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Advertising Question Paper
Note: Attempt any ten questions. All
questions carry equal marks.
Maximum
Marks: 80+20 Paper Presentation
Instructions:
•
Answer all questions as per the given instructions.
•
Support your answers with relevant advertising theories, frameworks, and
real-world
examples.
• Clarity, depth of analysis, and logical reasoning
will be given additional weightage.
Section A: Descriptive Questions
(20 Marks)
(Answer
any four questions, each carrying 5 marks.)
1. Explain the different types of advertising with suitable
examples.
Answer:
There are several types of advertising,
each tailored to specific audiences and goals:
- Print Advertising (e.g., newspapers, magazines): Used for local
reach, such as a furniture store ad in a regional paper.
2. Discuss the importance of market segmentation in designing an
advertising
campaign.
Answer:
Market segmentation is crucial as it helps advertisers tailor messages to
specific groups, increasing relevance and effectiveness. It divides a broad
market into smaller segments based on demographics (age, gender),
3. What are the key factors to consider when selecting an
advertising medium?
Answer:
When choosing an advertising medium,
consider:
- Target Audience: Choose media that your audience consumes (e.g.,
Gen Z on TikTok).
- Budget: Some media like TV are costly, while social
media ads can be more budget-friendly.
- Reach and
Frequency:
4. Describe the role of social media in modern advertising
strategies.
Answer:
Social media plays a vital role by allowing brands to connect with consumers
directly, cost-effectively, and in real-
5. Explain the importance of consumer psychology in advertising.
Section B: Case Studies (60
Marks)
Case Study 1: Launching a New Product Through Advertising (20
Marks)
Scenario:
Z
Beverages, a soft drink company, is launching a new energy drink targeting
young
professionals
and fitness enthusiasts. The company is unsure how to design an advertising
campaign
that effectively reaches its target audience.
Questions:
a) What advertising strategy should Z Beverages adopt for this new
product?
Answer:
Z Beverages should adopt a targeted
digital advertising strategy focused on lifestyle branding and emotional
appeal. The strategy should emphasize the benefits of the energy
drink—such as increased stamina, focus, and
b) Suggest suitable advertising media to reach the target audience
effectively.
Answer:
o effectively reach young professionals
and fitness-conscious individuals, Z Beverages should use a mix of digital
and experiential media, including:
- Social Media
c) How can the company measure the success of its advertising
campaign?
Answer:
Z Beverages can track campaign success
using both quantitative and qualitative metrics, such as:
- Digital Metrics: Click-through rates (CTR), impressions,
engagement (likes, shares, comments), and
Case Study 2: Rebranding and
Advertising Strategy (20 Marks)
Scenario:
PR
Electronics, a well-known smartphone brand, has been losing market share due to
outdated
advertising
strategies and increasing competition. The company decides to undergo a
complete
rebranding,
including a new logo, tagline, and advertising campaign.
Questions:
a) What role does advertising play in a successful rebranding
strategy?
Answer:
Advertising is a critical component
of a successful rebranding strategy as it communicates the new brand identity,
values, and positioning to both existing and potential customers. It helps:
b) Suggest an advertising campaign strategy to reposition PR
Electronics in the market.
Answer:
PR Electronics should adopt a 360-degree
integrated advertising campaign with the theme "Redefine
Smart", emphasizing innovation, user-centric design, and cutting-edge
features. The strategy should include:
c) How can the company ensure that its rebranding campaign
resonates with its target
audience?
Answer:
To ensure the campaign connects with its
audience, PR Electronics should:
- Conduct Market
Research: Use surveys,
focus groups, and social listening to understand customer
Case Study 3: Comparative
Advertising and Its Effects (20 Marks)
Scenario:
AC
Detergents launches a new commercial directly comparing its product with a
leading
competitor,
highlighting better stain removal and eco-friendliness. However, the competitor
files
a legal complaint, stating that the advertisement is misleading.
Questions:
a) What are the advantages and risks of comparative
advertising?
Answer:
Advantages:
- Differentiation: Highlights the unique strengths of the product
over competitors (e.g., better stain
b) How should AC Detergents handle the competitor’s legal
complaint while maintaining its
brand image?
Answer:
AC Detergents should adopt a professional
and transparent approach to resolve the issue while safeguarding its
reputation:
- Review and Modify
the Ad: Reassess claims
and remove any that cannot be substantiated with
c) Suggest alternative advertising techniques that could achieve
the same promotional goals
without legal risks.
Answer:
Instead of direct comparison, AC
Detergents can use these safer yet effective advertising techniques:
- Performance-Based
Demonstrations: Show the
product removing tough stains in real-life scenarios
Dear students, get fully solved assignments
by professionals
Do send your query at :
or call us at : 08263069601
(Plagiarism proofed assignments available with 100% surety and refund)
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