1. Define Advertising.
As per American marketing association, “
advertising is any paid form of non personal
presentation and promotion of ideas,goods
and services by an identified sponsor”.
2. What is surrogate advertising?
It occurs in case where advertisements of
certain products are not permitted by the
law. Certain cigarettes and alcohol
companies use this type Of advertising.
3. What is covert Advertising?
It is a unique kind of advertising in which a
product Or a particular brand is presented
in a delicate manner In the movies, television
shows, and sports event.
4. What is advertisement campaign?
“ An advertising campaign includes a series
of ads placed in various media that are
designed to meet objectives and are based
on an analysis of marketing and
communication situations”
5. What is an advertisement Agencies?
An advertising agency, often referred to as a
creative agency or an ad agency, is a
business dedicated to creating, planning, and
handling advertising and sometimes other
forms of promotion and marketing for its
clients
6. Define advertising clutter?
Advertising clutter refers to the large volume
of advertising messages that the average
consumer is exposed to on a daily basis.
7. What is media vehicle?
A media vehicle is a specific television
program, digital media, newspaper,
magazine, radio station, outdoor advertising
location, etc., that can be employed to carry
advertisements or commercials.
8. Which are the key players in
advertising?
Advertiser
Advertising agency
Media
Advertising suppliers
Target audience
9. What is sublimal advertising?
Subliminal messages are visual or auditory
stimuli that the conscious mind cannot
perceive, often inserted into other media such
as TV commercials or songs. This kind
of messaging can be used to strengthen or
heighten the persuasiveness of
advertisements, or to convey an altogether
different message entirely.
10. What are the merits of advertising?
Merits to Manufactures
Merits to Middle men
Merits to Sales men
Merits to consumers
Merits to the society
11. What are the objectives of advertising?
Launching a new product
Trial objective
Continuity
Creation of demand
Getting attention
Prompting immediate action
Replacing lost customer
Brand switch
Reminds public
Facing competition
12. What are the process of advertising?
Establishing The Goals
Preparation Of The Budget
Selection Of An Advertising Agency
Selection Of The Media;
1.Media Class
2.Media Vehicle
3.Media Option
Creation Of The Advertisement
Deciding The Place And Time Of Ad
Monitoring And Evaluation
13. Explain AIDA Model.
Model for creation of advertisement
A – ATTENTION
I - INTEREST
D – DESIRE
A - ACTION
14. What is DAGMAR ?
The technique is used to measure the
effectiveness of an advertisement. The main
objective is
Communication task
Create awareness
Impart information
Develop attitude
Induce action
15. Expalin stereotyping?
A stereotype is a mistaken idea or belief
many people have about a thing or group that
is based upon how they look on the outside,
which may be untrue or only partly true.
Stereotyping people is a type of prejudice
because what is on the outside is a
small part of who a person is.
4. What are the constraints in measuring
effectiveness of advertising?
• Cost of measurement
• Dis agreements on what, when and where
to test
• Problems in testing
• Time intensive process
• Objection of creativity
16.Explain the importance of advertising? 1. What do you mean by Advertisement
A. IMPORTANT TO CUSTOMERS appeal? : Advertising appeals are
• Offers valuable information communication strategies that marketing and
• Promotes choice advertising professionals use to grab
• Convenience attention and persuade people to buy or act.
• Education of consumers Advertising appeals refers to the approach
• B. ESSENTIAL ELEMENT OF MARKETING used to attract the attention of customers or
MIX to influence their feelings towards a brand,
• Product launching product or service.
• Product information 2. What is an advertisement copy?
• Demand creation An advertisement copy is all the written or
• Price information spoken matter in an advertisement expressed
• Place information in words or sentences and figures designed
• Managing com petition to convey the desired message to the target
• Important in packaging consumers. An advertising copy is a term
• Key role in positioning used to describe the main text used in the
• C. SIGNIFICANT ROLE IN THE SOCIETY advertisement. The text could be a dialogue,
• Employment generation a catchy punch line or a company's dictum.
• Higher standard of living 3. What is advertisement lay out?
• Sustains the media Layout may be defined as the arrangement of
• Incentive to work the various elements of advertising such as
• Art and culture illustration, text matter, product and name of
• Entertainment the company. A good advertisement is a
17.Explain the economic impact and legal combination of both copy and art. The layout
impact of advertising. is a plan of an advertisement and makes the
Economic aspect of advertising work of the printer easier.
Effect on cost of production 4. What do you mean by copy writing?
Effect on cost of distribution Copywriting is the act or occupation of writing
Effect on price text for the purpose of advertising or other
Effect on demand forms of marketing. The product, called copy
Effect on competition or sales copy, is written content that aims to
Effect on consumer choice increase brand awareness and ultimately
Effect on business cycle persuade a person or group to take a
Effect on national income particular action.
Effect on utility
Effect on employment 5. What do you mean by copy testing?
Effect on product quality Copy testing is a specialized field of
Legal aspects of advertising marketing research that determines an
• Regulation by the government advertisement's effectiveness based on
• Self regulation by the advertising industry consumer responses, feedback, and
behavior. Also known as pre-testing,
18. Explain the types of advertising. it might address all media channels including
PRODUCT ADVERTISING television, print, radio, outdoor signage,
Informative Advertising internet, and social media.
Persuasive Advertising 6. What do you mean by Permission
Reminder Advertising Marketing? : Permission marketing is a
BASED ON AREA OF OPERATION concept introduced in a book of the same
Local Advertising name in 1999 by marketing expert Seth
National Advertising Godin. Permission marketing is a
Global Advertising non-traditional marketing technique that
BASED ON TARGET MARKETS advertises goods and services when advance
Consumer Product Advertising consent is given. Permission marketing is a
Industrial Product Advertising form of advertising where the audience is
Trade Advertising given the choice to opt-in to receiving
Professional Advertising promotional messages. Common forms of
Financial Advertising permission marketing include opting into
BASED ON MEDIA receiving updates as part of an email list.
Audio Advertising 7. What are the essentials of an
Visual Advertising advertisement?
Audio Visual Advertising • Choosing the Right Media
Print Advertising/Writtn Advertising • Utilizing Unconventional and Unique
Internet Advertising Approach
OTHER TYPES • Your Messages should be Catchy and
Outdoor Advertising Appealing
Broadcast Advertising 8. What are the types of advertisement
Covert(Hidden )Advertising) copy?
Surrogate Advertising (Indirect) • Human interest ad copy.
Celebrity Advertising • Educational ad copy.
19. Explain the scope and process of • Reason why? ad copy.
advertising? • Institutional ad copy.
• Goal setting • Suggestive ad copy.
• Message creation • Expository ad copy.
• Mass communication
• Media selection 9. What are the requisites of an effective
• Advertising agency advertisement copy?
• Monitoring and evaluation (1) It Should Be Simple:
Process of advertising are (2) It Should Be Capable Of Holding The
• Establishing The Goals Reader's Attention:
• Preparation Of The Budget (3) It Must Be Suggestive:
• Selection Of An Advertising Agency (4) It Should Have Conviction Value:
• Selection Of The Media (5) It Should Educate The People:
• Media Class (6) It Should Have Memorizing Value:
• Media Vehicle (7) It Should Be True:
• Media Option 10. What are the elements of
• Creation Of The Advertisement advertisement copy?
• Deciding The Place And Time Of Ad 1. A Clear Objective
• Monitoring And Evaluation 2. A Compelling Message
3. A Compelling Offer
20. Explain advertising campaign and its 4. Evidence of Tangible Benefits
process. 5. A Clearly Understood Tone
Dunn and Barban “ an advertising campaign 6. A Means of Responding
includes a series of ads placed in various 7. A Call to Action
media that are designed to meet objectives 8. A Call to Action
and are based on an analysis of marketing 11. What are the different types of
and communication situations” advertisement appeal?
Objectives 1 Personal Appeal.
Brand image 2 Social Appeal.
Growth and market share 3 Humor Appeal.
Buying decision of customers 4 Fear Appeal.
Support selling efforts 5 Romantic Appeal.
Educate consumers 6 Endorsement Appeal.
Reminding about the brand 7 Youth Appeal.
Retrieve lost sales 12. What are the elements of layout?
Process o Color
Setting the advertisement objectives o Text
Preparing the budget o Style
Selecting the media o Page Size
Creating the advertising message o Graphics
Evaluating advertising campaign results o Consistency
13. What are the qualities of a good copy
writer?
• Attention to Detail
• Word Choice & Figurative Language
• Professionalism
• Optimism
• Enthusiasm
• Curiosity/Inquisitiveness
• Resourcefulness
1. What is advertising research?
William F Arens, “advertising research
uncovers the information needed for
making
advertising decisions
2. What are the features of advertising
research?
• Part of marketing research
• Conducted to make systematic gathering
and analysis of information
• To examine the possible communication
problems before the beginning of
advertising
campaign.
• Applied to examine the quality of
advertising messages, media and media
vehicles
• It examines product awareness and
knowledge of the customers after the
advertising
campaigns
3. What are the need and importance of
measuring the effectiveness of
advertising?
• Improve sales and profits
• Facing competition
• Control
• Effective ads
• Avoids wastage of money
• Feedback for remedial measures
• Cost benefit analysis
• Understanding the communication effect
5. What are the different methods of
measuring effectiveness of ad?
• PRE TESTING(COPY TESTING)
Evaluation of an ad is made before it is
transmitted to the potential customers
✓ Focus Group Sessions
✓ One To One Interviews
✓ Consumer Jury Method
✓ Sales Area Test
✓ Questionnaire Method
✓ Recall Test Method
• POST TESTING
Evaluation of advertisement conducted
after the real transmission of an ad to
know its
effectiveness and impact on the target
audience
• Recognition Test
• Recall Or Impact Test
• Inquiry Test
• CONCURRENT TESTING
• Term concurrent means simultaneous, in
this type of testing the ad campaign and ad
effectiveness testing occurs
simultaneously.
• Testing is done when the ad is running or
in progress.
• Tracking Studies
• Coincidental Surveys
• Consumer Diary Test
• Pantry/Store Checks
• Mechanical Tests
➢ psychogalvanometer
➢ Techistoscope
➢ Camera test
➢ Pupilometer
6. What are the pact principles of copy
testing?
PACT is an advertising-industry term that
stands for "positioning advertising copy
testing."
PACT is a list of nine principles for testing
the effectiveness of ads. Twenty-one of the
nation's biggest advertising firms
assembled in 1982 to form PACT.
The purpose was to improve the research
standards that the advertising
industry uses to create and test ad copy, to
develop better ads for clients, and to
control
TV advertising costs. Testing results are
audiences' reactions to ads.
Principle I A good copy testing system
provides measurements which are relevant
to the objectives of the advertising.
Principle II A good copy testing system is
one which requires agreement about how
the results will be used in advance of each
specific test.
Principle III A good copy testing system
provides multiple measurements - because
single measurements are generally
inadequate to assess the performance of
an advertisement.
Principle IV A good copy testing system
recognizes that the more finished a piece
of copy is, the more soundly it can be
evaluated and requires, as a minimum,
that alternative executions be tested in the
same degree of finish.
Principle VI A good copy testing system
provides controls to avoid the biasing
effects of the exposure context.
Principle VII LA good copy testing
system is one that takes into account basic
considerations of sampledefinition.
Principle VIII A good copy testing system
is one that can demonstrate reliability and
validity.
Principle IX Take baseline (i.e.,
pre-exposure) measurements and / or use
control groups.
15. Explain brand equity and explain the
effects of sales promotion on brand
equity?
Brand equity is the sum total of values,
assets and liabilities generated by a branded
product over a period of time. It is referred to
as the additional amount of money
consumers are willing to pay for a brand
compared to other brands.
Positive effects
✓ Increases awareness of brand among
customers
✓ Consumers develop value and
perceptions of a brand on the basis of the
strength of sales promotion campaign
✓ It can develop meaningful points of
difference to the brand and associations to
particular brands
Negative effects
✓ If company follows huge sales promotion
efforts in establishing a high brand
image for a low quality product, consumers
may perceive it as a substandard product
✓ Frequently conducted sales promotion can
lead consumers to buy the brand at
discounted prices.
✓ Consumers may reduce or stop their
purchase of the brand following frequent
sales promotion
1. Define the term personal selling?
American Marketing Association defines
Personal Selling as:- “Personal Selling is the
oral presentation in a conversation with one
or more prospective purchases for the
purpose of making sales
2. What is sales force management?
Sales force is the link between a firm and its
customers, there fore, organizations should
procure and maintain efficient sales force
3. Explain the nature of personal selling?
• Face to face communication
• Involves individual acting for a company
• Two way flow of communication
• Involves persuasion of consumers
• Attempt to win buyers confidence
• It is an education process
• Flexible tool in promoting sales
4. What are the essential elements of
personal selling?
Face to face interaction
Persuasion
Flexibility
Promotion of sales
Supply of information
Mutual benefit
5. Explain in detail, the process of
personal selling.
Pre sale preparation
Prospecting or locating the prospective
buyers
Approaching
Presentation
Demonstration
Handling objections
Closing the sale
Follow up
6. What are the different types of personal
selling?
NEGOTIATIONS
SELLING STRATEGY
AIDAS APPROACH
STIMULUS RESPONSE MODEL
7. What are the different types of sales
persons?
Transactional
Relational
Closers
Consultants
8. Explain in detail, various principles of
personal selling?
Customer centered approach
Building relationships
Professionalism
Effective organization
Consultative selling
Better customer knowledge
Customer orientation
Customer focused sales dialogue
Adaptive selling
21. What are the positive and negative 14. What are the different types of
impact of advertising? advertisement media?
Positive Impact (1) Direct Mail:
Increases social awareness This is one of the oldest types of advertising
Increases product awareness media. Under this method message is sent to
Employment generation the prospective buyers by post. A mailing list
Higher standard of living is prepared for this purpose. Circular letters,
Supports and sustains the media folders, calendars, booklets and catalogues
Encourages research and development are sent under this type of advertising. In the
Incentive to progress sales letter an appeal is made to the buyers
Art and culture separately.
Negative impact (2) Newspapers and Magazines:
Deception These are the important forms of press
Subliminal advertising advertising, newspapers are the most
Hidden costs effective and powerful medium of advertising.
Confuses people Newspapers contain valuable information
Corrupts the minds of youth with regard todifferent current events. It may
Obscene advertisements be referred to as ‘a store house of
Attracts people to harmful products information’. There are daily, bi-weekly and
Dissatisfaction among poor people weekly newspapers. Newspapers have
Advertising clutter widest circulation and read by many people.
Advertising promotes materialism The newspapers may be local, provincial or
Makes people greedy national
(3)Magazines:
9. What are the steps involved in Magazines or periodicals are other important
management of sales force? media of communication. Magazines may be
1. Designing sales force strategy and released weekly, monthly, quarterly, bi-annual
structure or annual. These are read with more interest
Establishing sales objective by the readers as compared to newspapers.
✓ Qualitative Advertisements given in magazines are more
✓ Quantitative descriptive and attractive. They are usually in
Deciding sales force structure coloured form which depicts the product
✓ Territorial nicely and gives lasting impression to the
✓ Product reader.
✓ Customer (4) Radio Advertising:
✓ complex Radio advertising is very popular these days.
Deciding size of the sales force The advertisements are broadcasted from
2. Compensation different stations of All India Radio. Radio
Straight salary plan advertising can be explained as “word of
Straight commission plan mouth advertising on a wholesale scale”. The
Salary plus commission plan advertising messages can be in different
3. Recruitment and selection regional languages.
4. Training (5) Television Advertising:
5. Supervision This is the latest and the fast developing
6. Evaluation medium of advertising and is getting
increased popularity these days. It is more
10. What are the steps involved in the effective as compared to radio as it has the
process of evaluating the sales force? advantages of sound and sight. On account
1.Establishing performance standards of pictorial presentation, it is more effective
2.Communicating the standards and impressive and leaves ever lasting
3.Measuring the actual performance impression on the mind of the viewer.
4.Comparing the actual performance with It is a very costly medium which can be
5.desired performance employed by big concerns only; it has a
6.Discussing the appraisal result shorter life span and limited coverage. Back
7.Decision making reference to the advertisement cannot be
11. What are the essential qualities that made after its presentation. The duration of
should be possessed by the sales force? the advertisement is very limited.
Confidence
Professionalism (6) Film Advertising:
Enthusiasm This is also known as cinema advertising.
Solution oriented This also provides sight and hearing facilities
Empathy like television. Short advertisement films are
Relational not prepared by big business houses which
Courtesy are sent to different cinema houses to be
Education and experience shown to the audience before the regular
Mental qualities shows or during the intermission. It has more
Hard working repetitive value but not to the same viewers.
Initiative Its coverage is limited which benefits the local
Sociability population only.It is a very costly medium
Effective speech involving higher distribution and film making
Honesty costs. Only big organisations can afford to
Determination produce advertisement films. It ensures more
organized flexibility at larger costs. Its effectiveness
cannot be measured properly. Film making is
a time consuming process.
(7) Outdoor Advertising:
This type of advertising include different
media like posters, placards, electric displays
or neon signs, sandwichmen, sky writing,
bus, train and tram advertising. This is also
known as ‘Mural advertising’. The main aim
of outdoor advertising is to catch the attention
of passerby within twinkling of an eye.
(8) Window Display:
It is a common method which is usually
undertaken by retailers who display their
products in the shop windows in order to
attract the customers. This is also known as
exterior display. It is the most effective and
direct method of influencing the people.
Window display has direct appeal to the
onlookers. It is instrumental in arousing the
desire to purchase in the prospective
customers. It acts as a silent salesman.
(9) Fairs and Exhibition:
A trade exhibition or a fair is organised on
extensive scale which is attended by different
manufacturers and traders along with their
products to be sold to the large number of
people who visit the exhibition. The exhibition
may be either organised on local, provincial
or international basis.
(10) Specially Advertising:
Most of the business houses in order to
increase their sales, advertise their products,
give free gifts like diaries, purses, paper
weights and calendars to the customers. The
name of the firm or the dealer is inscribed on
the articles presented.
7. Explain dagmar model for measuring
ad effectiveness.
DAGMAR Model suggest that ultimate
objective of advertising must carry a
consumer through for levels of
understanding
i. Unawareness to Awareness
ii. Comprehension
iii. Conviction
iv. Action
1. What do you mean by sales
promotion?
“Sales promotion refers to those activities
other than personal selling, advertising
and publicity that stimulate consumer
purchasing and dealer effectiveness, such
as – display shows and exhibitions,
demonstrations, and various other non-
recurrent selling efforts not in ordinary
routine
2. What are the components of
promotion mix?
Advertising
Publicity
Personal Selling
Direct Marketing
Sales Promotion
Public Relations
3. What is meant by push strategy?
It involves pushing distributors and
retailers to sell the products of a firm to the
consumer by offering various kinds of of
promotion and personal selling efforts
4. What is pull strategy?
Pull strategy concentrates on the
consumer instead of the middle men
involved
in marketing. This strategy involves
discounts and other benefits to the
consumers so as to encourage them to
purchase
5. What is combination strategy?
It is a mixture of push and pull strategy. It
focusses both on the middle man and
consumers, it offers special incentives to
booth the middle man and consumers
so as to boost the sales of the product.
6. What is brand equity?
Brand equity is the sum total of values,
assets and liabilities generated by a
branded product over a period of time. It is
referred to as the additional amount
of money consumers are willing to pay for
a brand compared to other brands.
7. Briefly explain the features of sales
promotion.
According to Philip Kotler
✓ Communication
✓ Incentive
✓ Invitation
✓ Set of inducement
✓ Offered directly to the customers
✓ Does not include personal selling, ad
and publicity
✓ Offered for a short period
✓ Numerous scheme and technique
✓ Focus on small group of consumers
8. What are the objectives of sales
promotion?
o Building product awareness
o Immediate increase in sales
o Competitive advantage
o Strengthen the brand image
o Attracts customers
o Motivation of the existing customers
Reinforcing the brand
9. What are the advantages of sales
promotion?
• It helps companies to make an
immediate increase in their sales volume
• Consumer get lot of incentives
• Consumer get product at cheaper rate
• Companies can dispose off their existing
stock
• Help to retain customers
• Helps firms to sell additional products
• It is less expensive
10. Explain the scope of sales
promotion?
• Trade oriented promotions
• Consumer oriented promotions
• Sales force promotions
11. What is meant by sales promotion,
explain the various methods and
techniques of sales promotion?
CONSUMER PROMOTION
TECHNIQUES
• couponing
• Sampling
• Rebates
• Gifts/free offer
• Price cuts/price – off offers
• Consumer contests and lucky draws
TRADE PROMOTION TECHNIQUE
• Buying allowance
• Buy back allowance
• Merchandise allowance
• Bulk discount
• Gifts ,awards and cash prizes
SALES FORCE PROMOTION
TECHNIQUE
• Bonus to sales force
• Gifts
• Sales force meet
15. Merits and demerits of internet as an 12. What is sales promotion budget?
advertisement medium. Comment. discuss the important techniques used
Advantages of online marketing in in the preparation of sales promotion
1. Targeting specific customers budget?
You can focus your ads on a particular online Percentage of sales method
market segment and filter your target group Unit of sales method
according to the location, interests or age. Competitive parity method
Search engines also let you target the exact Affordable method
keywords related to your business. With Objective end task method
these advanced targeting options you can 13. What are the different sales force
easily create successful campaigns and strategies.?
increase visitor conversion. Push strategy
2. Lower cost Pull strategies
If we compare online and offline advertising, Combination strategy
the cost of online marketing is significantly 14. What is sales promotion campaign,
lower. For example with PPC campaigns, the erxplain the steps involved in it?
main advantage is that you pay per visitor, Sales promotion campaigns are organized
therefore you dont spend money just to stimulate quicker or greater purchase of
because consumers have been shown your particular products or services by
ad. consumers
3. Full control with accurate statistics Goals.
Online advertising campaigns are under your Promotional message reaches the
full control. You know the exact expenses, so target audience.
you can set a daily budget and monitor Message is understood by the
overall spending. If you overstep your limit, audience.
you can always check the status of individual Message stimulates the recipients to
keywords and ads to adjust them. You also take action . Process :
know exactly how many people clicked on 1.Assessment of marketing opportunities
your ads and turned from leads to customers. 2.Defining the promotion objectives
There’s no need to guess if a certain 3.Deciding the promotion mix
campaign led to an increase in revenue. 4.Formulating the sales promotion
4. Improved customer interaction strategies
The possibilities are endless. Customers can 5.Designing sales promotion schemes
click on your ad, order your product directly 6.Developing the promotion budget
or 7.Execution of the campaign
strike up a conversation and seek additional 8.Evaluation of the campaign effectiveness
information. After buying the product, they
can review and share it with friends on social
media, thus motivating more customers to
shop.
5. Wide range of formats
There’s an ad format for every business.
Most of us are familiar with popular banner
and text
ads displayed in search engines and on
websites. We’re also used to seeing video
ads preceding and interrupting content on
social networks and YouTube. Still, that’s not
all – QR codes, text links, affiliate marketing,
hashtags and social media contests, all of
these can be part of your online marketing
strategy.
Disadvantages of online marketing
1. Not everyone is on the internet and wants
to share their dataYour potential customers
might just not be present online, or only
occasionally. They might also use only one
specific search engine or social network and
you’ll have to find out which one that is with
user research. You also have to follow the
laws concerning privacy and collection of
user data. If your users don’t want you to use
their data for any purpose, you have to
comply.
2. Limited space for ads
Your advertising message must be short
enough to fit into the available space, so you
might need to get creative with the call to
action. You will probably also have to
compete with other business owners trying to
promote their own brands. Since there are so
many different forms of advertising,it
definitely pays to combine them to increase
the reach and see which works the best.
3. Declining ad-clicks
The click-through rate is gradually
decreasing. While in the past online
advertisement enticed a good number of
users to click, over the time people became
more immune to marketing charms. Large
number of internet users actively block the
ads through browser extensions.Many others
simply choose to ignore them.