CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE BBA304_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
19970
QUESTION_TEXT
Write the advantages and disadvantages of magazines?
SCHEME OF
EVALUATION
Advantages:1)Magazines can be selected to appeal to a variety of readers.
2)Have high quality reproduction on paper enabling the use of unusual
space units so that interesting effects and high impact can be achieved.
3)Exposure life is long they have pass-along readership.
4)Lend prestige to their products because of the education and
relatively affluence of magazine reader.
5)Advertisers can distribute various sales promotion devices, such as
coupons, products, product samples etc.
Disadvantages:1)Magazines have limited flexibility as advertisement must be
submitted well in advance of the publication date.
2)Advertising rates are very high for magazines compared to
newspapers.
3)This is no guarantee that the reader will see the advertisement on the
day of the purchaser of magazine.
4)The final disadvantage of magazines is their limited distribution.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73352
QUESTION_TEXT
What are the Major characteristics of television copy?
SCHEME OF
EVALUATION
It is the moving image, the action that makes television so much more
mesmerizing than print. Story telling is one way that copy writers can
present action in a television commercial more powerfully than in other
media. Television’s ability to touch our emotions and to show us things
or demonstrate how they look and work, make television advertising
highly persuasive. (2 MARKS)
Followings are the characteristics of television advertisements:
1. ACTION: While watching television you are watching a walking,
talking, moving world that gives the illusion of three–dimensional
environment.
(4 MARKS)
2. DEMONSTRATION: TV advertisements are most often based on the
principle ‘seeing is believing’. Believability and credibility, which are the
essence of persuasion, are high because we believe what we see with
our own eyes.
(6 MARKS)
3. STORYTELLING: Most of the programming on television is narrative so
commercials use storytelling to take advantage of the medium’s
strengths. (8MARKS)
4. EMOTIONS: The ability to touch the feelings of the viewer makes
television commercials entertaining, diverting, amusing, and absorbing.
Real life situations with all their humor, anger, fear, pride, jealousy and
love come alive on the screen. Humor, in particular, works well on
television.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73353
QUESTION_TEXT
Explain the following:
a) REACH
b) GRP
c) FREQUENCY
SCHEME OF
EVALUATION
Media planners often define the communication goals of a media plan
using the three interrelated concepts of Reach, Gross Rating Points and
Frequency.
1) REACH: Media Planners use reach to set their objective for the total
number of people exposed to the media planning and has two maintain
characteristics. First, the unit of reach is “percentage “. When reach is
stated, media planners are aware of the size of the target audience.
High levels of reach will require a different set of media vehicles than
low levels of reach. That is , high levels of reach can be better served
with a mix that includes multiple media vehicles with different
audiences so that cross–media duplication of audience is
minimal. (3MARKS) 2) GROSS RATING POINT: The Media buyer
typically uses a numerical indicator to know how many potential
audience members may be exposed to a series of commercials. GRP is a
measure that combines the programme ratings and the average
number of times the home is reached during this period. GRP= Reach x
Frequency. Often media planners think in terms of GRP because
advertisement prices often scale with this measure. The difference
between GRP and Reach: GRP counts total exposures while Reach
counts unique people exposed.(7 MARKS)
3) FREQUENCY: Frequency is the number of times one is exposed to
the media vehicle, not necessarily to the ad itself. Frequency is the ratio
of GRP over reach. Frequency is a measure of repetition. The Formula of
calculating frequency is: FREQUENCY= Gross rating point / Reach. High
levels of frequency can be effectively achieved through advertising in a
smaller number of media vehicles to elevate audience duplication
within these media vehicles. A commercial that runs three times during
a 30–minute TV programme will result in higher message repetition
than the same commercial that runs once in three different
programmes.
(10 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73355
QUESTION_TEXT Explain IMC and IMC Planning Process.
SCHEME OF
EVALUATION
IMC: Integrated Marketing Communication (IMC) is a process involving
coordination of various promotional elements and other marketing
activities that communicate with firm’s customers.
American Association of Advertising Agencies defines IMC as follows:
“IMC is a concept of marketing communication planning that recognizes
the added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines and combines these
disciplines to provide clarity, consistency and maximum
communications impact.
(2MARKS)
The IMC planning process:
The first step in the IMC planning process is to review the marketing
plan and objectives. Before developing a promotional plan, markets
must understand where the company (or the brand) has been – its
current position in the market, where it intends to go and how it plans
to get there.
(4 MARKS)
Authors Belch G. and M. Belch presented that IMC planning model
consists of:
1) Review of marketing plan – examine overall marketing plan and
objectives, competitor analysis, role of advertising and promotion. (6
MARKS)
2) Analysis of Promotional Program situation: External and Internal
Analysis
3) Analysis of communication process: Analysis of receiver‘s response
process, source, message, channel factors, establish communication
goals and objectives. (8 MARKS)
4) Budget Determination: Set tentative marketing communication
budget. Allocate budget.
5) Develop integrated marketing communication process: Advertising,
direct marketing, marketing, internet marketing, sales promotion,
public relations/publicity, personal selling. (10 MARKS)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
122498
QUESTION_TEXT
What are the objectives of personal selling?
1.
Building product awareness
2.
Creating interest
3.
Providing information
4.
Stimulating demand
5.
Reinforcing brand
SCHEME OF EVALUATION
(2 marks each)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
122500
QUESTION_TEXT
Explain any Ten types of advertising appeal.
1.
Emotional appeal
2.
Personal appeal
3.
Social appeal
4.
Fear appeal
5.
Humor appeal
6.
Music appeal
7.
Scarcity appeal
8.
Rational appeal
9.
Brand appeal
10.
Adventure appeal (1 mark each)
SCHEME OF EVALUATION