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SILVER JUBILEE COLLEFGE (A), KURNOOL

MODEL QUESTIONS AS PER SYLLABUS AND QUESTION PAPER PATTERN


V SEMESTER- CLUSTER ELECTIVES
SUB : ADVERTISING AND MEDIA PLANNING
PART-A
Answer any five of the following questions .Each question carries 5 Marks 5 M X 5= 25 M
(Must 1 question from each unit)
Short questions: From all units
1. Advertising process
2. Advertising budget
3. Factors influencing the extent of consumer decision making?
4. Consumer perception
5. Qualities of creativity in advertising
6. Explain the 7 steps of creative process ?
7. Advertising scheduling
8. Types of advertising scheduling
9. Mass media
10.Print media
11.Media reach and frequency
PART – B
Answer the following questions .Each question carries 10 Marks 10 M X 5 = 50 M
(two questions with internal choice from each unit)
UNIT -I
1Explain the features of advertising ?
2. What is the importance of an advertising ?
3.Explain about the classification of advertising ?
4.Discuss an advertising as active participant ?
5. What are the objectives of advertising ?
UNIT - II
6.Explain the process of consumer decision making ?
7.Explain the process of consumer perception ?
8.What is consumer surplus ? and explain theory of consumer surplus ?
9. What are the determinants of consumer behaviour ?
10.Explain the theory of consumer choices ?

UNIT-III

11. Explain about the creative thinking process ?


12. Explain the 7 steps of creative process ?
13.What are the elements of advertising design?
14. What are the principles of advertising design ?
15.What is print copy writing ? And what are the elements of print copy ?

UNITI- IV
16.Explain the development of media planning ?
17.Write about the implementing of media strategies ?
18.What is media scheduling ? what are the different patterns of media scheduling ?
19.What are the characteristics of media planning ?

UNIT- V
20. Explain the print Layout ? and explain basic formats of print layout ?

21. Explain the advantages and disadvantages of Print media(any two Print media) ?
22. Explain the advantages and disadvantages of electronic media (any two electronic
media channels )?
23. Explain the advantages and disadvantages of outdoor media (any two medias) ?

******
KEY- SYNOPSIS

PART-A

SHORT ANSWERS : 5 MARKS

1.Advertising process :

Identify the problem


Investigation
Advertising in brief
National office advertising team must approve
Pre-testing

2.Advertising budget:

One of the marketing decision is to decide how much to spend on promotion mix
The amount which has to be spent on advertising to promote product

3.factors influencing the extent of consumer decision making :

Personal involvement

Perceived dto be different forms

Time availability

4.consumer perception :

Perception refers to the senses that any organism uses to collect information about its environment

Perception categerised in to vison, hearing, taste, touch and smell

Perception refers to much more than just the biological use of our sense organs

It includes the way stimuli are interacted and integrated by the consumer

5. creativity in advertising :

Meaning: contest of art and creative writing

Creativity is the ability to produce original ideas or ways of looking in existing ideas

It is defined as an ability to draw connection between unrelated ideas

Qualities:

1. Convergent thinking
2. Divergent thinking
6. 7 steps in creative advertising : as mentioned above

7. advertising scheduling :

Basically advertising scheduling involves media planners to decide when to advertise so that they will
concide with the highest buying times

8.types advertising scheduling :

Continuity

Flighting

Concentration

Pulsing

9.Objectives of advertising :

Any five objectives as mentioned in the essay type questions

10.Print media:
Meaning of print media and brief explanation

11.Media reach and frequency:


Media of reach and frequency in brief explanation:
it is a balance of who and how many times we hit them with our messages
Frequency

/_\
Reach
PART-B

ESSAY TYPE ANSWERS : 10 MARKS

UNIT- I

1. Features of advertising

Definition:

American marketing association : “ advertising is any paid form if non-personal presentation and
promotion of ideas,goods and services by an identified sponser “

Features of advertising :

1. communication
2. information
3. persuation
4. profit maximisation
5. non-personal presentation
6. identified sponser
7. consumer choice
8. art,science and profession
9. element of marketing mix
10. element of creativity

2.Importance of an advertising:

Definition

1.promotion of sales

2. introduction of new product

3. creation of good public image

4. mass production

5.research

6. education of people

7. support to press

3.Classification of an advertising :
1.product related advertising

a. pioneering advertising

b.competitive advertising

c. retentive advertising

2. public service advertising

3. functional classification

a. based on demand influence level

b.instructional advertising

c. product advertising

4. advertising based on product life cycle

a. consumer advertising

b. industrial advertising

5. trade advertising

a. retail advertising

b. whole advertising

6. advertising based on area of operation

a. national advertising

b. local advertising

c. regional advertising

7. advertising according to media utilised

4.Advertising as active participant :

Definition

Following are the group of people who are actively involved in advertising:

1.advertiser

2.target audience3.advertising agencies


4advertising production people

5. target audience

6.mass media

a. print media

b. electronic media

c.outdoor media

d direct mail

7. govt. authorities

8. advertising production firms

5. Objectives of advertising :

Introduction

definition

1.stimulate sales

2. communication

3.retain loyalty

4.increase support

5. project an image

6.provedes criterianfor decision making

7 guide for decision making

8. promotional planner

9. promotional planner in short listing

UNIT-II

6.Consumer decission making process :

a. consumer decision making process continuum

b.initial purchases
c.repeat purchases

d.special categories of buying behaviour

7. The process of consumer perception :

1. Introduction : sense of organs

2.Consumer perception process :

Frame of preference

a. operation of the frame of reference


b. cognative component
c. affective component
d. behavioural component

3. thresholds :

the absolute thresholds

the differencial thresholds

submliminal perception

4.exposure

5. attention

8.Consumer surplus :
Meaning:The satisfaction which consumer gets from buying a thing generally exceeds the
satisfaction which consumer gives up in paying is called consumer surplus.
Consumers surplus is the difference between the demand price and market price. The demand
price is the price which a person is willing to pay for a commodity rather than go without it. If
such price exceeds the market price, the consumer makes a gain , which is called consumers
surplus

Definition:
Marshall: ‘ the excess of price which he would be willing to pay than go without the thing
over that which he actually does pay, is the economic measure of this surplus satisfaction . it may
be called consumers’s surplus”

Consurplus= total utility- (marginal utility X no. Of units bought)


Example with table : a person is buying at different prices of aproduct
Diagram
Consumer surplus = ODSN-DPS

Difficulties in measurement:

1. unity is not measurable


2. marginal utility of money is not constant

9. Determinants of consumer behaviour :

.I.economic determinants:
a. personal income
b. family income
c. consumer income expectations
d. consumer liquid assets
e. consumer liquids
f. the level of credit
II. psychological determinants;
a. motivation
b. perception
c. learning
d. attitude
e. personality
III.sociological determinants:
a. family
b. reference
c. opinion leaders
d. social class
e. culture

10.The theory of consumer choices :


Meaning of consumer choices :
The theory of consumer choices:
1. budget constreaint: consumers budget constraint ; pints of pepsi, number of pizza, spending
on pepsi, total spending
(diagram0
2. preferences; representing with indifference curves
3. four properties of indifference curves
4. a. Higher indifference curves are preferred to lower ones
b. indifference curves are downward sloping
c. indifference curves do nor cross
d. indifference curves are bowed inward
(with diagrams)

11.Creative thinking process:

Meaning: contest of art and creative writing

Creativity is the ability to produce original ideas or ways of looking in existing ideas

It is defined as an ability to draw connection between unrelated ideas

Creative thinking process :

Creativity in advertising :

Orientation

Preparation

Analysis

Ideation

Incubation

Synthesis

Evaluation

12.Introduction:

Meaning: contest of art and creative writing

Creativity is the ability to produce original ideas or ways of looking in existing ideas

It is defined as an ability to draw connection between unrelated ideas

Creative thinking process :

Creativity in advertising :

Orientation

Preparation

Analysis
Ideation

Incubation

Synthesis

Evaluation

13.Meaning of advertising design :

Elements of design :

A. Point or mark
B. Line
C. Shape
D. Forms
E. Space
F. Texture

14.Principles of advertising design :

Meaning :

Principles of advertising design :

1.balance

2.proportion

3.perception

4.Emphasis

5.movement

6.pattern

7. reception

8.rhythm

9.varity

10.harmony
15.Elements of print copy :

Meaning :

A conventional advertisement copy comprises of a headline, subhead, body copy, slogan, logo, and a
seal of approval

use of thoughe provoking words ords that have a higher imagenery value and attractive visuals

Ad.copies seek to influence the consumers behaviour

E lements of print copy :

1. Headline
2. Visuals
3. body copy
4. slogan
5. logo
6. seal of approval
7. copy to action
8. contact information

UNIT- IV

16. The development of media planning :

Meaning of meadia planning :


Task of selecting and scheduling media that will reach a many of the target audience as
frequently as possible for the least amount of the cost
Blue print for future action
Goal oriented
Make the sense
Manageable

Media buildings:
1. print media
2. news papers
3. magazines
4. radios
5. televison
17. Meaningof media strategies :
Deciding strategies a media budget :
This can be done a number of ways ;
1. Objectives or tasks
2. Affordability
3.percentage of sales
4. Competitive spending

18. Meaning ofMedia scheduling : deciding a media timing for over a period of time

Different patterns of media scheduling :


1.continuity : throughout the time for the Fast Moving Consumer Goods (FMCG)
2.Flighting
3.concentration
4.pulsing

19.Meaning of media scheduling :


Characteristics of Meaning of media scheduling:
1. seasonality
2. product purchase cycle
3. internal between
4. buyer turnover
5. forgetting rates

UNIT – V
20. Meaning of the print Layout :
Basic formats :
1. Mondrian layout
2. Picture –window layout
3. Copy-heavy layout
4. Frame layout
5. Circus layout
6. Multipanel layout
7. Silhouette layout
8. Big type layout
9. Rebus layout
10. Alphabet-inspired layout

21.Meaning of Print media :


Advantages and disadvantages of print media (any two print media ):
1. news paper
2. magazines

22.Meaning of electronic media :


Advantages and disadvantages of electronic media (any two media channels ):
1.radio
2.film and cenema
3.television
4.online news paper

23. Meaning of outdoor media :


1.posters
2.Hoardings
3.Vehicles graphics
4.neon signs
5.balloons
6.exhibitions and expositions
THE END