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Xaviers Institute of Business
Management Studies
Subject Title: Advertising
Maximum
Marks: 80
Answer Any 5 questions (5 x 16 = 80 Marks)
Question.1. (a) Define advertising and explain its role
in the modern world. (08)
Answer : Advertising
is the best way to communicate to the customers. Advertising helps informs the
customers about the brands available in the market and the variety of products
useful to them. Advertising is for everybody including kids, young and old. It
is done using various media types, with different techniques and methods most
suited.
Importance of Advertising
Advertising plays a very important
Question.1 (b) What are the reasons for waste
in advertising? (08)
Answer:
When an advertising campaign fails to
achieve its objectives, we call it waste. The major objectives of advertisement are to
attract attention, to arouse interest, to create a desire, and to induce to
action. If an advertisement fails to arrest our attention, it becomes a waste.
Moreover, there are mounting
Question.2. (a) How does advertising affect cultural values of the society?
(08)
Answer: Advertisements
today have become an integral part both of the society and also the corporate
sector. The people see it as an entertainment and medium to keep abreast with
the latest products they can avail in the market and the corporate sector
thinks that it is one of the most effective, creative and impactful means of
promoting and generating awareness about their product in the market.
Ad culture today is accepted and appreciated by the masses a proof
of that being the TRP and competition being created in the
Question. 2(b) State the
importance of market segmentation. (08)
Answer: What is market
segmentation?
Market segmentation involves dividing a large homogenous market
of potential customers into clearly identifiable segments. Customers are divided
based on meeting certain criteria or having similar characteristics that lead
to them having the same product needs. Segments are made up of customers who
will respond similarly to marketing strategies. They share common interests,
needs, wants and demands.
Most companies don’t have
Question.3. (a) What are the essentials of good poster?
(08)
Answer: Presenters
use posters to entice audiences to: (1) read about
their work, and (2) understand and remember the
information presented.
Design can help you achieve both of
Question.3 (b) Bring out the need for
advertising research. (08)
Answer : Advertising research is a detailed study on a
particular subject, which leads to a successful and effective campaign.
Advertising research also decides the success of an advertising campaign by
measuring the impact over its audience. The purpose of advertising research is
to either establish a brand image or to improve one.
Question.4. (a) What are the advantages of testing advertising effectiveness?
(08)
Question.(b) Explain the factors determining advertising
budget. (08)
Question.5. (a) State the merits and demerits of direct mail advertising. (08)
Answer: A
direct mail is prepared by the advertiser who knows how to prepare and present
the communication to make the advertisement more effective. The producer
mentions about the attributes of the product and explains the method of using
it for advertising purposes. The advertiser, on the basis of the information he
receives, determines the type of direct mail to be used, writes the copy,
decides on the printing
Question. (b) Why is product research essential? (08)
Answer: Product research is the
process of marketing research that is done to get information on the desired
characteristics and specifications of a product expected by the potential
customers mainly before the launch and availability of the product. Product
research helps companies to understand what the customers really want, so that
the product can be tailored to match the needs of the customer.
This
research can help to refine new product ideas as well as improve the existing
products in the market.
Importance
of product research:
Question.6. Write short notes on (any four) :- (16)
(a) Product Life Cycle (d) Good Slogan
(b) Service Advertising (e) Internet advertising
(c) Audit Bureau of Circulation (f) Doordarshan Code
Question.7. (a) Explain the different forms of advertising headlines. (08)
Question. (b) Distinguish between radio advertising and television advertising.
(08)
Question.8. (a) Describe the different types
of customers. (08)
Answer: Customers play the most significant part in
business. In fact the customer is the actual boss in a deal and is responsible
for the actually profit for the organization. Customer is the one who uses the
products and services and judges the quality of those products and services.
Hence it’s important for an organization
Question. 8(b) What are the different buying
motives? (08)
Answer: What is Buying Motives?
Buying motives are the
motive to persuade the desires of people so that they buy a particular good or
service. Buying motives relate to the feelings and emotions of people which
generates a desire to purchase. Any person does not buy a product or service just
because of excellent salesman pitch but he does also due to the desire
generated within him towards the product or service.
Types of Buying motives
Buying motives can be
categorized into 2 types as follows:
1) Product Buying
Motives
2) Patronage Buying
Motives
Question.9. (a) Explain the functions of an advertising agency. (08)
Question. (b) State the essentials of a good copy. (08)
Question.10. (a) What are the different types of layout? (08)
Question. (b) What is visualization? State the step in visualization. (08)
11. (a) Discuss the future of advertising in India. (08)
Question. (b) Critically analyses the criticisms leveled against advertising.
(08)
Question.12. Write short notes on (any four) :- (16)
(a) Client Turnover (d) T.R.P.
(b) Illustration (e) Brand Name
(c) Media Planning (f) Advertising and Consumer Price
Dear students, Get assignments and Case studies
Do send your query at :
or call us at :08263069601
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