Assignment-I

Program: BA (JMC) Shift: I Semester: IV Div: B

Paper Code: 202 Paper: Basics of Advertising

Unit-1

Long Questions

Q1 What is the meaning of Advertising? Explain the importance of

advertising.

Ans. According to the Advertising Association of the UK – Advertising is any communication, usually paid-for, specifically intended to
inform and/or influence one or more people.

The following points emerge from the above definitions of advertising:

1. Advertising is a paid form of demand creation.

2. It is a non-personal presentation of goods or services.

3. It is done through a medium.

4. Such a medium may be a visual medium like newspapers and magazines or an oral medium like the radio or a visual cum oral
medium like the television.

5. The non-personal presentation of goods or services or ideas through a medium should be done by an identified sponsor. Such a
sponsor may be the producer himself or a dealer or some other person or organization.

Advertising is an integral part of our economic and social life. As a powerful technique of promoting sales, it has been doing wonders
in the area of distribution. The role of advertising can be analyzed from five different angles namely, manufacturers; middleman;
sales force; customer and society. For an organization, advertising is important both as a promotional and as a marketing activity.
As a business activity it holds its importance for an economy .

Q2 Describe your advertising media choice for:

a. Toothpaste
Broadcast advertising, or what is commonly referred to as radio and television ads are the most well-known form of
advertisement. The commercials aired on these mediums can be heard by millions across national. The role
of broadcast advertising is to persuade the consumers about the benefits of the product. It is actually considered as
a very effective medium of advertising. The advertising cost on this channel depends on the time of commercial
and the specific time at which it is aired. For example, the cost of an ad in the premium slot will be greater than in
any other slot.

b. Washing Machine

A television advertisement (also called a television commercial, commercial, advert, TV advert or simply
an ad) is a span of television programming produced and paid for by an organization. It conveys a message
promoting, and aiming to market, a product or service. Advertisers and marketers may refer to television
commercials as TVCs. Television advertising involves three main tasks: creating a television advertisement that
meets broadcast standards, placing the advertisement on television to reach the desired customer and then
measuring the outcomes of these ads, including the return on investment.
Short Questions

(A) Write a short note on target audience.

A target audience is the group of people you are trying to reach with your marketing efforts. Building your target
audience consists of knowing the goals, desires, interests, and pain points of your ideal customers. It also takes into
account behavioral and demographic features such as age, gender, income, education, or location.
(B) What is Ethical Advertising? Explain with examples.
Ethical advertising is about being truthful concerning the product or service in question and never exaggerating the
capabilities of a product/service, or hiding its flaws. Whether using an in-house marketing team or advertising agency, any
advertisements should have clear intentions and no hidden agendas.
Example: Lifebuoy Ad: Use Any Soap:

(C) Explain AIDA Model.

The acronym AIDA stands for Attention, Interest, Desire and Action. These are the four stages that a consumer goes
through when watching or viewing an advertisement. According to Lewis, first and foremost, the role of an advertisement
is to attract the customers. Once an ad grabs attention, it has to invoke interest towards the product in the minds of the
consumers. After creating an interest, the ad has to bring desire in consumers mind to use the product and finally the
consumer has to take a favorable action towards the product by ultimately purchasing the product.
(D) Explain DAGMAR Model.
DAGMAR (defining advertising goals for measured advertising results) is a marketing model used to establish clear
objectives for an advertising campaign and measure its success. The DAGMAR model was introduced by Russell Colley
in a 1961 report to the Association of National Advertisers and was expanded upon in 1995 by Solomon Dutka.

• The DAGMAR model defines the four steps of an effective advertising campaign as causing awareness,
comprehension, conviction, and action.
• The model stresses defining the segment of the market that the campaign seeks to reach.
• DAGMAR also requires an evaluation of the campaign's success against a pre-set benchmark.

Unit-2

Long Questions

(i) What are the elements of advertising copy?

Advertising copy is that main text used in any advertisement, and it has but one purpose: to sell. Whether a promotion for
a new product, a landing page for a special offer, or attention-grabbing product descriptions for an e-commerce site,
effective advertising copy eventually leads to sales. Copy that does not is ineffective copy.
The eight elements of effective advertising copy are as follows:

1 A Clear Objective : The copywriter needs to know what his or her copy is supposed to accomplish, otherwise
he/she will have no direction.
2 A Compelling Message : Depending on the form taken, this could mean a compelling title followed by more
detailed text that explains the information contained in the title
3 A Compelling Offer : If the point of ad copy is to sell, effective copy will present the reader with a compelling
offer.
4 Evidence of Tangible Bene fits : Effective ad copy always includes some evidence of tangible benefits. For
example, “buying our product means saving money without sacrificing quality.”
5 A Clearly Understood Tone: That tone is determined by the offer being presented and the audience being
targeted.
6 A Means of Responding : In order for customers to act on the compelling offer being made, a means of
response must be offered.
 7 A Call to Action : The call to action is simply some sort of instruction telling the consumer what you expect
him or her to do.
8 At Least One Ima ge: Ad copy that includes at least one graphic outperforms similar copy without graphics.

(ii) What do you understand by Advertising Appeal? Explain different

Advertising appeals with the help of examples.

Advertising Appeal is the strategy used to attract attention from the customers to trigger a response in connection with the product
or service being advertised which can lead to an action such as purchase or inquiry.

Types of advertising appeal

Some of the most common advertising appeals include:
1. Favorable Price Appeal: The offer price dominates the message. This is used extensively during sales promotions e.g. end of
season sales, special offers, everyday low process. McDonald’s Happy Price Menu campaign is designed around this appeal.
2. Feature Appeal: The major traits or attributes of the product/service dominates the message. L’oreal’s Total Repair ad campaign
featuring Aishwarya Rai talks about the product’s effectiveness against 5 hair problems.
3. Competitive advantage appeal: Ads featuring this appeal directly or indirectly include competitor’s product/service and compare
specific attributes.
4. News appeal: Announcement or news about the product/service dominates the ad’s message.
5. Product/service popularity appeal: This emphasizes the popularity of a product/service by pointing out the buyer base. Times of
India is often found reiterating its “India’s Number 1 English daily” status.
6. Emotional appeals: Although this category includes many different feelings and needs on a personal level ( fear, humor appeal,
safety, security, love, affection, joy, nostalgia, pride, achievement, pleasure, sorrow, self-esteem, actualization etc.) and social level
(recognition, status, respect, rejection, approval etc.), the two common ones include:
7. Brand/Status Appeal: This is the appeal where the customers associate a particular status value with the product. BMW or
Mercedes as cars have become status symbols across the globe because of their brand appeal.

Short Questions

(A) Why is branding important?

Coca-Cola or Pepsi? Apple or Samsung? Nike or Adidas? McDonald’s or KFC? How do these brands so
effortlessly stand out among their competitors? The seemingly effortless competitive advantage is the
result of brilliant branding, meticulously built over years and years of continuous work. Therefore, Branding
is vital: Branding is the act of connecting a product (or business) with a particular name, symbol, or features
and ideas to make it recognizable. The purpose of branding is to create a loyal community of consumers
around an idea and shared values, and, of course, to encourage using your products or services.

(B) What is an Advertisement budget?

An advertising budget is an estimate of a company's promotional expenditures over a certain time period. More
importantly, it is the money a company is willing to set aside to accomplish its marketing objectives. An advertising
budget is part of a company's overall sales or marketing budget that can be viewed as an investment in a company's
growth. The best advertising budgets—and campaigns—focus on customers' needs and problems and on providing
solutions to these issues, not company problems such as an overstock reduction.

(C) What are the limitations of Advertising?

As we all know even "successful" advertising has its demerits. Lets take a look:
a. Creates consumer unfulfillment
b. Encourages monopolistic control
c. Ad cost might exceed sales
d. Pushes out small businesses
e. Misleads consumers
f. Raises the cost of products and services
 g. Creates opportunities to mislead
h. Reduces small business employment
i. Creates distracting and risky advertising approaches (Billboards)
j. Manipulates people to spend outside of their purchasing allowance

(D) Explain Creativity in Advertising. In Details.

Creativity is at the heart of everything we do our ability to transform strategic thinking into
ideas enables us to develop creative communications that work in the market whether it is print,
radio or television add, a corporate broacher or an annual report creativity makes our work
standout. Creativity means being novel and appropriate. It is the ability to generate fresh unique and
appropriate ideas that can be use as solution to communication problem.
There are three difference stages of creativity in advertising namely, create, creation and
creative.

• CREATE: It means to bring something in to being and originate a new and unique idea.
• CREATION: After the process of creating or originating a new idea be created original
product of human invention or imagination leads to creation.
• CREATIVE: In order to understand the creativity or being creative can be translated into
seeing same thing as everybody else but thinking differently