CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUJAN15
ASSESSMENT_CODE BBA304_SMUJAN15
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
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
73353
Explain the following:
a) REACH
QUESTION_TEXT
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
122495
QUESTION_TEXT
Explain the various reasons for growth of sales promotion.
1.
Increasing competition
2.
3.
SCHEME OF
EVALUATION
Customers have become more sensitive towards price
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
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