Questions and Answers of Advertising And Promotions

Present the advertising campaign that you designed in Section II of this book before your class following the tips given in this chapter. Judge others presentations and point out the positive
Get interviewed for a position of your choice by a professor or senior teammate. Also conduct a mock-interview of your friend and point out the mistakes positively, giving tips to your friend for
Create a portfolio with at least one full campaign and one ad of each a fast moving consumer good, a consumer durable, an industrial product, a service product and a non-profit organisation.Try to
Write a message on an envelope that would make Piyush Pandey of O&M open it and actively consider you for the role of copywriter. (Hint: work out a strategy for yourself. Figure out a positioning and
Choose another position from the website or newspaper you referred to earlier. Design a selfpromotional piece in response to that ad.
Check out some job sites or newspapers listing agency openings. Pick a position of your interest and write a cover letter and resume in response to that opening. Follow the guidelines given in the
Write a sonnet about yourself and what you want to be. (In case you dont remember, a sonnet is a poem that is made up of 14 ten-syllable lines.)
Write an essay on why you think youll be good for the position of your choice.
World over, the Italian fashion brand Benetton has been known for its controversial advertising.Almost as famous as the Benetton name was that of the photographer Oliviero Toscani who conceived most
Check out Figure 24.9 and Figures 24.10a-c. Do you think both are cases of comparative advertising?If yes, are they valid comparisons or liable to be challenged under any Act?
Why do you think are ethical or prescription drugs not allowed to be promoted in India? What alternative ways do pharmaceutical companies employ to promote them? Comment on the ethical nature of
Indian Copyright Act, 1957, states that copyright infringement cannot be evoked if the copyrighted material is used for criticism or review of the work. Find out instances of advertisements where
TRAI is in the process of implementing a do-not-call registry. What do you think will be its fallouts on the direct marketing industry? What alternative channels of contacting consumers directly
What are the risks of advertising premiums to kids? Find instances of childrens products that have successfully promoted premiums.
What is the difference between puffery and lies in advertising? What sort of statements or representations need to be substantiated?
While the Consumer Protection Act and the Competition Act replace some of the major provisions of the scrapped MRTP Act, what are their limitations? Do you think the present legislation is adequate
Find out 4-5 instances of advertising where the Indecent Representation of Women (Prohibition) Act, 1986, has been breached. Do you think the interpretations are subjective or likely to change over
Do you think evaluative research, especially pretesting, is justified? What are the pros and cons of conducting such research? List situations in which you would conduct research and situations in
Find out examples of campaigns that succeeded despite test results turning out negative. Why do you think these campaigns succeeded?
Do you think the campaign can be called successful? Why or why not? Comment on the parameters of mesurement campaigns effectivness. What other measure could have been applied?
Review the results of the new avatar of the complere man campaign in chapter
What are the difficulties in measuring publicity and public relations? How is their measurement made possible and to what extent is it relevant?
Explain the techniques given in the chapter that can be used for testing media elements.
The treatment of communication expenditure as an investment has an adverse impact on the profitability and ROI of a company. Agree or disagree giving reasons.
Provide examples of products that might follow the different sales response curves discussed in the chapter.
Visit two to three large companies located in your city. Find out what methods they use for setting their advertising and promotion budgets, and why. How scientific are these methods? What factors do
Provide the monthwise weekwise media schedule.
Identify the appropriate Media Mix.
Identify the Media Goals by market.
Identify the Market Prioritisation
What is the Target Group?
Evaluate the various media types and write a short note on each.
Define reach and frequency. why are they inversely correlated, given a fixed budget?
What are the kinds of information required to do a media plan well? Where can one get this information in India through secondary data?
What are the essential steps involved in the media planning process?
Develop a media strategy for your brand with the help of all this information gathered.
Study the media used by the category as well as the competitors.
Convert this client brief into an advertising Brief making whatever assumption you feel necessary.
Do a situation analysis of the brand and the category and develop it into a client brief.
Under what circumstances is the outdoor medium most useful for a brands promotion?
How would you evaluate the effectiveness of the outdoor medium. What are the factors that affect the effectiveness of the outdoor medium?
What are the important creative considerations to be borne in mind when developing ads for outdoor?
What are the different kinds of outdoor media that are available? Write short notes on each.
What is the importance of the outdoor medium in the advertising of a brand?
A client wants to embark on an outdoor advertising campaign in your city. He wants to understand the outdoor hoarding scenario and you are required to collect the following information and make a
What do you think about the growing commercial clutter on television? Do you think that with the increasing cost of primetime advertising and the growing ad clutter, television advertising is a good
Find out how advertisers make a buy for showing crawler advertising strips on local cable channels.
Compare and contrast programme ratings with the share of audience measure. In what specific situations is each measure most useful?
Compare and contrast network buy with a spot buy on television and radio. Find out advertisers who find one of the two alternatives best suited for their needs.
Appendix 19.1 mentions that the direct reception of satellite TV broadcasting by the public will change the landscape of the television industry in the years to come. Explain the changes that will
Discuss how zapping affects the television viewing behaviour. What are some of the reasons for increased zapping and how can programmers and advertisers control it?
What are the reasons for the growing popularity of syndicated television programmes?
As an advertiser of sports gear, which of the following magazines would you choose for advertising, given that all other factors like target audience, circulation, ad rates, etc. are the same for
According to a study by the Newspaper Association of America (NAA), readers who visit newspaper websites on an average day are more likely to make online purchases, and make greater use of the
Go through the latest IRS and NRS readership studies and find out the readership rates of various newspapers and magazines. What is the general trend? Do you see readership increasing or decreasing?
Comment how you would purchase print space if you were the media planner and buyer for a termite pesticide. Who would be your target audience? What factors would you consider for buying media? Find
Visit the websites of a few newspaper publishers and comment on their news delivery mechanisms. Do you think online newspapers in India are making a dent in the sales of print newspapers? Why or why
Find out instances where advertisers have benefited because of the lead time flexibility of newspapers. Also search examples of magazine ads that have had outdated content because of long lead times.
Do you think that circulation and readership data alone are important considerations in making media choices? What other factors might be relevant as illustrated in this caselet?
Gather information from the Internet, readership surveys and a comparison of the number and kinds of ads in the magazine pre and post changes as to how the changes have helped the magazine improve
Do you think the change in Saras Salils content would have any change on its core audience? Find out if the content change has affected the level of specialisation of the magazine.
Do you think that the changes made to the magazine would make it essential again in the media plan of advertisers? What other amendments could be made to appeal to the changing ideas, attitudes and
Following are the results of an online study conducted by the Department of Communication &Journalism, University of Pune, of 1,132 readers of the websites of 13 major English newspapers during 2
Study the terms and conditions and guidelines along with the advertising rate card of The Telegraph(Figure 18.15) and of the Bennett and Coleman Group (Figure 18.24). What terms or guidelines act as
In what cases do you think classified advertising is a preferred choice? What are some of its limitations?
What do you think are the general advantages that the print medium offers? Discuss in what aspects magazines are superior to newspapers and vice versa.
As you move around the streets of your city, observe and photograph the out-of- home media that you see. Evaluate them and decide an alternate approach for each.Form groups of ten in your class. Each
Go to an exhibtion being held in your city. Visit each and every stall in that exhibition. Collect all the promotional material being distributed. Imagine you have to vote the top three stalls. Which
Which are the important festivals celebrated in your city? During these festivals go into the market and record and evaluate all the forms of promotional media that are used.
How will you decide on using public relations as a tool as opposed to any other tool such as say Direct Marketing?
What are the steps involved in implementing a good public relations program?
Enumerate the strengths and weaknesses of Public Relations.
How has Public Relations evolved from mere press relations to a more strategic tool of communication today?
Collect data of all the public relations firms in the country. Identify the Indian ones and the multinational ones. Find out how they began and track their growth. What are the learnings?
Identify a firm. Find out whether there has been any crisis that the company has faced in the past and how did they deal with it using effective public relations.
Choose a good public relations firm in your city. Meet the head and request that you be made a part of a team that is working on an interesting public relations campaign. Note down your learnings and
Contact a direct marketing Agency. Find out which brands they have in their portfolio. Select one brand of your choice. Evaluate the direct marketing strategy of the brand and make a recommendation
How and why is writing copy for direct marketing different from writing copy for advertising?
Why is the list so important in a direct marketing exercise? What are the different kinds of lists you can think of.
How does direct marketing differ from mass marketing?
What are the advantages of direct marketing?
What are the specific characteristics of direct marketing? Elaborate on each.
Get hold of a Copy of the book The New Age of Innovation by Prahalad and Krishnan. Go through the book and identify how One to One communication will be the way to go in the future.
Evaluate the direct marketing ads critically and find out whether they follow the requirements of a direct marketing campaign.
Put together at least ten examples of direct Marketing campaigns. Evaluate whether there are any differences in the campaigns across product categories.
What are the major steps involved in designing a sales promotion campaign ?
What are some commonly used methods in consumer promotions and trade promotions. Try to see which kind of tools are most used in which kind of product categories in India.
State some advantages and disadvantages in running various kinds of sales promotion campaigns.
What is the importance of sales promotion in todays marketing environment ?
Find out more about the sales promotion agencies in the country. Write a short note on any two of these agencies and your assessment of their likely growth given the environmental conditions
Take any product category and evaluate their advertising and sales promotion campaigns.Evaluate them in the light of what you have studied so far.
With an increasing number of virals doing the round, the novelty will wear off and companies will have to try harder to woo customers. Comment.
For the product for which you prepared ads in various media like print, radio, etc. create an online advertising piece and present before your class.
Start a blog of your own on any marketing communication tool of your choice. You could host it for free on websites like TypePad.com, Blogger.com, WordPress.org, etc. Post reviews, ratings, feedback,
Compose an email newsletter for the movie channel HBO to get users to watch its programmes.Consider including a fortnightly schedule or highlights of the best programmes. Since there is no direct
Create a banner or an interstitial on paper for a website that allows consumers to pay their bills for household utilities (electricity, gas, etc.), mobile phones, credit cards, etc. online. Write
Consider the following statistics for a banner:CPM = Rs. 250 CTR = 0.5%Conversion rate = 2%a. What is the cost per visitor who clicks on the site?b. What is the cost per sale?c. Do you think it is a
Visit the website www.egurucool.com. Comment on its navigation, page template and content. What is the objective of the site? How many clicks does it take on an average to go to any link? What is the
Create a website for a company that sells educational toy kits through online subscriptions only.Prepare a site layout broken into various stages of detailing. Write content for the Home and About us
Visit websites of two different auction sites and write a comparative analysis answering the following questions:a. Prepare a site map of both sites. Which one is better thought-out? Why?b. Which of

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