Online/Digital Advertising
This includes advertisements on websites, social media, email, and search engines.
Merits:
Global reach and targeted marketing based on user data.
Cost-effective with measurable results (clicks, views, conversions).
Interactive and engaging for users.
Demerits:
Ad-blockers can reduce visibility.
Can be intrusive or annoying for some users.
Requires constant updating and management.
v) Mobile Advertising
Ads delivered through SMS, mobile apps, or push notifications.
Merits:
Personal and direct communication with users.
High engagement due to mobile usage trends.
Location-based targeting possible.
Demerits:
Privacy concerns among users.
Limited space for detailed messages.
May be ignored or deleted instantly.
vi) Social Media Advertising
Advertisements on platforms like Facebook, Instagram, Twitter, and YouTube.
Merits:
Highly targeted based on interests, behavior, and demographics.
Cost-effective and interactive.
Allows for instant feedback and sharing.
Demerits:
Requires consistent content creation.
Negative feedback can spread quickly.
Overcrowded space with heavy competition.
In conclusion, different types of advertisements serve different purposes and audiences. A company should choose the right type based on its budget, target market, and marketing goals.
Question No.4.(a) What do you mean by advertisement planning? What issues are considered in the process of advertisement planning? (4+10 = 14 marks)
Answer: Meaning of Advertisement Planning : Advertisement planning is the process of outlining and organizing all the necessary steps and decisions involved in creating an effective advertisement campaign. It involves defining the advertising objectives, identifying the target audience, choosing the right media, preparing the message, and setting the budget. The goal of advertisement planning is to ensure that the ad reaches the right people, at the right time, using the most effective message and medium to achieve the desired response.
Issues considered in the process of advertisement planning :
i) Setting Advertising Objectives: Before starting the campaign, it is important to define clear and measurable objectives such as increasing sales, launching a new product, or building brand awareness.
ii) Understanding the Target Audience: Identifying and analyzing the target audience based on factors such as age, gender, income, lifestyle, and buying behavior helps in designing relevant and appealing advertisements.
iii) Budget Allocation: Deciding how much money to spend on the campaign is a crucial issue. The budget should be enough to meet the objectives without overspending.
iv) Message Design and Content: Creating a compelling and creative message that can catch attention, convey the intended message, and persuade the audience is a vital part of planning.
v) Media Selection:
Choosing the right medium—TV, radio, newspapers, magazines, social media, or digital platforms—based on audience habits, budget, and campaign goals.
vi) Timing and Scheduling: Deciding when and how frequently the ads should appear to maximize impact. Seasonal trends, festivals, and product life cycle stages are considered.
vii) Coordination with Marketing Strategy: The advertisement plan must align with the overall marketing and branding strategy of the company to maintain consistency.
viii) Legal and Ethical Issues: Advertisements must follow legal rules and ethical standards. False claims, offensive content, or misleading information must be avoided.
ix) Evaluation and Feedback: After launching the campaign, its effectiveness is measured through tools like customer feedback, sales data, and market response to make improvements.
x) Competitor Analysis:
Understanding what competitors are doing helps in creating a unique and more effective advertisement strategy.
In summary, advertisement planning is a step-by-step process that ensures the advertisement is effective, targeted, and aligned with business goals.
Or
(b) What is market segmentation? How does market segmentation affect advertisement? (4+10 = 14 marks)
Answer: Meaning of Market Segmentation : Market segmentation is the process of dividing a broad market into smaller groups of consumers who have similar needs, preferences, or characteristics. Each segment is treated as a separate market and targeted with specific marketing strategies. Segmentation helps businesses focus on the most profitable customer groups and design products and advertisements that suit their needs.
How market segmentation affects advertisement :
i) Targeted Messaging: Segmentation allows advertisers to create messages that are more relevant and appealing to a specific group, increasing the chances of success.
ii) Better Media Selection: By knowing which segments use which media (like young people on Instagram or elderly on newspapers), advertisers can choose the most effective media channels.
iii) Increased Efficiency: Instead of wasting resources on a broad audience, segmentation helps in focusing only on potential customers, saving time and money.
iv) Product Positioning: Advertisements can position the product differently for different segments, for example, promoting health benefits to older adults and taste to younger people.
v) Customized Campaigns: Segmentation allows creating personalized and customized advertising campaigns for each segment, improving customer satisfaction and loyalty.
vi) Competitive Advantage: Understanding and serving a segment better than competitors gives a business an edge in the market.
vii) Better Response Rates: Targeted advertisements lead to better consumer engagement, higher conversion rates, and increased sales.
viii) Flexibility in Strategy: Different strategies can be adopted for different segments, such as offering premium products to high-income groups and affordable options to others.
ix) Geographic Targeting: Businesses can focus on specific locations, adapting their advertisements according to local culture, language, and preferences.
x) Helps in Market Expansion: Through segmentation, businesses can identify underserved segments and create advertisement strategies to enter new markets.
In conclusion, market segmentation makes advertising more effective by helping companies focus their efforts on specific groups with tailored messages and media, leading to better results.
Question No.5. (a) What are the creative aspects of advertisement? Discuss. (14 marks)
Answer: The creative aspects of advertisement refer to the imaginative and artistic elements used in designing an advertisement to make it appealing, memorable, and effective. These aspects play a crucial role in grabbing attention, creating interest, and persuading the audience to take action. The creative aspects go beyond just providing information; they focus on presentation, emotion, and impact. The major creative aspects of advertisement are discussed below:
i) Headline: The headline is the first thing a viewer notices. A strong, catchy, and meaningful headline can attract attention and encourage the reader to explore the ad further. It should be short, relevant, and emotionally engaging.
ii) Visual Elements (Images and Graphics): Pictures, graphics, colors, and visual design create a strong impression. A well-designed visual can communicate the message quickly and effectively, especially when words are limited.
iii) Copywriting (Body Text): This includes the main message of the ad. Good copywriting uses persuasive language, storytelling, and emotional appeal to influence the audience. It explains the benefits of the product or service and encourages action.
iv) Slogan or Tagline: A catchy slogan helps build brand identity and recall. For example, Nike’s “Just Do It” is short yet powerful. It should be memorable and connected to the brand values.
v) Brand Logo and Identity: The logo and branding elements are creatively placed to ensure brand recognition. The consistent use of colors, fonts, and logos helps in reinforcing the brand image.
vi) Music and Sound Effects (in audio-visual ads): In TV or radio ads, music and sound effects are used creatively to enhance emotional connection and make the ad more entertaining.
vii) Use of Humor or Emotions: Humor, happiness, fear, love, or nostalgia can be used creatively to touch viewers’ hearts and make the ad memorable. Emotional appeal increases the chances of consumer response.
viii) Message Appeal and Style: The style in which the message is delivered—rational, emotional, moral, or social—adds to the creative strength of the ad. It must match the product and audience expectations.
ix) Layout and Design: The arrangement of elements such as text, images, and white space impacts readability and visual appeal. A clean, attractive layout helps in delivering the message effectively.
x) Innovation and Uniqueness: Creativity often means doing something different. A unique idea or unusual presentation stands out in the clutter of advertisements and draws attention.
In conclusion, the creative aspects of advertising are essential for making an ad successful. They help capture attention, maintain interest, and drive consumer action through innovation, emotional connection, and appealing design.
Or
(b) What do you mean by creative aspects of advertisement? How do these aspects influence consumer behaviour? (4 + 10 = 14 marks)
Answer: Meaning of Creative Aspects of Advertisement : Creative aspects of advertisement refer to the artistic and innovative components that make an advertisement unique, appealing, and persuasive. These elements include the headline, visuals, tagline, music, colors, layout, tone, emotional appeal, and style of message delivery. The main goal of using creative aspects is to grab the audience’s attention, communicate the message effectively, and persuade them to take a specific action, such as purchasing a product or building brand loyalty.
Creativity is the heart of successful advertising. It not only informs the consumer but also entertains, engages, and influences their thoughts and feelings about the brand.
Influence of Creative Aspects on Consumer Behaviour :
i) Attention-Grabbing: Creative ads are designed to stand out and catch the viewer’s eye. Bright colors, catchy headlines, or unexpected visuals help grab attention in a cluttered media environment, increasing the chances of the ad being noticed.
ii) Emotional Connection: Creative ads often use emotional appeal—such as humor, love, fear, or happiness—to connect with the audience. Emotional messages can leave a deeper impact on the consumer’s mind and influence buying decisions.
iii) Enhancing Memory and Recall: Memorable slogans, jingles, taglines, and visuals help in improving brand recall. When consumers remember an ad, they are more likely to remember the brand during their purchasing decisions.
iv) Influencing Perception of the Brand: Creative presentation can help shape how a consumer views a product. For example, stylish visuals and premium design can position a product as high-end, while fun and colorful ads can give a brand a youthful image.
v) Persuading to Take Action: Creative copywriting and strong call-to-action messages persuade consumers to buy the product, visit a website, or contact the business. Creativity can highlight product benefits in a way that makes them seem more desirable.
vi) Building Trust and Loyalty: Creative storytelling and consistent brand voice across ads can build trust over time. When consumers enjoy and relate to advertisements, they tend to feel more loyal to the brand.
vii) Creating Brand Identity: Creative elements such as a unique logo, color scheme, or design style help develop a strong brand identity. Consumers begin to associate these creative cues with the brand itself.
viii) Differentiation from Competitors: Creative advertising helps a product stand out from its competitors. Unique and innovative ads are more likely to be remembered and preferred over generic or repetitive ones.
ix) Triggering Word-of-Mouth or Sharing: Highly creative ads often go viral on social media or become topics of conversation. This increases reach and influences more consumers.
x) Improving Customer Engagement: Creativity leads to higher engagement. Interactive ads, humor, and visual storytelling encourage consumers to spend more time on the ad and connect with the brand.
Conclusion:
Creative aspects of advertising play a vital role in influencing consumer behavior. They help in capturing attention, creating emotional bonds, shaping perceptions, and ultimately motivating the consumer to take action. In the modern competitive market, creativity in advertising is not just an advantage—it is a necessity.
Question No.6. (a) What do you mean by advertising agency? How do the agencies help the marketers? (4+10 = 14 marks)
Answer: Meaning of Advertising Agency : An advertising agency is a specialized service organization that helps businesses and individuals to plan, create, and execute advertising campaigns. These agencies are made up of professionals like copywriters, graphic designers, media planners, market researchers, and account managers who work together to promote products or services on behalf of their clients. Advertising agencies aim to deliver creative and effective promotional solutions to meet the marketing goals of their clients.
How Advertising Agencies Help the Marketers :
i) Planning Advertising Campaigns: Agencies assist marketers in developing strategic advertising plans, deciding the message, target audience, and advertising goals.
ii) Market Research and Consumer Analysis: They conduct market studies to understand consumer preferences, behaviors, and trends, helping marketers make informed decisions.
iii) Creative Development: Agencies have skilled creative teams who prepare engaging advertisements using attractive visuals, effective slogans, and appealing content.
iv) Media Planning and Buying: Agencies choose the most suitable media platforms (TV, newspapers, digital, radio, etc.) based on audience reach, budget, and campaign type. They also negotiate the best prices and timings.
v) Brand Building: Agencies help in creating and maintaining a strong brand identity through consistent messaging, design, and promotional strategies.
vi) Budget Management: They help marketers make the most out of their advertising budgets by allocating funds efficiently and avoiding unnecessary expenses.
vii) Professional Expertise: Agencies offer expert guidance, innovation, and fresh perspectives which may not be available within the marketing team of a company.
viii) Monitoring and Evaluation: Advertising agencies track the performance of campaigns and measure their effectiveness using tools like customer feedback, sales reports, and digital analytics.
ix) Time and Resource Saving: Hiring an agency allows marketers to focus on core business activities while the agency manages the advertising efforts.
x) Legal and Ethical Guidance: Agencies ensure that the advertisements follow all legal regulations and ethical standards to avoid any negative consequences.
Conclusion: Advertising agencies play a crucial role in helping marketers reach their target audience effectively and creatively. They offer a complete solution—from idea generation to execution—which improves the overall impact of the marketing campaign.
Or
(b) What are the different types of advertising agencies? Write the relationships between advertising agency and client. (6 + 8 = 14 marks)
Answer: Different Types of Advertising Agencies ):
i) Full-Service Agency: Offers complete services including planning, designing, media buying, and campaign execution. Suitable for large businesses needing end-to-end solutions.
ii) Creative Boutique: Specializes only in the creative aspects like copywriting, graphic design, and idea generation. These agencies don’t handle media planning or buying.
iii) Media Buying Agency: Focuses on purchasing advertising space and time. They have good contacts with media houses and ensure efficient media placement.
iv) In-House Agency: Operated within the company itself. It handles advertising activities internally, giving full control to the business over its promotional strategies.
v) Digital Advertising Agency: Specializes in online promotion through social media, websites, emails, search engines, and mobile platforms.
vi) Social Media Agency: Focuses specifically on managing social media content, running campaigns, influencer marketing, and community management.
Relationship Between Advertising Agency and Client ):
The relationship between an advertising agency and a client is based on trust, collaboration, and communication. A strong and transparent relationship leads to the success of an advertising campaign. Key aspects of this relationship include:
i) Mutual Understanding: The agency must understand the client’s business, goals, products, and target audience clearly to design suitable campaigns.
ii) Effective Communication: Regular meetings and updates help in maintaining a smooth flow of ideas, feedback, and approvals between both parties.
iii) Creative Collaboration: Agencies work closely with clients while developing ad concepts, ensuring that the ideas align with the brand's identity and objectives.
iv) Transparency in Costs: There should be clear communication regarding budgets, media spending, and service charges to avoid misunderstandings.
v) Performance Evaluation: Clients expect timely reports and results from agencies regarding the impact of advertising campaigns. Agencies must be accountable.
vi) Trust and Confidentiality: Agencies handle sensitive marketing data; therefore, trust and confidentiality are essential in the relationship.
vii) Long-term Association: Successful campaigns often lead to long-term partnerships. The longer the relationship, the better the understanding between the agency and the client.
viii) Feedback and Improvement: Clients provide feedback on the campaigns, and agencies make necessary improvements. This continuous feedback loop enhances performance.
Conclusion: The relationship between advertising agencies and clients is a partnership based on cooperation, creativity, and shared goals. When handled well, it results in successful and impactful advertising outcomes.
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