CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUJAN15
ASSESSMENT_CODE BBA304_SMUJAN15
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
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
122492
QUESTION_TEXT What is copy writing? Explain the tool of Radio Copy Writing.
SCHEME OF
EVALUATION
Copy Writing: Copy-writing is a specialized form of communicating
ideas that are meant to serve the requirements of modern marketing.
Copy writing is the creative process of conceptualizing advertisements
and marketing devices such as events and other platforms promoting
brands or services. ‘Copy’ refers to written material on a website or
email or in any other form of publishing such as magazines,
advertising, books etc. The very purpose of copywriting is to persuade
the reader to act or to persuade the listener to buy a product or services
etc.
(2 marks)
The tool of Radio Copywriting
In radio advertising, the tools are the audio elements that the
copywriter uses to craft a commercial, which are voice, music and
sound effects. Audio producers can manipulate these tools to create a
variety of effects. (2 marks)
Voice: Voice is the most important element in radio advertising.
Voices are heard in jingles, spoken dialogues and announcements.
Dialogues use character voices to convey an image of the speaker, a
child or an old man etc. The absence of pictures demands that the
choices the copywriter help the listener to ‘see’ the characters in the
commercials. The copywriter understands that we imagine people and
what they are like is based on their voices, (2 marks)
Music: Music is an important radio-advertising element because it let
customers sing the selling message. Anything consumers can sing
along with makes them remember the message more easily. For that
reason, radio copywriters are often very good at writing jingles. They
understand the interplay of catchy phrases and ‘hummable’ music that
creates little songs that stick in our minds. They may work with a
composer who writes the music, but the words in the songs are the
responsibility of the copywriter. Music can also be used behind the
dialogue to create mood and establish the setting. Any mood, from that
of a circus that of a candle-lit dinner can be conveyed through music.
Similar to movie scriptwriters, radio copywriters have a sense of the
imagery of music and the role it plays in creating dramatic effects. (2
marks)
Sound Effects: The sound of seagulls and the crash of waves, the
clicking of typewriter keys and the cheers of fans at a stadium, all
create images in our minds and cue the setting , as well as the actions.
Sound effects can be original, but more often they are taken from the
sound effect libraries. As with anything else, restraint is a good rule
with sound effects. Use only those you need useless the genuine
purpose is to be bombard the listener with sounds.
(2 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
122495
QUESTION_TEXT
Explain the various reasons for growth of sales promotion.
SCHEME OF
EVALUATION
1.
Increasing competition
2.
Customers have become more sensitive towards price
3.
Sales promotions generally create an immediate positive
impact on sales
4.
Products have become more standardised
5.
Consumer acceptance
6.
Advertising is more expensive and less effective
7.
Powerful trade
8.
Emphasis on sales volumes
9.
profit
10.
Introducing an element of interest
11.
Increase in impulse buying
12.
More number of sales experts
13.
Excess stock (Any 10 points 1 mark each)
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
SCHEME OF EVALUATION
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)