AROOZ KHAN

BMS 3A
INTRO TO ADVERTISING

1.Mention any two trends in advertising.

Ans:- 1. Display advertising

Did you see what we did last month for Discovery? Using ad banners and liquid
skins is a new trend in visual ads, and at Appetite Creative we are proud to be
pioneers. The incorporation of videos in ad banners, for example with
Discovery and its Italian Basketball matches broadcast in Eurosport, is a
growing trend and there is evidence that it significantly increases customer
engagement. For instance, Bannerflow reported that display ads featuring
videos can boost CTR by more than 15%.

This form of advertising allows marketers to use information collected from

previously visited websites, and present them with customised ads,
highlighting what really matters for them, the next time they land on your
webpage. This approach is commonly known as ‘remarketing’, and, in our
view, will be one of the main advertising trends in 2021.

2. advertising
Video advertising is not new in the market, but as the internet, smart phones
and tech in general keep evolving, this is highly likely to stay as one of the
biggest digital ad tendencies for next year. Within this type of advertising,
there are some innovative ways to communicate that may emerge in 2021.
Going live is one of them as real-time streaming of videos are becoming more
popular every day, opening the door for businesses to explore advertising via
this type of content.

Due to the large amount of content available online, people are becoming less
and less receptive to the idea of being exposed to long commercial videos and
presentations. They want the most direct, fast and concise communications
possible. With the introduction of platforms such as TikTok and Instagram
Reels, we are expecting easy-to-make, easy-to-watch, short-form video ads to
become more popular than ever before in 2021.

2. State two function of an ad agency

Ans:- a)Attracting clients

Advertising agency needs clients (advertisers). Without them, it cannot survive.

Ad agency always tries to attract clients usually by giving ads in trade journals.
It also seeks their attention by offering them various services. It offers expert,
cheap and quick services. It maintains good relations with them. It tries to give
them full satisfaction. It strives harder to attain their goodwill and customer-
loyalty.

b) Advertising budget

Advertising agency helps an advertiser to prepare his ad budget. It helps him to

use his budget economically and make the best use of it. Without a proper
advertising budget, there is a risk of client's funds getting wasted or lost. If an
advertiser suffers a loss, he may not bring new projects. As a result, there is a
possibility of losing a potential client that can bring more business to an ad
agency.
3) Mention any two ad ethics.
Ans:- Ethics in Advertising is directly related to the purpose of advertising and
the nature of advertising. Sometimes exaggerating the ad becomes necessary
to prove the benefit of the product. For e.g. a sanitary napkin ad which shows
that when the napkin was dropped in a river by some girls, the napkin soaked
whole water of the river. Thus, the purpose of advertising was only to inform
women about the product quality. Obviously, every woman knows that this
cannot practically happen but the ad was accepted. This doesn’t show that the
ad was unethical.

Ethics also depends on what we believe. If the advertisers make the ads on
the belief that the customers will understand, persuade them to think, and
then act on their ads, then this will lead to positive results and the ad may not
be called unethical. But at the same time, if advertisers believe that they can
fool their customers by showing any impractical things like just clicking fingers
will make your home or office fully furnished or just buying a lottery ticket will
make you a millionaire, then this is not going to work out for them and will be
called as unethical.

Recently, the Vetican issued an article which says ads should follow three
moral principles - Truthfulness, Social Responsibility and Upholding Human
Dignity.

Generally, big companies never lie as they have to prove their points to various
ad regulating bodies. Truth is always said but not completely. Sometimes its
better not to reveal the whole truth in the ad but at times truth has to be
shown for betterment.

4) Mention any two ways in which agencies generate revenue.

Ans:- Partnerships

Agencies can benefit from partnering with other organizations to generate

revenue and leads. Think about influencers, clients, and other agencies in your
industry that have potential to be in a campaign with your company.

Partnerships are mutually beneficial relationships that earn both parties leads
and generate revenue. Thought leaders are going to reach out to even if you
don't secure a partnership; You can still expand your network and make new
connections.

With Influencers

If your agency works with influencers, consider partnering with a few on a

brand awareness campaign. They will be an advocate for your company, and
maybe appear in a few ads or sponsored posts.

As you're thinking about influencers with whom to partner, remember to

choose one related closely to your industry if they're not a client. Those
influencers will have audience members that are interested in content similar
to yours, and have great potential to be quality leads.
With other agencies

Maybe you run an agency that focuses solely on social media. Your team
conceptualizes, creates, and implements campaigns solely for social media. It
works, and it's great.

But you know your agency would benefit from offering a little more to clients.
For that, consider partnering with an agency that offers services that
complement social media — perhaps this is a website branding company.

5) What is Surrogate Advertising?

Ans:- Merriam Webster defines a Surrogate as a 'substitute'. And surrogate

advertisements are just that. A surrogate advertisement can be defined as an
advertisement that duplicates the brand image of one product to promote
another product of the same brand. The surrogate or substitute could either
resemble the original product or could be a different product altogether but it
is marketed under the established brand name of the original product.
Surrogate advertisements are used to promote and advertise products of
brands when the original product cannot be advertised on mass media. Some
instances of surrogate advertisements are: Bagpiper Soda, Cassettes and CDs,
Royal Challenge Golf Accessories and Mineral Water, Imperial Blue Cassettes
and CDs etc.

6) Define brand positioning.

Ans:- Brand Positioning can be defined as an activity of creating a brand offer

in such a manner that it occupies a distinctive place and value in the target
customer’s mind. For instance-Kotak Mahindra positions itself in the
customer’s mind as one entity- “Kotak ”- which can provide customized and
one-stop solution for all their financial services needs. It has an unaided top of
mind recall. It intends to stay with the proposition of “Think Investments, Think
Kotak”. The positioning you choose for your brand will be influenced by the
competitive stance you want to adopt.

7) What does AIDA stands for?

Ans:- Attention-Interest-Desire-Action

8) What are different types of ad copy?

Ans:-

1) Fear Copy:- Fear ad copy arouses a sense of fear in the reader to save
their lives or to protect themselves from something. It creates interest
among its consumers by instilling a sense of fear in them. Fear
advertisement copies must be designed carefully as it may carry an
unpleasant association on the viewer’s mind concerning the product.

2) Predicament Copy :- In a predicament copy, the copy provides a

dramatic explanation about the product. This copy explains all the
advantages and benefits of using the product. The predicament copy
usually takes over the other three forms of the advertisement copy.