IBA

Mid.-term assignment
Advertising
EMBA

Faculty: Syed Akhtar Mahmud

Marks: 90
Time: 24 hours

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Attempt all questions. Be precise and to the point. (10 points each)

Q.I. (a) Differentiate between Commission & Retainer ship modules and point out
which were used by Food Panda & Silk bank.

(b) Highlight the key offer by Circuit to AKD in their agreement.

Q.II. (a) Differentiating between a Story and Mood board, briefly describe the
options followed by these brands:

Candi Vigo HBL Arkadian

(b) State the target market of Dove as described in the Media brief.

(c) What was the communication idea of Dove Shampoo?

Q.III. (a) What are the key elements in a Creative Ad brief?

(b) Highlight the major points of Lays TVC brief.

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Q.IV. Fill-in with appropriate answers (20 points):

1. Weight and Voice of a campaign is also called:

____________

2. Four major global advertising conglomerates:

_________ _________ __________ __________

3. Show the sequence & place in a Margin Statement of Advertising

Expenditure:

________ _______ ________ ________

4. Retainership or Commission modules will be used the following beauty

soap brands:

Lux _______________ Palmolive ______________

5. Ad budget methods used by:

Unilever ________ Mindshare_______ _______

6. Factors in deciding how long to advertise?

________________ ____________ ____________

7. Relationship between Reach & GRP:

______________________________________________

8. Steps to overcome Stagnancy in Reach:

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__________ _________