6 SEM TDC DSE COM (CBCS)
602 (GR-III)
2024 (May)
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. Answer the following questions: (1×8=8)
(a) Write the name of an Indian advertising agency.
Answer: Ogilvy India
(b) Write one feature of a good advertisement.
Answer: A good advertisement is clear and easy to understand.
(c) Write the full form of DAGMAR.
Answer: Defining Advertising Goals for Measured Advertising Results
(d) Switching TV programmes using a remote is called ______.
Answer: Zapping
(e) Give one example of an effective rural advertising media.
Answer: Wall paintings
(f) Write the full form of ASCI.
Answer: Advertising Standards Council of India
(g) In which year was the Consumer Protection Act enacted?
Answer: 1986
(h) Write the full form of IPR.
Answer: Intellectual Property Rights
2. Write short notes on(any four): (4×6=24)
(a) Limitations of Advertisement
Answer: Advertisements, despite their benefits, have several limitations:
High Cost – Advertising, especially on TV or in newspapers, can be expensive and may not be affordable for small businesses.
No Guarantee of Success – Even well-planned advertisements may not lead to increased sales or popularity of the product.
False Expectations – Sometimes advertisements exaggerate product features, creating unrealistic expectations among consumers.
Limited Reach – Not all media can reach every type of consumer, especially in rural or remote areas.
Consumer Confusion – Too many similar advertisements can confuse consumers while making purchasing decisions.
Misuse of Creativity – Overly creative ads may entertain but fail to communicate the actual product benefits.
(b) Mass Media in Advertisement
Answer: Mass media refers to communication tools that reach large audiences. In advertising, these play a vital role:
Television – Combines visuals, audio, and motion to attract attention and create a strong impact.
Radio – An audio-only medium that is effective, especially in rural areas due to its wide accessibility.
Newspapers & Magazines – Provide detailed information and are a traditional medium of advertising.
Internet & Social Media – Modern platforms that offer targeted advertising and real-time engagement.
Cinema – Advertising before movies can target specific groups based on the film audience. Mass media helps in building brand awareness, influencing public opinion, and creating demand on a large scale.
(c) Ethical Aspects in Advertisement
Answer: Ethics in advertising ensures honesty, fairness, and social responsibility. Key ethical aspects include:
Truthfulness – Advertisements should not provide false or misleading information.
No Offensive Content – Ads must respect cultural and social values and not contain indecent or harmful content.
Protection of Children – Ads should not exploit children's vulnerability or encourage harmful behavior.
Avoiding Stereotypes – Advertisements should not promote gender, racial, or religious stereotypes.
Fair Competition – Ads should not attack or misrepresent competitors. Ethical advertising builds consumer trust and maintains the credibility of brands.
(d) Advertising Copy
Answer: An advertising copy is the core content used in an advertisement. It includes:
Headline – A catchy title that grabs attention.
Subheading – Supports the headline with more information.
Body Copy – Gives details about the product, benefits, features, and reasons to buy.
Slogan/Tagline – A short, memorable phrase that reinforces brand identity.
Call to Action (CTA) – Encourages consumers to take immediate action (e.g., “Buy Now”, “Call Today”). The copy must be engaging, informative, and persuasive to motivate the target audience.
(e) Advertising Planning
Answer: Advertising planning is the process of designing an effective ad campaign. It involves:
Setting Objectives – Defining what the advertisement aims to achieve (e.g., awareness, sales).
Identifying Target Audience – Knowing who the customers are in terms of age, income, location, etc.
Message Development – Crafting the message to suit the audience and objectives.
Media Selection – Choosing appropriate channels to deliver the message.
Budgeting – Deciding the amount of money to be spent on the campaign.
Evaluation – Assessing the effectiveness of the ad after its release. Proper planning ensures that resources are used efficiently and the message reaches the right audience.
(f) Media Selection in Advertisement
Answer: Media selection is crucial for effective communication. It involves:
Understanding Target Audience – Media should align with the habits and preferences of the audience.
Media Types – Includes print (newspapers, magazines), electronic (TV, radio), digital (social media, websites), and outdoor (banners, hoardings).
Reach & Frequency – Evaluating how many people the media can reach and how often.
Cost Effectiveness – Balancing the cost of media with expected returns.
Message Suitability – The medium should be appropriate for the nature of the message.
Timing & Flexibility – Ensuring timely delivery and flexibility to adapt if needed. Effective media selection maximizes visibility and minimizes costs.
3. (a) What is advertisement? Explain different types of advertisement with examples. (4+10=14)
Answer: What is Advertisement? Advertisement is a form of non-personal communication used to inform, persuade, or remind consumers about products, services, ideas, or brands. It is generally paid for by sponsors or organizations to reach a large audience through various media such as television, radio, print, digital platforms, etc.
The main aim of advertisement is to influence consumer behavior, build brand awareness, and promote sales.
Types of Advertisement:
Product Advertisement: Focuses on promoting a specific product or service. Example: A TV ad promoting “Colgate Toothpaste” and its benefits for strong teeth.
Brand Advertisement: Aims to build a strong brand image and create awareness over time. Example: Coca-Cola’s ads that focus on happiness and togetherness rather than the product directly.
Institutional Advertisement: Promotes the image of an organization rather than a product. Example: TATA Group’s advertisement highlighting its contribution to social welfare.
Public Service Advertisement: Created by government or NGOs to inform the public about social issues. Example: Ads on road safety, anti-smoking, or vaccination drives.
Surrogate Advertisement: Used to promote products that are legally restricted from advertising. Example: A soda ad promoting "Club Soda" which indirectly markets an alcohol brand.
Comparative Advertisement: Compares one brand with another to highlight superiority. Example: Detergent ads comparing their product with a competitor to show better results.
Reminder Advertisement: Aims to remind existing customers about the product to maintain loyalty. Example: Ads during festive seasons reminding consumers to buy Cadbury chocolates.
Digital Advertisement: Promotes products via the internet (social media, websites, search engines). Example: Google Ads promoting an e-commerce site’s seasonal sale.
Retail Advertisement: Promoted by retail shops or stores to bring customers to a specific location. Example: A local garment store advertising a “Flat 50% Off” sale.
Classified Advertisement: Small ads usually in newspapers under categories like job, property, etc. Example: A newspaper ad for a job opening in a private company.
3. (b) How does advertisement provide benefits to different parties? Discuss.
Answer: Advertisements benefit various parties involved in the process. These include:
Consumers:
Awareness: Ads help consumers become aware of new products and services.
Comparison: They allow consumers to compare features, prices, and brands.
Informed Decision: With clear product information, consumers can make better purchasing choices.
Producers/Manufacturers:
Increase in Sales: Ads help attract more customers, leading to higher sales.
Brand Recognition: Continuous advertising builds a strong brand identity.
Market Expansion: It helps companies reach new geographic areas and audiences.
Retailers:
Demand Creation: Ads increase demand, which boosts retail sales.
Stock Movement: Fast-moving products due to ads reduce inventory costs.
Promotion of Store Name: Ads highlighting special offers draw footfall to retail outlets.
Media Organizations:
Revenue Source: Advertisements are the primary source of income for TV channels, newspapers, radio stations, etc.
Content Funding: Ads help fund quality content like news, entertainment, and sports programs.
Government:
Tax Revenue: Higher sales from advertising-led consumption increase GST and other taxes.
Public Awareness Campaigns: Governments use ads to spread awareness on health, education, environment, etc.
Society at Large:
Employment Generation: Advertising creates jobs in media, marketing, creative writing, design, and production.
Cultural Influence: Ads reflect and sometimes shape social values and lifestyle choices.
In summary, advertising plays a vital role in modern economic and social systems, benefiting almost every stakeholder in the chain.
4. (a) Explain different factors that influence advertising planning and development of advertising programme. (14)
Answer: Advertising planning and the development of an advertising programme depend on several key factors. These are:
i) Advertising Objectives: Objectives define the purpose of the advertisement—whether to inform, persuade, or remind. They provide direction to the entire planning process.
ii) Target Audience: Understanding the demographics, psychographics, and behavior of the target group helps in designing effective messages and choosing appropriate media.
iii) Nature of Product or Service: The characteristics of the product—whether it is a necessity, luxury, or technical—affect how the advertisement should be presented.
iv) Budget Availability: The amount allocated for advertising plays a major role in deciding the media mix, frequency, and scale of the campaign.
v) Market Competition: Competitive environment influences advertising strategies. In highly competitive markets, aggressive and unique ads are needed.
vi) Media Selection: Choosing the right media (TV, radio, newspapers, digital) based on audience behavior ensures efficient delivery of the message.
vii) Timing and Scheduling: Timing relates to when the ad is launched (seasonal, festivals, launch time), while scheduling determines the frequency and duration.
viii) Creativity and Message Design: The creativity in visuals, headlines, taglines, and layout is crucial for grabbing attention and leaving a lasting impression.
ix) Legal and Ethical Considerations: Ads must comply with legal rules and advertising codes. Misleading, offensive, or harmful content should be avoided.
x) Consumer Behavior: Understanding consumer needs, preferences, and purchasing habits helps in creating ads that resonate with the audience.
xi) Distribution Strategy: Advertising should align with the availability of the product. Ads without product accessibility lead to customer dissatisfaction.
xii) Technological Advancements: Use of digital platforms, social media, and data analytics helps in precise targeting and performance tracking.
xiii) Brand Image and Positioning: The ad must reflect the brand’s values and personality. A consistent brand message builds trust and loyalty.
xiv) Monitoring and Evaluation: Tracking the effectiveness of the ad through KPIs (sales data, engagement, feedback) helps in making necessary improvements.
OR
4. (b) What is market segmentation? Discuss the importance of market segmentation in advertising media selection. (4+10=14)
Answer: Market Segmentation: Market segmentation is the process of dividing a large market into smaller groups of consumers who have similar needs, preferences, or characteristics. Each segment can be targeted more effectively with tailored advertising messages and media strategies.
Importance of Market Segmentation in Advertising Media Selection:
i) Effective Targeting: Segmentation allows advertisers to focus on a specific group of consumers who are more likely to respond positively to the advertisement.
ii) Better Media Planning: It helps in selecting media that aligns with the media habits of each segment. For instance, teenagers may be targeted through YouTube, while working professionals may prefer LinkedIn.
iii) Cost Efficiency: By narrowing down the audience, companies can avoid wasting resources on uninterested groups, making advertising more budget-friendly.
iv) Customized Messaging: Different segments have different expectations. Ads can be designed with personalized messages that appeal to each group’s needs and values.
v) Higher Engagement: When the ad content is relevant, consumers pay more attention and are more likely to take action, resulting in better engagement.
vi) Geographic Focus: For region-based segments, local newspapers, regional TV channels, or vernacular radio stations can be used for better connection.
vii) Improved Product Positioning: Segmentation allows a brand to position the same product differently for different groups, increasing its appeal across segments.
viii) Market Expansion: New segments can be identified and targeted using suitable media, helping businesses enter untapped markets.
ix) Reduced Competition Pressure: By focusing on niche segments, brands can avoid direct competition and create a loyal customer base.
x) Performance Tracking: Segmentation helps in measuring which media worked best for which group, leading to data-driven decisions for future campaigns.
5. (a) Discuss different types of copy. What is the significance of language in advertisement? (8+6=14)
Answer: Types of Copy in Advertising: Advertising copy refers to the written or spoken content in an advertisement. It is the main communication tool used to convey the message to the audience. Different types of ad copies include:
i) Direct Copy: It directly presents the product and its benefits in a straightforward manner.
Example: "Buy 1 Get 1 Free on XYZ Detergent."
ii) Narrative Copy: This copy tells a story to convey the message and engage the audience emotionally.
Example: An ad narrating a mother’s journey and how a health drink helped her child grow stronger.
iii) Dialogue Copy: The message is conveyed through a conversation between two or more characters.
Example: Ads showing two friends discussing the features of a mobile phone.
iv) Testimonial Copy: A real customer or celebrity shares their positive experience with the product.
Example: A famous cricketer endorsing a brand of energy drink.
v) Humorous Copy: This type uses humor to capture attention and make the message memorable.
Example: Funny one-liners in Zomato or Fevikwik advertisements.
vi) Emotional Copy: It appeals to the emotions of the audience—love, fear, pride, happiness, etc.
Example: Insurance ads showing emotional family moments.
vii) Institutional Copy: Used by organizations to build a positive image or promote values rather than a specific product.
Example: TATA ads showing commitment to nation-building.
viii) Reason-Why Copy: Gives specific reasons or facts why the consumer should buy the product.
Example: “9 out of 10 dentists recommend this toothpaste.”
Significance of Language in Advertisement:
i) Attracts Attention: The choice of words and tone must grab the audience's attention within seconds.
ii) Builds Connection: Language tailored to the target audience’s culture, age, or location helps establish a personal bond.
iii) Creates Desire: Well-crafted language can generate curiosity, interest, and desire to own the product.
iv) Simplifies the Message: Clear and simple language helps deliver the core message effectively, especially in limited space or time.
v) Brand Identity: Language helps in creating a unique voice for the brand, making it recognizable and relatable.
vi) Promotes Recall: Catchy slogans, rhymes, or puns make the ad more memorable, improving brand recall.
OR
5. (b) What do you mean by advertising message? What are the main characteristics of a good advertising message? Discuss. (4+10=14)
Answer: Meaning of Advertising Message:
An advertising message is the core idea or information that an advertisement wants to communicate to its target audience. It includes the product's features, benefits, brand promise, and the call to action. It is the essence of what the advertiser wants the consumer to know, feel, and do.
Characteristics of a Good Advertising Message:
i) Clarity: The message should be simple and easy to understand, without confusion or complex terms.
ii) Relevance: It must address the needs, wants, and interests of the target audience.
iii) Attractiveness: The message should be appealing—through visuals, words, tone, or emotional hooks—to catch attention.
iv) Credibility: The claims made in the ad should be believable and supported with facts or testimonials.
v) Emotional Appeal: Good messages often connect with emotions like love, security, joy, or fear to influence decision-making.
vi) Memorability: A catchy phrase, rhyme, or visual helps the audience remember the message for a longer time.
vii) Persuasiveness: The message should be strong enough to change or reinforce consumer attitudes and buying behavior.
viii) Differentiation: It must highlight what makes the product unique from its competitors.
ix) Call to Action (CTA): Every good message includes a CTA like “Buy Now”, “Visit Today”, “Call Now”, encouraging immediate response.
x) Consistency: The message should align with the brand's overall image and other marketing efforts to maintain trust.
6. (a) What is advertising agency? Explain various services provided by advertising agencies to their clients. (4+10=14)
Answer: Meaning of Advertising Agency:
An advertising agency is a professional service firm that creates, plans, and manages advertisements and other forms of marketing and promotion for its clients. These agencies help businesses to promote their products or services effectively through various media platforms.
Services Provided by Advertising Agencies:
i) Market Research: Agencies conduct surveys, focus groups, and data analysis to understand the market trends, customer behavior, and competition.
ii) Creative Services: They design creative content such as ad copies, slogans, jingles, layouts, storyboards, and graphics to convey the brand’s message effectively.
iii) Media Planning and Buying: Agencies select the most appropriate media (TV, radio, digital, print, etc.) and buy ad space or time at the best rates for maximum exposure.
iv) Advertising Strategy Development: They help in formulating a comprehensive advertising plan aligned with the client’s marketing goals.
v) Campaign Execution: Agencies execute the entire advertising campaign—from designing to publishing the ad across chosen platforms.
vi) Brand Building: They assist in building and maintaining a consistent and positive brand image through strategic communication.
vii) Digital Marketing Services: Modern agencies offer services like social media marketing, email campaigns, SEO, influencer collaborations, and online ads.
viii) Public Relations (PR): Some agencies also handle PR activities, such as press releases, event promotions, and crisis management.
ix) Monitoring and Evaluation: Agencies track the performance of advertisements using KPIs and analytics to measure effectiveness and ROI.
x) Client Consultation and Advice: They provide professional advice on branding, product positioning, and customer engagement strategies.
OR
6. (b) What is the relation between advertising agency and client? What factors are to be considered by a marketer before selecting advertising agency? (4+10=14)
Answer: Relation Between Advertising Agency and Client:
The relationship between an advertising agency and a client is professional, collaborative, and strategic. The agency acts as a partner who understands the client’s business goals and works to develop and implement advertising strategies that help achieve those goals. A strong agency-client relationship is built on trust, communication, creativity, and mutual understanding.
Factors to Consider Before Selecting an Advertising Agency:
i) Experience and Reputation: The agency’s track record, past clients, and market reputation help assess their reliability and expertise.
ii) Creative Capability: Marketers must review the agency’s portfolio to evaluate their creativity and innovation in handling campaigns.
iii) Understanding of Target Market: The agency should have a good understanding of the client’s industry and target audience.
iv) Service Offerings: The agency should offer a wide range of services including media planning, digital marketing, PR, and campaign management.
v) Cost and Budget Fit: The agency’s charges should align with the marketer’s budget and deliver value for money.
vi) Transparency and Communication: Clear and regular communication is essential for a successful partnership. The agency should be open, honest, and responsive.
vii) Technological Capability: In today’s digital age, agencies should be well-equipped with tools and technologies for data analysis, campaign tracking, and online promotion.
viii) Geographic Presence: If the business operates in multiple regions, the agency’s geographic reach can be important for local advertising.
ix) Team Competency: The qualifications and expertise of the agency’s creative and strategic team impact the quality of service delivered.
x) Flexibility and Adaptability: The agency should be able to adjust quickly to market changes or client needs and offer customized solutions.
-0000-