CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
JULY15
ASSESSMENT_CODE BBA304_JULY15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
19969
QUESTION_TEXT
Write the characteristics of radio advertising?
SCHEME OF
EVALUATION
1)Personal;- Radio advertising has an advantage over the print- the
ability to use the human voice. The copy for radio advertisements should
use conversational language as if someone is ‘talking with’ the
consumer rather than ‘Selling to’ the consumer.
2)Interest based:- Radio allows for specialized programming to target
markets. Copy writers should design commercials to speak to the
audience’s interest with the use of appropriate tone of voice.
3)Inattention:- Most people who are listening to the radio are doing
something else at the same time. Commercials must be designed to back
through the inattentiveness and capture attention in the first 3 seconds
with sound effects, music etc.
4)Retention:- To help the listener remember what you are selling,
commercial copy should mention the name of the product emphatically
and repeat it.
5)Call to action:- The last thing listeners hear is what they tend to
remember, so copywriter make sure that it is the product that is
highlighted in the end.
6)Ephemeral: A radio message is here one moment and gone the next.
You cannot read a radio message. That is why copywriters repeat the
key points to brand name and identification information, such as phone
number or web address.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
19972
QUESTION_TEXT
Explain the advertising pyramid.
The five basic elements of this pyramid are:
*Attention (2 marks)
*Interest (2 marks)
SCHEME OF EVALUATION *Desire (2 marks)
*Action (2 marks)
*Satisfaction (2 marks)
[The above said points have to be discussed in detail]
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
73357
QUESTION_TEXT
Provide a meaningful explanation of AIDA Model
SCHEME OF
EVALUATION
AIDA principle
________________________________________2.5 marks
1. Attention
2. Interest
3. Desire
4. Action
5) Satisfaction
___________________________each point 1.5
marks
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
122497
QUESTION_TEXT
State the major forms of cognition strategies.
1.
2.
SCHEME OF
EVALUATION
3.
4.
5.
Generic messages are direct promotions of product attributes or
benefits without any claim of superiority.
Preemptive messages claim superiority based on products
specific attribute and benefit.
Unique Selling Proposition (USP) is an explicit, testable claim
or uniqueness or superiority that can be supported.
Hyperbole approach makes an un-testable claim based on
some attributes or benefits.
Comparative advertisement is when an advertiser directly or
indirectly compares a good or service to the competition.