ADVERTISING AND SALES PROMOTION 3 0 0 100UNITI: INTRODUCTION TO ADVERTISEMENT 8Concept and definition of advertisement - Social, Economic and Legal Implications of Advertisements - setting advertisement objectives - Ad. Agencies - selection and remuneration - advertisement campaign.UNIT II: ADVERTISEMENT MEDIA 7Media plan - type and choice criteria - reach and frequency of advertisements -cost of advertisements related to sales - media strategy and scheduling.UNIT III: DESIGN AND EXECUTION OF ADVERTISEMENTS 10Message development - different types of advertisements - layout – design- appeal - copy structure - advertisement production - print - Radio. T.V. and net advertisements - Media Research - testing validity and reliability of ads -measuring impact of advertisements.UNIT IV: INTRODUCTION TO SALES PROMOTION 10Scope and role of sale promotion - definition - objective sales promotion sates promotion techniques - trade oriented and consumer oriented.UNIT V: SALES PROMOTION CAMPAIGN 10Sales promotion - Requirement identification - designing of sales promotion campaign - involvement of salesmen and dealers - out sourcing sales promotion national and international promotion strategies - Integrated promotion • Coordination within the various promotion techniques - online sales promotions.Total 45 periodsREFERENCES:1. Kenneth Clow. Donald Baack, "Integrated Advertisements, Promotion an Marketing communication", Prentice Hall of India, New Delhi, 2003.2. S.H.H.Kazmi, Satish K Batra, "Advertising & Sales Promotion", Excel Book! New Delhi, 2001.3. George E Belch, Michel A Belch, "Advertising & Promotion", McGraw Hi Singapore, 1998.4. Julian Cummings, "Sales Promotion", Kogan Page, London 1998.5. E.Betch and Michael, Advertising and Promotion, MC. Graw Hill.

Advertising and Sales PromotionUnit I1. Define Advertising: -It is defined a “any paid form of non personnel presentation and promotion of ideas, goods or service by an identified sponsor".2. What do you mean by advertising Objectives?It is a specific communication task to be accomplished with a specific target advice during a specific period of time.

3. List out the role of Advertising, i. Communication with customerii Persuasioniii Contribution to economic growthiv Catalyst for change

5. Explain the benefits of advertising.i) Informationii) Brand image buildingiii) Innovationiv) New product launchv) Growth of mediavi) Long term indirect benefit

6. Explain the hierarchy in advertising objective?1. Corporate business objective2. Marketing objectives3. Marketing strategy4. Communication objectives5. Communications strategy6. Advertising objective7. Advertising strategy

7. What is the explicitly role advertising?i) Guide to prospective consumersin Primary and selective demandiii) Product differentiationv) Encouraging innovationv) Propensity to consumevi) Financial support to media.

8. What are the indirect roles of advertisement?i) Lowering of pricesii) Adverting and competitioniii) Advertising effect on product qualityiv) Economic activity and employmentv) Effect on business cycle

9. What are the social duplication that are involved in advertisement?i) Reception Advertisingii) Harmful effect causediii) Confusion creatediv) Uniformityv) Comparisonvi) Forcible sellingvii) Heavy advertisingviii) Cultural advertisingix) Entertainment advertisingx) Social welfare

10. What are the areas cover under social advertising?The following areas arei.) Health careii) Family welfare

iii.) Child careiv.) Dover preventionv.) Untouchabilityvi,) Literacyvii.) Drug abuseviii.) Safely problemix) National integrationx.) Energy conservationxi.) Girl child

11. What are various classification involved in advertising?a. Advertising based on demand influence levelb. Institutional or product advertisingc. Baaed on the audience to which it is directed.d. Timing of the response it elicitse. Sponsorship arrangementf. Extent of geographical coverageg, According to the medium used.

11. What are the five areas to be concentrate while making advertisement campaign?a. how should we balance and combine different types of activityb. should we use bursts of activity are aim continuity of message through the yearc. how should the balance and comparing different mediad. what do we expect the competition to be doing , and how will orplans counter this

e. How are we proposing lo evaluate the campaign?12. Name the institution involved in controlling the advertisement.i) Council of better business bureauii) Self regulation by mediaiii) Individual advertiserv) Industry regulationvj National Advertising review boarda, NAD - National Advertising Divisionb. NARB - National Advertising Review Boardc. FTC - Federal Trade CommissionD. ASCI- Advertisement Standard Council of India.13. What is advertising Agency? It is independent company set up to render specialized services in advertising in particular and in marketing. It is an outside firm that specializes in the creation, production, an / or placement of the communications message and that may provide other services to facilitate me marketing and promotions process. It converts the goals of me client into creative work

which is carried by die media so as to reach the target audience.

14. What are the functions of the advertising agency?A. Agencies understand the product to be advertised in and out. They understand the technology used to produce it, and the market for which it is meant.B. Agencies understand the methods of distribution and selling.C. Agencies have to access the different media for conveying the message.D. Agencies prepare an advertising plan in the light of above information.E. Agencies and advertiser work in a mutually beneficial partnership. It requires an interface with the marketing and sales department of the client organization.

15. What are the different types of advertising agencies?1. Full service agency2. Creative boutiques3 Media buying services4. Interactive agency5. Traditional in-house agency.

16. What are the services that are dealt in Ad agency?1. Account service2. Marketing service3. Creative and production services4. Media planning & Buying services5. Administrative services

17. Mention various persons working in Ad agency.1. Artist2. Writers3. Copy writers4, Photographers5. Media analysts6. Researchers7. Web developers 8. Accounts Executers

18. What do you mean by Full service Ad agency?Full service agency offers its clients a full range of marketing, communications and promotional services including planning, creating and producing the advertising; performing research; and selecting media. It may also offer non advertising services such as strategic marketing planning; sales promotions, direct marketing and interactive services; package design; and public relations and publicity.

19. Who is a copy writer?The individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy are known as copy writers. They may also be involved in determining the basic appeal or theme of the ad campaign and often prepare a rough initial visual layout of the

print ad or television commercial.

20. What is a Creative Boutique?A creative Boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients’ desire to use only the creative talent of an outside provider while maintaining the other functions internally.

21. What are Media buying services?Media buying services are independent companies that specialize in the buying of media, particularly radio and television time. Some media buying services help advertisers in planning their media strategies. They are paid a fee or commission for their work. They purchase large amounts of time and space because of which they receive large discounts.

22. What do you mean by campaign planning?Campaign is a military expression that indicates organized and planned operations of armed forces in the war. In advertising, it is used to mean organized and planned use of advertising for accomplishing a definite purpose. Campaign planning is an organized and carefully planned use of paid publicity for fulfilling a definite purpose. Campaign planning is broader than mere creation of individual advertisements. The basis of any campaign is the consumer behavior and the market profile.

23. What are processes involved in advertising budget?i) Allocation by objectivesii) Allocation by mediaiii) Allocation by messageiv) Marketv) Allocation by productsvi) Allocation by geographical areas

24. How is the budget for advertising allocated?1) Allocation by objectivesii) Allocation by medialii) Allocation by messageiv) Marketv) Allocation by productsvi) Allocation by geographical areas25. What are the factors involved in internal environment while framing advertising objective? i) Productii) Priceiii) Placeiv) Promotion

26. What are the external factors involved in while framing advertising objective?a. Consumer behaviorb. Overall consumer characterizesi. geographicii. demographiciii. psychological

iv. life stylec. product – related consumer characteristics

d. usagei. brand loyaltyii. attitudes and preferencee. market conditionf. competition27. List out the factor involved in budget appropriation.a. Advertising plansb. Marketing opportunitiesc. Competitiond. Product life cyclee. Cost of advertisingf. Type of productg. Retailing

28.Explain AIDA Model.ATTENTIONINTERESTDESIREACTION

29. Explain DAGMAR ModelDAGMAR - Defining Advertising Goals for Measured Advertising Results In its basic approach, it is pointed out that, ''advertising is a force that increases productivity". Further, advertising results are measurable provided specific advertising objectives are defined.

30. Mention the factors to be considered in setting advertising objectives.a) Market segmentationb) Buyer behaviourc) Product personality and perceptionsd) Situational factorse) Benchmarks of Norms of Measurement

31. Mention the situations in which advertising is done.Product –market in variationUpgrading a productNew application, benefit, usage of a productSpecial offersChange in brand nameCompetitionDistribution & serviceInstitutional advertisingSeasonal productsRaising capital

Technology & other inputsRecruitmentMemberships & programmes

UNIT – II

1. Media planning - ExplainMedia planning is the process of determining who to use time and space to achieve marketing objective one of the objectives is always took place me advertising message before target audience,2. What are the free factors to be considered in copy testing?i) Whether or not to testii) What and when to testiii) What criteria or test to use

3. What do you mean by media Decision?Media Decision generally evolved out of creative strategy. The basic idea is to figure out what you want to get across in a message and then decide the best way to deliver the message.

4. How to determine media strategy?The challenge lo media planner is to come up with a plan (hat gives adverse a competitive edge. A better plan can mean a more efficient one as well as more effective one. The four major clement hi a media strategy is target audience media closes, media mix and media timing.

5. What are the steps involved in media selection?i) Deciding on reach, frequency and impactii) Choosing among major media typesiii) Selecting specific media vehicle iv) Deciding on media timing

6. List of the factors that are involved in media strategy.i) Media objectivesii) Factors affecting media useiii) Form of media strategyiv) Determining media strategyv) Use of computers

7. What are various media of advertising?a) Print mediai) News papersii) Magazinesb) Broad cast mediai) Radioii) Televisioniii) Narrow cast media

c) Out door mediad) Transit ad mediae) Other mediai) Nature of productsii) Direct Advertising media

8. List out choice of advertising mediai) Nature of productsii) Potential marketiii) Distribution strategyiv) Advertising objectivev) Budget availablevi) Type of selling messagevii) Competitive advertisingviii) Media advertisingix) Characteristics of media

9. What are the factors involved in media relatedi) Space/time allocated of single advertisement' commercialii) Total number of insertion and spacing between lineslii) Selection of media and media vehicle

10. What are the media planning modelsi) Press modelsii) Press evaluation media modeliii) Cinema modelsa. Cinema model - I b. Cinema model – II

11. What are factors arc affecting the usage of media?a. Productb. Marketc. Channeld. Messagee. Mediaf. Budget

12. How the strategy for media is formulated?i) Exposureii) Segmentation effectiii) Source effectiv) Repetition

13. What are the classifications involved in magazines?i) on the basis of audiencea) customer magazinesb) farm magazinesc) business magazines

ii) on the basis of Frequencya) Weeklyb) Monthlyc) Bimonthlyiii) On the basis of Place of Publicationa) Nationalb) Regional

14. What do you mean by media reach?The number of different persons or households exposed lo a particular media schedule at least once during a specified time period.

15. What do you mean by media frequency and media impact?Media frequency: The number of times within the specified time period that an average person or household is exposed to the message.Media impact:: The qualitative value of an exposure through a given medium

16. What is meant by spot advertising?Spot advertising; refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations,

17. What is national spot advertising?All nonnetwork advertising done by a national advertiser is known as National spot advertising,

18. What is Local advertising?Airtime sold to local firms such as retailers, restaurants, banks and auto dealers is known as local advertising.

19. What is meant by Sponsorship?Under a sponsorship arrangement, an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that within it.

20. How do measure Media ability?i) Distribution Measurement: Expressed in number of copies circulatedii) Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposureiii) Exposure Measurement: Once the media have produced the desire exposure, the quality of the message will determine the subsequent impact in terms of perception, communication and behavioral response.

21. Mention the types of media schedulinga. Steady pulseb. Seasonal pulsec. Period pulsed. Erratic pulsee. Start-up pulse

f. Promotional pulse23.List down the merits of TV advertisement.a. Immense impactb. Excellent quality of productionc. Familiar, Friendly faces & voicesd. Evocation of experiencee. Demonstrationf. Creative use of Environmental and mental make-up of viewersg. It is a comprehensive techniqueh. AnimationL Image buildingj. Emotional content

UNIT- III1. What are the steps in creative process?1. fact findinga problem definitionb preparation2. Idea findinga Idea productionb idea development2. List out the step involved Graham wall's creative process of advertising1. Preparation2. Incubation3. Illumination4. Verification

3. Give out the Alex born's creative Process1.

Orientation

2.

Preparation

3.

Analysis

4,

Ideation

5.

Incubation

6.

Synthesis

7.

Evaluation

3. What are the copy elements?1. Headline2. Subhead3. Body copy4. Captions5. Blurb or Balloon6. Boxes and Panels

4. What are The different types of Headlinesa. Direct Promise Headlineb. News Headlinec. Curiosity a Proactive Headlined. Selective Headlinee. Humour Headlinef. Comiriand Headlineg. Negative Headline5. What are Various steps involved in copy writing1. Abstracting2. Synthesizing3. Hypothesizing4. Gestation5. Coalescence6. Performance6. List the different types of copy1. Sensitive copy2. Descriptive copy3. Narrative copy4. Colloquial copy5. Humour copy6. Topical copy7. Endorsement copy 8. Questioning copy9. Prestige copy10 Reason why copy1 1 .Comparative12. Intentional copy7. Give the essentials of a Headline.The Headline should be 1. Original2. Concise

3. Specific4. Provocative5. Unique8. How the effectiveness of advertisement is made before the original copy?I Pre testing 1. Order of merit test2. Paired comparison3. Portfolio test4. Direct questioning5. Perceptual meaning studies6. Inhome Projection lest7. Trailer Teal8. Live Telecast test9. Sales Experiments10. Physiological testing9. How the effectiveness of Advertisement sis testing after the reuse of original copy? 1. Recall method2. Aided recall3. Penetration test4. Tactistoscope method5. Screen method6. Gall up Robinson Impact test7. Intend - to - buy test8. Sales Result test9. Controlled Experiment10. Inventory audit.10. What are the components of a layout? 1. Background 9. Name plate2. Border 10. Price3. Caption 11, Product4-. Coupon 12. Slogan5. Decoration 13. Space6. Heading 14. Subheading7. Illustration 15, Text8. Mascot 16. Trade mark11. What are the Factors to be considered in selecting a picture?1. Clear and meaningful2. Natural and spontaneous3. Relevant to Headline4. Simple12. What is a Mascot?The Mascot is variously known as the Trade Character or Trade Figure. Ii may be defined as an Illustration of either a real or an imaginary figure or personality introduced into the advertisement to personalize the sales message or the name of the Product or service.13. What are the basic Elements involved in corporate indenting Programme1. Name of the organization2. Communicative name, if different3. Names of all divisions, subsidiaries and Products4. Corporate mark

5. Corporate signature6. Graphic presentation of mark and signature7. Slogan, phrase8. Typography9. Corporate colours14. What does the logo do for the company?1. Difference and distinction aid recognition2. Ownership logically follows the above3. Pride of Ownership4. Company’s logo is the Corporate signature5. personatlity of the company and its Produces15. What do you mean by Jingles?These are catchy little tunes which we pickup and hum quite unconsciously most of the times, like a refrain registered in our brain which refuses to go away.16. What are the forms of TV commercials?i. Use of film genreii. Mustc and songiii. Vignettesiv. Endorsement / Testimonialsv. Anachronismvi. Colloquial Copyvii. Demonstrationviii. Humorous commercialsix. Slice of lifex. Real fife situations in slice of life scenesxi Dramatizationxii. Animationxiii. Format of TV show/ programmexiv. Role play

17. What is Soap opera?A Soap opera is a radio or television serial drama chiefly characterized by stock domestic situation or often melodramatic or sentimental treatment. It is so called probably for the fact that it was formerly often sponsored by soap manufacturers.18. What are the stages in TV scripting?i. Conceptionii. Synopsisiii. Showing it lo a directoriv. Scene Divisionv. Dialogues, characters, Directorsvi. Casting14 Shooting

19 List down the essentials of a good posteri) Short copyii) Human interestiii) Single unique ideaiv) Avoid subtlety

v) Logo and package20. What is the sequence obtained in movement in layout?AIDCA - Attention, Interest, Desire, Conviction and Action1. To attract2. To Interest3. To kindle destine4. To arouse conviction5. To impel action

21. What are the characteristics of a layout?1. Emphasis on background2. Emphasis of caption3. Emphasis of Coupon4. Emphasis of Heading5. Emphasis of text6. Atmosphere7. Individuality 8. Cardinality

22. What are the characteristics involved in a photographic film?1. Emulsion2. Colour sensitivity3. Film speed4. Latitude5. Grain6. Contrast

23. What are the types of Print?1. Gloss finish is preferred by many for its shiny finish that makes colour look deeper2. Matte finish are easier to store in plastic albums to protect the printout

24. What are innovations made in print various innovations are made and commonamong them are1. Letter press printing2. Lithography3. Granure

25. List out the printing process by representative groups. 1. Letter press printing2. Lithography printing3. Photogravure printing

26. What are the components involved in printing process1. Prepress Processing2. Printing

3. Post press finishing

27. What are the various forms of Radio & TV commercials? 1. Straight announcement2. Presented commercial3. Testimonial4. Demonstration5. Musical - Jingles6. Slice of life7. Animator

28. What are the classifications of organization according to Ad films? The industry is divided into three type of organization.1. Broadcast organization -Eg:- DD, SUN TV2. No broadcast Organization - Do not produce; they involve in selling3. Production houses -- U TV. Radaan.

29. What are the factors to be considered in production of commercial?1. Live Action2. Shooting3. Take of shot4. Collective work5. Post Production6. Video CD transfer7. Laser tech for sub titlingR, Reverse Tele cine

30. What are the components of Layout?i. BackgroundiL Bordernt Captioniv. Couponv. DecorationvL Headingvii. Illustrationviii. Mascotix. Name platex. Pricexi. Productxii. Sloganxni. Spacexiv. Sub-headingxv. Text

xvi Trade mark

31. List down the formats of Layouti. Big copy Layoutii Big picture Layoutiii. Omnibus layouttv. Mortise layoutv. Free-form layoutvi. Starter layout\ii. Continuity strip

32. What do you mean by Visualization?A process which starts the design of advertisement and result* into the development of a finished ad layout in print. Simply it is the process of designing the advertisement.33. What is Thumbnail sketches ?Thumbnail sketches also Known as first roughs indicate various elements and their positions in the advertisement.34. What do you mean by roughs or Visuals.Thumbnails are made into larger sizes called roughs. They are made in actual sizes.35. What is Comprehensives?Comprehensives or comps are more finished form of roughs. The body copy is pasted. Headline lettering is done more carefully. Photos and illustrations are used.36. What is visual thinking?Visual thinking is essentially idea visualization. It is a language whose effectiveness depends upon its flexibility and willingness to experiment.

37. What are the activities that are carried out in transforming visualization to layout?

VisualizationCreative Mental ProcessTransition from visualization to layoutCut and paste Lettered ComprehensivesThumbnails or First roughsLarge size roughsArtwork covered by butter PaperStereos, Plates, etc. depending on Printing Processes 

19. Mention the characteristics of Photographic.a. Emulsionb. Colour Sensitivityc. Fihn speedd. Latitudee. Grainf. Contrast20. What is Negative?

Negative image is an image on the film with tones that are opposite of those of the original subject, so (hat light areas in the original are dark and the dark areas in the original are Light

21. What is Positive image?Positive image is an image on the flim with the tones similar to those in the original subject.

22. What is the principle of lithography?Literally lithography means stone- writing. It works on the principle that oil and water mutually repel each

23. Mention Typographical Measurement,Point: Approximately 1/72 of an inch.The point size refers to the distance from the top of an ascender to the bottom of a descender.

24. What are the range of shots in Ad film production?a. ECU: Extreme close-up. Eg.. An eye, a finger-nailb. VCU: Very close-up. Eg. Face of the model using particularbrand of soap.c. BCU: Big close-up E.g. A toothpasted. CU: Close-upe. MCU; Medium close-upf. MS: Mid shotg. ¾ Shot: Knee: Knee shorth. FLS: Full length shoti. LS: Long shortj. Extremely Long shot

UNIT IV

1. What is sales promotion?It is the dissemination of information in a very broad sense through a wide variety of activities including free samples, gifts , coupons, price offs, POP, etc.,It is a direct inducement which offers an extra value and incentive for the product to the sales forces, distributors, or the ultimate consumers.

2. Differentiate advertisement and sales promotion.Advertisement explains the logic behind buying, sales promotion offers us an incentive to do so.

3.Mention the objectives of consumer oriented sales promotion.a. Obtaining trail and repurchaseb. Increasing consumption of an established brand.c. Defending current customersd. Targeting a specific market segmente. Enhancing integrated marketing communications and building brand equity.

4. What are the major consumer sales promotion tools?a. Samplesb. Couponsc. Cash refund offersd. Price packse. Premiumsf. Frequency programsg. Contests and sweepstakesh. Prizesi. Bonus packsj. Patronage awardsk. Free trailsl. Product warrantiesm. Tie-in promotionsn. Cross promotionso. Point-of-purchase5. State the objectives of trade oriented sales promotion.a. Obtain distribution of new products.b. Maintain trade support for established brandc. Encourage retailers to display established brandd. Build retail inventories.

6. What are the major trade promotion tools.a. Price – offsb. Allowancesc. Displays and POP materialsd. Sales training programse. Trade shows and conventionsf. Sales contestsg. Cooperative advertising

h. Speciality advertisementi. Free goods.

7. What are the types of allowances offered to the retailers?a. Buying allowancesb. Promotional allowancesc. Slotting allowances.

8. What are the three types of cooperative advertising?a. Horizontal cooperative advertisingb. Vertical cooperative advertisingc. Integrated – sponsored cooperative advertising.

9. What are the services provided by sales promotion agencies?a. Promotional planningb. Researchc. Tie in coordinationd. Premium design and manufacturinge. Catalogue productionf. Contests/Sweepstakes management10. 

UNIT V

1. How will you evaluate the effectiveness of sales promotion?

a. Sales data methodb. Consumer surveysc. Experiements.