Course Name: Advertising Concepts And Graphics

Course Code: MKT 1105

Submitted To
Md. Moniruzzaman
Asst. Professor
World University Of Bangladesh

Submitted By
Samira khan
Roll: 4220
Batch: 65/A
Department: BBA
Reg no: WUB 01/20/65/4220
WUB Mail: 0120654220@student.wub.edu.bd
1.Demonstrate the advantages and disadvantages of cable television
advertising.

Answer:
Advantages of Cable Television Advertising:
1. Targeted Marketing: Cable television advertising enables advertisers to reach a particular demographic
audience by targeting specific channels and programs that appeal to their target audience. As a result,
advertisers can tailor their message to a highly targeted audience.

2. Cost-effective: Compared to traditional media such as print and radio, cable television advertising is
cost-effective. Cable networks generally charge lower rates than broadcast networks, and advertisers can
allocate their advertising budget efficiently by targeting audiences better.

3. High Reach: Cable television advertising reaches millions of viewers nationwide, making it an
excellent platform for brands with large advertising budgets. With cable television advertising, you can
build brand awareness effectively and efficiently.

4. High-Quality Production: Cable networks air high-quality programming, which means that the
commercials shown will have the highest quality production values. This can help to establish a brand's
credibility and increase the effectiveness of the advertising message.

Disadvantages of Cable Television Advertising:

1. Limited Reach: Cable television advertising may not reach as many viewers as broadcast television
advertising. This could be a disadvantage for brands that require nationwide exposure.

2. Fragmented Audiences: Cable television audiences are fragmented across a vast number of channels,
making it challenging to reach a mass audience with a single message.

3. Ad Skipping: Many viewers are using digital video recorders (DVRs) to skip commercials completely,
which reduces an advertiser's reach and limits the effectiveness of the advertising message.

4. Lack of Flexibility: Cable television advertising requires advance planning and booking with limited
flexibility to adjust the message or timing. These restrictions can be challenging for brands with shifting
messages or quickly changing market conditions.

Overall, while cable television advertising has several advantages, it is essential to weigh them against the
disadvantages to make an informed decision. Advertisers may need to consider different media options to
maximize the reach of their message to the target audience.
2. Assume you are a Brand manager for a new product line of book bags
designed for college students. These bags come in each university's school
colors and are imprinted with the school's mascot. Assume you have $5
million to invest in a two-month magazine advertising campaign (July and
August) which magazine would you choose for this campaign? Justify your
choices.

Answer: For this campaign, I would choose to advertise in two magazines: "College Magazine" and
"Backpacker Magazine."

Firstly, "College Magazine" is a magazine catered specifically towards college students. This magazine
would be an excellent choice as the new product line of book bags is designed for college students.
"College Magazine" has a readership of over 1.5 million students in 300 universities across the United
States. The magazine offers a mix of lifestyle, career, and academic advice to college students, making it
the perfect platform to reach the target audience. The July and August issues of the magazine coincide
with the start of the back to school season, which makes it an opportune time to advertise our product line.

Secondly, "Backpacker Magazine" would be another exceptional choice to advertise the product line of
book bags. This magazine caters to hiking and backpacking enthusiasts, which makes it an excellent
platform to reach our target audience. The magazine has a readership of over 600,000, and the July and
August issues are typically focused on back to school preparations, including choosing a backpack for
college students. As our product line of book bags is designed for college students in university colors and
imprinted with school mascots, this magazine's audience would be interested in purchasing our product.

In conclusion, my choice of magazines for this two-month advertising campaign would be "College
Magazine" and "Backpacker Magazine." Advertising in these magazines would increase the product line's
visibility to our target audience and result in greater sales for the company.

3. Radio is the only major medium that is nonvisual. Is this a major

disadvantage? Briefly justify your response.

Answer: Regarding radio's lack of visuals as a major disadvantage, it could be argued that it limits the
medium's ability to convey certain types of information, such as visual demonstrations or complex data.
Additionally, without visuals, it may be more challenging to capture and retain listeners' attention for
extended periods. On the other hand, radio's nonvisual aspect can foster strong audience engagement by
emphasizing storytelling, dialogue, and music. Furthermore, radio is widely accessible, affordable, and
portable, making it an essential source of information and entertainment for people living in areas with
limited access to other media options.
4. Discuss how multitasking among TV viewing (e.g. smartphones, social
media) has affected for watching program concept.

Answer: The concept of watching television programs has changed significantly in recent years due to
the rise of multitasking while watching TV. With the advent of smartphones and social media, viewers can
now engage in a variety of activities while watching their favorite shows. This trend has had both positive
and negative effects on the concept of watching programs.

One of the positive effects of multitasking is that it has increased engagement with television programs.
Many viewers now use social media to discuss and share their thoughts about what they are watching in
real time. This has created a sense of community around television shows and has made watching TV a
more interactive experience. Viewers can now connect with other fans, share their opinions and insights,
and even influence the direction of the show through social media.

However, the rise of multitasking has also had negative effects on the concept of watching programs.
While it can be fun and engaging to share thoughts and opinions via social media, it can also be highly
distracting. When viewers are engaged in other activities like scrolling through Instagram or checking
emails, they may miss important plot points or character development in the show they are watching. This
can lead to a lack of engagement with the program and a decreased appreciation for the story being told.

Moreover, as viewers become more focused on multitasking while watching TV, they may become less
interested in the medium itself. This is because the more we multitask, the less we are able to focus our
attention on any one thing. As TV becomes just one of many things we are doing at the same time, it may
lose its ability to capture our attention and engage us on a deep emotional level.

In conclusion, multitasking while watching TV has both positive and negative effects on the concept of
watching programs. While it can increase engagement and create a sense of community around television
shows, it can also lead to distraction and a lack of engagement with the medium itself. As technology
continues to advance and new forms of multitasking emerge, it will be interesting to see how the concept
of watching programs evolves.

5. Examine how the online advertising process works.

Answer: The online advertising process involves various steps, including:

1. Identifying the target audience: The first step in the online advertising process is to identify the target
audience. This involves creating a profile of the ideal customer, including details such as age, gender,
location, interests, etc.

2. Creating an advertising message: Once the target audience is identified, the next step is to create an
advertising message. This includes developing a compelling headline, relevant copy, and an eye-catching
design that attracts the attention of the target audience.
3. Choosing an advertising platform: There are various online advertising platforms available, such as
social media networks (Facebook, Twitter, LinkedIn, etc.), search engines (Google, Bing, etc.), and
display networks (Google AdSense, AdRoll, etc.). Depending on the goals and budget of the advertising
campaign, the appropriate platform is chosen.

4. Setting budget and ad placement: The next step is to set a budget for the advertising campaign and
determine the placement of the ads. This involves deciding how much money to allocate to each
advertising platform and where the ads will appear (e.g., news feeds, search results, etc.).

5. Launching the advertising campaign: Once the budget and ad placement are finalized, the
advertising campaign is launched. This involves submitting the ad to the advertising platform and setting
the parameters for when the ad will appear and how often it will be shown.

6. Measuring results: While the ad is running, it is important to measure and analyze the results to
determine if the campaign is meeting its goals. This involves tracking metrics such as impressions, clicks,
conversions, and engagement rates.

7. Refining the advertising campaign: Based on the results of the campaign, refinements can be made to
improve its effectiveness. This includes adjusting the targeting, ad placement, and messaging to better
reach the target audience.

Overall, the online advertising process requires careful planning, execution, and analysis to effectively
reach and engage with the target audience. With the right strategy and tactics, businesses can generate
leads, drive website traffic, and ultimately increase revenue.

6.Describe the nature of mobile advertising and it's benefits and costs.

Answer: Mobile advertising is a type of digital advertising that is specifically geared toward
smartphones and other mobile devices. The purpose of mobile advertising is to reach consumers where
they spend a significant amount of their time: on their mobile devices. It can take a variety of forms,
including in-app ads, mobile web ads, or mobile video ads.

Benefits of mobile advertising include:

1. Targeting: Mobile advertising allows for very precise targeting based on things like location, time of
day, and user behavior. This makes it more likely that ads will reach the intended audience.

2. Cost-effective: Compared to traditional advertising channels, mobile advertising can be relatively

inexpensive. This makes it a good option for small businesses with limited marketing budgets.

3. Measurable results: Mobile ads can be measured in terms of impressions, clicks, and conversions. This
allows advertisers to track the effectiveness of their campaigns and make data-driven decisions about how
to improve them.

Costs of mobile advertising include:

1. Limited screen real estate: Mobile devices have smaller screens than desktop or laptop computers,
which can make it more challenging to design effective ads.

2. Ad blockers: Some users have ad blockers installed on their mobile devices, which can prevent ads
from being displayed.

3. Ad fatigue: Mobile users are often bombarded with ads, which can lead to ad fatigue and a lower
likelihood of engagement.

7. Describe your typical response behavior to online ads. What's your reaction
to online videos?

Answer: I can tell you that some common responses to online ads and online videos include ignoring
them altogether, clicking on them out of curiosity or interest, scrolling past them quickly, or becoming
annoyed by them if they repeatedly appear or disrupt a user's online experience. Online videos may elicit
different reactions from viewers depending on the content, such as entertainment, educational,
informative or marketing. Some may find them engaging and watch them in full, while others may skip
through or ignore them entirely.

8. Enumerate social media's advantages and disadvantages.

Answer:
Advantages of Social Media:
1. Increases connectivity and keeps people in touch: Social media has allowed people to connect with
friends and family in different parts of the world. It has also provided ways for people to connect with
people with similar interests.

2. Provides a platform for business promotion: Social media is a powerful tool for businesses to
promote their products and services to a large audience. It is cost-effective and can help companies reach
new customers.

3. Increases brand awareness: Social media can help create brand awareness by using targeted
advertisements, sponsored posts, and influencer marketing. Brand presence can be established through
regular posts, which keeps the brand in the customer's consciousness.

4. Enables information sharing: Social media makes it easier to share information like news and
updates quickly. This helps increase awareness and can lead to action.

5. Provides a platform for creativity: Social media lets users express their creativity through visual
content like photos and videos. This enhances exposure, which allows people to share their creativity with
a larger audience.

Disadvantages of Social Media:

1. Privacy and security risks: Sharing personal information on social media can lead to security
breaches, identity theft and targeted advertisements.

2. Negative impact on mental health: Social media can cause anxiety, depression, and other mental
health issues due to the pressure to fit in, the fear of missing out, and cyberbullying.

3. Misinformation and fake news: Fake news is one of the most significant problems on social media
platforms, leading to the spread of false information, conspiracy theories, and propaganda.

4. Addiction: Social media can be addictive, leading to wasted time, and lack of productivity, affecting
one's work, studies, and normal life.

5. Decreased attention span: The constant scrolling and distraction have reduced attention spans,
contributing to a lack of concentration and focus.

9. One virtue of e-mail advertising is that different messages for the same
product or service can be mailed to various customer groups that differ with
respect to pertinent biographic , demographic , or other characteristics. What
you view on this?

Answer: The statement is true. One of the advantages of e-mail advertising is the ability to target
specific customer groups with tailored messages. With the help of data analytics and segmentation,
businesses can identify their customers' preferences and behavior, and develop personalized email
marketing campaigns that address their specific needs and concerns. This approach can enhance the
relevance and effectiveness of marketing messages and increase the chances of conversion and customer
loyalty. Additionally, e-mail marketing allows for measuring the effectiveness of the campaigns, making it
a cost-effective method compared to traditional advertising channels such as television or print.

10. Present your view on the effectiveness of email viral making practice.

Answer: The effectiveness of email viral marketing practice can vary depending on various factors such
as the target audience, the content, the timing, and the messaging. Email viral marketing is a process by
which a brand or a company sends out an email to its customers or subscribers, encouraging them to
forward the message to their friends or family members.

In theory, email viral marketing can be very effective because it allows companies to reach a wider
audience with little or no additional cost. Word of mouth is a powerful marketing tool, and when
customers forward emails to their friends and family members, they are essentially endorsing the product
or service being promoted.
However, the success of email viral marketing is largely dependent on the quality of the content. If the
email is not interesting, informative or engaging, people are less likely to forward it to others. The timing
of the message is also crucial. Sending an email during a busy workday or in the middle of the night may
not be the best approach.

Additionally, some people may view email viral marketing as spam, and this can have a negative impact
on the brand or company's reputation. Thus it is important to ensure that the messages sent are not
intrusive, but are relevant to the audience and are of value.

Overall, when executed correctly, email viral marketing can be an effective way of reaching a wider
audience and generating buzz around a brand or product. However, it is important to ensure that the
message is tailored and relevant to the audience, and that the timing and frequency of the emails are
appropriate.

11. Provide examples of some successful social media campaigns and how
these were integrated into a company's IMC efforts.

Answer: Successful Social Media Campaigns

Provide examples of some successful social media campaigns and how these were integrated into a
company's IMC efforts.

There have been several successful social media campaigns that have been integrated into a company's
integrated marketing communications (IMC) efforts. Here are a few examples:

1.Coca-Cola's #ShareACoke campaign: Coca-Cola's #ShareACoke campaign was launched in 2011 in

Australia, and it quickly became a global phenomenon. The campaign involved printing popular names on
Coca-Cola bottles and cans, encouraging people to buy the products for friends and family members with
those names. The campaign was highly successful because it leveraged the power of social media to
encourage users to share pictures of themselves with their personalized Coca-Cola bottles. The campaign
was integrated into Coca-Cola's IMC efforts through TV commercials, print ads, and online promotions.

2.Old Spice's "The Man Your Man Could Smell Like" campaign: Old Spice's "The Man Your Man
Could Smell Like" campaign, launched in 2010, was a viral hit on social media. The campaign featured
actor Isaiah Mustafa in a series of humorous and over-the-top commercials that were designed to appeal
to both men and women. The campaign was highly successful because it used social media to engage with
consumers directly and create a buzz around the brand. The campaign was integrated into Old Spice's
IMC efforts through TV commercials, print ads, and online promotions.

3.Airbnb's #LiveThere campaign: Airbnb's #LiveThere campaign was launched in 2016 to encourage
travelers to explore the world like a local. The campaign featured a series of videos and social media posts
that showcased unique Airbnb properties around the world. The campaign was highly successful because
it used social media to create an emotional connection with consumers by highlighting the experiences
that travelers could have when they stay in an Airbnb property. The campaign was integrated into
Airbnb's IMC efforts through TV commercials, print ads, and online promotions.

Overall, successful social media campaigns are those that use social media platforms to engage with
consumers and create a buzz around the brand. These campaigns can be integrated into a company's IMC
efforts by leveraging traditional media channels, such as TV and print ads, to amplify the campaign's
message and reach a wider audience.

12. Explain the privacy issues and other major concerns with social media.

Answer: Social media platforms have become an integral part of our lives and have changed the way
we communicate and interact with others. However, along with the numerous benefits of social media,
there are also several concerns related to privacy and other issues. Some of the major concerns with social
media are:

Privacy issues: Social media platforms collect a vast amount of personal data from their users, including
their personal information, browsing history, and location data. This data can be used by advertisers,
third-party apps, and even the platform itself for targeted advertising or other purposes, raising serious
privacy concerns.

Cyberbullying and harassment: Social media platforms can be a breeding ground for cyberbullying, hate
speech, and other forms of harassment, which can have a significant impact on mental health and
wellbeing.

Misinformation and fake news: Social media has enabled the rapid spread of misinformation and fake
news, which can have serious consequences, such as influencing election outcomes, promoting conspiracy
theories, and eroding trust in public institutions.

Addiction and mental health: Social media has been linked to addiction and negative impacts on mental
health, including depression, anxiety, and low self-esteem.

Online predators: Social media platforms can be used by online predators to groom and exploit vulnerable
individuals, including children and teenagers.

Algorithmic bias: Social media platforms use algorithms to personalize content for users, but these
algorithms can perpetuate biases and discrimination, leading to unequal treatment and opportunities for
certain groups of people.

Overall, social media has revolutionized the way we communicate and interact with each other, but it's
important to recognize and address the privacy issues and other concerns that come with these platforms.
13. Explain why it is so difficult to measure the overall IMC program
effectiveness.

Answer: Integrated Marketing Communications (IMC) is a comprehensive approach to

communication that involves the integration of various communication tools, channels, and media to
deliver a consistent and unified message to the target audience. Measuring the overall effectiveness of an
IMC program is challenging due to several reasons:

Multiple communication channels: IMC programs often use multiple communication channels, including
advertising, public relations, sales promotions, direct marketing, and personal selling. Measuring the
effectiveness of each channel individually and then integrating them into an overall effectiveness metric is
a complex task.

Difficulty in attributing results: It is challenging to attribute the results of an IMC program to a specific
channel or message. Consumers are exposed to multiple messages and channels simultaneously, making it
difficult to isolate the impact of one message or channel from others.

Time lag: The impact of an IMC program may not be immediately visible, and it may take time for the
program to have a measurable effect. This time lag makes it challenging to determine the exact impact of
the program.

Lack of clear objectives: IMC programs may lack clear objectives and performance metrics, making it
difficult to measure their effectiveness. Without clear objectives, it is challenging to evaluate the success
of the program.

Complexity of consumer behavior: Consumer behavior is complex and influenced by various factors such
as personal preferences, social norms, and cultural factors. Measuring the effectiveness of an IMC
program in changing consumer behavior is challenging due to the complexity of consumer behavior.

Overall, measuring the effectiveness of an IMC program requires a comprehensive approach that
considers multiple channels, time lags, attribution challenges, and the complexity of consumer behavior.

14. Explain why it is important to pretest. Give examples of what might make
ads or commercials that are pretested more successful.

Answer: Pretesting is the process of testing an advertisement or commercial with a sample of the target
audience before launching it on a larger scale. It is an important step in the advertising process because it
can help identify potential issues with the ad and ensure it resonates with the target audience.

Here are a few reasons why pretesting is important:

1.Identify potential problems: Pretesting can help identify potential problems with an advertisement
before it is released on a larger scale. For example, it can help catch issues with the message, tone, or
creative execution that may not resonate with the target audience.

2.Optimize ad performance: Pretesting can also help optimize the performance of an advertisement. By
testing different versions of an ad, you can identify which elements work best and adjust accordingly to
improve the overall performance of the ad.

3.Reduce costs: Pretesting can help reduce the costs associated with launching an ineffective ad. By
catching potential issues early on, you can make changes before launching the ad on a larger scale, which
can save time and money in the long run.

Here are a few examples of what might make ads or commercials that are pretested more successful:
1.Strong messaging: Ads with clear and concise messaging that resonates with the target audience are
more likely to be successful. Pretesting can help identify which messages resonate best with the target
audience.

2.Attention-grabbing visuals: Eye-catching visuals can help capture the audience's attention and make
the ad more memorable. Pretesting can help identify which visuals are most effective.

3.Emotional appeal: Ads that evoke an emotional response from the audience, such as humor or
nostalgia, are more likely to be successful. Pretesting can help identify which emotions resonate best with
the target audience.

4.Clear call-to-action: Ads with a clear call-to-action that tells the audience what to do next are more
likely to be successful. Pretesting can help identify which call-to-actions are most effective.

Overall, pretesting is an important step in the advertising process that can help identify potential issues,
optimize ad performance, and reduce costs. By understanding what makes ads or commercials more
successful, you can create more effective campaigns that resonate with your target audience.

15. Most managers believe that they should be measuring the effectiveness of
their advertising programs. However, studies have shown that they usually do
not do so. Cite some of the reasons why managers should measure
effectiveness and why they do not.

Answer: Managers should measure the effectiveness of their advertising programs for several reasons:

1.To evaluate the return on investment (ROI) of the advertising spend and make informed decisions about
future investments in advertising.

2.To identify which advertising tactics are working and which are not, so that adjustments can be made to
optimize the campaign.
3.To understand how the advertising is affecting consumer behavior, such as brand awareness, purchase
intent, and customer loyalty.

4.To provide data to support decision-making and demonstrate the value of advertising to stakeholders.

5.Despite these benefits, managers often do not measure the effectiveness of their advertising programs
for several reasons, including:

6.Lack of resources, such as time, budget, and personnel, to conduct effective measurement.

7.Limited expertise in data analysis and marketing research methods.

8.Uncertainty about how to measure effectiveness, including which metrics to use and how to attribute
sales to specific advertising activities.

9.Reluctance to invest in measurement due to perceived high costs or fear of revealing poor performance.

10.Over Reliance on anecdotal evidence or personal opinions rather than objective data.

Overall, while measuring the effectiveness of advertising programs can be challenging, it is essential for
managers to do so in order to make informed decisions and maximize the impact of their advertising
investments.

16. Discuss the advantages and disadvantages of physiological measures of

advertising.

Answer: Physiological measures of advertising refer to techniques that are used to study the physical
responses of people while they are exposed to advertising stimuli, such as TV commercials, print ads, or
online banners. These techniques include electroencephalography (EEG), galvanic skin response (GSR),
eye tracking, heart rate variability (HRV), and facial expression analysis, among others. Here are some of
the advantages and disadvantages of using physiological measures in advertising research:

Advantages:
1.Objective measures: Physiological measures provide objective data that are not subject to the bias of
self-report measures or focus groups. They can reveal unconscious responses that people may not be
aware of or may not want to admit, such as emotional reactions or attentional shifts.

2.High sensitivity: Physiological measures are highly sensitive to subtle changes in emotional arousal,
cognitive load, and attentional engagement. They can detect differences in advertising effectiveness that
may not be observable with traditional measures.
3.Non-verbal communication: Physiological measures capture non-verbal communication, such as facial
expressions, body language, and autonomic responses, which are often more informative than verbal
communication. They can reveal the emotional tone of the message, the level of engagement, and the
degree of cognitive processing.

4.Cross-cultural validity: Physiological measures are less affected by cultural and language barriers than
traditional measures, as they do not rely on verbal communication or cultural norms. They can be used to
compare the responses of people from different cultures or languages.

Disadvantages:
1.Intrusiveness: Some physiological measures, such as EEG or GSR, require the use of sensors or
electrodes that may be uncomfortable or invasive. This can affect the naturalness of the response and may
introduce measurement artifacts or confounds.

2.Limited generalizability: Physiological measures may not generalize well to real-world situations or
contexts, as they are often tested in controlled environments with artificial stimuli. This can limit the
ecological validity of the results and make it difficult to extrapolate them to real-world settings.

3.Lack of specificity: Physiological measures may not be specific to advertising stimuli, as they can be
affected by other factors, such as physical discomfort, fatigue, or hunger. This can make it difficult to
attribute the observed changes in physiological responses to the advertising stimuli alone.

4.Cost and expertise: Physiological measures require specialized equipment and expertise, which can be
costly and time-consuming to acquire and maintain. This can limit their accessibility and use by smaller
companies or researchers with limited resources.

In summary, physiological measures of advertising have several advantages, including objective

measures, high sensitivity, non-verbal communication, and cross-cultural validity. However, they also
have some disadvantages, such as intrusiveness, limited generalizability, lack of specificity, and cost and
expertise. Therefore, researchers should carefully consider the pros and cons of using physiological
measures and choose the most appropriate technique based on their research question, budget, and
resources.

17. Explain the methods and instruments available for evaluating the success
of promotional programs.

Answer: The success of a promotional program can be evaluated using various methods and
instruments. Here are some of the most common ones:

1.Sales Data Analysis: Sales data analysis is the most basic method of evaluating the success of
promotional programs. This involves comparing the sales data before and after the promotion to see if
there was an increase in sales during the promotional period. This method is easy to implement, but it
doesn't provide a complete picture of the success of the promotion as other factors could have affected
sales during the same period.

2.Coupon Redemption: This involves counting the number of coupons that are redeemed during the
promotional period. This can help determine the success of the promotion in terms of generating interest
and motivating customers to purchase the product.

3.Brand Awareness: Surveys can be conducted to measure the level of brand awareness before and after
the promotional program. This can help determine if the promotion had a positive impact on the brand’s
image and increased awareness among consumers.

4.Customer Feedback: Customer feedback can be collected through surveys or social media platforms to
determine the level of customer satisfaction with the promotional program. This can help determine if the
promotion was effective in meeting customer needs and preferences.

5.Return on Investment (ROI): ROI is a financial metric that can be used to measure the effectiveness
of promotional programs. It compares the cost of the promotion to the revenue generated as a result of the
promotion. This can help determine if the promotion was cost-effective and generated a positive return on
investment.

6.Web Analytics: Web analytics can be used to measure the impact of online promotional programs. This
involves analyzing website traffic, click-through rates, and other metrics to determine the effectiveness of
the promotion.

Overall, these methods and instruments can help companies evaluate the success of their promotional
programs and make data-driven decisions about future marketing strategies.

18. Talk about the limits of the tools used to measure the impact of
advertising.

Answer: Measuring the impact of advertising is a complex and challenging task, and there are several
limitations associated with the tools used to do so. Here are some of the key limitations:

Attribution: It can be difficult to accurately attribute the impact of advertising to specific outcomes, as
there are often multiple factors that can influence consumer behavior. For example, a customer may make
a purchase as a result of seeing an advertisement, but it could also be due to factors such as brand loyalty
or word-of-mouth recommendations.

Sampling Bias: Advertising impact measurements often rely on survey data, which can be subject to
sampling bias. The people who are willing to take part in surveys may not be representative of the broader
population, leading to skewed results.
Limited Metrics: The metrics used to measure the impact of advertising are often limited and do not fully
capture the impact of advertising on consumer behavior. For example, while click-through rates and
conversions are important metrics, they do not necessarily capture the longer-term impact of advertising
on brand perception or customer loyalty.

Data Quality: Advertising impact measurements rely heavily on data, but the quality of this data can be
questionable. Advertisers may not have access to all the data they need, or the data they do have may be
incomplete or inaccurate.

Difficulty in Measuring Offline Activity: With the increasing focus on digital advertising, measuring the
impact of offline activity, such as billboard or TV ads, can be difficult. This can make it challenging to
accurately measure the overall impact of an advertising campaign.

Overall, while there are many tools available to measure the impact of advertising, it is important to
recognize their limitations and use them in conjunction with other methods to gain a more comprehensive
understanding of the impact of advertising.

19. Compare different methods of measuring effectiveness of other

promotional programs.

Answer: Measuring the effectiveness of promotional programs is crucial for businesses to understand
the impact of their marketing efforts and make informed decisions about their future strategies. Here are
some common methods for measuring the effectiveness of promotional programs:

Sales Metrics: One of the most direct ways to measure the effectiveness of promotional programs is by
monitoring sales metrics, such as revenue, sales volume, and the number of units sold. By comparing
sales data before and after a promotional program, you can determine if the program had a positive impact
on sales.

Customer Engagement Metrics: Promotional programs are designed to engage with customers, so it
makes sense to track customer engagement metrics, such as website traffic, social media engagement, and
email open rates. These metrics can help you understand how customers are responding to your
promotional programs and whether they are increasing engagement with your brand.

Return on Investment (ROI): ROI is a financial metric that measures the return on the investment made in
a promotional program. By comparing the cost of the program with the revenue generated from it, you
can determine whether the program was worth the investment.

Surveys: Surveys can be a useful tool for measuring the effectiveness of promotional programs, as they
allow you to gather feedback directly from customers. You can ask questions about customer satisfaction,
brand perception, and likelihood to make a purchase, which can help you understand the impact of your
promotional program.
A/B Testing: A/B testing involves running two versions of a promotional program and comparing the
results to determine which version is more effective. This can be done with different messages, offers, or
channels, and can provide valuable insights into what works best for your target audience.

Overall, measuring the effectiveness of promotional programs requires a combination of different

methods, depending on the specific goals and objectives of the program. By using a variety of metrics and
techniques, businesses can gain a more comprehensive understanding of the impact of their promotional
programs and make data-driven decisions about their marketing strategies.

20. Explain why different metrics may be more useful to marketers in

determining the effectiveness of their advertising at different times.

Answer: Marketers use different metrics to measure the effectiveness of their advertising campaigns.
These metrics vary in their usefulness depending on the stage of the campaign and the goals of the
marketer.

Here are some examples of different metrics that may be more useful at different times:

Awareness Stage: At the initial stage of the campaign, marketers need to focus on increasing brand
awareness. Metrics like impressions, reach, and frequency are useful at this stage. These metrics can help
marketers determine how many people saw their ads and how many times they were exposed to the brand.

Consideration Stage: Once consumers are aware of the brand, marketers need to focus on getting them to
consider their products or services. Metrics like clicks, click-through rate (CTR), and bounce rate are
more useful at this stage. These metrics help marketers determine how effective their ads are at driving
website traffic and engagement.

Conversion Stage: At the final stage of the campaign, marketers need to focus on converting potential
customers into paying customers. Metrics like conversion rate, cost per acquisition (CPA), and return on
investment (ROI) are more useful at this stage. These metrics help marketers determine how effective
their ads are at generating revenue and whether the campaign was profitable.

In summary, different metrics are more useful to marketers at different stages of the campaign. Marketers
should choose metrics that align with their goals and measure the effectiveness of their advertising
campaigns accordingly.