ASHFAQ AKBAR

MAMJC SEM 3
ROLL NUMBER: 2214511392
DMJ 8146
SET 1
QUESTION 1
Advertising is the process of drawing public attention to an item through paid announcements
made by an identifiable sponsor. Kotler describes advertising as "any compensated type of
non-personal presentation and promotion of ideas, commodities, or services by an identifiable
sponsor."
Advertising has the following characteristics.
Paid Form: The advertiser (also known as the sponsor) must pay to design an advertising
message, purchase advertising media slots, and monitor advertising activities.
Tool For Promotion: Advertising is part of an organization's promotional mix.
One-Way Communication: Advertising is one-way communication in which companies
connect with their customers through various channels.
Personal Or Non-Personal: Advertising can be impersonal (as in TV, radio, or print adverts)
or very personal (as in social media and other cookie-based ads).
Elements of Advertising:
1. Target Audience
Target audience is crucial to advertising. It's the target audience for an advertising campaign.
Businesses must understand their target audience to personalise their advertising approach to
their requirements, interests, and preferences.
2. Unique Selling Proposition (USP)
A USP is essential to any advertising strategy. A product's unique selling point sets it out from
the competitors. A USP should appeal to the target demographic and be unique to the market.
It should provide a simple message to consumers. A great USP may help a company stand
out, boost brand recognition, and boost sales. Business must discover their USP early in
marketing plan formulation and apply it successfully in all marketing initiatives.
3. Branding
Branding is the process of giving a product, service, or corporation a distinct identity in
consumers' perceptions. It entails creating a name, logo, design, and other characteristics that
set a firm apart and build client loyalty.
4. Call to Action:
CTA means “Call-to-Action”. CTAs are phrases or buttons used in marketing to get potential
customers to act immediately. Advertising, emails, websites, and other marketing materials
utilise it to persuade consumers to buy, subscribe, or fill out a form. A CTA makes it easy and
straightforward for consumers to act, boosting conversions and purchases.

5. Headline
The title is the first thing readers see in an ad, making it crucial. The title should grab the
reader's attention, or they won't read the ad. Thus, advertisers spend a lot of time and effort
writing convincing headlines.
6. Visuals:
Visuals in advertising are any visual element utilized to convey a message. Images, photos,
videos, graphics, animation, and other visual media are examples. Advertising uses visuals to
gain attention, express emotions, and brand personality, show product features and
advantages, and help the audience remember the message. To communicate effectively with
the target demographic, advertisers and marketers meticulously design and execute visual
advertising.
7. Channels:
Channels are the platforms utilised to reach the target population with advertising. Traditional
and digital advertising platforms include television, radio, print, social media, email, and
search engines. Effective advertising requires choosing the proper media. Selecting channels
requires considering the target population and their media habits. For younger, tech-savvy
audiences, digital platforms may be more successful than conventional mediums.
8.Metrics
Advertising metrics analyze the efficacy and success of campaigns. These metrics let
advertisers evaluate their adverts and optimize future campaigns using data. Advertisement
metrics quantify campaign success. With these indicators, advertisers may evaluate their
advertising and optimize future campaigns using data. E.g.: Impressions, clicks, click-through
rate, return on investments, etc

QUESTION 2.
Let us divide the functions of advertisements in to two
Social Functions of Advertising
These functions provide benefits to the whole society. The main social functions of
advertising are as Follows:-
1. Improved standard of living: Advertising serves to improve the public's level of life
by making new and better items available at a reasonable cost. Advertising generates
demand for numerous things and encourages consumers to purchase them. This raises
the level of living for the population.
2. Rural People's Level of Awareness: It is via marketing that people in more remote
and rural places learn about new items and how to utilise them. This causes these
individuals to start utilising the items as well.
3. Makes Jobs Available: Advertisements create demand. New industrial units are set up
to meet this increased demand. Due to this employment opportunities increase in the
economy. Apart from this, many people get employment from activities related to
advertising. Therefore, advertising promotes employment opportunities.
4. Educates Consumers: It is possible to find ads that actually teach you anything. Public
service announcements educate viewers about the product and its many applications.
The advantages of having access to clean water are highlighted in ads for water
purifiers. The risks of mosquito bites are made clear to the listeners in mosquito
repellent commercials.
5. Helps to Solve Social Problems: Many societal issues may be solved with the aid of
advertisements. For example, — feticide, gender discrimination, drug misuse,
alcoholism, tobacco use, dowry practice, lack of education, casteism, etc. These days,
ads on social issues are featured in newspapers and on television to get people's
attention. Advertisements are largely useful in the fight against these societal ills.
6. Awareness about Dangerous Diseases: Plague, AIDS, dengue fever, dehydration,
swine flu, and many other terrible diseases are brought to the public's attention
through advertisements. The Cancer Society of India also runs ads that teach people
how to recognize the disease's early warning symptoms.
7. Giving Government Notifications: Public service announcements advise the public of
important government events and deadlines; for instance, when the polio vaccine is
due, when the permanent income tax account number application is due, when the
election identification card application is due, etc.
Other Social Functions: The public is encouraged to donate eyes, and blood, and
promote national unity, communal harmony, and other socially conscious causes
through certain commercials. Classified advertising, such as "We seek bride and
groom," can also serve as a form of social work.

Economic Function of Advertising:

Advertising supports consumers and manufacturers, which boosts the economy..

Increased Consumption
Advertising increases customer demand and consumption by raising product
awareness and knowledge. This boosts economic growth and commercial potential.
Economies of Scale
Increased demand allows enterprises to create more, resulting in economies of scale.
As corporations produce more, they may cut per-unit expenses, making things more
inexpensive.
Competition and Innovation
Businesses must compete to offer better items at lower prices due to advertising.
Innovation creates new market segments or marketplaces.
Economic Challenges of Advertising:
Advertising has numerous benefits for businesses, but budget allocation and
disinformation may be issues.
Allocation of Resources
Advertising takes up many organizations' budgets. Advertising may deprioritize
research and development and personnel training.
Misinformation
Advertising consumes many firms' budgets. Research & development and personnel
training may be cut to support advertising.
Question 3 :
a. Objectives of Advertising:
1. Introduce a Product: Advertising is most often used to launch new products. New and
established brands can accomplish it.
2. Introduce a Brand: Advertising is usually used to launch a new product. New and current
brands can accomplish it.
3. Convince Customer: Advertising aims to persuade customers to do something. The duties
may include buying or trying the items and services, building a brand image, and liking the
brand.
4. Customer Retention
This targets organisation seeking repeat consumers. People who switched brands. Advertisers
employ discounts, new ads, package changes, etc. to retain consumers.
5. Build Awareness
Advertising's main goal, according to the AIDA model, is to raise awareness. Advertising
must grab attention and inform consumers about items and features.
6. Acquiring Customers or Brand Switching
According to the AIDA model, advertising's main goal is to raise awareness. Advertising
must draw attention to items and their features.
7. Differentiation & Value Creation
Advertising must differentiate (USP) the product or service from competitors. Customers
only differentiate services based on the firm's value over rivals.
8. Brand Building
Brand value is automatically established when a brand promotes, offers superior products,
and keeps its promises. However, brand building has many more components. ATL/BTL
advertising is one of the earliest.
9. Product Positioning – Product and Brand Recall
At the time of purchase, product and brand recall are crucial. One advertising goal is to
appropriately place the brand in customers' minds.
10. Increase Sales
Naturally, with so many product promotion efforts. Advertising aims to boost sales.
Advertising often does this. Advertising might fail if the campaign or audience are
mistargeted.
11. Increase Profits
Advertising may boost earnings by communicating value, differentiating the brand, and
increasing sales. Advertising should never be a cost or responsibility. It's a brand-like
investment for a company.
12. Create Desire
According to the AIDA model, advertising creates a demand for the product so the buyer
desires it. BMW, Audi, Harley Davidson, Adidas, and others do this. These businesses perfect
advertising, creating so much desire that customers demand products they don't need.
13. Call-To-Action
Digital advertising and marketing often aim for a call to action. Brands use banner, link, and
social advertisements to attract customers.
b. Target Audience :
A demographically and behaviourally specified group of people is called a target audience.
When developing user personas, companies often draw on their existing knowledge of their
target demographic. They base their marketing campaign selections on these identities.
To identify your target market, you must first determine who is most likely to buy your goods
or use your service. The majority of businesses consider demographic data like
 Gender
 Age
 Profession
 Location
 Income or education level
 Marital status
A customer's emotional investment in a business's goods and services depends on his or her
ability to identify with the message's substance and tone. You need to know who you're
talking to in order to craft campaigns that resonate with them. It will be much simpler to
target them with social media advertising if you have a good grasp of your audience.
How to find a target audience
No business caters to a specific demographic in the same way. Extensive research is
necessary to identify your actual target audience. Consider the problems that your product or
service solves, for instance. If your company specialises in website design, you may target
local entrepreneurs that don't have the manpower or budget to handle their own design needs.
Look at who your rivals are trying to reach with your analysis of them. The individuals they
are interacting with may have connections that might be beneficial to your company as well.
If you are aware of who your rivals are, you can use that information to your advantage by
studying their customer base. You can almost guarantee that the folks they're interacting with
might be just as beneficial to your company.
Can companies have more than one target audience?
You could find that there is more than one user persona to target when you go deeper into
your audience research. Creating separate profiles for each of your target audiences is a need
for many companies that offer more than one product or service. Depending on your
objectives, your target audience could take several forms; tailoring your campaigns to each of
these personas is your responsibility.

SET 2
Question 1
The period that elapses between the first introduction of a product to customers and the point
at which it is removed from the market is referred to as the product life cycle. The life cycle
of a product is often divided into four stages: the introduction stage, the growth stage, the
maturity stage, and the decline period.
Management and marketing experts make use of product life cycles to assist in the
determination of advertising schedules, pricing points, expansion into new product markets,
redesigns of packaging, and other related matters. Product life cycle management refers to the
strategic strategies that should be utilized to provide support for a product. Additionally, they
can assist in determining when newer items are ready to phase out older ones from the
market.
A product's life cycle may be broken down into four distinct stages: the introduction stage,
the growth stage, the maturity stage, and the decline stage. However, before reaching any of
these stages, a product must first go through the design, research, and development stages.
When it is determined that a product is not only possible but also has the potential to generate
profits, it may then be manufactured, promoted, and distributed to the market. One might say
that the beginning of the product life cycle occurs at this stage. Let us look at this in detail
1. Market Introduction and Development
At this point of a product's lifespan, the team is figuring out how to break into the market,
which often means spending money on ads to get the word out about the product. While
demand is being built, sales are often modest at this point. It may take some time to get
through this stage if the product is sophisticated, novel, inventive, and tailored to client
demands; if there is competition in the market, it will also affect how long it takes. Level two
is never reached since new goods that are tailored to consumer demands have a better chance
of succeeding, but there is enough proof that items might fail at this stage. This is why a lot
of businesses choose to improve upon an existing product and then release their own version,
rather than coming up with completely new ideas..
2. Market Growth
After making it through the launch phase unscathed, a product can go on to the growth phase.
An rise in production and broader availability of the product should result from this, since
rising demand drives up output. As the product gains traction in the market, the gradual
expansion that occurred during the development and introduction phases suddenly
accelerates. At this stage, your product's rivals may join the market with similar or even
superior products. With customers having the option to shop elsewhere, branding becomes
crucial for staying ahead of the competition. To maintain sales momentum in the face of
intensifying competition, product availability and pricing become critical market variables.
The third stage of the life cycle, market maturity, begins now.
3. Market Maturity
When a product has proven itself in the market, the expenses associated with making and
advertising it start to go down. At this point in a product's lifespan, when it has reached
maturity, the market is starting to get saturated. Now that the product has sold well and rivals
have entered the market, differentiating yourself through branding, pricing, and product
features is more crucial than ever before. Stores will shift their focus from promoting your
product (as they would have in stage one) to just stocking it and taking orders.
4. Market Decline
As time goes on and more and more businesses try to undercut you by offering similar
products at cheaper costs or with more features, the life cycle will inevitably shrink. Another
reason for the decline is when new technologies make your old product obsolete; for
example, as the vehicle became more popular, horse-drawn carriages went out of style. Once
a market becomes saturated, there is no longer any room for profit, and many enterprises will
start to shift their focus to other endeavours. Of course, some businesses may make it through
the downturn unscathed; but, they may reduce output, lower pricing, and perhaps eliminate
part of their profit margins. Also, consumers could ditch an old product in favour of a newer
one, but the inverse is also true: sometimes, popular trends can bring an old product's
popularity roaring back.

Question 2
Advertisement copy for a TV ad on a television brand.

Introduction: - the tag line

Soak yourself in a world of entertainment at your in-home theatre – 105 INCH OF CURVED
LED designed to smoothen vision
AD components
- Interchanging scenes with people
Scenes:
A young man watching football and the ball bounces off the TV the scene changes to an
anime movie with a kid watching it and moving into that world. this then gives way to the
world of frozen cartoons all in 3D
Background text: Female voice – British accent
Immerse in a world of entertainment action fun with the new Triton LED TV... 105 inches of
visual ecstasy… be it your favorite sport or the show you can't miss, watch it on HD. Built
with carbon fibre which is synonymous with durability cased in premium titanium outer.
Combining innovative engineering with the latest HD technology this product is designed to
give you a visual treat Design a home theatre with your favorite TV brand …
With a remarkable opening price of 9999 AED available at all Sharaf DG stores. Prebook at
your nearest Sharaf DG to win 4500 AED of free add-ons ons including 1 year subscription
of Netflix, Amazon, and OSN to binge watch your favourite shows …

END – the brand logo with the brand theme music

Question 3.
Ethics in advertising refers to the moral principles and standards that govern the conduct of
advertisers and their communication with consumers. It involves ensuring that advertising
messages are truthful, respectful, fair, and responsible, with a focus on protecting consumers’
interests and promoting societal well-being.
Advertising ethics refers to the moral ideas and standards that guide advertisers' behaviour
and contact with customers. It entails ensuring that advertising communications are true,
polite, fair, and responsible, with an emphasis on safeguarding consumer interests and
promoting social well-being. Second, ethical advertising helps to boost a company's or
industry's general reputation. Advertisers who promote ethical activities not only win loyal
customers but also acquire public trust and goodwill. In contrast, unethical advertising may
harm a brand's reputation and have long-term implications.
Transparency and Honesty in Advertising
Transparency and honesty are important values in ethical advertising. Advertisers should
prove their claims and avoid making inaccurate or misleading remarks. Consumers must get
clear disclosures about product features, limits, and potential hazards. By remaining
transparent, advertisers develop credibility and foster long-term connections with their target
audience.
Avoiding Stereotypes and Offensive Content
Ethical advertising avoids promoting stereotypes or using unpleasant language that may
denigrate or marginalise persons or communities. Advertisers should strive for inclusiveness,
incorporating diversity into their advertisements and encouraging positive societal ideals. By
eliminating stereotypes and harmful content, advertisers foster an environment that embraces
and respects their target audience's diversity.
Respecting Consumer Privacy
Respecting customer privacy is another critical component of ethical advertising. When
collecting personal information, advertisers must seek consent and guarantee the data is
handled securely. Transparency regarding data usage and opt-out methods give customers
control over their personal information, promoting confidence and upholding ethical
standards.
Social Responsibility in Advertising
Ethical advertising includes social responsibility, in which advertisers evaluate the whole
influence of their messaging on society. Advertisements should not encourage hazardous
habits, exploit vulnerabilities, or promote things that damage people or the environment. By
adopting social responsibility, advertisers positively contribute to community well-being and
promote sustainable practices.
Balancing Creativity and Truthfulness
Ethical advertising includes social responsibility, in which advertisers examine the larger
influence of their statements on society. Advertisements should not encourage hazardous
conduct, exploit vulnerabilities, or promote things that are harmful to people or the
environment. By adopting social responsibility, advertising may positively impact community
well-being and advocate for sustainable practices.
The Role of Regulatory Bodies
Regulatory authorities play an important role in maintaining ethical standards in advertising.
They provide norms and regulations that advertising must follow to ensure fairness, honesty,
and openness. These organisations monitor and investigate complaints, impose penalties for
infractions, and safeguard consumers from misleading or deceptive advertising.

The consequences of unethical advertising

Unethical advertising can have a wide-ranging influence. It erodes customer trust, degrades
brand reputation, and undermines the advertising industry's general credibility. Furthermore,
deceptive or manipulative marketing can harm people by creating unrealistic expectations,
causing uneasiness, or exploiting vulnerabilities. Unethical advertising practises harmed
society as a whole.