Department of management studies
BA954-ADVERTISING AND SALES PROMOTION
1.Define Advertising?
According to American Marketing Association,”Advertising is any paid form of nonpersonal presentation or promotion of ideas goods or services by an identified sponser”.
1.Advertising is a paid form and hence commercial in nature.
2.Advertising is non-personal ie, it is directed at amass audience and not directly of the
individual.
3.Advertisiments are identifiable with their sponsoring authority.
2.Mention any 4 means of outdoor Advertisng.
Bill boards
Hoardings
Wall paintings
Trainst Advertising
3.What is Co-operative Advertising?
Manufacturers of consumer durable goods or specialty products often show special
interests in their dealers advertising. To help identify the dealers in different geographic
markets, delers putout ads in the local media under their names.
The manufacture oftern provides the dealer with the material and guidelines to develop
ads for print, television or radio commercial. This ensures that the message is in line with what
the manufacturer wants to communicate. The manufacturer and that dcater usually share the
media costs and hence the name co-operative advertising.
4.What is Direct Response advertising?
This type of advertising encourages the consumer to respond either by providing
feedback to the advertiser or placing the order with the advertiser by direct mail, catalogues,
direct response print advertising, direct-response broadcast advertising, telephone and
internet. Some of these, methods to reach the consumer are viewed as part of sales
promotional techniques.
5.What do you mean by classified ads?
Classified ads are the source of revenue for news papers. The ads are arranged under
subheads that describe the class of goods or needs that the ads seek to satisfy. Such ads
provide a community market place – for goods, services and opportunities of every type-real
estate, autos, matrimonial, domestic help, coaching, employment business opportunities etc.
6.What is end product advertising? or Branded-ingredient advertising?
Branded products such as Pentium (intel) Teflon (dupoint) and many others are used in
the manufacture of other end-products and these are rearely purchased direct by consumers.
They are usually bought as apart or ingredient in other products is called end-product
advertising. Manufacturers whose branded parts or ingredients are used in producing usually
other branded or unbranded consumer products often undertake this type of advertising.
7.What is professional advertising?
Corporate advertisng is an extension of the public relations function and does not
promote any specific product or service. It aims to build and maintain the image of a company
or institution. For example sponsorship of various events by large organizations is aimed at
image building of sponsors. Corporate image is something that customers perieve when the
name of the company is seen or heard. The main objectives or corporate advertising is
1.To create and maintain corporate identity in public.
2.To counter negative attitudes toward the company.
3.To enhance company image.
4.to associate company with some worthwhile national or social cause.
5.to overcome negative company image.
Ultimatley the objective of corporate or institutional advertising may be to establish or boost
corporate identity and image counter negative attitudes toward a company or industry.
9. What do you mean byh Advocacy in advertising?
It’s an issue based advertising. Advocacy advertising refers to a company’s view on
issue that affect its business and to protect its position in the market place. In other cases
company presents it viewpoint about a national cause such as literacy movement or the
company may list its socially oriented policies. Such advertising usually does not attempt to sell
anything directly but gieves a fact to the company and attempts to develop a positive
relationship by influenecing the public reactions toward the company and its products, services,
sales forces and job offers.
10. What do you mean by surrogate advertising?
If the laws of a country do not permit advertising of a certain product category. The
advertisers take the shelter of brand extension. For example advertising of aloobolic deinks is
not permitted. To bypass this, some manufacturers of whishky or similar products launched
brands of soda under the same brand name as that of their popular whisky, such a Bagpiper
soda or Mc Dowell soda.
11.What is creative Boutique?
It is an advertising agency which provide only creative service organizations whichprefer
high quality creative talent in their advertisements usually approach this type of creative
boutiques and other functions are completed by any other agencyor by organization itself.
Many ful-service agencies who are very busy now subcontract works to creative boutiques.
They work on an agreed fee basis.\
12.What is Refutational Advertising?
In refutational Advertising the advertiser first both to strong and weak points or positive
and negative points about the product or service and then refutas the view concerning the
weakness. Refutational appeals are useful against existing negative beliefs of consumers. This
type of advertising lead consumers to generate more support arguments than ads with only
supportive information.
13.What do you mean by selective Retention?
Consumers do not retain all the information in their memory that the advertisement
attempts to communicate even after attending and comprehending it. So advertisers use
symbols, slogans, images and associations to ensure that the information is available when it is
time for purchase action. This is called selective retention.
14.What do you mean by subliminal perception?
Subliminal perception is the ability to perceive stimuli that are below the level of
conscious awareness because the stimuli are either too weak or extremely brief to be
consciously noticed. The stimuli are below thethreshold of awareness but not below the
absolute thresheld of consciousness. Ie, people are stimulated below their level of conscious
awareness and can perceive stimuli without actually being aware that they are doing so.
15.What do you mena by AIDA?
AIDA-Attention, Interest , Desire , Action
As for as an advertising is concerned, an effective advertising should attract ATTENTION,
gain INTEREST, stimiulate DESIRE and precipitate purchase ACTION. An advertising would prove
to be realy effective if it takes this route. The AIDA model suggests that these are the desirable
qualities of an effective ad.
16.Explain DAGMAR
DAGMAR – Defing Advertising Goals for Measuring. Advertising Results. It,s a model for
setting advertising objectives and measuring the results of an ad compaign. According to
DAGMAR approach “Advertisng’s job purely and simply is to communicate to a defined
audience, information and a frame of mind that stimulates action. Advertsing succeeds on fails
depending on how well it communicates the desired information and attitudes to the right
people at right time and at the right cost.
Ie,”Advertising objectives involve a communication task that is specific and measurable.
17.What do you mena by Media class?
Media class refers to the general category of delivery systems available to carry
advertising messages to a selected audience such as print media, broadcast media, outdoor
media etc.
18.What is Media Vehicle?
Media Vehicle is the specific message carrier within a medium such as Business Today
Magzine, Idustrial Herald etc. Media vehicle carriers advertising messages to a selected
audience. Media vechiles can be in anymedia print or Broadcast or anything.
19.What is above the line-Media.
Broadcast, press, outdoor posters and cinema are often referned to as above te line
Media. In this Media A gency gets a commission from the media for advertising.
20.What is below the line media
Direct mail, sales promotion exhibitions, merchandising, slaes literature are referred to
as below the line media. Here the agency gets no commission.
21.What is Media planning/
Media planning refers to a series of decisions that hs to be taken in delivering the ad
message to the largest number f the target audience in the most effective manner at the lowest
cost. Te plan specifies media objectives and media strategies to complies the objectives.
22.what do you mean by reach?
Reach is a measure of the number of different audience members exposed at least onec
to a media vehicle-in a given period of time.
23.What is coverage?
Coverage refers to the potential audience that might get exposed to the ad message
through a media vehicle. Reach refers to the actual audience exposed to the message and
coverage relates to the potential audience likely to be exposed to the message.
24.What is frequency?
Frequency refers to the number of time the audience is exposed to a media vehicle in a
given period of time.
25.What is BDI?
Brand Development Index
Percentage of brand,s total sales in the market
Percentage of total population in
that market.
25.What is category Development Index?
Percentage of product category,s total sales in the market
Percentage of total population in the market
Index number is a good indicator of market potential. It helps the advertiser in
determining where to focus the advertising efforts.
26.What is media scheduling?
Media scheduling is concerned with timing the insertion of advertisements in the
selected media. There are three approached to scheduling
1.Continuity
2.Flighting
3.Pulsing
Media schedule is calendar of Advertisng plan.
27. What is continuity Advertising?
Continuity refers to a continuous pattern of advertising with out any gap. This strategy
is suitable for those products categories that are regularly, consumer on an on going basis
without any seasons fluctuations. Such as washing powders soaps, toothpast, soft , drinks etc.
continuity offers the advantages of constant reminder to consumer, covers the entire buying
cycle, and allows for media discounts and preferomed and locations. The disadvantages include
higher costs, possibility of over exposures etc.
28.What is flighting?
Flighting refers to a less regular schedule of advertising in which there as interittentt
periods of advertising and no advertising. In flighting periods of theavy advertising would be
followed with no advertising believing that changed attitudes would not decay rapidly.
Flighting offers the advantages of cost-efficiency as advertisng overs only purchase cycle and
may allow the use of more that one medium with limited budgets of has the advantage of
decresed awareness interest and rententin of ad message during non – scheduled periods.
29.what is pulsing?
Pulsing is a combination of continuity and flighting. The continuity is maintained as a
base throughout but, during certain periods, the level of advertising is stepped up. Pusing
offers the combined advantages of both continuity and flighting this method is not suitable for
seasonal products.
30. What is program rating?
Program rating is a measure of potential reach of broadcast media and is expressed as a
percentage.
Number of households viewing the program
Program Rating
Total number of households owning TV sets
31.What is Gross Rating Points (GRP’s)
GRP is a numerical figure indicating how many potential audience members are likely to
be exposed to a series of commercials. This combine the program rating and the average
number of times the household is reached during the advertising cycle.
GRP=Reach×Frequency
32.What is Target Rating point?
TRP refers to the number of times and the number of individuals in the primary target
audience that the media will reach. Here the data are collected on weekly basis. One TRP is
equal to one percent of total TV audience. If a program has 50 TRP is means that 50% of the
panel members watched the program in that week.
33.What is Cost – per- thousand CPM?
Cost of ad space
CPM =
Circulation
Cost per thousand or CPM is used to compare the costs of media of different vehicles.
34.What is cost per rating point CPRP?
Cost of Commercial time
CPRP =
Program Rating
This is used to compare figures of broadcast media. This is also referred to as CPP cost
per point.
35.What is Milline Rate?
A milline rate is a cost in rupees per line of standard dimensions to reach a newspaper
circulation of one million.
10 Lakhs ×Rate percentage line
Million Rate
=
Circulation
News papers with higher circulation figures charge more per line or per unit space.
36.what do you mean by Transit Advertising?
Transit advertising is similar to outdoor advertising as it also uses billboards, neon signs
and electronic messages. Transist advertising is targeted at millions of people who are exposed
to various modes of transportation such as huses, trains, or air travel. The printe j ads and paid
for and provided by the advertiser to the firm managing transit advertisng. It is the
responsibility of the firm to place and maintain the ad posters on the vehicles.
37.What are different types of Internet Advertising?
1.Ad Banner
2.Ad Button
3.website
4.Sponsorship
5.Interstitial
6.Classfied ad.
38.What do you mean by creative execution?
Creative exaecution is the way in which an advertising Appeal is used in an ad message.
The element of message execution is as important as what is said in advertising. There are
many ways in which advertising message can be presented. They are.
1.Facturla Message or Straight Sell
2.Testimonial
3.comparison
4.Life style
5.Animation
6.slice of lice
7.Fantacy etc.
38.What do you mean by slice of life?
Slice of life commercial drematise real life situation. Professional actors in the
commercial play the role of plain people and discuss some problem or issue. Often the
situation encountered is of a personal native such as pimples, bad breath body odour, dandruff
etc. A friend , relative or colleague drops the hint, the product is tried and the next scene
shows a happy satisfied consumer. Most slice-of-life commercials open with a problem faced
in daily life with the brand becoming the solution.
39.what is slice-of-death Commercial?
In variety of advertising Fear or anxiety appeal is used This type of advertising is
humorously called slice of-death ads. These ads are designed to protect a person from loss of
health, against smoking AIDS, wearing helmets, drug abuse etc. They all focus on the fear of
losing life.
40.What do you mean by layout?
A layout is an orderly physical arrangement of headlines,subheads, body cop
slogam,seal logo,signature and the visual elements into a finished advertisement . It shows
where each empom=nent of the ad will be placed and gives guidelines to people working on the
ad creation. Copy writer leams how much space is available to work with and hos much copy
should be written. It helps the art director in determining the size of the visuals. Layout are
usually done as rough and presented to the advertiser to get the preliminary approval.
41.What do you mean by balance in ad?
Balance is a Design principle. It means controllingthe size, tone, weight and position of
the elements in the ad. It occurs when equal weights or forces are equidistant from a reference
oitn, which is the imaginary vertical line drawn from thecentre of the advertisement. When the
wight of all elements on both sides of the vertical centre line is equal the layout has formal
balance.
42.What do you mena by informal balance?
In the ad vertising when the equilibrium is achieved by placing element of different
weights at unequal distance form the optiacal centre, the layout has informal balance. This
Type of arrangement requires more thought than simple formal balance. But the effects will be
imaginative and distinctive.
43.What do you mena by Advertising Campaign?
An advertising campaign includes a series of ads, placed in various media that are
designed to meet objectives and are based on an analysis of marketing and communication
situations. Advertising campaign includes Appraisal of advertising opportunity, market Analysis,
setting advertising objectives setting budiget and necessary control system, Determingin media
and creative strategy. Creat ads,pretest and Release ads and Finally Evaluate the final results.
44.What is advertising Budgety?
Advertising Budget is basically a plan to allocate final resources to advertising for
future operations and should be reviewed constantly keep in view the changing market
condition.
45.What is Advertising Research?
Advertising Research is the subset of marketing research It systematically gathers and
analyses information . Help develop or evaluate advertising stragegies, individual ads, or whole
advertising campaigns. The advertisier needs to know how consuemers perceives its products
or services, what are their views about competition and what image of the brand or company
would be most appropriate to build.
46.what is creative concept research?
Creative specialists prepare several tentative ad concepts in the form of rough copy
platform, or the storyboard. Researchers, conduct focus groups in the agency,s developmental
lab, which combines intensive qualitive intierviews with quantitative techniques. A discussion
leader moderates the conversation and each group views the roughs. The reactions of these
groups are measured video taped and observed by researches behind a one way mirror. This
help in identifying the most promising creative concept among the ones that have been seen
and discussed by the focus groups. This is called creative concept research.
47.What do you mean by tracking studies?
It is one method of post testing of advertisements. These are conducted to measure the
effects of advertising at regular intervals, and may be applied to both print and broad cast
advertisements. These are used to asses the effects of advertising on awareness, recall.
Interest and attitude toward the advertisement and purchase intention. Telephone survey,
personal interview mail surveys are used either quarterly or semi annually the size of the
sample usually varies between 250 and 500 cases per period. This helps advertisers assess
current ad programs and planning for the future.
48.what do you mean by eyetracking?
It is a method of pretesting of advertisements. It’s a physiological testing. In eye
tracking an eyemovement camera depicts the route tht the respondent,s eyes travelled over an
ad to show the areas that attracked and held attention.
49.What is Electro dermal Response?
It is otherwise, called galvanic skin response. This is also a physiological testing of
advertisements. Here a mild electrical current measures the respondents sweat grand activity
to measure the tension an ad creates.
50.What is sales promotion?
“According to AMA In a specific sense, sales promotion includes those sales activities
that supplement both personal selling and advertising and co-ordinate them and help to make
them effective such as displays, shows and expositions, demonstrations and other nonrecurrent selling effort not in he ordinary routine”.
51. what is dyadic Advertising communication?
Dyadic Advertising communication is a process of direct communication between two
person such as sales person or consumer.
52.What is Gatefold?
Gatefold is an oversize magazine page or even that is extended and folded to fit the
publication. Gatefold are used to extend the size of the magazine advertisements and
sometimes it is folded with a premium.
53.What is deceptive Advertising?
According to Federal Trade Commission a Misrepresentation or omission is practiced in
advertisements to mislead the cutomers, it is called deceptive advertising.
54. What is cross-sell?
It is a erm used in personal selling that refers to the sale of additional product or
services to the same customer.
55.What is Aerial advertisement?
It is form of outdoor advertising where the message is appeared in the sky in the form
of banners pulled down by aeroplanes or ballons.
56. what is cognitive processing?
This is a process by which a person transfers external information into meaningful
patterns of thoughts and how their meaning are used to form judgements or choice about a
behavior.
57.What do you mean by jingles?
Jigles are songs or tunes about a product or service that usually carriers the ad theme
and a message.
58.What is Sweep stake?
A sweepstable is a promotion where winners are determined purely by chance. It
cannor require a proof of purchase as a condition for entry. Entrants need only submit their
names for the prize drqwing. Oneform of sweepstake is a game, which also has a chance
element or odds of winning. Sweepstables are easier and less expensive to administer. Since
every entry does not have to be checked or judged.
59.What is self liquidating premium?
Self liquidating premium require the consumer to pay some or all of the cost of the
premimum plus handling and mailing costs. The marketer usually purchases items used as selfliquidatting premiums in large quantities and offers them to consumers at lower than retail
prices. The goal is not make a profit on the premium item but rather just to cover costs and
offer a value ot the consumer. Offering values to a consumers through the premium products
can create interest in the brand and goodwill that enchances the brand’s image.
60.What do you mean by sales promotion trap?
It is actually a problem with the consumer- oriented promotions. When a firm begins
using sales promotions to differentiate its product or service from the competition and it leads
to success, competitiors may quickly, easily copy it. When all the competitors are using sales
promotion, it not only lowers the profit margins for each firm but also make it difficult to any
one firm of keep away from the promotion bandwagon. This is called sales promotion trap.
61.Explain Media Rates?
Media Commission: is an amount paid by the media to an add agency which has bought
time or space for its clients.
Mark UPS: Agencies have to buy certain services for creating ads form outside sources. When
such services are purchased, the client has to pay for the services plus certain markup for
supervisory services. Fees-rather the commisision the agencies will charge a fee for
advertisements.
Incentive based,performance based.
Compensation: Here the agency is rewarded on the bases of the results if achieves for the
client.
62.What to you mean by pull strategy?
It is a sales promotion strategy. Here the promotional activities are directed at theend
consumes. The consumer is motivated to approach a retailer asking about the product so that
the retailer is compelled to approach the whole sales for the stock of demanded product.
Here the product has been sold because of the pull exercised by the customer. So this is called
pull strategy.
63.What is push strategy?
This is an alternative to pull strategy. Here the product is pushed through the channels.
In push strategy the promotional effort is dereicted at wholsalers or tretailers who inturn
promite them to the customers.
64.What is Testimonial?
Here a celebrity or an actual user endorses a product when the actual user is an
ordinary person the copy shuld be convincing. Eg,Aswini Hair oil. The choice of endorser
depends upon the product Testiomonials say to the viewers tha this is the truh Lux is a very
famous example of testimonial type of commercial. On these commercials models should not
dominate over the product. Then it becomes a celebrity trap. The product must be brought in
sharp focus.
65.What is Freebie?
To stimulate stagnant demand and to move accumulated inventories blocking high cost
finance. Companies offer free gifts, especially in the consumer durable sector. For example a
free automatic camera is given with purchase of a Samsung refrigerator. Actually a Freebie is
allowed only when the company bearsis cost. Usually the cost of freebies are covered partly or
fully in the transaction. But under MRTP act, it is an unfair practice.
66.Corporate Image:
Corporate image is the summation of a several expressions of good will of an
organization. It is earned over a period of time It is an image ofefficiency and customer
friendlinesss. These images are based on the product or service quality, the after sale service,
advertisingindustrial and trade relations market position and packaing.
67.What do you mean by Zipping and Zapping?
Zipping occurs when customers fastforward through commercials as they playback a
previously recorded program. Zapping refers to changing channels to avoid commercials.
68.What do you mean by bleed page?
Bleed pages are those where the advertisement extends all the way to the end of the
page, with no margin of white space around the ad. Bleeds give the ad an impression of being
larger and make a more dramatic impact. Many magazins charge an extra of 10 to 20 percent
for bleeds.
69.What do yo mean pop-up advertisement?
To grab the attention of the readers, certain advertisers use three-dimentional inserts or
pop-ups that jump off the page. This is known as pop-up advertising.
70.Portfolio Test:
Portfolio tests are a laboratory methodology designed to expose a group of respondents
to a portfolio consisting of both control and test ads. Respondents are then asked what
information they recall from the ads. The assumptions is that the ad that yield the highest
recall is the most effective.
71. What is Inquiry Test?
Inquiry tests are designed to measure advertising effectiveness on the basis of inquiries
generated from ads appearing in various print media. Often referred to as “Bingo cards”. The
inquiry may take the form of the number of coupons returned phone calls generated or direct
enquiries.
72.What is retentive advertising?
Refentive advertising may be useful when the product has achieved a favourable status
in the market – that is when it has attained a maturity or a sales declining period. Here the
advertiser wants to keep his product,s name before the public. A softer selling approach is
used or only the name may be mentioned in reminder type advertising.
73.Informative product Advertising:
In the introductory stage of the product Life Cycle , informative advertising isusually
used. It seeks to develop an initial demand for a product. This form of advertising tends to
characterize the promotion of any new type of product for its objectives is to simply announce
its availability.
74.what is Dissoance theory?
According to dissonance theory consumer feels dis comfort when they are exposed to
information that conflicts with their original belief or attitude. Generally after a high
involvement purchase . the customer recalls that some other brands with unique features were
not selected his leads the customer to suspect that the choice made is not the wisest. Post
purchase dissonance is quite normal and creates in the customer a feeling of uneasiness about
prior beliefs, a high quality brand offers a promotion. Of other brands in the same products
category do not offer promotion, then this consumer may change the belief that the product is
low quality and resolve dissonance.
75.what is Deal proneness?
Deal proneness in the degree to which the consumer is influenced by sales promotion
interms of behaviours. Such as purchase timeing brand choice, purchase quantity, category,
consumption, store choice or search behaviour.
76.what is inpack premium?
It is a sales promotional tool. Here the premium is enclosed inside the product pack.
These in pack premiums are used by manufactory of ready-to-eat cereal health and beauty aid
products etc.
77.what do you mean by SPIFFS or push money?
Push money is a monetary reward given to the sales force of the dealers to sell a
manufacturer’s product.
78. POP advertising is the element of sales pormotionand concerns itself with signs and displays
located in on or adjascent to the place where the advertised product or service is available for
purchase. It has the fourfold purpose of informing, reminding, persuading and merchandising.
Usually retail stores are in the form of stickers, banners, displays posters, mobiles signs and
streamers. The purpose is to get customer attention.
79.What is Animatic?
A prelimainary version of a commercial in which a videotape of the frames of a story
board is produced along with an audio sound track.
80.What do you mean by advertising appeal?
The approach used in an advertising message to attract attention or interest of the
consumers and influence their feelings toward the product, service or cause.
81.what do you mean by Advertorial?
An ad that is half advertising, half editorial aimed at swaying public opinion rather the
selling products.
82.what is a copy plat form?
This document specifies the basic elements of the creative strategy such as the basic
problem or issue the advertising must address. The advertising objectives, target audience
major selling ide, or key benefits to communicate, campaign them or appeal or any other
supportive information or requirements.
83.who is copywriter?
The person who helps conceive the ideas for ads and writes the words of the copy.
84.What is consumer jury?
A method of pretesting advertisement by using a panel of consumers who are
representativeof the target consumers and provide ratings,ranking, or evaluation of ads.
85.What do you mean by Informercials?
Informercials are very long TV commercial 3minutes to half an hour or more. These are
designed to provide more detailed information about a product or service.
86.What is interstitial/
Animated screens, often ads that popup momentarily as the computer searches for or
downloads information for a requested web-page.
87.What is a story board?
Storyoard is a series of drawings used ot present the visual layout of commercial.
88.what do you mean by spectaculars?
It’s a type of outdoor advertising. These are large electronic sign placed in high traffic
area, usually incorporating movemtn, colour and grahies to grab the attention of consumers.
89.What is unique selling proposition?
An advertising message strategy that courses on a product or service attribute that is
distinctive to a certain brand and offers pernasive benefits to the consumer and not claimed by
any other brand.
90.What is advertising copy?
The main text portion included on the advertisement is called the body copy. The body
copy contains the complete sales story and is the logicalcontinuation of the headline and
subheads. It covers the attributes, benefits and utility of the product.
91.What is Recall Test?
Its a post testing method of advertisement testing Recall refers to a measure of the
proportion of sample and hence that can recall and as having seen. There are two types of
recall aided-recall and unaided recall. In aided recalled respondents re shown certain ads with
the name of the board conceited and then asked whether their previous exposure was through
reading viewing or listening.
In unaided recall respondedts are asked without prompt whther they read,saw or heard
advertising message.
92.What do you meanby Recogniton Test?
Recongniton refers to wheter a respondent can recognize an advertisement as having
sen before Recongniton test provide a mechanism for breaking a print ad into its more
important elements such as headline, isuals body copy, and logo and how these are
remembered by a sample of respondents.
93.What is an Advertising Agency?
It is an idependetn company set up ot render specialized service in advertising in
particular and in marketing in general. It is company that helps advertisers create
advertisements and place them with appropriate media.
94.what are the functions of ad agency?
1.Agencies understand the product to be advertised in They understand the technology
used to produce it and the market for which it is meant.
2.Agencies have to assess the different media for coverying the message.
95.What are the functions of advertising?
1.Advertising provoke us to try the product and once tried remind us about its benefits
so that we can buy it time and again.
2.Advertising persuades people to act.
3.Advertising helps to choose out of several brands available in the market.
96.What do you mean by pretesting?
Testing the advertaisements before it has been run. Pretest measure the effectiveness
of different presentations of the message. They help to select the best form of an
advertisement before incurring the expense and risk of presenting it on a full swcale run.
97.POST TESTING
Post testing measure he impact of the advertisement. They seek to discover which
advertisement and what elements of various advertisements get the best response what
position produces beestt results what medium pulls bettar or how well an advertising
canmpaign is progressing. They provide information on wheter a brand name or selling theme
of an ad has penetrated the neaders mind and the extent of this penetration.
98.what is Reliablity and validity?
The Advertising Research quality is tested against the criteria relaiblity and validity
Reliablity means even if the research is repeattted, it shows the some results.
99.Wriet the name of certain prefesting methods of ads?
Portfolio test, directmailtest clutter test, Trailer Test pupillometric device, Galvanic skin
response etc.
100. Mention 4 sales promotion tolls?
Price deals
Coupons
Premiums
Contests and sweepstakes.