Questions and Answers of Advertising And Promotions

What are the advantages and disadvantages of the various forms of Internet communication?
Write a script for the commercial and a storyboard with hand-drawn illustrations. What details would you include in your production notes if you had to guide the production team?
Try watching the commercial first on mute and then listen to its audio alone. Were you able to get the message through either of the elements used singly?
Watch a streaming video of the commercial on www.youtube.com. Do you think the commercial successfully leverages all the elements of television? Does it effectively use movie language to tell the
Can a mute commercial work on television? In what situations might it be suitable?
Do you think television is a superior medium of expression compared to other conventional media? Why or why not?
Visit www.agencyfaqs.com and check out the photoboards or streaming videos of some latest television commercials. Critique three ads and discuss in groups whether you found the ads effective or
What are the advantages of an in-house production facility to an advertising agency? Make a list of advertising agencies that also have production facilities. Contact the agencies in your town and
Watch at least five to seven TVCs pertaining to different product areas, aired on different channels and covering different day parts. Now answer the following questions for each of them:a. What was
Prepare a television commercial for the product for which you designed print and radio ads. Start by restating your big idea, thinking in pictures, writing narrative, converting it into a script, and
Prepare a script and storyboard with audio-video directions and rough sketches for each of the following narratives.a. Open with a girl riding a bicycle on a rainy evening. Show a shot of her watch
What is the role of the various people involved in the conceptualization and production of a commercial? Which roles require teaming up? How can a cameraman and an editor use creativity in ad
What factors distinguish a good television commercial from a mediocre one? Think of some commercials that you feel are remarkable. Why did they leave an impact on you?
In the opening vignette, what could have been the reason of depicting Aamir Khan in a Mangal Pandey look? Catch a streaming video of the commercial on www.ogilvyindia.com and comment on the
Does the commercial succeed in giving a clear message? What is it?
Do you think the radio commercial evokes any mental pictures? Why or why not?
Listen to the commercial on www.agencyfaqs.com. Comment on the lyrics of the jingle and the production quality of the commercial.
Do you think the Close Up commercial is only about a jingle or are there any other elements too that contribute to its success? How do you see the brands fit with music given its target audience of
Although the Close Up radio commercial (in the case below) was a straight copy of its television commercial, it was successful. Why so? Does it mean all television scripts can be read as radio
How can the absence of visuals on radio be an indirect advantage for the medium? Is radio a visual or verbal medium?
Rewrite it to make a commanding 60-second radio commercial. Remember, you dont have to mention every single detail given in the ad, but you must succeed in conveying the central message and drawing
Review the ad for Harmony magazine in Chapter
Make a list of the kinds of products that are being advertised on radio. Do you see a pattern here?What stations did these brands air on? Is there a difference in the type of commercials based on the
Present your commercial to the class. Will you act it out or present a recorded version? If there is more than one character involved, change the tone of voice and your place (if you are acting) to
Based on the strategy, the big idea and the print ad that you have devised for the product you selected in question 3 of Chapter 6, prepare a radio script and create a radio commercial. Pay attention
What is the importance of a script in radio? Take three products that advertise both on radio and television and compare their scripts. Do they tell the same story? What differences do you note?
Why is radio rarely used all by itself in a brand campaign?
What are the peculiarities of radio as a medium of execution?
Through various secondary sources, find out how the campaign has fared in terms of attracting and retaining new talent. From what kind of B-schools do Maricos new employees seem to come?
Visit www.maricoindia.com and find out if the website communication ties in with the theme of the campaign.
Comment on the design and page personality of the ads.
What copywriting formats have been used in the ads? What do you think about the effectiveness of the copy?
Comment on the effectiveness of Maricos tagline. Do you think it ties in with the campaign?
What type of headline is used in Maricos ads? What functions do the various headlines serve?Comment on their effectiveness.
What is the big idea for the campaign? Write a creative brief for the campaign.
If creativity can be inspired, why is it that there are so many mundane print ads doing the rounds? Do you think creative print ads are more expensive?
Although the chapter gives various insights on coming up with creative ads, there is no sure shot formula of making an ad successful. Comment.
Research indicates that colour ads have more impact than black-and-white ads. Give your comments.
Collect five ads that you think are effectively designed. Defend or criticise their colour choices.How do you think does colour add to the overall page personality of the ads? Comment on their
Find examples of ads that violate basic principles of design. Do you think the violation is purposeful? Does it enhance or decrease the effectiveness of the ad?
Find an ad example for each of the design layout principles discussed in the chapter. Select one ad from your set and convert it into three different layout formats of your choice. You are allowed to
Collect print ads in each of the layout formats discussed in the chapter. Which format do you come by most often? Why?
Take any product of your choice, be it chocolates or fragrances. Now find ads of four different brands of that product and compare their page personalities. What attitude do they convey and how do
If you want to give the following message in your headlines, how will you give it? Pep up the headlines and see that they fulfill some of the functions they are supposed to perform.a. Your grand
Using the strategy statement developed in Chapter 7 and its big idea developed in Chapter 8, come up with a print ad. Describe or draw your visual (stick-figures or rough sketches are fine; you
Use the background of KarmaLabs given in the opening vignette to evaluate its current ad. Assuming plenty of time and budget at your disposal, how would you refine the ad? What copy or design
Do you think advertisers should follow the design principles mentioned in this chapter? Why or why not?
Which of the two elements have a greater role to play in advertisingwords or visuals? What are the strengths of each?
Write an essay of up to 500 words on why you think print is a creative medium.
Catch a streaming version of the new avatar commercial on the Internet and comment on its creative elements.
According to you, has Raymond been correct in continuing with an emotional theme for its suiting range now also targeted at the younger generation? Why or why not? In your opinion, how would
What could be the reason for extending the complete man appeal to include the super Feels like heaven. Feels like Raymond.?
What does the tagline The Complete Man signify?
If you would have been in charge of Santros account, what changes would you have made in the execution of the ads discussed in the case? Why?
What do you think about Mr. Kims involvement in the launch campaign? How much of a celebrity was he? Do you think people would have remembered his character when he was brought back in the Santro
What gains did the celebrities Shah Rukh Khan and Preity Zinta bring to the brand Santro? Do you think Shah Rukh has been able to maintain the interest level after so many years of association with
Review ads in Figures 9.50a and 9.50b. Comment on their readability and ordering effect. Are the ads one-sided or two-sided?
What are the various message formats used by Santro in each of its campaigns? What are the accompanying message tones? Do you think Santro ads have been high on verbal or non-verbal content? Why?
Which are the appeals, or a mix of appeals, used by Santro in each campaign? Given that a car is a high-involvement purchase, do you think the appeals were justified?
Comment on the overall execution of Santros ads. Have they followed a consistent strategy?
Prepare a creative brief for each of the campaigns of Santro using the creative brief checklist given in the chapter. Conduct your own research for any additional information that you may require to
What characteristics of creative advertising mentioned in the chapter has Santro depicted? Do you think the ads have been original, interest arousing, free from stereotypes, etc.? Give reasons in
Although salt is a low-importance, low-thinking product, Tata Salt has used emotional appeal in itsdesh ka namak campaign. What do you think could be the reasons? Do you think it was a wise move?
What message formats are used for the storyboard and the print ad? Comment on the message tone and structure of the storyboard.
Based on the brand information given in the three parts of the case, prepare a mock creative brief to guide the creative team in composing the montage film.
Do you think the ads effectively convey the twin messages of leadership and purity in an emotional rendering?
Comment on the creativity and effectiveness of the montage film. What traits of creative ads does it possess?
Advertisements should never exaggerate and present only a two-sided picture of the product.Argue.
Creativity in advertising should not be curtailed within bounds of any parameters like awards, sales, brand building, etc. It is like a painting which is a form of expression for an artists inner
Based on McCann-Ericksons creative brief for Swaroop conditioner, execute an advertisement in a medium of your choice.
For the product of your choice, come up with two execution ideas that usea) only visuals, no verbal elements, andb) only verbal elements.
Find examples of advertisements for each of the message appeals and formats that we discussed.Try changing the appeal and format of some of these advertisements and check if they have more impact.
For the product that you selected for advertising in Chapter 6, prepare a creative brief using a format of your choice.
Find examples of creative ads that you thinka) break free from a stereotype,b) arouse your interest,c) emphasise benefits instead of product features, andd) are simple but clear.
Do you think the model Tusharaa Chandrasekhar helps in the creative execution of the ad? If yes, how?
Comment on the readability and ordering effect of this ad.
What is more important in this adwords or visual? Why?
What is the tone of this ad?
What is the message format?
What mix of appeals does the ad use?
What must be the brief given to the agency for this ad?
Do you think the ad is creative? Why?
Review the description of the following ad of Femina, check out a copy of the ad on Agencyfaqs.com, and answer the given questions:
Find an example of an ad where a celebrity has been used. Do you think the said celebrity lent credibility to the brand? Was s/he relevant to the brand endorsed? Why or why not? What were some of the
Review the opening vignette. Do you think the humour used in the commercial can disparage any class of people? What is the tone of the commercial? Prepare a creative brief on the basis of which this
What is creativity? What parameters can be used to gauge creativity? Or can any parameters be used at all?
What communication problem is KamaSutra trying to solve by bringing about a shift in strategy?
Do you agree that KamaSutra is able to pursue a tongue-in-cheek strategy because condoms are a mature brand? Why or why not?
Catch a video of the Pappu pass ho gaya commercial (either on television or Internet archives) starring Amitabh Bachchan who asks his customers, Kuchh meetha ho jaaye? Is the execution creative?
How do you perceive Cadburys Dairy Milk as an old brand or as a brand that has connected with you, remained relevant and excited you? Why?
Do you think that the same product, with only changes in its communication, can affect consumer perception?
Do you think the idea desh ka namak reflects the strategy of depicting purity and leadership? Is it an idea worth enough to be the BIG idea for Tata Salt? Why or why not?
How will you visually or verbally depict situations to convey the idea of loyalty to ones nation? Or show how commoners are heroes in everyday lives?
Try to draw analogies of salt with other unrelated things. What associations come to your mind when you think of the word salt?
Brainstorm in your group and generate some more ideas around salt, purity and leadership.
The beginning of the chapter quotes Jeff I Richards, Creativity is an advertising agencys most valuable asset, because it is the rarest. If creativity is so important and can be cultivated with
Write down 10-15 creative ideas for advertising your local pan shop in a medium of your choice.Choose one as the big idea
Write down words and visuals that you can associate with the idea of refining oil.
What analogies come to your mind with respect to bathroom fittings? Select a particular bathroom fitting product and break it into its various characteristics, components, functions,uses, effects and
Keeping in mind the variables mentioned in the art of brainstorming section, brainstorm for ideas regarding a new deodorant you are planning to launch.

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