ADVERTISING AND SALES PROMOTION 3 0 0 100 UNITI: INTRODUCTION TO ADVERTISEMENT 8 Concept and definition of advertisement - Social, Economic and

Legal Implications of Advertisements setting advertisement objectives - Ad. Agencies - selection and remuneration - advertisement campaign. UNIT II: ADVERTISEMENT MEDIA 7 Media plan - type and choice criteria - reach and frequency of advertisements -cost of advertisements related to sales - media strategy and scheduling. UNIT III: DESIGN AND EXECUTION OF ADVERTISEMENTS 10 Message development - different types of advertisements - layout design- appeal - copy structure advertisement production - print - Radio. T.V. and net advertisements - Media Research - testing validity and reliability of ads -measuring impact of advertisements. UNIT IV: INTRODUCTION TO SALES PROMOTION 10 Scope and role of sale promotion - definition - objective sales promotion sates promotion techniques trade oriented and consumer oriented. UNIT V: SALES PROMOTION CAMPAIGN 10 Sales promotion - Requirement identification - designing of sales promotion campaign - involvement of salesmen and dealers - out sourcing sales promotion national and international promotion strategies Integrated promotion Coordination within the various promotion techniques - online sales promotions. Total 45 periods REFERENCES: 1. Kenneth Clow. Donald Baack, "Integrated Advertisements, Promotion an Marketing communication", Prentice Hall of India, New Delhi, 2003. 2. S.H.H.Kazmi, Satish K Batra, "Advertising & Sales Promotion", Excel Book! New Delhi, 2001. 3. George E Belch, Michel A Belch, "Advertising & Promotion", McGraw Hi Singapore, 1998. 4. Julian Cummings, "Sales Promotion", Kogan Page, London 1998. 5. E.Betch and Michael, Advertising and Promotion, MC. Graw Hill.

Advertising and Sales Promotion Unit I 1. Define Advertising: It is defined a any paid form of non personnel presentation and promotion of ideas, goods or service by an identified sponsor". 2. What do you mean by advertising Objectives? It is a specific communication task to be accomplished with a specific target advice during a specific period of time. 3. List out the role of Advertising, i. Communication with customerii Persuasion iii Contribution to economic growth iv Catalyst for change

5. Explain the benefits of advertising. i) Information ii) Brand image building iii) Innovation iv) New product launch

v) Growth of media vi) Long term indirect benefit 6. Explain the hierarchy in advertising objective? 1. Corporate business objective 2. Marketing objectives 3. Marketing strategy 4. Communication objectives 5. Communications strategy 6. Advertising objective 7. Advertising strategy 7. What is the explicitly role advertising? i) Guide to prospective consumers in Primary and selective demand iii) Product differentiation v) Encouraging innovation v) Propensity to consume vi) Financial support to media. 8. What are the indirect roles of advertisement? i) Lowering of prices ii) Adverting and competition iii) Advertising effect on product quality iv) Economic activity and employment v) Effect on business cycle 9. What are the social duplication that are involved in advertisement? i) Reception Advertising ii) Harmful effect caused iii) Confusion created iv) Uniformity v) Comparison vi) Forcible selling vii) Heavy advertising viii) Cultural advertising ix) Entertainment advertising x) Social welfare 10. What are the areas cover under social advertising? The following areas are i.) Health care ii) Family welfare iii.) Child care iv.) Dover prevention v.) Untouchability vi,) Literacy vii.) Drug abuse viii.) Safely problem

ix) National integration x.) Energy conservation xi.) Girl child

11. What are various classification involved in advertising? a. Advertising based on demand influence level b. Institutional or product advertising c. Baaed on the audience to which it is directed. d. Timing of the response it elicits e. Sponsorship arrangement f. Extent of geographical coverage g, According to the medium used.

11. What are the five areas to be concentrate while making advertisement campaign? a. how should we balance and combine different types of activity b. should we use bursts of activity are aim continuity of message through the year c. how should the balance and comparing different mediad. what do we expect the competition to be doing , and how will or plans counter this e. How are we proposing lo evaluate the campaign? 12. Name the institution involved in controlling the advertisement. i) Council of better business bureau ii) Self regulation by media iii) Individual advertiser v) Industry regulation vj National Advertising review board a, NAD - National Advertising Division b. NARB - National Advertising Review Board c. FTC - Federal Trade Commission D. ASCI- Advertisement Standard Council of India. 13. What is advertising Agency? It is independent company set up to render specialized services in advertising in particular and in marketing. It is an outside firm that specializes in the creation, production, an / or placement of the communications message and that may provide other services to facilitate me marketing and promotions process. It converts the goals of me client into creative work which is carried by die media so as to reach the target audience.

14. What are the functions of the advertising agency? A. Agencies understand the product to be advertised in and out. They understand the technology used to produce it, and the market for which it is meant. B. Agencies understand the methods of distribution and selling.

C. Agencies have to access the different media for conveying the message. D. Agencies prepare an advertising plan in the light of above information. E. Agencies and advertiser work in a mutually beneficial partnership. It requires an interface with the marketing and sales department of the client organization. 15. What are the different types of advertising agencies? 1. Full service agency 2. Creative boutiques 3 Media buying services 4. Interactive agency 5. Traditional in-house agency. 16. What are the services that are dealt in Ad agency? 1. Account service 2. Marketing service 3. Creative and production services 4. Media planning & Buying services 5. Administrative services 17. Mention various persons working in Ad agency. 1. Artist 2. Writers 3. Copy writers 4, Photographers 5. Media analysts 6. Researchers 7. Web developers 8. Accounts Executers

18. What do you mean by Full service Ad agency? Full service agency offers its clients a full range of marketing, communications and promotional services including planning, creating and producing the advertising; performing research; and selecting media. It may also offer non advertising services such as strategic marketing planning; sales promotions, direct marketing and interactive services; package design; and public relations and publicity. 19. Who is a copy writer? The individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy are known as copy writers. They may also be involved in determining the basic appeal or theme of the ad campaign and often prepare a rough initial visual layout of the print ad or television commercial. 20. What is a Creative Boutique? A creative Boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients desire to use only the creative talent of an outside provider while maintaining the other functions internally. 21. What are Media buying services? Media buying services are independent companies that specialize in the buying of media, particularly radio and television time. Some media buying services help advertisers in planning their media strategies. They are paid a fee or commission for their work. They purchase large amounts of time and space because

of which they receive large discounts. 22. What do you mean by campaign planning? Campaign is a military expression that indicates organized and planned operations of armed forces in the war. In advertising, it is used to mean organized and planned use of advertising for accomplishing a definite purpose. Campaign planning is an organized and carefully planned use of paid publicity for fulfilling a definite purpose. Campaign planning is broader than mere creation of individual advertisements. The basis of any campaign is the consumer behavior and the market profile. 23. What are processes involved in advertising budget? i) Allocation by objectives ii) Allocation by media iii) Allocation by message iv) Market v) Allocation by products vi) Allocation by geographical areas 24. How is the budget for advertising allocated? 1) Allocation by objectives ii) Allocation by media lii) Allocation by message iv) Market v) Allocation by products vi) Allocation by geographical areas 25. What are the factors involved in internal environment while framing advertising objective? i) Productii) Priceiii) Placeiv) Promotion 26. What are the external factors involved in while framing advertising objective? a. Consumer behavior b. Overall consumer characterizes i. geographic ii. demographic iii. psychological iv. life style c. product related consumer characteristics d. usage i. brand loyalty ii. attitudes and preference e. market condition f. competition 27. List out the factor involved in budget appropriation. a. Advertising plans b. Marketing opportunities c. Competition d. Product life cycle e. Cost of advertising f. Type of product

g. Retailing

28.Explain AIDA Model. ATTENTION INTEREST DESIRE ACTION 29. Explain DAGMAR Model DAGMAR - Defining Advertising Goals for Measured Advertising Results In its basic approach, it is pointed out that, ''advertising is a force that increases productivity". Further, advertising results are measurable provided specific advertising objectives are defined. 30. Mention the factors to be considered in setting advertising objectives. a) Market segmentation b) Buyer behaviour c) Product personality and perceptions d) Situational factors e) Benchmarks of Norms of Measurement 31. Mention the situations in which advertising is done. Product market in variation Upgrading a product New application, benefit, usage of a product Special offers Change in brand name Competition Distribution & service Institutional advertising Seasonal products Raising capital Technology & other inputs Recruitment Memberships & programmes UNIT II 1. Media planning - Explain Media planning is the process of determining who to use time and space to achieve marketing objective one of the objectives is always took place me advertising message before target audience, 2. What are the free factors to be considered in copy testing? i) Whether or not to test ii) What and when to test iii) What criteria or test to use 3. What do you mean by media Decision? Media Decision generally evolved out of creative strategy. The basic idea is to figure out what you want to get across in a message and then decide the best way to deliver the message.

4. How to determine media strategy? The challenge lo media planner is to come up with a plan (hat gives adverse a competitive edge. A better plan can mean a more efficient one as well as more effective one. The four major clement hi a media strategy is target audience media closes, media mix and media timing. 5. What are the steps involved in media selection? i) Deciding on reach, frequency and impactii) Choosing among major media typesiii) Selecting specific media vehicle iv) Deciding on media timing

6. List of the factors that are involved in media strategy. i) Media objectives ii) Factors affecting media use iii) Form of media strategy iv) Determining media strategy v) Use of computers 7. What are various media of advertising? a) Print media i) News papers ii) Magazines b) Broad cast media i) Radio ii) Television iii) Narrow cast media c) Out door media d) Transit ad media e) Other media i) Nature of products ii) Direct Advertising media 8. List out choice of advertising media i) Nature of products ii) Potential market iii) Distribution strategy iv) Advertising objective v) Budget available vi) Type of selling message vii) Competitive advertising viii) Media advertising ix) Characteristics of media 9. What are the factors involved in media related i) Space/time allocated of single advertisement' commercial ii) Total number of insertion and spacing between lines lii) Selection of media and media vehicle

10. What are the media planning models i) Press models ii) Press evaluation media model iii) Cinema models a. Cinema model - I b. Cinema model II 11. What are factors arc affecting the usage of media? a. Product b. Market c. Channel d. Message e. Media f. Budget 12. How the strategy for media is formulated? i) Exposure ii) Segmentation effect iii) Source effect iv) Repetition 13. What are the classifications involved in magazines? i) on the basis of audience a) customer magazines b) farm magazines c) business magazines ii) on the basis of Frequency a) Weekly b) Monthly c) Bimonthly iii) On the basis of Place of Publication a) National b) Regional 14. What do you mean by media reach? The number of different persons or households exposed lo a particular media schedule at least once during a specified time period. 15. What do you mean by media frequency and media impact? Media frequency: The number of times within the specified time period that an average person or household is exposed to the message. Media impact:: The qualitative value of an exposure through a given medium 16. What is meant by spot advertising? Spot advertising; refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations,

17. What is national spot advertising? All nonnetwork advertising done by a national advertiser is known as National spot advertising, 18. What is Local advertising? Airtime sold to local firms such as retailers, restaurants, banks and auto dealers is known as local advertising. 19. What is meant by Sponsorship? Under a sponsorship arrangement, an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that within it. 20. How do measure Media ability? i) Distribution Measurement: Expressed in number of copies circulated ii) Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposure iii) Exposure Measurement: Once the media have produced the desire exposure, the quality of the message will determine the subsequent impact in terms of perception, communication and behavioral response. 21. Mention the types of media scheduling a. Steady pulse b. Seasonal pulse c. Period pulse d. Erratic pulse e. Start-up pulse f. Promotional pulse 23.List down the merits of TV advertisement. a. Immense impact b. Excellent quality of production c. Familiar, Friendly faces & voices d. Evocation of experience e. Demonstration f. Creative use of Environmental and mental make-up of viewers g. It is a comprehensive technique h. Animation L Image building j. Emotional content UNIT- III 1. What are the steps in creative process? 1. fact finding a problem definition b preparation2. Idea finding a Idea production b idea development 2. List out the step involved Graham wall's creative process of advertising 1. Preparation 2. Incubation 3. Illumination

4. Verification 3. Give out the Alex born's creative Process 1. Orientation 2. Preparation 3. Analysis 4, Ideation 5. Incubation 6. Synthesis 7. Evaluation

3. What are the copy elements? 1. Headline 2. Subhead 3. Body copy 4. Captions 5. Blurb or Balloon 6. Boxes and Panels 4. What are The different types of Headlines a. Direct Promise Headline b. News Headline c. Curiosity a Proactive Headline d. Selective Headline e. Humour Headline f. Comiriand Headline g. Negative Headline

5. What are Various steps involved in copy writing 1. Abstracting 2. Synthesizing 3. Hypothesizing 4. Gestation 5. Coalescence 6. Performance 6. List the different types of copy 1. Sensitive copy 2. Descriptive copy 3. Narrative copy 4. Colloquial copy 5. Humour copy 6. Topical copy 7. Endorsement copy 8. Questioning copy 9. Prestige copy 10 Reason why copy 1 1 .Comparative 12. Intentional copy 7. Give the essentials of a Headline. The Headline should be 1. Original 2. Concise 3. Specific 4. Provocative 5. Unique 8. How the effectiveness of advertisement is made before the original copy?I Pre testing 1. Order of merit test 2. Paired comparison 3. Portfolio test 4. Direct questioning 5. Perceptual meaning studies 6. Inhome Projection lest 7. Trailer Teal 8. Live Telecast test 9. Sales Experiments 10. Physiological testing 9. How the effectiveness of Advertisement sis testing after the reuse of original copy? 1. Recall method 2. Aided recall 3. Penetration test 4. Tactistoscope method 5. Screen method 6. Gall up Robinson Impact test 7. Intend - to - buy test 8. Sales Result test 9. Controlled Experiment 10. Inventory audit. 10. What are the components of a layout?

1. Background 9. Name plate 2. Border 10. Price 3. Caption 11, Product 4-. Coupon 12. Slogan 5. Decoration 13. Space 6. Heading 14. Subheading 7. Illustration 15, Text 8. Mascot 16. Trade mark 11. What are the Factors to be considered in selecting a picture? 1. Clear and meaningful 2. Natural and spontaneous 3. Relevant to Headline 4. Simple 12. What is a Mascot? The Mascot is variously known as the Trade Character or Trade Figure. Ii may be defined as an Illustration of either a real or an imaginary figure or personality introduced into the advertisement to personalize the sales message or the name of the Product or service. 13. What are the basic Elements involved in corporate indenting Programme 1. Name of the organization 2. Communicative name, if different 3. Names of all divisions, subsidiaries and Products 4. Corporate mark 5. Corporate signature 6. Graphic presentation of mark and signature 7. Slogan, phrase 8. Typography 9. Corporate colours 14. What does the logo do for the company? 1. Difference and distinction aid recognition 2. Ownership logically follows the above 3. Pride of Ownership 4. Companys logo is the Corporate signature 5. personatlity of the company and its Produces 15. What do you mean by Jingles? These are catchy little tunes which we pickup and hum quite unconsciously most of the times, like a refrain registered in our brain which refuses to go away. 16. What are the forms of TV commercials? i. Use of film genre ii. Mustc and song iii. Vignettes iv. Endorsement / Testimonials v. Anachronism vi. Colloquial Copy vii. Demonstration viii. Humorous commercials ix. Slice of life x. Real fife situations in slice of life scenes xi Dramatization xii. Animation

xiii. Format of TV show/ programme xiv. Role play 17. What is Soap opera? A Soap opera is a radio or television serial drama chiefly characterized by stock domestic situation or often melodramatic or sentimental treatment. It is so called probably for the fact that it was formerly often sponsored by soap manufacturers. 18. What are the stages in TV scripting? i. Conception ii. Synopsis iii. Showing it lo a director iv. Scene Division v. Dialogues, characters, Directors vi. Casting 14 Shooting 19 List down the essentials of a good poster i) Short copy ii) Human interest iii) Single unique idea iv) Avoid subtlety v) Logo and package 20. What is the sequence obtained in movement in layout? AIDCA - Attention, Interest, Desire, Conviction and Action 1. To attract 2. To Interest 3. To kindle destine 4. To arouse conviction 5. To impel action 21. What are the characteristics of a layout? 1. Emphasis on background 2. Emphasis of caption 3. Emphasis of Coupon 4. Emphasis of Heading 5. Emphasis of text 6. Atmosphere 7. Individuality 8. Cardinality 22. What are the characteristics involved in a photographic film? 1. Emulsion 2. Colour sensitivity 3. Film speed 4. Latitude 5. Grain 6. Contrast

23. What are the types of Print? 1. Gloss finish is preferred by many for its shiny finish that makes colour look deeper 2. Matte finish are easier to store in plastic albums to protect the printout 24. What are innovations made in print various innovations are made and commonamong them are 1. Letter press printing 2. Lithography 3. Granure 25. List out the printing process by representative groups. 1. Letter press printing 2. Lithography printing 3. Photogravure printing 26. What are the components involved in printing process 1. Prepress Processing 2. Printing 3. Post press finishing

27. What are the various forms of Radio & TV commercials? 1. Straight announcement 2. Presented commercial 3. Testimonial 4. Demonstration 5. Musical - Jingles 6. Slice of life 7. Animator 28. What are the classifications of organization according to Ad films? The industry is divided into three type of organization. 1. Broadcast organization -Eg:- DD, SUN TV 2. No broadcast Organization - Do not produce; they involve in selling 3. Production houses -- U TV. Radaan. 29. What are the factors to be considered in production of commercial? 1. Live Action 2. Shooting 3. Take of shot 4. Collective work 5. Post Production 6. Video CD transfer 7. Laser tech for sub titling

R, Reverse Tele cine 30. What are the components of Layout? i. Background iL Border nt Caption iv. Coupon v. Decoration vL Heading vii. Illustration viii. Mascot ix. Name plate x. Price xi. Product xii. Slogan xni. Space xiv. Sub-heading xv. Text xvi Trade mark 31. List down the formats of Layout i. Big copy Layout ii Big picture Layout iii. Omnibus layout tv. Mortise layout v. Free-form layout vi. Starter layout \ii. Continuity strip 32. What do you mean by Visualization? A process which starts the design of advertisement and result* into the development of a finished ad layout in print. Simply it is the process of designing the advertisement. 33. What is Thumbnail sketches ? Thumbnail sketches also Known as first roughs indicate various elements and their positions in the advertisement. 34. What do you mean by roughs or Visuals. Thumbnails are made into larger sizes called roughs. They are made in actual sizes. 35. What is Comprehensives? Comprehensives or comps are more finished form of roughs. The body copy is pasted. Headline lettering is done more carefully. Photos and illustrations are used. 36. What is visual thinking? Visual thinking is essentially idea visualization. It is a language whose effectiveness depends upon its flexibility and willingness to experiment. 37. What are the activities that are carried out in transforming visualization to layout? Visualization Creative Mental Process

Transition from visualization to layout Cut and paste Lettered Comprehensives Thumbnails or First roughs Large size roughs Artwork covered by butter Paper Stereos, Plates, etc. depending on Printing Processes

19. Mention the characteristics of Photographic. a. Emulsion b. Colour Sensitivity c. Fihn speed d. Latitude e. Grain f. Contrast 20. What is Negative? Negative image is an image on the film with tones that are opposite of those of the original subject, so (hat light areas in the original are dark and the dark areas in the original are Light 21. What is Positive image? Positive image is an image on the flim with the tones similar to those in the original subject. 22. What is the principle of lithography? Literally lithography means stone- writing. It works on the principle that oil and water mutually repel each 23. Mention Typographical Measurement, Point: Approximately 1/72 of an inch. The point size refers to the distance from the top of an ascender to the bottom of a descender.

24. What are the range of shots in Ad film production? a. ECU: Extreme close-up. Eg.. An eye, a finger-nail b. VCU: Very close-up. Eg. Face of the model using particular brand of soap. c. BCU: Big close-up E.g. A toothpaste d. CU: Close-up e. MCU; Medium close-up f. MS: Mid shot g. Shot: Knee: Knee short h. FLS: Full length shot i. LS: Long short j. Extremely Long shot

UNIT IV 1. What is sales promotion? It is the dissemination of information in a very broad sense through a wide variety of activities including free samples, gifts , coupons, price offs, POP, etc., It is a direct inducement which offers an extra value and incentive for the product to the sales forces, distributors, or the ultimate consumers. 2. Differentiate advertisement and sales promotion. Advertisement explains the logic behind buying, sales promotion offers us an incentive to do so. 3.Mention the objectives of consumer oriented sales promotion. a. Obtaining trail and repurchase b. Increasing consumption of an established brand. c. Defending current customers d. Targeting a specific market segment e. Enhancing integrated marketing communications and building brand equity. 4. What are the major consumer sales promotion tools? a. Samples b. Coupons c. Cash refund offers d. Price packs e. Premiums f. Frequency programs g. Contests and sweepstakes h. Prizes i. Bonus packs j. Patronage awards k. Free trails l. Product warranties m. Tie-in promotions n. Cross promotions o. Point-of-purchase 5. State the objectives of trade oriented sales promotion. a. Obtain distribution of new products. b. Maintain trade support for established brand c. Encourage retailers to display established brand

d. Build retail inventories. 6. What are the major trade promotion tools. a. Price offs b. Allowances c. Displays and POP materials d. Sales training programs e. Trade shows and conventions f. Sales contests g. Cooperative advertising h. Speciality advertisement i. Free goods. 7. What are the types of allowances offered to the retailers? a. Buying allowances b. Promotional allowances c. Slotting allowances. 8. What are the three types of cooperative advertising? a. Horizontal cooperative advertising b. Vertical cooperative advertising c. Integrated sponsored cooperative advertising. 9. What are the services provided by sales promotion agencies? a. Promotional planning b. Research c. Tie in coordination d. Premium design and manufacturing e. Catalogue production f. Contests/Sweepstakes management 10.

UNIT V 1. How will you evaluate the effectiveness of sales promotion? a. Sales data method b. Consumer surveys c. Experiements.