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UNIT 1

1. Define AdvertisementIt is any paid form of non-personal presentation and promotion of ideas, goods and

services by an identified sponsor.

2. What is Publicity?It refers to non-personal communications regarding an organization, product,

service or idea not directly paid or run under identified sponsorship.

3. Explain the benefits of advertising.i) Information

ii) Brand image building

iii) Innovation

iv) New product launch

v) Growth of media

vi) Long term indirect benefit

4. What are the functions/values of advertising objectives?Setting advertising objectives helps in

i)Communication

ii) Planning and decision making

iii) Measurement and evaluation of results

5. What is DAGMAR ?It is an acronym for Defining Advertising Goals for Measured AdvertisingResults. Objectives should have the following features

Concrete, Measurable Tasks Target Audience Benchmark Specified Time Period

6. What are the economic implications of advertising?Effect on the value of products and services

Effect on Consumer demand and choice

Effect on competition7. Legal

Government must ensure that advertisement should not

Show anti national feelings Contain misleading information about the product Violate government rules

8. EthicalEthics are moral standards against which behavior is judged. Advertisement is

considered unethical in the following situations;

When it gives false or misleading information on the value of the product.

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When it fails to give useful information on the possible reaction or sideeffects of the product. And

When it has degraded or underestimated the substitute or rival's product When it is immoral.

9. Give some ways of unethical of advertisement Surrogate advertisement Puffery Exaggeration Unverified claims Women stereotyping Women used as sex symbols for promoting products Comparative advertisements Use of children in advertising

10. Name the institution involved in controlling the advertisement.i) Council of better business bureau

ii) Self regulation by media

iii) Individual advertiser

v) Industry regulation

vj National Advertising review board

a, NAD - National Advertising Division

b. NARB - National Advertising Review Board

c. FTC - Federal Trade CommissionD. ASCI- Advertisement Standard Council of India.

11.Push StrategyA push promotional strategy involves taking the product directly to the customer

"Taking the product to the customer"

12.Pull StrategyA pull strategy involves motivating customers to seek the product.

Getting the customer to come to you"

13.Social advertising : Media messages designed to educate or motivate members ofa public to engage in voluntary social activity suchas community service, recycling etc

14.What is an Advertising Agency?It is an independent organization that provides one or more specialized

advertising and promotion related services to assist companies in developing,

preparing and executing their advertisement and other promotion program.

15.List the types of Advertising agency. In-house Full Service Creative Boutique Media Buying Agencies

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16.Full ServiceIt offers complete range of services such as creating, producingand placing the advertising message. It offers Account Services, Marketing

Services, creative Boutique and media buying

17.Creative BoutiqueResponsible for creation and execution of advertisement18.

Media buying Agency - Independent companies which specialize in buying amedia particularly radio and TV time

19.Mention various persons working in Ad agency.1. Artist

2. Writers

3. Copy writers

4, Photographers

5. Media analysts

6. Researchers

7. Web developers 8. Accounts Executers

20.Who is a copywriter?Individual who conceives the ideas for ads and commercials and writes the

words or copy for them.

21.Explain AIDA Model.ATTENTION

INTEREST

DESIRE

ACTION

22.List the different agency compensation Commission Negotiated Fee Percentage Charges

23.Define Advertising CampaignIt includes a series of ads, placed in various media that are designed to meet

objectives and are based on an analysis of marketing and communication

situation

24.What is USP?Unique Selling Proposition (USP) is an offer an advertiser makes to his target

customers which is unique in relation to competing offers and promises todeliver a certain distinctive benefit or satisfaction

25.Who is a celebrity?A celebrity is a person who has a prominent profile and commands a great

degree of public fascination and influence in day-to-day media.

UNIT 2

26.What is Media Plan?It is a document that gives the objectives, strategies and tactics of reaching a

target audience through different media vehicles.

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27.Who is media Planner?Media Planner is an individual who formulates the program stating where and

when to place advertisements.

28.What are the steps involved in media selection?i) Deciding on reach, frequency and impact ii) Choosing among major mediatypes iii) Selecting specific media vehicle iv) Deciding on media timing

29. What are various media of advertising?a) Print media

i) News papers

ii) Magazines

b) Broad cast media

i) Radio

ii) Television

iii) Narrow cast media

c) Outdoor media

d) Transit ad media

e) Other media

i) Nature of products

ii) Direct Advertising media

30.What do you mean by pop up advertisement?It is the advertisement window on the internet. They are a form of online

advertising on the World Wide Web intended to attract web traffic

31.Define Reach and Effective ReachReachIt is a measure of number of different audience members exposed at least once to

a media vehicle in a given period of time

Effective Reach

It is percentage of an audience that must be exposed to a particular message to

achieve a particular objective

32.Define Frequency and Effective FrequencyFrequency

It refers to the number of times the audience is exposed to a media vehicle in a

given period of time.

Effective Frequency

It is the no of times a target audience must be exposed to a message to achieve a

particular objective

33.Types of Outdoor Advertising:Billboards, Transit Advertising, Street Furniture, Skywriting etc

34.What is a media Vehicle?It is the specific publication or programme to carry an advertising message.

35.What is meant by spot advertising?Spot advertising; refers to commercials shown on local TV stations, with time

negotiated and purchased directly from the individual stations

36.Explain the term Target Rating Point (TRP)

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It refers to the number of times (frequency) & the number of individuals in the

primary target audience that the media will reach.

37.Define GRP in media PlanningIt is a numerical figure indicating how many potential audience members are

likely to be exposed to a series of commercialsGRP = Reach X Frequency

38.Define Media StrategyIt is the process of analyzing and choosing media for an advertising and

promotions campaign

39.Write a note on media scheduling.It is the calendar of advertising plan. It is concerned with timing the insertion of

advertisements in the selected media.

40.Three types of Scheduling

Continuity refers to a continuous pattern of advertising

Flightingads run at irregular intervals (Seasonal Products)

Pulsing - It combines flighting and continuous scheduling by using a low

advertising level all year round and heavy advertising during peak selling

periods41.What is CPM(Cost Per Thousand)?

It is the cost of exposing 1000 audience members of a target market to an ad

message.

42.Define CPRP.(Cost Per Rating Point)It is a measure of the efficiency of media vehicle relative to a firms target

market

CPRP = Cost of Commercial Time / Programmer Rating