ADVERTISING AND SALES PROMOTION

Unit I
1. Define Advertising: -
According to American Marketing Association (AMA),"Advertising means any paid form of non-
personal presentation and promotion of ideas, goods, or services by an identified sponsor."
According to Egbert, “Advertising is any form of selling other than personal contact between the
seller’s representative and the prospective customer”.
2. What do you mean by advertising Objectives?
It is a specific communication task to be accomplished with a specific target advice during a
specific period of time.
3. List out the role of Advertising
i. Communication with customer
ii Persuasion
iii Contribution to economic growth
iv Catalyst for change
4. 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
5. Explain the hierarchy in advertising objective?
1. Corporate business objective
2. Marketing objectives
3. Marketing strategy
4. Communication objectives
5. Communications strategy
6. Advertising objective
7. Advertising strategy
6. What is the explicitly role advertising?
i) Guide to prospective consumers
in Primary and selective demand
iii) Product differentiation
v) Encouraging innovation
v) Propensity to consumer
vi) Financial support to media.

8. What are the indirect roles of advertisement?

i) Lowering of prices
ii) Adverting and competition
iii) Advertising effect on product quality
iv) Economic activity and employment
v) Effect on business cycle

9. What are the social duplication that are involved in advertisement?

i) Reception Advertising
ii) Harmful effect caused
iii) Confusion created
iv) Uniformity
v) Comparison
vi) Forcible selling
vii) Heavy advertising
viii) Cultural advertising
ix) Entertainment advertising
x) Social welfare

10. What are the areas cover under social advertising?

The following areas are
i.) Health care
ii) Family welfare
iii.) Child care
iv.) Dover prevention
v.) Untouchability
vi,) Literacy
vii.) Drug abuse
viii.) Safely problem
ix) National integration
x.) Energy conservation
xi.) Girl child

11. What are various classification involved in advertising?

a. Advertising based on demand influence level
b. Institutional or product advertising
c. Baaed on the audience to which it is directed.
d. Timing of the response it elicits
e. Sponsorship arrangement
f. Extent of geographical coverage
g, According to the medium used.

11. What are the five areas to be concentrate while making advertisement campaign?
a. how should we balance and combine different types of activity
b. should we use bursts of activity are aim continuity of message through the year
c. how should the balance and comparing different mediad. what do we expect the competition to be
doing , and how will or
plans counter this

e. How are we proposing lo evaluate the campaign?

12. 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 Commission
D. ASCI- Advertisement Standard Council of India.
13. What is advertising Agency?
It is independent company set up to render specialized services in advertising in particular and in
marketing. It is an outside firm that specializes in the creation, production, an / or placement of the
communications message and that may provide other services to facilitate me marketing and
promotions process. It converts the goals of me client into creative work which is carried by die media
so as to reach the target audience.

14. What are the functions of the advertising agency?

A. Agencies understand the product to be advertised in and out. They
understand the technology used to produce it, and the market for which it is meant.
B. Agencies understand the methods of distribution and selling.
C. Agencies have to access the different media for conveying the message.
D. Agencies prepare an advertising plan in the light of above information.
E. Agencies and advertiser work in a mutually beneficial partnership. It requires an interface with the
marketing and sales department of the client organization.

15. What are the different types of advertising agencies?

1. Full service agency
2. Creative boutiques
3 Media buying services
4. Interactive agency
5. Traditional in-house agency.
16. What are the services that are dealt in Ad agency?
1. Account service
2. Marketing service
3. Creative and production services
4. Media planning & Buying services
5. Administrative services

17. 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
18. What do you mean by Full service Ad agency?
Full service agency offers its clients a full range of marketing, communications and promotional services
including planning, creating and producing the advertising; performing research; and selecting media. It
may also offer non advertising services such as strategic marketing planning; sales promotions, direct
marketing and interactive services; package design; and public relations and publicity.

19. Who is a copy writer?

The individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy are
known as copy writers. They may also be involved in determining the basic appeal or theme of the ad
campaign and often prepare a rough initial visual layout of the print ad or television commercial.

20. What is a Creative Boutique?

A creative Boutique is an agency that provides only creative services. These specialized companies have
developed in response to some clients’ desire to use only the creative talent of an outside provider
while maintaining the other functions internally.

21. What are Media buying services?

Media buying services are independent companies that specialize in the buying of media, particularly
radio and television time. Some media buying services help advertisers in planning their media
strategies. They are paid a fee or commission for their work. They purchase large amounts of time and
space because of which they receive large discounts.

22. What do you mean by campaign planning?

Campaign is a military expression that indicates organized and planned operations of armed forces in
the war. In advertising, it is used to mean organized and planned use of advertising for accomplishing a
definite purpose. Campaign planning is an organized and carefully planned use of paid publicity for
fulfilling a definite purpose. Campaign planning is broader than mere creation of individual
advertisements. The basis of any campaign is the consumer behavior and the market profile.
23. What are processes involved in advertising budget?
i) Allocation by objectives
ii) Allocation by media
iii) Allocation by message
iv) Market
v) Allocation by products
vi) Allocation by geographical areas
24. How is the budget for advertising allocated?
1) Allocation by objectives
ii) Allocation by media
lii) Allocation by message
iv) Market
v) Allocation by products
vi) Allocation by geographical areas
25. What are the factors involved in internal environment while framing advertising objective?
i) Productii) Priceiii) Placeiv) Promotion

26. What are the external factors involved in while framing advertising objective?
a. Consumer behavior
b. Overall consumer characterizes
i. geographic
ii. demographic
iii. psychological
iv. life style
c. product – related consumer characteristics

d. usage
i. brand loyalty
ii. attitudes and preference
e. market condition
f. competition
27. List out the factor involved in budget appropriation.
a. Advertising plans
b. Marketing opportunities
c. Competition
d. Product life cycle
e. Cost of advertising
f. Type of product
g. Retailing

28.Explain AIDA Model.

ATTENTION
INTEREST
DESIRE
ACTION

29. Explain DAGMAR Model

DAGMAR - Defining Advertising Goals for Measured Advertising Results In its basic approach, it is
pointed out that, ''advertising is a force that increases productivity". Further, advertising results are
measurable provided specific advertising objectives are defined.

30. Mention the factors to be considered in setting advertising objectives.

a) Market segmentation
b) Buyer behaviour
c) Product personality and perceptions
d) Situational factors
e) Benchmarks of Norms of Measurement

31. Mention the situations in which advertising is done.

Product –market in variation
Upgrading a product
New application, benefit, usage of a product
Special offers
Change in brand name
Competition
Distribution & service
Institutional advertising
Seasonal products
Raising capital
Technology & other inputs
Recruitment
Memberships & programmes

UNIT – II

1. Media planning - Explain

Media planning is the process of determining who to use time and space to achieve marketing objective
one of the objectives is always took place me advertising message before target audience,
2. What are the free factors to be considered in copy testing?
i) Whether or not to test
ii) What and when to test
iii) What criteria or test to use

3. What do you mean by media Decision?

Media Decision generally evolved out of creative strategy. The basic idea is to figure out what you want
to get across in a message and then decide the best way to deliver the message.

4. How to determine media strategy?

The challenge lo media planner is to come up with a plan (hat gives adverse a competitive edge. A better
plan can mean a more efficient one as well as more effective one. The four major clement hi a media
strategy is target audience media closes, media mix and media timing.

5. What are the steps involved in media selection?

i) Deciding on reach, frequency and impactii) Choosing among major media typesiii) Selecting specific
media vehicle iv) Deciding on media timing

6. List of the factors that are involved in media strategy.

i) Media objectives
ii) Factors affecting media use
iii) Form of media strategy
iv) Determining media strategy
v) Use of computers

7. 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) Out door media
d) Transit ad media
e) Other media
i) Nature of products
ii) Direct Advertising media

8. List out choice of advertising media

i) Nature of products
ii) Potential market
iii) Distribution strategy
iv) Advertising objective
v) Budget available
vi) Type of selling message
vii) Competitive advertising
viii) Media advertising
ix) Characteristics of media

9. What are the factors involved in media related

i) Space/time allocated of single advertisement' commercial
ii) Total number of insertion and spacing between lines
lii) Selection of media and media vehicle

10. What are the media planning models

i) Press models
ii) Press evaluation media model
iii) Cinema models
a. Cinema model - I
b. Cinema model – II

11. What are factors arc affecting the usage of media?

a. Product
b. Market
c. Channel
d. Message
e. Media
f. Budget

12. How the strategy for media is formulated?

i) Exposure
ii) Segmentation effect
iii) Source effect
iv) Repetition

13. What are the classifications involved in magazines?

i) on the basis of audience
a) customer magazines
b) farm magazines
c) business magazines

ii) on the basis of Frequency

a) Weekly
b) Monthly
c) Bimonthly
iii) On the basis of Place of Publication
a) National
b) Regional

14. What do you mean by media reach?

The number of different persons or households exposed lo a particular media schedule at least once
during a specified time period.

15. What do you mean by media frequency and media impact?

Media frequency: The number of times within the specified time period that an average person or
household is exposed to the message.
Media impact:: The qualitative value of an exposure through a given medium
16. 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,

17. What is national spot advertising?

All nonnetwork advertising done by a national advertiser is known as National spot advertising,

18. What is Local advertising?

Airtime sold to local firms such as retailers, restaurants, banks and auto dealers is known as local
advertising.

19. What is meant by Sponsorship?

Under a sponsorship arrangement, an advertiser assumes responsibility for the production and usually
the content of the program as well as the advertising that within it.

20. How do measure Media ability?

i) Distribution Measurement: Expressed in number of copies circulated
ii) Audience Measurement: Expressed in terms of audience size, audience composition and the amount
of audience exposure
iii) Exposure Measurement: Once the media have produced the desire exposure, the quality of the
message will determine the subsequent impact in terms of perception, communication and behavioral
response.

21. Mention the types of media scheduling

a. Steady pulse
b. Seasonal pulse
c. Period pulse
d. Erratic pulse
e. Start-up pulse
f. Promotional pulse
23.List down the merits of TV advertisement.
a. Immense impact
b. Excellent quality of production
c. Familiar, Friendly faces & voices
d. Evocation of experience
e. Demonstration
f. Creative use of Environmental and mental make-up of viewers
g. It is a comprehensive technique
h. Animation
L Image building
j. Emotional content

UNIT- III
1. What are the steps in creative process?
1. fact finding
a problem definition
b preparation2. Idea finding
a Idea production
b idea development
2. List out the step involved Graham wall's creative process of advertising
1. Preparation
2. Incubation
3. Illumination
4. Verification

3. Give out the Alex born's creative Process

1.

Orientation

2.

Preparation
3.

Analysis

4,

Ideation

5.

Incubation

6.

Synthesis

7.

Evaluation

3. What are the copy elements?

1. Headline
2. Subhead
3. Body copy
4. Captions
5. Blurb or Balloon
6. Boxes and Panels

4. What are The different types of Headlines

a. Direct Promise Headline
b. News Headline
c. Curiosity a Proactive Headline
d. Selective Headline
e. Humour Headline
f. Comiriand Headline
g. Negative Headline
5. What are Various steps involved in copy writing
1. Abstracting
2. Synthesizing
3. Hypothesizing
4. Gestation
5. Coalescence
6. Performance
6. List the different types of copy
1. Sensitive copy
2. Descriptive copy
3. Narrative copy
4. Colloquial copy
5. Humour copy
6. Topical copy
7. Endorsement copy
8. Questioning copy
9. Prestige copy
10 Reason why copy
1 1 .Comparative
12. Intentional copy
7. Give the essentials of a Headline.
The Headline should be 1. Original
2. Concise
3. Specific
4. Provocative
5. Unique
8. How the effectiveness of advertisement is made before the original copy?I Pre testing
1. Order of merit test
2. Paired comparison
3. Portfolio test
4. Direct questioning
5. Perceptual meaning studies
6. Inhome Projection lest
7. Trailer Teal
8. Live Telecast test
9. Sales Experiments
10. Physiological testing
9. How the effectiveness of Advertisement sis testing after the reuse of original copy?
1. Recall method
2. Aided recall
3. Penetration test
4. Tactistoscope method
5. Screen method
6. Gall up Robinson Impact test
7. Intend - to - buy test
8. Sales Result test
9. Controlled Experiment
10. Inventory audit.
10. What are the components of a layout?
1. Background 9. Name plate
2. Border 10. Price
3. Caption 11, Product
4-. Coupon 12. Slogan
5. Decoration 13. Space
6. Heading 14. Subheading
7. Illustration 15, Text
8. Mascot 16. Trade mark
11. What are the Factors to be considered in selecting a picture?
1. Clear and meaningful
2. Natural and spontaneous
3. Relevant to Headline
4. Simple
12. What is a Mascot?
The Mascot is variously known as the Trade Character or Trade Figure. Ii may be defined as an
Illustration of either a real or an imaginary figure or personality introduced into the advertisement to
personalize the sales message or the name of the Product or service.
13. What are the basic Elements involved in corporate indenting Programme
1. Name of the organization
2. Communicative name, if different
3. Names of all divisions, subsidiaries and Products
4. Corporate mark
5. Corporate signature
6. Graphic presentation of mark and signature
7. Slogan, phrase
8. Typography
9. Corporate colours
14. What does the logo do for the company?
1. Difference and distinction aid recognition
2. Ownership logically follows the above
3. Pride of Ownership
4. Company’s logo is the Corporate signature
5. personatlity of the company and its Produces
15. What do you mean by Jingles?
These are catchy little tunes which we pickup and hum quite unconsciously most of the times, like a
refrain registered in our brain which refuses to go away.
16. What are the forms of TV commercials?
i. Use of film genre
ii. Mustc and song
iii. Vignettes
iv. Endorsement / Testimonials
v. Anachronism
vi. Colloquial Copy
vii. Demonstration
viii. Humorous commercials
ix. Slice of life
x. Real fife situations in slice of life scenes
xi Dramatization
xii. Animation
xiii. Format of TV show/ programme
xiv. Role play

17. What is Soap opera?

A Soap opera is a radio or television serial drama chiefly characterized by stock domestic situation or
often melodramatic or sentimental treatment. It is so called probably for the fact that it was formerly
often sponsored by soap manufacturers.
18. What are the stages in TV scripting?
i. Conception
ii. Synopsis
iii. Showing it lo a director
iv. Scene Division
v. Dialogues, characters, Directors
vi. Casting
14 Shooting

19 List down the essentials of a good poster

i) Short copy
ii) Human interest
iii) Single unique idea
iv) Avoid subtlety
v) Logo and package
20. What is the sequence obtained in movement in layout?
AIDCA - Attention, Interest, Desire, Conviction and Action
1. To attract
2. To Interest
3. To kindle destine
4. To arouse conviction
5. To impel action

21. What are the characteristics of a layout?

1. Emphasis on background
2. Emphasis of caption
3. Emphasis of Coupon
4. Emphasis of Heading
5. Emphasis of text
6. Atmosphere
7. Individuality 8. Cardinality
22. What are the characteristics involved in a photographic film?
1. Emulsion
2. Colour sensitivity
3. Film speed
4. Latitude
5. Grain
6. Contrast
23. What are the types of Print?
1. Gloss finish is preferred by many for its shiny finish that makes colour look deeper
2. Matte finish are easier to store in plastic albums to protect the printout
24. What are innovations made in print various innovations are made and commonamong them are
1. Letter press printing
2. Lithography
3. Granure
25. List out the printing process by representative groups.
1. Letter press printing
2. Lithography printing
3. Photogravure printing
26. What are the components involved in printing process
1. Prepress Processing
2. Printing
3. Post press finishing

27. What are the various forms of Radio & TV commercials?

1. Straight announcement
2. Presented commercial
3. Testimonial
4. Demonstration
5. Musical - Jingles
6. Slice of life
7. Animator
28. What are the classifications of organization according to Ad films? The industry is divided into three
type of organization.
1. Broadcast organization -Eg:- DD, SUN TV
2. No broadcast Organization - Do not produce; they involve in selling
3. Production houses -- U TV. Radaan.
29. What are the factors to be considered in production of commercial?
1. Live Action
2. Shooting
3. Take of shot
4. Collective work
5. Post Production
6. Video CD transfer
7. Laser tech for sub titling
R, Reverse Tele cine
30. What are the components of Layout?
i. Background
iL Border
nt Caption
iv. Coupon
v. Decoration
vL Heading
vii. Illustration
viii. Mascot
ix. Name plate
x. Price
xi. Product
xii. Slogan
xni. Space
xiv. Sub-heading
xv. Text
xvi Trade mark

31. List down the formats of Layout

i. Big copy Layout
ii Big picture Layout
iii. Omnibus layout
tv. Mortise layout
v. Free-form layout
vi. Starter layout
\ii. Continuity strip
32. What do you mean by Visualization?
A process which starts the design of advertisement and result* into the development of a finished ad
layout in print. Simply it is the process of designing the advertisement.
33. What is Thumbnail sketches ?
Thumbnail sketches also Known as first roughs indicate various elements and their positions in the
advertisement.
34. What do you mean by roughs or Visuals.
Thumbnails are made into larger sizes called roughs. They are made in actual sizes.
35. What is Comprehensives?
Comprehensives or comps are more finished form of roughs. The body copy is pasted. Headline lettering
is done more carefully. Photos and illustrations are used.
36. What is visual thinking?
Visual thinking is essentially idea visualization. It is a language whose effectiveness depends upon its
flexibility and willingness to experiment.

37. What are the activities that are carried out in transforming visualization to layout?

Visualization
Creative Mental Process
Transition from visualization to layout
Cut and paste Lettered Comprehensives
Thumbnails or First roughs
Large size roughs
Artwork covered by butter Paper
Stereos, Plates, etc. depending on Printing Processes

19. Mention the characteristics of Photographic.

a. Emulsion
b. Colour Sensitivity
c. Fihn speed
d. Latitude
e. Grain
f. Contrast
20. What is Negative?
Negative image is an image on the film with tones that are opposite of those of the original subject, so
(hat light areas in the original are dark and the dark areas in the original are Light

21. What is Positive image?

Positive image is an image on the flim with the tones similar to those in the original subject.
22. What is the principle of lithography?
Literally lithography means stone- writing. It works on the principle that oil and water mutually repel
each
23. Mention Typographical Measurement,
Point: Approximately 1/72 of an inch.
The point size refers to the distance from the top of an ascender to the bottom of a descender.
24. What are the range of shots in Ad film production?
a. ECU: Extreme close-up. Eg.. An eye, a finger-nail
b. VCU: Very close-up. Eg. Face of the model using particular
brand of soap.
c. BCU: Big close-up E.g. A toothpaste
d. CU: Close-up
e. MCU; Medium close-up
f. MS: Mid shot
g. ¾ Shot: Knee: Knee short
h. FLS: Full length shot
i. LS: Long short
j. Extremely Long shot
UNIT IV

1. What is sales promotion?

It is the dissemination of information in a very broad sense through a wide variety of activities including
free samples, gifts , coupons, price offs, POP, etc.,
It is a direct inducement which offers an extra value and incentive for the product to the sales forces,
distributors, or the ultimate consumers.

2. Differentiate advertisement and sales promotion.

Advertisement explains the logic behind buying, sales promotion offers us an incentive to do so.

3.Mention the objectives of consumer oriented sales promotion.

a. Obtaining trail and repurchase
b. Increasing consumption of an established brand.
c. Defending current customers
d. Targeting a specific market segment
e. Enhancing integrated marketing communications and building brand equity.

4. What are the major consumer sales promotion tools?

a. Samples
b. Coupons
c. Cash refund offers
d. Price packs
e. Premiums
f. Frequency programs
g. Contests and sweepstakes
h. Prizes
i. Bonus packs
j. Patronage awards
k. Free trails
l. Product warranties
m. Tie-in promotions
n. Cross promotions
o. Point-of-purchase
5. State the objectives of trade oriented sales promotion.
a. Obtain distribution of new products.
b. Maintain trade support for established brand
c. Encourage retailers to display established brand
d. Build retail inventories.

6. What are the major trade promotion tools.

a. Price – offs
b. Allowances
c. Displays and POP materials
d. Sales training programs
e. Trade shows and conventions
f. Sales contests
g. Cooperative advertising
h. Speciality advertisement
i. Free goods.

7. What are the types of allowances offered to the retailers?

a. Buying allowances
b. Promotional allowances
c. Slotting allowances.

8. What are the three types of cooperative advertising?

a. Horizontal cooperative advertising
b. Vertical cooperative advertising
c. Integrated – sponsored cooperative advertising.

9. What are the services provided by sales promotion agencies?

a. Promotional planning
b. Research
c. Tie in coordination
d. Premium design and manufacturing
e. Catalogue production
f. Contests/Sweepstakes management
10.

UNIT V

1. How will you evaluate the effectiveness of sales promotion?

a. Sales data method

b. Consumer surveys
c. Experiements.