Advertising Management Question Paper 2024
Dibrugarh University BCOM 2nd SEM FYUGP
COMMERCE (Minor)
Full Marks: 80
Pass Marks: 24
Time: 3 hours
The figures in the margin indicate full marks for the questions
1. Answer the following questions: 1x8=8
(a) Write the full form of WOM.
Answer: Word of Mouth
(b) Write the full form of PPC.
Answer: Pay Per Click
(c) Write the full form of AIDA.
Answer: Attention, Interest, Desire, Action
(d) Which is the most effective media of advertisement in rural society?
Answer: Radio
(e) Write one feature of advertisement.
Answer: It gives information about products or services.
(f) Give an example of advertising media vehicle.
Answer: Newspaper
(g) When a company gives false message in advertisement, then is it known as what?
Answer: Misleading Advertisement
(h) What is the other name of POP advertisement?
Answer: Point of Purchase Advertisement
2. Write short notes on any four of the following: 4x4=16
(a) DAGMAR approach.
Answer: The DAGMAR Approach, which stands for "Defining Advertising Goals for Measured Advertising Results," is a model used in advertising to set and measure specific objectives. This approach emphasizes the importance of clear, measurable goals to evaluate the effectiveness of advertising campaigns. It involves four stages: awareness, comprehension, conviction, and action. By setting specific objectives at each stage, advertisers can track progress and determine the success of their campaigns. This method helps in making data-driven decisions and optimizing advertising strategies for better results.
(b) Sale promotion.
Answer: Sales promotion refers to short-term marketing strategies designed to stimulate immediate sales and encourage customer engagement. These promotions can take various forms, such as discounts, coupons, buy-one-get-one-free offers, contests, and loyalty programs. The primary goal of sales promotion is to create a sense of urgency and incentivize customers to make a purchase. It is often used to introduce new products, clear out excess inventory, or boost sales during slow periods. Effective sales promotions can enhance brand visibility, attract new customers, and foster customer loyalty.
(c) Media budget.
Answer: A media budget is the allocation of financial resources for advertising and promotional activities across various media channels. It involves determining how much to spend on different platforms such as television, radio, print, digital, and social media to reach the target audience effectively. Creating a media budget requires careful planning and consideration of factors such as the target market, campaign objectives, and the cost of different media channels. A well-planned media budget ensures that advertising efforts are cost-effective and aligned with overall marketing goals, maximizing the return on investment.
(d) Word-of-mouth advertising.
Answer: Word-of-mouth advertising is a powerful and cost-effective form of promotion where satisfied customers share their positive experiences with others. This can occur through face-to-face conversations, social media platforms, online reviews, and testimonials. Word-of-mouth advertising is highly influential because it is based on trust and personal recommendations. Positive word-of-mouth can significantly enhance a brand's reputation, increase customer trust, and drive sales. Businesses often encourage word-of-mouth advertising by providing exceptional customer service, creating memorable experiences, and engaging with customers on social media.
(e) Media class.
Answer: Media class refers to the categorization of different types of media channels used for advertising and communication. These classes include traditional media such as television, radio, newspapers, and magazines, as well as digital media like social media, websites, and online videos. Each media class has its unique characteristics, advantages, and target audiences. For example, television and radio are effective for reaching a broad audience, while digital media allows for targeted and interactive advertising. Understanding the different media classes helps advertisers choose the most appropriate channels to deliver their messages and achieve their marketing objectives.
(f) Segmentation.
Answer: Segmentation is the process of dividing a broad market into smaller, more manageable groups of consumers who share similar characteristics, needs, or behaviors. This allows businesses to tailor their marketing efforts to specific segments, making their campaigns more relevant and effective. Common segmentation criteria include demographics (age, gender, income), psychographics (lifestyle, values), behavior (purchase history, brand loyalty), and geography (location, climate). By understanding the unique needs and preferences of each segment, companies can develop targeted marketing strategies, create personalized messages, and allocate resources more efficiently. Effective segmentation leads to improved customer satisfaction, higher conversion rates, and increased market share.
3. (a) Define advertisement. Discuss the significance of advertisement in a business organization. 4+10=14
Or
(b) What is advertising planning? Discuss the advertising planning process. 4+10=14
4. (a) What do you mean by integrated marketing communication? Explain different elements of integrated marketing communication. 4+10=14
Or
(b) What do you understand by market segmentation, targeting and positioning? What are the importances of market segmentation in advertising process? 14
5. (a) What is attention? What are the practices followed by advertisers to draw attention of the target audience? 4+10=14
Or
(b) Write in detail about advertisement recall, comprehension and interpretation. 14
6. (a) What do you understand by message? What are the major elements of a good message? 4+10=14
Or
(b) What is media in advertisement? Discuss different types of media used in advertising. 14
Sure, here are detailed answers for each of the questions:
3. (a) Define advertisement. Discuss the significance of advertisement in a business organization. 4+10=14
Answer: Advertisement is a form of communication used to persuade an audience to take a specific action, typically involving the purchase of products or services. It involves creating messages that inform, persuade, and remind consumers about a brand, product, or service through various media channels such as television, radio, print, digital platforms, and outdoor advertising.
Significance of Advertisement in a Business Organization
Advertisement plays a crucial role in the success and growth of a business organization. Following are some key points highlighting its significance:
Brand Awareness: Advertising helps in creating and increasing brand awareness among consumers. By consistently exposing the target audience to the brand message, businesses can establish a strong presence in the market.
Customer Acquisition: Effective advertising campaigns can attract new customers by showcasing the unique features and benefits of a product or service. This can lead to an increase in sales and market share.
Customer Retention: Advertising not only attracts new customers but also helps in retaining existing ones. Regular communication through advertisements keeps the brand top-of-mind and reinforces customer loyalty.
Competitive Advantage: In a competitive market, advertising can differentiate a business from its competitors. Highlighting unique selling propositions (USPs) through advertisements can give a business a competitive edge.
Market Expansion: Advertising can help businesses expand into new markets by reaching a wider audience. This is particularly important for companies looking to grow and diversify their customer base.
Educating Consumers: Advertisements can educate consumers about new products, services, or features. This information can help consumers make informed purchasing decisions.
Building Trust and Credibility: Consistent and professional advertising can build trust and credibility for a brand. Positive and reliable messaging can enhance the brand's reputation in the market.
Sales Promotion: Advertising is a powerful tool for promoting sales and special offers. It can create a sense of urgency and encourage consumers to make immediate purchases.
Feedback and Engagement: Modern advertising, especially through digital channels, allows for direct interaction with consumers. This engagement can provide valuable feedback and insights into customer preferences and behavior.
Economic Growth: On a broader scale, advertising contributes to economic growth by stimulating demand for products and services. This can lead to increased production, employment, and overall economic activity.
3. (b) What is advertising planning? Discuss the advertising planning process. 4+10=14
Answer: Advertising planning is the strategic process of creating a comprehensive plan to achieve specific advertising objectives. It involves setting clear goals, identifying the target audience, determining the budget, selecting appropriate media channels, and developing creative strategies to effectively communicate the advertising message.
Advertising Planning Process
The advertising planning process involves several key steps to ensure a successful campaign:
Situation Analysis: This involves assessing the current market situation, including the competitive landscape, market trends, and consumer behavior. A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is often conducted to understand the internal and external factors affecting the business.
Setting Objectives: Clear and measurable advertising objectives are established based on the situation analysis. These objectives should align with the overall marketing goals of the organization and can include increasing brand awareness, driving sales, or launching a new product.
Identifying the Target Audience: The target audience is defined based on demographic, psychographic, and behavioral characteristics. Understanding the needs, preferences, and behaviors of the target audience is crucial for developing effective advertising messages.
Budget Determination: The advertising budget is determined based on the objectives, target audience, and available resources. The budget should be allocated to different media channels and activities to maximize the return on investment.
Media Planning: Media planning involves selecting the most appropriate media channels to reach the target audience. This includes considering factors such as reach, frequency, cost, and the media consumption habits of the target audience.
Creative Strategy: The creative strategy involves developing the advertising message, including the key benefits, unique selling propositions (USPs), and the overall tone and style of the advertisement. This step also includes creating visuals, copy, and other creative elements.
Implementation: The advertising campaign is executed according to the plan. This involves coordinating with media outlets, creative agencies, and other stakeholders to ensure the timely and effective delivery of the advertising message.
Monitoring and Evaluation: The performance of the advertising campaign is continuously monitored and evaluated against the set objectives. Metrics such as reach, engagement, conversion rates, and sales are tracked to assess the effectiveness of the campaign. Adjustments are made as needed to optimize performance.
4. (a) What do you mean by integrated marketing communication? Explain different elements of integrated marketing communication. 4+10=14
Answer: Integrated Marketing Communication (IMC) is a strategic approach that combines various marketing and communication disciplines to deliver a consistent and unified message to the target audience. The goal of IMC is to ensure that all aspects of marketing communication, such as advertising, public relations, sales promotion, direct marketing, and digital marketing, work together seamlessly to create a cohesive and impactful brand experience.
Elements of Integrated Marketing Communication
Integrated Marketing Communication (IMC) encompasses several key elements that work together to deliver a consistent and unified message to the target audience. Here are the major elements of IMC:
Advertising: Advertising involves creating and placing paid messages in various media channels, such as television, radio, print, digital platforms, and outdoor advertising. The goal is to inform, persuade, and remind consumers about a brand, product, or service.
Public Relations (PR): Public relations focuses on managing the reputation and image of a brand through earned media coverage, press releases, events, and community engagement. PR activities aim to build trust and credibility with the target audience.
Sales Promotion: Sales promotion involves short-term incentives and activities designed to stimulate immediate sales and encourage customer engagement. Examples include discounts, coupons, contests, and loyalty programs.
Direct Marketing: Direct marketing involves communicating directly with individual consumers through channels such as email, direct mail, telemarketing, and SMS. The goal is to generate a direct response and build a personalized relationship with customers.
Digital Marketing: Digital marketing encompasses various online channels and tactics, such as search engine optimization (SEO), social media marketing, content marketing, email marketing, and online advertising. Digital marketing leverages the power of the internet to reach and engage the target audience.
Personal Selling: Personal selling involves face-to-face interactions between sales representatives and potential customers. This element focuses on building relationships, understanding customer needs, and providing tailored solutions.
Event Marketing: Event marketing involves creating and participating in events, such as trade shows, conferences, product launches, and sponsorships. Events provide opportunities for direct interaction with the target audience and can generate buzz and excitement around a brand.
Packaging and Design: Packaging and design play a crucial role in communicating the brand message and influencing consumer perceptions. Effective packaging and design can enhance the visual appeal of a product and differentiate it from competitors.
Customer Relationship Management (CRM): CRM involves managing and analyzing customer interactions and data to build long-term relationships and improve customer satisfaction. CRM systems help businesses understand customer needs, preferences, and behaviors, enabling personalized and targeted communication.
Internal Communication: Internal communication focuses on ensuring that all employees and stakeholders within the organization are aligned with the brand message and values. Effective internal communication fosters a cohesive and motivated workforce, which is essential for delivering a consistent brand experience.
4. (b) What do you understand by market segmentation, targeting and positioning? What are the importances of market segmentation in advertising process? 14
Answer: Market segmentation, targeting, and positioning (STP) are fundamental concepts in marketing that help businesses identify and reach their most valuable customers effectively.
Market Segmentation: Market segmentation is the process of dividing a broad market into smaller, more manageable groups of consumers who share similar characteristics, needs, or behaviors. The goal is to identify distinct segments that can be targeted with tailored marketing strategies. Common segmentation criteria include demographics (age, gender, income), psychographics (lifestyle, values), behavior (purchase history, brand loyalty), and geography (location, climate).
Targeting: Targeting involves selecting one or more market segments to focus on based on their attractiveness and the business's ability to serve them effectively. The goal is to allocate resources to the segments that offer the greatest potential for profitability and growth. Targeting strategies can include undifferentiated marketing (targeting the entire market with a single offer), differentiated marketing (targeting multiple segments with tailored offers), and concentrated marketing (focusing on a single segment).
Positioning: Positioning is the process of creating a unique and compelling image of a brand, product, or service in the minds of the target audience. The goal is to differentiate the offering from competitors and communicate its unique value proposition effectively. Positioning strategies can include attribute-based positioning (focusing on specific product features), benefit-based positioning (highlighting the benefits of the product), and competitor-based positioning (comparing the product to competitors).
Importances of Market Segmentation in Advertising Process
Market segmentation plays a crucial role in the advertising process by enabling businesses to create more effective and targeted advertising campaigns. Here are some key importances of market segmentation in advertising:
Tailored Messaging: Market segmentation allows businesses to develop advertising messages that are tailored to the specific needs, preferences, and behaviors of different consumer segments. This increases the relevance and effectiveness of the advertising message.
Resource Allocation: By identifying the most valuable and responsive segments, businesses can allocate their advertising resources more efficiently. This ensures that the advertising budget is spent on the segments that offer the greatest potential for return on investment.
Improved Customer Engagement: Segmented advertising campaigns can create a more personalized and engaging experience for consumers. By addressing the unique needs and interests of each segment, businesses can build stronger relationships and foster customer loyalty.
Competitive Advantage: Market segmentation enables businesses to identify and target niche markets that may be overlooked by competitors. This can provide a competitive advantage and help businesses differentiate their offerings in the marketplace.
Better Understanding of Customers: The process of market segmentation involves gathering and analyzing data about consumer characteristics, behaviors, and preferences. This deepens the business's understanding of its customers and can inform other aspects of the marketing strategy.
Enhanced Campaign Performance: Segmented advertising campaigns are more likely to resonate with the target audience, leading to higher response rates, conversion rates, and overall campaign performance. This can result in increased sales, market share, and profitability.
Flexibility and Adaptability: Market segmentation allows businesses to adapt their advertising strategies to changing market conditions and consumer trends. By continuously monitoring and analyzing segment performance, businesses can make data-driven adjustments to their campaigns.
5. (a) What is attention? What are the practices followed by advertisers to draw attention of the target audience? 4+10=14
Answer: Attention refers to the cognitive process of selectively focusing on specific information while ignoring other stimuli. In the context of advertising, attention is crucial because it determines whether the target audience notices and engages with the advertising message. Capturing and maintaining the audience's attention is essential for effective communication and achieving advertising objectives.
Advertisers employ various strategies and techniques to capture the attention of their target audience. Following are some common practices:
Eye-Catching Visuals: Using striking and visually appealing elements, such as high-quality images, vibrant colors, and unique designs, can grab the audience's attention. Visuals that stand out from the clutter and are relevant to the target audience are more likely to be noticed.
Compelling Headlines: Crafting attention-grabbing headlines that are concise, intriguing, and relevant to the target audience can pique curiosity and encourage further engagement. Headlines that pose questions, offer solutions, or create a sense of urgency can be particularly effective.
Emotional Appeal: Advertisements that evoke emotions, such as happiness, excitement, fear, or empathy, can capture the audience's attention and create a memorable impact. Emotional storytelling and relatable scenarios can resonate with the target audience and foster a connection with the brand.
Humor and Entertainment: Incorporating humor and entertaining elements in advertisements can make them more enjoyable and engaging. Humorous ads can create a positive association with the brand and increase the likelihood of the message being shared and remembered.
Interactive Content: Interactive advertisements, such as quizzes, polls, games, and augmented reality experiences, can actively engage the audience and hold their attention. Interactive content encourages participation and creates a more immersive and memorable experience.
Personalization: Tailoring advertising messages to the individual preferences, needs, and behaviors of the target audience can increase relevance and capture attention. Personalized ads that address the audience by name, recommend products based on past purchases, or reference local events can create a sense of connection and engagement.
Surprise and Novelty: Advertisements that incorporate unexpected or novel elements can capture the audience's attention by breaking through the clutter and standing out. Surprising visuals, unconventional formats, or unique storytelling approaches can create a memorable impact.
Social Proof: Leveraging social proof, such as customer testimonials, celebrity endorsements, and user-generated content, can capture the audience's attention and build credibility. Seeing others engage with and endorse a brand can create a sense of trust and encourage further engagement.
Clear and Concise Messaging: Advertisements that communicate the key message clearly and concisely are more likely to capture and maintain the audience's attention. Avoiding clutter and focusing on the most important information can make the message more impactful and easier to understand.
Strategic Placement: Placing advertisements in locations and contexts where the target audience is most likely to be receptive can increase the chances of capturing their attention. This can include high-traffic areas, relevant websites, social media platforms, and during specific times of the day.
5. (b) Write in detail about advertisement recall, comprehension and interpretation. 14
Answer: Advertisement recall refers to the ability of consumers to remember an advertisement after being exposed to it. Recall is a crucial metric in advertising because it indicates the effectiveness of the advertisement in capturing the audience's attention and leaving a lasting impression. High recall rates suggest that the advertisement was memorable and had a strong impact on the target audience.
There are two main types of recall:
Unaided Recall: Unaided recall measures the ability of consumers to remember an advertisement without any prompts or cues. This type of recall is more challenging and indicates a higher level of memorability and impact.
Aided Recall: Aided recall measures the ability of consumers to remember an advertisement when provided with prompts or cues, such as the brand name, product category, or specific elements of the advertisement. Aided recall is generally easier to achieve than unaided recall.
Factors that influence advertisement recall include the creativity and uniqueness of the advertisement, the emotional appeal, the frequency of exposure, and the relevance of the message to the target audience. Advertisers often use techniques such as repetition, storytelling, humor, and memorable visuals to enhance recall.
Advertisement comprehension refers to the extent to which the target audience understands the message and key points conveyed in an advertisement. Comprehension is essential for effective communication, as it ensures that the audience grasps the intended meaning and can make informed decisions based on the information provided.
Factors that influence advertisement comprehension include the clarity and simplicity of the message, the use of familiar language and concepts, the organization and structure of the information, and the visual and auditory elements that support the message. Advertisers often use techniques such as clear and concise messaging, visual aids, demonstrations, and examples to enhance comprehension.
Measuring advertisement comprehension can involve methods such as surveys, interviews, and focus groups, where participants are asked to explain the main points of the advertisement and their understanding of the message. High levels of comprehension indicate that the advertisement effectively communicates the intended information and resonates with the target audience.
Advertisement interpretation refers to the process by which consumers assign meaning to an advertisement based on their perceptions, experiences, and cultural background. Interpretation is subjective and can vary among individuals, as it is influenced by personal beliefs, values, attitudes, and prior knowledge.
Factors that influence advertisement interpretation include the cultural and social context, the audience's personal experiences and preferences, the tone and style of the advertisement, and the use of symbols, metaphors, and imagery. Advertisers often use techniques such as storytelling, emotional appeal, and relatable scenarios to create a meaningful and resonant interpretation of the advertisement.
Measuring advertisement interpretation can involve qualitative methods such as in-depth interviews, focus groups, and content analysis, where participants are asked to share their thoughts, feelings, and associations related to the advertisement. Understanding the audience's interpretation of the advertisement can provide valuable insights into its effectiveness and impact, as well as identify any potential miscommunications or unintended messages.
6. (a) What do you understand by message? What are the major elements of a good message? 4+10=14
Answer: In the context of advertising and communication, a message refers to the information, idea, or concept that a sender intends to convey to a receiver. The message is the core content of the communication process and is designed to inform, persuade, or remind the target audience about a brand, product, or service. An effective message should be clear, concise, and tailored to the needs and preferences of the target audience.
The major elements of a Good Message:
A good message is essential for effective communication and achieving the desired response from the target audience. Following are the major elements of a good message:
Clarity: A good message should be clear and easy to understand. It should avoid ambiguity, jargon, and complex language that may confuse the audience. Clear messaging ensures that the intended meaning is accurately conveyed and understood.
Conciseness: A good message should be concise and to the point. It should focus on the most important information and avoid unnecessary details or repetition. Concise messaging respects the audience's time and attention span, making it more likely to be read and remembered.
Relevance: A good message should be relevant to the target audience's needs, interests, and preferences. It should address their pain points, desires, and aspirations, and provide valuable information or solutions. Relevant messaging increases the likelihood of engagement and response.
Consistency: A good message should be consistent with the brand's values, tone, and overall marketing strategy. Consistency helps build brand recognition and trust, and ensures that the message aligns with the audience's expectations and experiences.
Credibility: A good message should be credible and trustworthy. It should be based on accurate and reliable information, and avoid exaggerated claims or misleading statements. Credible messaging builds trust and confidence in the brand, and encourages the audience to take the desired action.
Emotional Appeal: A good message should evoke emotions and create a connection with the target audience. Emotional appeal can be achieved through storytelling, relatable scenarios, and the use of visuals, music, and language that resonate with the audience's feelings and experiences.
Call to Action: A good message should include a clear and compelling call to action (CTA) that tells the audience what to do next. The CTA should be specific, actionable, and easy to follow, and should align with the overall objective of the message.
Visual and Auditory Elements: A good message should incorporate visual and auditory elements that support and enhance the verbal content. This can include images, graphics, colors, fonts, music, and sound effects that capture the audience's attention and reinforce the message.
Cultural Sensitivity: A good message should be culturally sensitive and appropriate for the target audience's cultural background, values, and beliefs. It should avoid stereotypes, offensive language, and insensitive imagery that may alienate or offend the audience.
Feedback Mechanism: A good message should include a feedback mechanism that allows the audience to respond, ask questions, or provide input. This can include contact information, social media links, or interactive elements that encourage engagement and dialogue.
6. (b) What is media in advertisement? Discuss different types of media used in advertising.
Answer: Media in advertisement refers to the different platforms or channels through which promotional messages are delivered to the target audience. It plays a vital role in ensuring that the advertisement reaches the right people at the right time. Choosing the right media helps in maximizing the impact of the advertisement and achieving marketing goals effectively.
Types of Media Used in Advertising:
Print Media includes newspapers, magazines, leaflets, and brochures. It is commonly used to reach literate audiences and is suitable for giving detailed information about products or services.
Broadcast Media consists of television and radio. Television provides audio-visual impact and is ideal for mass appeal, while radio is affordable and effective in reaching rural and regional audiences.
Outdoor Media includes billboards, posters, hoardings, and transit ads. It is useful for catching public attention in crowded or high-traffic areas and is visible for a longer time.
Digital Media covers online platforms such as websites, social media, email, mobile apps, and search engines. It allows interactive and targeted advertising with a wider and faster reach.
Direct Mail involves sending advertisements like letters, leaflets, or catalogs directly to potential customers' addresses. It is a personalized way of reaching customers and is measurable.
Cinema Advertising refers to the display of ads on the screen before movies start in cinema halls. It has a strong visual and audio impact and captures the audience’s full attention.
Point of Purchase (POP) Media includes in-store displays, banners, and product standees placed near or at the buying location. It encourages impulse buying by attracting customers at the time of purchase.
In conclusion, media plays a crucial role in advertising by helping businesses reach their target audience effectively. Choosing the right type of media based on the product, audience, and budget ensures better results and successful promotion.
⎚⎚⎚⎚⎚