Advertisement Management Solved Paper 2022 [Dibrugarh University BCOM 6th Sem CBCS Pattern]

Advertisement Management Solved Paper 2022

Dibrugarh University BCOM 6th Sem CBCS Pattern

2022 (June/July)

COMMERCE (Discipline Specific Elective)

(For Honours and Non-Honours)

Paper: DSE-602 (Gr-III) (Advertising Management)

Full Marks: 80

Pass Marks: 32

Time: 3 hours

The figures in the margin indicate full marks for the questions

In thi Post you will get Advertisement Management Solved Question paper 2022 for Dibrugarh University BCOM 6th Sem CBCS Pattern.

1. Write True or False: 1 x 8=8

(a) Advertisement is a message.

Ans: True

(b) Advertisement is a two-way communication.

Ans: False, Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them

Ans: False

(d) Advertisement educates consumers.

Ans: True

(e) Newspaper is the most effective media of advertisement in rural areas.

Ans: False

(f) Advertising agency is a separate department of advertising management.

Ans: False

(g) Advertisement is an investment.

Ans: True

(h) There is a relation between market research and advertisement.

Ans: True

2. Write short notes on (any four) 4 x 4=16

(a) Advertising management.

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(b) Electronic media of advertisement.

Ans: Electronic media of advertisement

1. Television advertising: Television advertising offers the benefit of reaching large numbers in a single exposure. Yet because it is a mass medium capable of being seen by nearly anyone, television lacks the ability to deliver an advertisement to highly targeted customers compared to other media outlets. Television networks are attempting to improve their targeting efforts. In particular, networks operating in the pay-to-access arena, such as those with channels on cable and satellite television, are introducing more narrowly themed programming (i.e., TV shows geared to specific interest groups) designed to appeal to selective audiences.

However, television remains an option that is best for products that targeted to a broad market. The geographic scope of television advertising may vary, from local or regional advertising through to national coverage, depending on whether public broadcasting or subscriber-based cable services are used.

2. Radio advertising: Promotion through radio has been a viable advertising option for over 80 years. Radio advertising is mostly local to the broadcast range of a radio station. In many countries there are radio networks that use many geographically distinct stations to broadcast simultaneously. In the United States such networks as Disney (children ‘s programming) and ESPN (sports programming) broadcast nationally either through a group of company-owned stations or through a syndication arrangement (i.e., business agreement) with partner stations.

In many ways radio suffers the same problems as television, namely, a mass medium that is not highly targeted and offers little opportunity to track responses. But unlike television, radio presents the additional disadvantage of limiting advertisers to audio-only advertising. For some products advertising without visual support is not effective.

3. Film/Cinema Advertising: Cinema is another important media of advertising. It is characterized by sound, motion, colour, vision, and timeliness. It is like a TV run on the enlarged screen for large audience. This audit visual medium has a wide range starting from an ordinary slide presentation to the ad films screening. This kind of publicity is popular among people of all ages, incomes, professions, cultural bend of mind and income groups because of the style of presentation.

4. Internet advertising: The fastest growing media outlet for advertising is the Internet. Compared to spending in other media, the rate of spending for Internet advertising is experiencing tremendous growth. Internet advertising ‘s influence continues to expand and each year more major marketers shift a larger portion of their promotional budget to this medium. Two key reasons for this shift rest with the Internet ‘s ability to: narrowly target an advertising message and track user response to the advertiser ‘s message.

(c) Ethics in advertisement.

Ans: Ethics means “Good Conduct” or “Conduct which is right in view of the society and the time period”. By common consent, various modes of behaviour and conduct are viewed as “good” or “bad”.

In other word, we can say that Ethics are moral principles and values that govern the actions and decisions of an individual group. Ethics is a choice between good and bad, between right and wrong. It is governed by a set of principles of morality at a given time and at a given place and in a given society. Ethics is related to group behaviour in ultimate analysis, thus setting norms for an individual to follow in consistence with the group norms.

A particular action may be within the law and still not be ethical; Target Marketing is a good example for this. There is no law to restrict tobacco companies from promoting their brands to Africans & American, though it is in India but for Doordarshan only. Similarly, the alcoholic – beverage companies promote their brands & target not only college students but underage drinkers as well. These advertisements have increased alcohol related problems.

Advertisements exposing pornography is another serious issue in advertising industry today. Advertisements promoting permissiveness & objectifying women are heavily criticized in the society.

Therefore, even advertising has ethical value. The mixing of Art and facts in advertising communication are subservient to ethical principles. In today’s competitive and buyer’s market, an advertisement has to be truthful and ethical. If an advertisement is misleading, the credibility of the organization is lost. To view the truth in advertisement, it has to be seen from to consumer’s point of view rather than from legal point. The advertising industry has been frequently criticized for putting out misleading or exaggerated claims in respect of product, goods and services advertised.

It is also perceived as guilty of glorifying certain habits or tendencies regarded as undesirable and encouraging consume rest culture. However, it is very difficult to demarcate a clear line of difference between what is true and what is untrue. But the advertisement as such is judged by its impact, and by its acceptance by the consumers. The product must fulfill its advertised claims.

(d) Legal issues in advertising.

Ans: Advertising has a responsibility within our economic system to provide information on new and existing products and services. Most of what is purchased is advertised. Thus, the economic and social well-being of the buyer and other competitors is affected if the advertising is full of false claims and misleading statements. The results can be misallocation of resources, disappointment of the customers, injury to the health of the buyers and unhealthy and damaged competition.

In view of above, two schools of thoughts present their idea of regulation of advertising. One school advocate government intervention and legislation in regulating the advertisement professions. The second school feel that advertising profession should self-regulate itself by following ethical values.

Regulatory Authorities in India:

There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples include restrictions for advertising alcohol, tobacco or gambling imposed in many countries, as well as the bans around advertising to children, which exist in parts of Europe. Advertising regulation focuses heavily on the veracity of the claims and as such, there are often tighter restrictions placed around advertisements for food and healthcare products. A number of institutions are involved in regulating advertising:

1) Self-regulation by the industry

2) Regulation by the government

1) Self-regulation by the industry: In 1985, the Advertising Standards Council of India (ASCI) was established as an independent body under Advertising Agencies Association of India (AAAI). ASCI created a code of advertising practices known as ASCI code. All advertising agencies and all media channels are expected to follow this code.

ASCI Codes:

a) Ensure Truthfulness and honesty

b) Advertisements should not be offensive

c) Safeguards against promotion of hazardous products/services.

d) Observe fairness in competition.

Complaints can be made by any person or group or department against the advertiser for false, misleading, unfair or offensive ads. Independent consumer’s complaints council evaluates the complaints. Public pressure groups and consumer protection group also exist. However, consumer boycott is the best form of self-regulation.

2) Regulation by the government: Various laws are framed to regulate the advertisements. Competition Commission of India (CCI) looks after the issues of unfair competition and trade practices. Some laws are listed below:

a) IPC’s provisions governs obscenity and vulgar contents.

b) The Young Persons (Harmful Publications) Act 1956

c) The Emblems and Names (Prevention of Improper Use) Act, 1950

d) The Incident representation of Woman Act, 1986.

Several other laws cover aspects like magic remedies, human organ transplants, cigarettes and tobacco products, cable TV network and more govern advertisement representations. Various laws were enacted to govern changes – Like radio, Televisions, Cable Network, etc.

(e) Characteristics of advertisement.

Ans: Nature and characteristics of Advertising:

1. Paid Form: Advertising is an activity it is not a free of cost. It is paid form of presentation of an idea product and service an indirect way such as through the message send through media or communication.

2. Impersonal Presentation: It is an impersonal attempt to present the message regarding product. Advertiser makes convenient to pass the advertising message to the target audience/market. In this promotion and presentation manufactures and consumers are not in personal contact with one another i.e. no direct contact involved between manufactures well as customer.

3. Creating Awareness: Advertising is not only to promote goods and services to see to the customers. It’s also helps in social causes such as discourage smoking, conduct awareness on dangerous diseases and also donate the donations to help poor and also for natural disaster victims.

4. Identified sponsor: Advertising of identified sponsor clarifies the doubt of difference between advertising and propaganda. Advertising and propaganda is to present certain ideas, opinions to influence public actions. In case of advertising sponsor ideas, opinions are known.

5. Controlled: The advertiser controls the advertising message through direction. Advertiser says what they want to say by selecting the message through media to the target audience. In case of publicity it is not controlled under advertiser.

3. (a) Explain in detail the main characteristics of advertising management. 14

Ans: The nature of advertising management is given below:

6. Mass Communication: A group of audience can be reached by mass media such as newspapers magazines, television, radio and outdoor displays. Through the communication of media multiple message are delivered to thousands of people simultaneously.

7. Persuasive Act: The main feature of advertising is to present and promote the ideas goods or services to achieve the predetermined goals and objectives through the communication.

8. It is not neutral and unbiased: Advertising cannot be said to be neutral or unbiased. All the ads that appear area controlled by the advertiser and also serve the advertiser interest in some way.

9. Competitive Act: In today’s world of business competition is important manufactures want to push their products and services to get maximum profit and satisfies the customers. Competition is mainly focuses on quality and price and also brought to the notice of target audience.

10. Informative Act: Each and every advertisement is a piece of information to the listeners, readers and viewers and announces the arrival of new product to explain special features and explain the best use of the product. Information helps the decision of customers to buy the product or not to buy the product.

(b) Discuss about different types of advertisement and their merits and demerits. 7+7=14

Ans: The various types of advertising are discussed below:

1) Print Advertising: The print media has been used for advertising since long. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. Using the print media, the companies can also promote their products through brochures and fliers. The newspaper and magazines sell the advertising space and the cost depends on several factors. The quantity of space, the page of the publication, and the type of paper decide the cost of the advertisement. So advertising on the front page would be costlier than on inside pages. Similarly advertising in the glossy supplement of the paper would be more expensive than in a mediocre quality paper.

There are several advantages and disadvantages to using print advertising as a marketing tool:

Advantages:

1. Print advertising can be targeted to specific audiences, such as through the use of specific magazines or newspapers.

2. Print advertising has a longer shelf life than some other types of advertising, such as radio or television ads.

Disadvantages:

1. Print advertising can be expensive, especially for full-page or multi-page spreads.

2. It can be difficult to measure the effectiveness of print advertising, as it can be hard to track how many people have seen or responded to an ad.

2) Broadcast Advertising: This type of advertising is very popular all around the world. It consists of television, radio, or Internet advertising. Advertising on the televisions have large audience and are very popular. The cost of the advertisement depends on the length of the advertisement and the time at which the advertisement would be appearing. For example, the prime time ads would be costlier than the regular ones. Radio advertising is not what it used to be after the advent of television and Internet, but still there is specific audience for the radio ads too. The radio jingles are quite popular in sections of society and help to sell the products.

Here are some advantages and disadvantages of broadcast advertising:

Advantages:

1. Broadcast advertising allows businesses to reach a large and diverse audience, as radio and television are still widely consumed media.

2. Broadcast advertising can be more engaging than other forms of advertising, as it combines audio and visual elements to deliver a message.

Disadvantages:

1. Broadcast advertising can be expensive, especially for television ads, which can be cost-prohibitive for small businesses.

2. It can be difficult to measure the effectiveness of broadcast advertising, as it can be hard to track how many people have seen or heard an ad.

3) Outdoor Advertising: Outdoor advertising makes use of different tools to gain customer ‘s attention. The billboards, kiosks, and events and tradeshows are an effective way to convey the message of the company. The billboards are present all around the city but the content should be such that it attracts the attention of the customer. The kiosks are an easy outlet of the products and serve as information outlets for the people too. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. Therefore, outdoor advertising is an effective advertising tool.

Here are some advantages and disadvantages of outdoor advertising:

Advantages:

1. Outdoor advertising can be highly visible and can reach a large audience, particularly if the ads are placed in high-traffic areas.

2. Outdoor advertising can be difficult to ignore, as it is often in the viewer’s line of sight.

Disadvantages:

1. Outdoor advertising can be expensive, especially for larger formats such as billboards.

2. Outdoor advertising can be hard to track in terms of effectiveness, as it can be difficult to measure how many people have seen an ad.

4) Covert Advertising: This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. There is no actual Advertising, just the mention of the product in the movie. For example, Tom Cruise used the Nokia phone in the movie Minority Report.

Here are some advantages and disadvantages of covert advertising:

Advantages:

1. Covert advertising can be subtler and less intrusive than other forms of advertising, which can make it more appealing to consumers.

2. Covert advertising can be an effective way to reach a specific audience, such as by placing products in media content that is popular with a particular demographic.

Disadvantages:

1. Covert advertising can be controversial, as it can be perceived as manipulative or deceptive if it is not clearly disclosed to the audience.

2. Covert advertising can be less effective than other forms of advertising, as it may not be as noticeable or memorable to the viewer.

5) Public Service Advertising: As evident from the title itself, such advertising is for the public causes. There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned. This type of advertising has gained much importance in recent times and is an effective tool to convey the message.

Here are some advantages and disadvantages of public service advertising:

Advantages:

1. Public service advertising can raise awareness about important social issues and can motivate people to take action.

2. Public service advertising can be an effective way to reach a large audience, as it is often aired on television and radio stations at discounted or donated rates.

Disadvantages:

1. Public service advertising can be expensive to produce, especially for television ads.

2. Public service advertising may not be as effective at driving immediate action or sales as other forms of advertising.

6) Social Media Advertising: Social media advertising refers to the practice of promoting a product or service on social media platforms, such as Facebook, Instagram, or Twitter.

Here are some advantages and disadvantages of social media advertising:

Advantages:

1. Social media advertising allows businesses to reach a large and targeted audience, as platforms like Facebook and Instagram have a wealth of user data that can be used to target ads.

2. Social media advertising is relatively inexpensive, especially compared to traditional forms of advertising like television or print ads.

3. Social media advertising allows businesses to track the effectiveness of their ads in real-time and make adjustments as needed.

Disadvantages:

1. Social media advertising can be time-consuming, as it requires ongoing effort to create and manage campaigns.

2. The algorithms used by social media platforms to deliver ads can be complex and may not always deliver ads to the intended audience.

Also Read: Advertisement Management Solved Question Papers

– Advertisement Management Solved Question Paper 2018

– Advertisement Management Solved Question Paper 2019

– Advertisement Management Solved Question Paper 2020

– Advertisement Management Solved Question Paper 2022 CBCS Pattern

4. (a) What do you mean by advertisement planning? What issues are considered in the process of advertisement planning? 4+10=14

Ans: Advertisers and advertising agencies believe that customers have needs and desires, which can be fulfilled through the purchase and use of products and services. Advertising works largely through appeal of emotions of envy, fear, anxiety, about one’s appearance and lack of status. It is widely assumed that advertising works if the AIDCA formulas are followed. The formula sums up the principles of advertising.

The name of the formula is derived from the initial letters of the words: Attention, Interest, Desire, Conviction and Action. The formula suggests that the attention and interests of the customers must be gained first before the process of stimulating desire, imparting conviction and urging action in advertisements can bring about a change in the buying behaviors.

The Attention part is the banner or headline that makes an impressive benefit promise. Interest builds information in an interesting way, usually meaning that this must relate closely to the way that the reader thinks about the issues concerned. If you seek a response you must move then to create Desire, which relates benefits to the reader so that they will want them. Finally, you must prompt an Action, which may be to call a telephone number or to complete and send of a reply coupon. Advertising that does not prompt action is a wasted opportunity. The Planning process of Advertisements Campaigns include the following activities:

1. Situation Appraisal: Before planning any activity, one requires relevant information regarding the situation. For planning an Ad campaign, we require information about the target market or consumer, the company or product and the competition. The three important research areas are:

a) Consumer research and market research

b) Product and company research

c) Competitive research

2. Situation or SWOT Analysis: (analyzing strengths, weakness, opportunities and threats) From all the information collected, campaigns planners find out the strengths of the product. These strengths could be in any area. The strength often leads to new opportunities to be explored. Weaknesses make the product vulnerable to threats from others.

3. Structural or Strategic Planning: Advertising is an art and a science. While the art comes from writing, designing and producing exciting advertisements, the science comes from scientific methods of research and strategic planning. Strategic planning is the process of making intelligent decisions. It starts with finding out what to do, deciding how to accomplish the objectives. It also decides whom to address (the target audience), how to distinguish the product, how much to spend (budgeting), and how long to run the campaign.

4. Creative Planning: It includes developing a theme, the creative strategy and finally deciding the creative tactics. The theme needs to be a strong concept to be able to hold all these different and diverse ads together. A powerful theme brings about ‘synergy’ to the campaign. A theme must always relate to and reflect the campaign objectives. Another step of creative planning is finding the creative strategy. The creative strategy outlines the impressions the campaign wants to create. Some common creative strategies are:

a) Generic Strategy- this is used by market leaders who ignore the presence of competitors

b) Pre-emptive claim strategy- here the brand is the first to pick up a particular feature. In the minds of the people, it becomes associated with that brand.

c) Unique selling proposition (USP) strategy- here the campaign talks about some features, which is unique to that advertised brand and is not available in others.

d) Brand image strategy: when there are no strong differentiating features among the competitors, then branding try and create images.

e) Product Positioning- sometimes products or brands are positioned different from competing brands.

5. Media Planning- the ultimate goal of advertising is to reach the target audience with the advertising message. Thus, the major decisions in media planning, which needs to be taken, are:

a) Which media to be used?

b) Where to advertise (geographic region)?

c) When to advertise (timing and scheduling)?

d) How intense the exposure should be (frequency)?

Media planning is a ‘behind the scene’ part of advertising. It plays an integral role in merging the science of marketing with the art of advertising. A media planner has to find out about the availability of various media, the media rates, their reaches and also analyze their effectiveness.

(b) What is market segmentation? How does market segmentation help in advertisement? 4+10=14

Ans: Market segmentation is the sub- dividing of market into homogeneous sub section of customers, where any sub section may conceivable be selected as a market target to be reached with a distinct market mix. The marketer has to identify his targeted customers (segments). For example, a motorcycle manufacturing company has to identify their market segments, like female officers, teenage college students, and middle aged customers.

After identifying the segments, the marketer (manufacturer) has to understand their tastes and expectations. In the case of female customers, they need not use much power full vehicles, like that the teenagers demand most powerful and stylish vehicles and the middle aged customers need vehicles having more mileage.

In terms of advertising, marketing segmentation can help in a number of ways:

1. Greater efficiency: By targeting specific segments of the market, businesses can save money on their advertising efforts by reaching only the consumers who are most likely to be interested in their products or services.

2. Targeted messaging: By segmenting the market, businesses can create ads that are more relevant and appealing to specific groups of consumers. For example, a business selling baby products might create ads that are targeted at new parents, rather than trying to appeal to all consumers.

3. Increased customer loyalty: By creating ads that are tailored to the needs and interests of specific groups of consumers, businesses can build stronger relationships with their target audience and increase customer loyalty. This is because the ads are more relevant and meaningful to the consumer, which can lead to increased brand loyalty and repeat business.

4. Increased effectiveness: By creating ads that are more relevant and appealing to specific segments of the market, businesses can increase the chances that their ads will be noticed and remembered by the intended audience.

5. Greater ROI: By creating more targeted and personalized ads, businesses can increase the chances of generating a positive return on investment (ROI) from their advertising efforts. This is because the ads are more likely to be noticed and acted upon by the intended audience, which can lead to increased sales and revenue.

6. Improved targeting: By segmenting the market, businesses can identify the specific needs and characteristics of different groups of consumers, which can help them to better target their advertising efforts. For example, if a business is selling outdoor gear, they might create ads targeted at outdoor enthusiasts, rather than trying to appeal to all consumers.

7. Personalization: By segmenting the market, businesses can create personalized ads that speak directly to the needs and interests of specific groups of consumers. This can be particularly effective for digital advertising, which can be customized to display different messages or offers to different segments of the market.

5. (a) What are the creative aspects of advertisement? Discuss. 14

Ans: The creative part of advertising involves the process of selecting and presenting the messages. The business of conceiving. Writing, designing and producing these messages is called “advertising creativity” and the key wordsmith is called a copywriter or copy chief or copy supervisor. The success of advertising depends to a great extent on the quality of the message or copy of advertisement rather than the money spent on advertising.

The consumers come to know the existence of the product only through the advertisement. Advertising tries to persuade the consumers that they need the product. But if the product attributes fail to satisfy the need of buyers, good creativity will not pay.

Creativity is an art. An artist, writer, poet, novelists, play writer takes well known ideas, words and phrases and relates them in a fresh, often brilliant manner while preparing an advertising copy. They combine the product attributes and the ideas, words and phrases in such a manner that persuades the consumers to buy the product. This combination really represents and art or a creativity. A child can draw a smiling picture of a woman, but it does not carry a creative message of some worth.

In the words of Alfred Polite – “Advertising creativity has to follow rules which are guided by a well-defined purpose, by an analysis of thoughts supplied by imagination, by a selection of the useful ones which meet the purpose.

Activities covered in Creative Design Process

Although there is no one set form for designing the process. There are various variables that are typically parts of the creative design process. These activities are:

(1) Advertising objectives: The main objective of advertising is to aid the selling process through communication with existing and prospective customers. Most advertisements inform and persuade. Some are designed to establish attitudes and buying behaviours of the patterns. Still others strive to reinforce or to change existing shopping habits brand images and usage patterns. The advertisement copy must achieve the advertising communication objectives. Now, it is the responsibility of the creative specialists to translate the information available to them into an advertisement or a basic theme for an advertising campaign that will achieve the advertiser’s objective.

(2) Information to creative People: The second task of the creative people, after getting the advertising objectives, is to product for collecting the various information relating to the product and the marketing mix. Creative design people prepare for the design task by examining the information on the product which is to be offered in the advertising. This makes for the integration of advertising messages with the other components of the marketing mix. Such types of information may be gathered in meetings between the creative personnel and the marketing managers for the product.

(3) Target Audience- The next step in the creative process is to make the copywriter available description of the demographic and psychographic make-up of the specific target audience for whom the ad is being created vis-à-vis the product. Quantitative data such as age, sex, marital status, occupation, income, education, place of residence, must be supplemented by information on consumer attitudes (related to advertised product, and its competitors as well as to the types of creative claims being considered for the message on relevant media, shopping and buying habits and on product usages. Thus any information that describes target audience is useful.

(4) Copy and Layout Design: The next task before the creative personnel is to turn to the creative task which is the design of the copy and layout. Creative personnel, including, artists, art directors, and copy writers, must design an approach to the communication of the messages that carry pre-determined advertising objectives. Part of the process involves writing copy, the verbal text of the advertisement. The copy then must be integrated with illustrations into an overall design for the advertisement’s layout. The design of the copy and the layout is an art that requires special skills.

(5) Credibility or Back-up Claim_ whatever message is designed; it must be a cluster of truth. Truth is essential in advertising. The truth is not truth until people believe in it. They cannot believe in it if they do not know what we are saying if they do not listen to us; they cannot listen to us unless we are interesting and finally we cannot be interesting if we say facts in a fresh, original and imaginative way. In order to establish credibility for our promises, we need to support it with facts and with satisfactions. So, truth is essential in advertising and must be supported with facts.

(6) Copy Layout Tests- The role of creativity in advertising is very important and should not be underestimated. An important aid to the creative design task is the use of copy layout tests to assess and compare alternatives. After the copy layout is released, samples can be drawn from target audiences to test its effectiveness in specific conditions. Then respondents are asked to give their opinion on the various aspects of the ad including how well it can be seen or read or heard under specific conditions, how quickly and easily the message can be understood, how interesting an ad is liked, how believable it is or how it will influence audience behaviour.

(7) Allocation to Creative Task- The next important task to creativity is the allocation of funds towards this task. Since there is little in the way of modeling effort to help in this decision, the allocation task is usually done judgmentally.

(8) Creative Strategy and Tactics- Finally every copy strategy must describe the mood and tone of all the forthcoming ad or commercial; cheerful, dramatic, business like and whatever. All types of written materials, such as art work, layout and script must be used as components of printed or broadcast advertisements.

Thus, creativity in advertising is the most important part of the advertising programme. It is an art and should be provided sufficient funds in order to achieve the business and marketing objectives.

(b) What do you mean by creative aspects of advertisement? How do these aspects influence consumer behaviour? 7+7=14

The conventional theory of advertising includes the concept of AIDA (Attention, Interest, Desire and Action). Most of the advertisers believe that the message in advertisement copy must attract the attention and interest of the consumer if buying is to result. But they forget that only good advertisement copy or good message can attract the attention and interest of the receiver until and unless the much advertise product attributes have a strong impact on consumers. The consumers come to know the existence of the product only through the advertisement. Advertising tries to persuade the consumers that they need the product. But if the product attributes fail to satisfy the need of buyers, good creativity will not pay.

Impact of Creative Advertising on Consumer behaviour

Creative advertising can affect consumer behavior in a number of ways:

1. Increased attention and interest of viewers: Creative advertising is more likely to capture the attention of the viewer or listener, which can increase the chances that the ad will be noticed and remembered. This is especially important in today’s crowded media landscape, where consumers are surrounded with advertising messages from many different sources.

2. Increased emotional response: Creative advertising can tap into the emotions of the consumer, which can make the ad more impactful and persuasive. For example, an ad that evokes feelings of nostalgia or nostalgia can be more effective at resonating with the viewer and influencing their behavior.

3. Increased differentiation: Creative advertising can help businesses to differentiate their products or services from those of their competitors. This can be particularly important in markets where there are many similar products or services available. By creating an ad that stands out from the rest, businesses can increase the chances that their product or service will be chosen by the consumer.

4. Greater impact: Creative advertising can be more memorable and have a greater impact on the consumer, which can lead to increased brand awareness and consideration. For example, an ad with a unique or humorous twist is more likely to be shared and talked about, which can increase the reach of the ad and the overall impact on the consumer.

5. Increased persuasion: By using creative approaches, businesses can more effectively persuade consumers to take a desired action, such as making a purchase or visiting a website. For example, an ad that tells a compelling story or uses emotive language can be more effective at convincing the consumer to take action.

6. Increased loyalty: By creating an emotional connection with the consumer through creative advertising, businesses can increase customer loyalty. This is because the ad will be more memorable and meaningful to the consumer, which can lead to increased brand loyalty and repeat business.

7. Increased recall: Creative advertising is more likely to be remembered by the consumer, which can lead to increased recall of the brand or product later on. This is especially important when it comes to decision-making, as consumers are more likely to choose a brand or product that they are familiar with and have positive associations with.

6. (a) What do you mean by advertising agency? How do the agencies help the marketers? 4+10=14

Ans: The advertising agency is a profession organisation of specialists operating under a system created by advertising media, to which the advertiser entrusts drawing up and carrying out of his advertising plans. Advertising agency is a service organisation which has come to be accepted as a professional body that undertakes planning and preparation of advertising, it has emerged out as a highly specialized marketing institution.

It is a firm specialized in advertising that provides counsel relating to advertising and allied operations of its clients and actually prepares, buys, space and time for and places a large part of advertising of its clients.

An ad agency has a vital role to play. It converts the goals of the client into creative work which is carried by the media so as to reach the target audience. There are hundreds of agencies in India. Most of them are located in the four metros, Mumbai, Chennai, Kolkata and Delhi. Mumbai is the main point of Indian advertising industry, where most of the bigger agencies are located. Advertising agencies have now spread to emerging metros like Bangalore, Hyderabad, Pune, Ahmadabad, etc.

Role & Functions of Advertising Agency

Advertising agency performs following functions

1) Contacting Clients: Advertising agency first of all identifies and contact firms which are desirous of advertising their product or services. Ad-agency selects those firms which are financially sound, makes quality products or services, and have efficient management.

2) Planning Advertisement: Advertising agency’s next function is to plan ad for its client. For ad planning following tasks are required to be performed by ad-agency:

a) Study of client’s product to identify its inherent qualities in relation to competitor’s product.

b) Analysis of present and potential market for the product.

c) Study of trade and economic conditions in the market.

d) Study of seasonal demand of the product

e) Study of competition and competitor’s spending on advertising.

f) Knowledge of channels of distribution, their sales, operations, etc.

g) Finally, formulation of advertising plan

3) Creative Function: Creative people like – the copywriters, artists, art-directors, graphic-specialists have to perform the creative function which is most important part of all advertising function.

4) Developing Ad-Copy: Ad-agency with the help of their writers, artists, designers, animators, graphic-designers, and film-directors prepares and develops Ad-copy.

5) Approval of Client: Ad-copy is shown to the client for his approval.

6) Media Selection and scheduling: It is very important function of ad-agency to select appropriate media for its clients. Ad agency has to consider various factors like- media cost, media coverage, ad-budget, nature of product, client’s needs, targeted customer, and etc. while selecting media.

7) Ad-Execution: After approval, verification, and required changes, the ad-copy is handed to the media for ad-execution.

8) Evaluation Function: After execution, it is the responsibility of ad-agency to evaluate the effectiveness of ad to know how beneficial the ad is for its client.

9) Marketing Function: The advertising agency also performs various marketing function like- selecting target audience, designing products, designing packages, determining prices, study of channel of distribution, market research, sales promotion, publicity, etc.

10) Research Function: Ad-agency performs various research functions like- research of different media, media cost, media reach, circulation, entry of new media, information regarding ratings, and TRP’s of TV programmes, serials.

(b) What are the different types of advertising agencies? Write the relationships between advertising agency and client. 6+8=14

Ans: Various Types of Advertising Agency

Various types of advertising agency are listed below:

1) Media Buying Services Agency: These are independent agencies specializing in media buying services and have been experiencing strong growth. The advertising media buying has become complex with the increase in specialized media. Clients and ad agencies generally develop their own media strategies and contract media buying services to execute them. Agencies offering this service buy large chunks of space and time, receiving large discounts. And save money for clients and small ad agencies on media purchases. For the service rendered, they are paid a commission or fee buy agency or the advertiser.

2) Creative Boutiques: Such an agency provides only creative services. These creative boutiques have grown in response to advertisers’ desire to use only the high quality creative talent of an outside service provider and rest of the functions are completed within the advertiser’s organization. Many full-service agencies too, subcontract work to creative boutiques when they want to avoid increasing full-time employees or are very busy. These boutiques usually work on an agreed fee basis. Creative department people leaving the agencies start such boutiques and carry with them some of the agency’s clients who want to retain their creative talent.

3) Event: These service providers specialize in planning, organizing and managing events on behalf of marketers and brands.

4) Public Relations Services Agency: Public relations agencies advise marketers about how to manage their relationships with various target groups and build company image and earn their trust in the company. They manage favorable publicity for creating visibility for a brand.

5) Design Studios: These firms specialize in offering graphic design services for brands, corporate identity materials, and packaging etc.

6) Website Design Services: These firms specialize in designing website and online advertising.

7) Production Houses: These firms act as suppliers of artists, photographers, producers, film, directors, costume designers, and music producers to advertising agencies.

8) Research Companies: These research firms conduct market and consumer research, test ad messages and advertising effectiveness.

Relationship between advertising agency and client

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