Department of management studies

BA954-ADVERTISING AND SALES R!"!TI!N

1.Define Advertising?
According to American Marketing Association,Advertising is any paid form of
non-personal presentation or promotion of ideas goods or services by an identified
sponser.
1.Advertising is a paid form and hence commercial in nature.
.Advertising is non-personal ie, it is directed at amass audience and not directly
of the individual.
!.Advertisiments are identifiable "ith their sponsoring authority.
.Mention any # means of outdoor Advertisng.
$ill boards
%oardings
&all paintings
'rainst Advertising
!.&hat is (o-operative Advertising?
Manufacturers of consumer durable goods or specialty products often sho"
special interests in their dealers advertising. 'o help identify the dealers in different
geographic markets, delers putout ads in the local media under their names.
'he manufacture oftern provides the dealer "ith the material and guidelines to
develop ads for print, television or radio commercial. 'his ensures that the message is
in line "ith "hat the manufacturer "ants to communicate. 'he manufacturer and that
dcater usually share the media costs and hence the name co-operative advertising.
#.&hat is Direct )esponse advertising?
'his type of advertising encourages the consumer to respond either by providing
feedback to the advertiser or placing the order "ith the advertiser by direct mail,
catalogues, direct response print advertising, direct-response broadcast advertising,
telephone and internet. *ome of these, methods to reach the consumer are vie"ed as
part of sales promotional techni+ues.
,.&hat do you mean by classified ads?
(lassified ads are the source of revenue for ne"s papers. 'he ads are arranged
under subheads that describe the class of goods or needs that the ads seek to satisfy.
*uch ads provide a community market place - for goods, services and opportunities of
every type-real estate, autos, matrimonial, domestic help, coaching, employment
business opportunities etc.
..&hat is end product advertising? or $randed-ingredient advertising?
$randed products such as /entium 0intel1 'eflon 0dupoint1 and many others are
used in the manufacture of other end-products and these are rearely purchased direct
by consumers. 'hey are usually bought as apart or ingredient in other products is
called end-product advertising. Manufacturers "hose branded parts or ingredients are
used in producing usually other branded or unbranded consumer products often
undertake this type of advertising.
2.&hat is professional advertising?
(orporate advertisng is an e3tension of the public relations function and does not
promote any specific product or service. 4t aims to build and maintain the image of a
company or institution. 5or e3ample sponsorship of various events by large
organi6ations is aimed at image building of sponsors. (orporate image is something
that customers perieve "hen the name of the company is seen or heard. 'he main
ob7ectives or corporate advertising is
1.'o create and maintain corporate identity in public.
.'o counter negative attitudes to"ard the company.
!.'o enhance company image.
#.to associate company "ith some "orth"hile national or social cause.
,.to overcome negative company image.
8ltimatley the ob7ective of corporate or institutional advertising may be to establish or
boost corporate identity and image counter negative attitudes to"ard a company or
industry.
9. &hat do you mean byh Advocacy in advertising?
4t:s an issue based advertising. Advocacy advertising refers to a company:s vie"
on issue that affect its business and to protect its position in the market place. 4n other
cases company presents it vie"point about a national cause such as literacy movement
or the company may list its socially oriented policies. *uch advertising usually does not
attempt to sell anything directly but gieves a fact to the company and attempts to
develop a positive relationship by influenecing the public reactions to"ard the company
and its products, services, sales forces and 7ob offers.
1;. &hat do you mean by surrogate advertising?
4f the la"s of a country do not permit advertising of a certain product category.
'he advertisers take the shelter of brand e3tension. 5or e3ample advertising of
aloobolic deinks is not permitted. 'o bypass this, some manufacturers of "hishky or
similar products launched brands of soda under the same brand name as that of their
popular "hisky, such a $agpiper soda or Mc Do"ell soda.
11.&hat is creative $outi+ue?
4t is an advertising agency "hich provide only creative service organi6ations
"hichprefer high +uality creative talent in their advertisements usually approach this
type of creative bouti+ues and other functions are completed by any other agencyor by
organi6ation itself. Many ful-service agencies "ho are very busy no" subcontract
"orks to creative bouti+ues. 'hey "ork on an agreed fee basis.<
1.&hat is )efutational Advertising?
4n refutational Advertising the advertiser first both to strong and "eak points or
positive and negative points about the product or service and then refutas the vie"
concerning the "eakness. )efutational appeals are useful against e3isting negative
beliefs of consumers. 'his type of advertising lead consumers to generate more
support arguments than ads "ith only supportive information.
1!.&hat do you mean by selective )etention?
(onsumers do not retain all the information in their memory that the
advertisement attempts to communicate even after attending and comprehending it.
*o advertisers use symbols, slogans, images and associations to ensure that the
information is available "hen it is time for purchase action. 'his is called selective
retention.
1#.&hat do you mean by subliminal perception?
*ubliminal perception is the ability to perceive stimuli that are belo" the level of
conscious a"areness because the stimuli are either too "eak or e3tremely brief to be
consciously noticed. 'he stimuli are belo" thethreshold of a"areness but not belo" the
absolute thresheld of consciousness. 4e, people are stimulated belo" their level of
conscious a"areness and can perceive stimuli "ithout actually being a"are that they
are doing so.
1,.&hat do you mena by A4DA?
A4DA-Attention, 4nterest , Desire , Action
As for as an advertising is concerned, an effective advertising should attract
A''=>'4?>, gain 4>'=)=*', stimiulate D=*4)= and precipitate purchase A('4?>.
An advertising "ould prove to be realy effective if it takes this route. 'he A4DA model
suggests that these are the desirable +ualities of an effective ad.
1..=3plain DA@MA)
DA@MA) - Defing Advertising @oals for Measuring. Advertising )esults. 4t,s a
model for setting advertising ob7ectives and measuring the results of an ad compaign.
According to DA@MA) approach AAdvertisng:s 7ob purely and simply is to communicate
to a defined audience, information and a frame of mind that stimulates action.
Advertsing succeeds on fails depending on ho" "ell it communicates the desired
information and attitudes to the right people at right time and at the right cost.
4e,Advertising ob7ectives involve a communication task that is specific and
measurable.
12.&hat do you mena by Media class?
Media class refers to the general category of delivery systems available to carry
advertising messages to a selected audience such as print media, broadcast media,
outdoor media etc.
1B.&hat is Media Cehicle?
Media Cehicle is the specific message carrier "ithin a medium such as $usiness
'oday Mag6ine, 4dustrial %erald etc. Media vehicle carriers advertising messages to a
selected audience. Media vechiles can be in anymedia print or $roadcast or anything.
19.&hat is above the line-Media.
$roadcast, press, outdoor posters and cinema are often referned to as above te
line Media. 4n this Media A gency gets a commission from the media for advertising.
;.&hat is belo" the line media
Direct mail, sales promotion e3hibitions, merchandising, slaes literature are
referred to as belo" the line media. %ere the agency gets no commission.
1.&hat is Media planningD
Media planning refers to a series of decisions that hs to be taken in delivering the
ad message to the largest number f the target audience in the most effective manner at
the lo"est cost. 'e plan specifies media ob7ectives and media strategies to complies
the ob7ectives.
."hat do you mean by reach?
)each is a measure of the number of different audience members e3posed at
least onec to a media vehicle-in a given period of time.
!.&hat is coverage?
(overage refers to the potential audience that might get e3posed to the ad
message through a media vehicle. )each refers to the actual audience e3posed to the
message and coverage relates to the potential audience likely to be e3posed to the
message.
#.&hat is fre+uency?
5re+uency refers to the number of time the audience is e3posed to a media
vehicle in a given period of time.
,.&hat is $D4?
$rand Development 4nde3
/ercentage of brand,s total sales in the market
,.&hat is category Development 4nde3?
/ercentage of product category,s total sales in the market
/ercentage of total population in the market
/ercentage of total population in
that market.
4nde3 number is a good indicator of market potential. 4t helps the advertiser in
determining "here to focus the advertising efforts.
..&hat is media scheduling?
Media scheduling is concerned "ith timing the insertion of advertisements in the
selected media. 'here are three approached to scheduling
1.(ontinuity
.5lighting
!./ulsing
Media schedule is calendar of Advertisng plan.
2. &hat is continuity Advertising?
(ontinuity refers to a continuous pattern of advertising "ith out any gap. 'his
strategy is suitable for those products categories that are regularly, consumer on an on
going basis "ithout any seasons fluctuations. *uch as "ashing po"ders soaps,
toothpast, soft , drinks etc. continuity offers the advantages of constant reminder to
consumer, covers the entire buying cycle, and allo"s for media discounts and
preferomed and locations. 'he disadvantages include higher costs, possibility of over
e3posures etc.
B.&hat is flighting?
5lighting refers to a less regular schedule of advertising in "hich there as
interittentt periods of advertising and no advertising. 4n flighting periods of theavy
advertising "ould be follo"ed "ith no advertising believing that changed attitudes "ould
not decay rapidly. 5lighting offers the advantages of cost-efficiency as advertisng overs
only purchase cycle and may allo" the use of more that one medium "ith limited
budgets of has the advantage of decresed a"areness interest and rententin of ad
message during non - scheduled periods.
9."hat is pulsing?
/ulsing is a combination of continuity and flighting. 'he continuity is maintained
as a base throughout but, during certain periods, the level of advertising is stepped up.
/using offers the combined advantages of both continuity and flighting this method is
not suitable for seasonal products.
!;. &hat is program rating?
/rogram rating is a measure of potential reach of broadcast media and is
e3pressed as a percentage.
>umber of households vie"ing the program
/rogram )ating
'otal number of households o"ning 'C sets
!1.&hat is @ross )ating /oints 0@)/:s1
@)/ is a numerical figure indicating ho" many potential audience members are
likely to be e3posed to a series of commercials. 'his combine the program rating and
the average number of times the household is reached during the advertising cycle.
@)/E)eachF5re+uency
!.&hat is 'arget )ating point?
')/ refers to the number of times and the number of individuals in the primary
target audience that the media "ill reach. %ere the data are collected on "eekly basis.
?ne ')/ is e+ual to one percent of total 'C audience. 4f a program has ,; ')/ is
means that ,;G of the panel members "atched the program in that "eek.
!!.&hat is (ost - per- thousand (/M?
(ost of ad space
(/M E
(irculation
(ost per thousand or (/M is used to compare the costs of media of different
vehicles.
!#.&hat is cost per rating point (/)/?
(ost of (ommercial time
(/)/ E
/rogram )ating
'his is used to compare figures of broadcast media. 'his is also referred to as
(// cost per point.
!,.&hat is Milline )ate?
A milline rate is a cost in rupees per line of standard dimensions to reach a
ne"spaper circulation of one million.
1; Hakhs F)ate percentage line
Million )ate E
(irculation
>e"s papers "ith higher circulation figures charge more per line or per unit
space.
!.."hat do you mean by 'ransit Advertising?
'ransit advertising is similar to outdoor advertising as it also uses billboards,
neon signs and electronic messages. 'ransist advertising is targeted at millions of
people "ho are e3posed to various modes of transportation such as huses, trains, or air
travel. 'he printe 7 ads and paid for and provided by the advertiser to the firm managing
transit advertisng. 4t is the responsibility of the firm to place and maintain the ad
posters on the vehicles.
!2.&hat are different types of 4nternet Advertising?
1.Ad $anner
.Ad $utton
!."ebsite
#.*ponsorship
,.4nterstitial
..(lassfied ad.
!B.&hat do you mean by creative e3ecution?
(reative e3aecution is the "ay in "hich an advertising Appeal is used in an ad
message. 'he element of message e3ecution is as important as "hat is said in
advertising. 'here are many "ays in "hich advertising message can be presented.
'hey are.
1.5acturla Message or *traight *ell
.'estimonial
!.comparison
#.Hife style
,.Animation
..slice of lice
2.5antacy etc.
!B.&hat do you mean by slice of life?
*lice of life commercial drematise real life situation. /rofessional actors in the
commercial play the role of plain people and discuss some problem or issue. ?ften the
situation encountered is of a personal native such as pimples, bad breath body odour,
dandruff etc. A friend , relative or colleague drops the hint, the product is tried and the
ne3t scene sho"s a happy satisfied consumer. Most slice-of-life commercials open "ith
a problem faced in daily life "ith the brand becoming the solution.
!9."hat is slice-of-death (ommercial?
4n variety of advertising 5ear or an3iety appeal is used 'his type of advertising is
humorously called slice of-death ads. 'hese ads are designed to protect a person from
loss of health, against smoking A4D*, "earing helmets, drug abuse etc. 'hey all focus
on the fear of losing life.
#;.&hat do you mean by layout?
A layout is an orderly physical arrangement of headlines,subheads, body cop
slogam,seal logo,signature and the visual elements into a finished advertisement . 4t
sho"s "here each empomEnent of the ad "ill be placed and gives guidelines to people
"orking on the ad creation. (opy "riter leams ho" much space is available to "ork
"ith and hos much copy should be "ritten. 4t helps the art director in determining the
si6e of the visuals. Hayout are usually done as rough and presented to the advertiser to
get the preliminary approval.
#1.&hat do you mean by balance in ad?
$alance is a Design principle. 4t means controllingthe si6e, tone, "eight and
position of the elements in the ad. 4t occurs "hen e+ual "eights or forces are
e+uidistant from a reference oitn, "hich is the imaginary vertical line dra"n from
thecentre of the advertisement. &hen the "ight of all elements on both sides of the
vertical centre line is e+ual the layout has formal balance.
#.&hat do you mena by informal balance?
4n the ad vertising "hen the e+uilibrium is achieved by placing element of
different "eights at une+ual distance form the optiacal centre, the layout has informal
balance. 'his 'ype of arrangement re+uires more thought than simple formal balance.
$ut the effects "ill be imaginative and distinctive.
#!.&hat do you mena by Advertising (ampaign?
An advertising campaign includes a series of ads, placed in various media that
are designed to meet ob7ectives and are based on an analysis of marketing and
communication situations. Advertising campaign includes Appraisal of advertising
opportunity, market Analysis, setting advertising ob7ectives setting budiget and
necessary control system, Determingin media and creative strategy. (reat ads,pretest
and )elease ads and 5inally =valuate the final results.
##.&hat is advertising $udgety?
Advertising $udget is basically a plan to allocate final resources to advertising
for future operations and should be revie"ed constantly keep in vie" the changing
market condition.
#,.&hat is Advertising )esearch?
Advertising )esearch is the subset of marketing research 4t systematically
gathers and analyses information . %elp develop or evaluate advertising stragegies,
individual ads, or "hole advertising campaigns. 'he advertisier needs to kno" ho"
consuemers perceives its products or services, "hat are their vie"s about competition
and "hat image of the brand or company "ould be most appropriate to build.
#.."hat is creative concept research?
(reative specialists prepare several tentative ad concepts in the form of rough
copy platform, or the storyboard. )esearchers, conduct focus groups in the agency,s
developmental lab, "hich combines intensive +ualitive intiervie"s "ith +uantitative
techni+ues. A discussion leader moderates the conversation and each group vie"s the
roughs. 'he reactions of these groups are measured video taped and observed by
researches behind a one "ay mirror. 'his help in identifying the most promising
creative concept among the ones that have been seen and discussed by the focus
groups. 'his is called creative concept research.
#2.&hat do you mean by tracking studies?
4t is one method of post testing of advertisements. 'hese are conducted to
measure the effects of advertising at regular intervals, and may be applied to both print
and broad cast advertisements. 'hese are used to asses the effects of advertising on
a"areness, recall. 4nterest and attitude to"ard the advertisement and purchase
intention. 'elephone survey, personal intervie" mail surveys are used either +uarterly
or semi annually the si6e of the sample usually varies bet"een ,; and ,;; cases per
period. 'his helps advertisers assess current ad programs and planning for the future.
#B."hat do you mean by eyetracking?
4t is a method of pretesting of advertisements. 4t:s a physiological testing. 4n eye
tracking an eyemovement camera depicts the route tht the respondent,s eyes travelled
over an ad to sho" the areas that attracked and held attention.
#9.&hat is =lectro dermal )esponse?
4t is other"ise, called galvanic skin response. 'his is also a physiological testing
of advertisements. %ere a mild electrical current measures the respondents s"eat
grand activity to measure the tension an ad creates.
,;.&hat is sales promotion?
AAccording to AMA 4n a specific sense, sales promotion includes those sales
activities that supplement both personal selling and advertising and co-ordinate them
and help to make them effective such as displays, sho"s and e3positions,
demonstrations and other non-recurrent selling effort not in he ordinary routine.
,1. "hat is dyadic Advertising communication?
Dyadic Advertising communication is a process of direct communication
bet"een t"o person such as sales person or consumer.
,.&hat is @atefold?
@atefold is an oversi6e maga6ine page or even that is e3tended and folded to fit
the publication. @atefold are used to e3tend the si6e of the maga6ine advertisements
and sometimes it is folded "ith a premium.
,!.&hat is deceptive Advertising?
According to 5ederal 'rade (ommission a Misrepresentation or omission is
practiced in advertisements to mislead the cutomers, it is called deceptive advertising.
,#. &hat is cross-sell?
4t is a erm used in personal selling that refers to the sale of additional product or
services to the same customer.
,,.&hat is Aerial advertisement?
4t is form of outdoor advertising "here the message is appeared in the sky in the
form of banners pulled do"n by aeroplanes or ballons.
,.. "hat is cognitive processing?
'his is a process by "hich a person transfers e3ternal information into
meaningful patterns of thoughts and ho" their meaning are used to form 7udgements or
choice about a behavior.
,2.&hat do you mean by 7ingles?
Iigles are songs or tunes about a product or service that usually carriers the ad
theme and a message.
,B.&hat is *"eep stake?
A s"eepstable is a promotion "here "inners are determined purely by chance.
4t cannor re+uire a proof of purchase as a condition for entry. =ntrants need only submit
their names for the pri6e dr+"ing. ?neform of s"eepstake is a game, "hich also has a
chance element or odds of "inning. *"eepstables are easier and less e3pensive to
administer. *ince every entry does not have to be checked or 7udged.
,9.&hat is self li+uidating premium?
*elf li+uidating premium re+uire the consumer to pay some or all of the cost of
the premimum plus handling and mailing costs. 'he marketer usually purchases items
used as self-li+uidatting premiums in large +uantities and offers them to consumers at
lo"er than retail prices. 'he goal is not make a profit on the premium item but rather
7ust to cover costs and offer a value ot the consumer. ?ffering values to a consumers
through the premium products can create interest in the brand and good"ill that
enchances the brand:s image.
.;.&hat do you mean by sales promotion trap?
4t is actually a problem "ith the consumer- oriented promotions. &hen a firm
begins using sales promotions to differentiate its product or service from the
competition and it leads to success, competitiors may +uickly, easily copy it. &hen all
the competitors are using sales promotion, it not only lo"ers the profit margins for each
firm but also make it difficult to any one firm of keep a"ay from the promotion
band"agon. 'his is called sales promotion trap.
.1.=3plain Media )ates?
Media (ommissionJ is an amount paid by the media to an add agency "hich has
bought time or space for its clients.
Mark 8/*J Agencies have to buy certain services for creating ads form outside sources.
&hen such services are purchased, the client has to pay for the services plus certain
markup for supervisory services. 5ees-rather the commisision the agencies "ill charge
a fee for advertisements.
4ncentive based,performance based.
(ompensationJ %ere the agency is re"arded on the bases of the results if achieves for
the client.
..&hat to you mean by pull strategy?
4t is a sales promotion strategy. %ere the promotional activities are directed at
theend consumes. 'he consumer is motivated to approach a retailer asking about the
product so that the retailer is compelled to approach the "hole sales for the stock of
demanded product. %ere the product has been sold because of the pull e3ercised by
the customer. *o this is called pull strategy.
.!.&hat is push strategy?
'his is an alternative to pull strategy. %ere the product is pushed through the
channels. 4n push strategy the promotional effort is dereicted at "holsalers or tretailers
"ho inturn promite them to the customers.
.#.&hat is 'estimonial?
%ere a celebrity or an actual user endorses a product "hen the actual user is an
ordinary person the copy shuld be convincing. =g,As"ini %air oil. 'he choice of
endorser depends upon the product 'estiomonials say to the vie"ers tha this is the
truh Hu3 is a very famous e3ample of testimonial type of commercial. ?n these
commercials models should not dominate over the product. 'hen it becomes a celebrity
trap. 'he product must be brought in sharp focus.
.,.&hat is 5reebie?
'o stimulate stagnant demand and to move accumulated inventories blocking
high cost finance. (ompanies offer free gifts, especially in the consumer durable
sector. 5or e3ample a free automatic camera is given "ith purchase of a *amsung
refrigerator. Actually a 5reebie is allo"ed only "hen the company bearsis cost. 8sually
the cost of freebies are covered partly or fully in the transaction. $ut under M)'/ act, it
is an unfair practice.
...(orporate 4mageJ
(orporate image is the summation of a several e3pressions of good "ill of an
organi6ation. 4t is earned over a period of time 4t is an image ofefficiency and
customer friendlinesss. 'hese images are based on the product or service +uality, the
after sale service, advertisingindustrial and trade relations market position and
packaing.
.2.&hat do you mean by Kipping and Kapping?
Kipping occurs "hen customers fastfor"ard through commercials as they
playback a previously recorded program. Kapping refers to changing channels to avoid
commercials.
.B.&hat do you mean by bleed page?
$leed pages are those "here the advertisement e3tends all the "ay to the end
of the page, "ith no margin of "hite space around the ad. $leeds give the ad an
impression of being larger and make a more dramatic impact. Many maga6ins charge
an e3tra of 1; to ; percent for bleeds.
.9.&hat do yo mean pop-up advertisement?
'o grab the attention of the readers, certain advertisers use three-dimentional
inserts or pop-ups that 7ump off the page. 'his is kno"n as pop-up advertising.
2;./ortfolio 'estJ
/ortfolio tests are a laboratory methodology designed to e3pose a group of
respondents to a portfolio consisting of both control and test ads. )espondents are
then asked "hat information they recall from the ads. 'he assumptions is that the ad
that yield the highest recall is the most effective.
21. &hat is 4n+uiry 'est?
4n+uiry tests are designed to measure advertising effectiveness on the basis of
in+uiries generated from ads appearing in various print media. ?ften referred to as
A$ingo cards. 'he in+uiry may take the form of the number of coupons returned phone
calls generated or direct en+uiries.
2.&hat is retentive advertising?
)efentive advertising may be useful "hen the product has achieved a favourable
status in the market - that is "hen it has attained a maturity or a sales declining period.
%ere the advertiser "ants to keep his product,s name before the public. A softer selling
approach is used or only the name may be mentioned in reminder type advertising.
2!.4nformative product AdvertisingJ
4n the introductory stage of the product Hife (ycle , informative advertising
isusually used. 4t seeks to develop an initial demand for a product. 'his form of
advertising tends to characteri6e the promotion of any ne" type of product for its
ob7ectives is to simply announce its availability.
2#."hat is Dissoance theory?
According to dissonance theory consumer feels dis comfort "hen they are
e3posed to information that conflicts "ith their original belief or attitude. @enerally after
a high involvement purchase . the customer recalls that some other brands "ith uni+ue
features "ere not selected his leads the customer to suspect that the choice made is
not the "isest. /ost purchase dissonance is +uite normal and creates in the customer
a feeling of uneasiness about prior beliefs, a high +uality brand offers a promotion. ?f
other brands in the same products category do not offer promotion, then this consumer
may change the belief that the product is lo" +uality and resolve dissonance.
2,."hat is Deal proneness?
Deal proneness in the degree to "hich the consumer is influenced by sales
promotion interms of behaviours. *uch as purchase timeing brand choice, purchase
+uantity, category, consumption, store choice or search behaviour.
2.."hat is inpack premium?
4t is a sales promotional tool. %ere the premium is enclosed inside the product
pack. 'hese in pack premiums are used by manufactory of ready-to-eat cereal health
and beauty aid products etc.
22."hat do you mean by */455* or push money?
/ush money is a monetary re"ard given to the sales force of the dealers to sell a
manufacturer:s product.
2B. /?/ advertising is the element of sales pormotionand concerns itself "ith signs and
displays located in on or ad7ascent to the place "here the advertised product or service
is available for purchase. 4t has the fourfold purpose of informing, reminding,
persuading and merchandising. 8sually retail stores are in the form of stickers,
banners, displays posters, mobiles signs and streamers. 'he purpose is to get
customer attention.
29.&hat is Animatic?
A prelimainary version of a commercial in "hich a videotape of the frames of a
story board is produced along "ith an audio sound track.
B;.&hat do you mean by advertising appeal?
'he approach used in an advertising message to attract attention or interest of
the consumers and influence their feelings to"ard the product, service or cause.
B1."hat do you mean by Advertorial?
An ad that is half advertising, half editorial aimed at s"aying public opinion rather
the selling products.
B."hat is a copy plat form?
'his document specifies the basic elements of the creative strategy such as the
basic problem or issue the advertising must address. 'he advertising ob7ectives, target
audience ma7or selling ide, or key benefits to communicate, campaign them or appeal
or any other supportive information or re+uirements.
B!."ho is copy"riter?
'he person "ho helps conceive the ideas for ads and "rites the "ords of the
copy.
B#.&hat is consumer 7ury?
A method of pretesting advertisement by using a panel of consumers "ho are
representativeof the target consumers and provide ratings,ranking, or evaluation of ads.
B,.&hat do you mean by 4nformercials?
4nformercials are very long 'C commercial !minutes to half an hour or more.
'hese are designed to provide more detailed information about a product or service.
B..&hat is interstitialD
Animated screens, often ads that popup momentarily as the computer searches
for or do"nloads information for a re+uested "eb-page.
B2.&hat is a story board?
*toryoard is a series of dra"ings used ot present the visual layout of commercial.
BB."hat do you mean by spectaculars?
4t:s a type of outdoor advertising. 'hese are large electronic sign placed in high
traffic area, usually incorporating movemtn, colour and grahies to grab the attention of
consumers.
B9.&hat is uni+ue selling proposition?
An advertising message strategy that courses on a product or service attribute
that is distinctive to a certain brand and offers pernasive benefits to the consumer and
not claimed by any other brand.
9;.&hat is advertising copy?
'he main te3t portion included on the advertisement is called the body copy.
'he body copy contains the complete sales story and is the logicalcontinuation of the
headline and subheads. 4t covers the attributes, benefits and utility of the product.
91.&hat is )ecall 'est?
4ts a post testing method of advertisement testing )ecall refers to a measure of
the proportion of sample and hence that can recall and as having seen. 'here are t"o
types of recall aided-recall and unaided recall. 4n aided recalled respondents re sho"n
certain ads "ith the name of the board conceited and then asked "hether their previous
e3posure "as through reading vie"ing or listening.
4n unaided recall respondedts are asked "ithout prompt "hther they read,sa" or
heard advertising message.
9.&hat do you meanby )ecogniton 'est?
)econgniton refers to "heter a respondent can recogni6e an advertisement as
having sen before )econgniton test provide a mechanism for breaking a print ad into its
more important elements such as headline, isuals body copy, and logo and ho" these
are remembered by a sample of respondents.
9!.&hat is an Advertising Agency?
4t is an idependetn company set up ot render speciali6ed service in advertising in
particular and in marketing in general. 4t is company that helps advertisers create
advertisements and place them "ith appropriate media.
9#."hat are the functions of ad agency?
1.Agencies understand the product to be advertised in 'hey understand the
technology used to produce it and the market for "hich it is meant.
.Agencies have to assess the different media for coverying the message.
9,.&hat are the functions of advertising?
1.Advertising provoke us to try the product and once tried remind us about its
benefits so that "e can buy it time and again.
.Advertising persuades people to act.
!.Advertising helps to choose out of several brands available in the market.
9..&hat do you mean by pretesting?
'esting the advertaisements before it has been run. /retest measure the
effectiveness of different presentations of the message. 'hey help to select the best
form of an advertisement before incurring the e3pense and risk of presenting it on a full
s"cale run.
92./?*' '=*'4>@
/ost testing measure he impact of the advertisement. 'hey seek to discover
"hich advertisement and "hat elements of various advertisements get the best
response "hat position produces beestt results "hat medium pulls bettar or ho" "ell an
advertising canmpaign is progressing. 'hey provide information on "heter a brand
name or selling theme of an ad has penetrated the neaders mind and the e3tent of this
penetration.
9B."hat is )eliablity and validity?
'he Advertising )esearch +uality is tested against the criteria relaiblity and
validity )eliablity means even if the research is repeattted, it sho"s the some results.
99.&riet the name of certain prefesting methods of ads?
/ortfolio test, directmailtest clutter test, 'railer 'est pupillometric device,
@alvanic skin response etc.
1;;. Mention # sales promotion tolls?
/rice deals
(oupons
/remiums
(ontests and s"eepstakes.