IMC QUESTIONS (INTERNALS)

1. What is advertisement
Ans) Advertisement is a form of communication used to promote or sell products,
services, or ideas. It aims to inform, persuade, and remind consumers about a brand,
company, or product. Advertisements can appear in various media, including television,
radio, print (like newspapers and magazines), digital platforms (like websites and social
media), billboards, and more.
The main goal of advertising is to reach a target audience and encourage them to
take action, such as buying a product, signing up for a service, or simply
becoming more aware of a brand. Advertisements often use creative strategies to
grab attention and convey their message in a compelling and memorable way.

2. What are the objectives of advertisement

Ans) The objectives of advertisement are:
a) Creating awareness - The first step in an advertising campaign is to ensure
that the target audience knows about a product, service, or brand. Creating
awareness is crucial for new businesses or products entering the market. Ads
can introduce a brand or concept to the public through catchy visuals,
slogans, or media placement. Example: A company might run TV, digital, or
outdoor ads to tell people about a new product, such as a new smartphone
or a new restaurant opening.
b) Information sharing - Advertisements are a great way to convey important
details about a product or service, including its features, benefits, pricing, and
availability. Information sharing aims to educate the audience about why a
product is valuable and how it can meet their needs. Example: An
advertisement for a new car might highlight key features such as fuel
efficiency, safety ratings, and technological advancements, helping consumers
understand the product's unique selling points.
c) Helps in branding- Advertising plays a central role in shaping a brand's
identity and image. Through consistent messaging, visuals, and tone,
advertisements help consumers associate specific values, emotions, and
attributes with a brand. Over time, this builds brand recognition and loyalty.
Example: Coca-Cola's advertisements often emphasize happiness,
togetherness, and refreshment. This helps position Coca-Cola as not just a
beverage but as a symbol of positive experiences.
d) Increase knowledge level - Ads aim to provide consumers with detailed
information that increases their understanding of a product, its benefits, or its
advantages. By educating the audience, ads help them make more informed
decisions. Example: A health-related product like a vitamin supplement may
advertise its scientifically proven health benefits, ingredients, and
certifications to educate consumers about its effectiveness.
 e) To attract attention - One of the primary goals of advertising is to catch the
viewer's attention in a crowded media landscape. Ads use creative strategies like
catchy slogans, eye-catching visuals, humour, or emotional appeal to stand out and
draw the viewer’s eye. Example: An ad for a new fashion line might use bold, vibrant
colours and dramatic visuals to capture attention and make a lasting impact on the
audience.
f) Mass reach - Advertising allows businesses to reach a large audience, often
through media channels that have a broad scope (such as TV, radio, or digital
platforms). This mass reach is essential for brand visibility and awareness on a
wide scale, especially when trying to target a broad demographic. Example: A
fast-food chain like McDonald's runs national TV commercials to ensure its
promotions reach millions of viewers across various demographics.
g) Image building and brand recalling - Over time, consistent advertising builds a
brand’s image and reputation. Through repeated exposure, consumers start
to associate certain qualities (trustworthiness, luxury, convenience, etc.) with
the brand. Advertising also encourages brand recall, meaning consumers
remember and recognize the brand when making purchase decisions.
Example: Apple's advertisements often convey a sense of innovation,
sophistication, and simplicity, which helps reinforce its image as a high-end,
cutting-edge technology brand.
h) Influence consumer behavior - The ultimate goal of many advertisements is to
influence consumer behaviour by encouraging them to take specific actions, such as
purchasing a product, trying a service, or sharing the ad with others. Persuasive
elements like limited-time offers, discounts, or emotional appeals can nudge
consumers to act in favour of the brand. Example: An advertisement offering a
limited-time sale on a pair of shoes might prompt consumers to purchase the
product out of fear of missing out (FOMO), directly influencing their buying decision.

3. What are the 5 MS of marketing

Ans) The 5Ms of advertising constitute a strategic model marketers use to assess and
enhance their advertising campaigns. This model encompasses Mission, Money,
Message, Media, and Measurement, each serving as a critical pillar in the development
and execution of effective advertising strategies.
a) Mission: The mission sets the stage, defining the campaign's objectives and what it
aims to achieve. A clear mission provides direction and purpose, whether it is
increasing brand awareness, driving sales, or launching a new product.
b) Money pertains to the budget allocated for the advertising campaign. It involves
decisions on how much to spend, where to invest, and how to distribute resources
across different channels and activities to maximise impact and ROI.
c) Message: The message is the campaign's core, embodying the information and
emotional appeal conveyed to the target audience. It is about crafting compelling
narratives that resonate, persuade, and inspire action.
d) Media: Media refers to the channels and platforms used to deliver the advertising
message. This includes traditional media like television and print and digital
 platforms such as social media, email, and search engines. Choosing the right media
mix is crucial to effectively reaching the intended audience.
e) Measurement: Measurement involves evaluating the campaign's performance
against its objectives. This includes tracking metrics such as reach, engagement,
conversions, and sales, which provide insights that inform future strategies and
optimisations.

4. What are the benefits of advertisement

Ans) The benefits of advertisement are:
a) To the manufacturer
 Large scale production and marketing - Advertising enables
manufacturers to reach a wider audience, promoting their products
to a large customer base. The more people are aware of the product,
the greater the demand, which encourages manufacturers to produce
at a larger scale. Mass marketing also ensures that products are
distributed across various markets, ensuring efficient use of
production capacity.
Example: A car manufacturer can use TV commercials and digital ads
to reach millions of potential buyers, leading to increased production
and distribution of vehicles.
 Introduction of new products - Advertising plays a crucial role in
introducing new products to the market. Through creative campaigns,
manufacturers can inform the public about the features, benefits, and
unique selling points of their new products, creating excitement and
curiosity among consumers.
Example: A tech company launching a new smartphone can run a
multi-channel campaign (TV, social media, online ads) to build
anticipation and generate initial sales upon release.
 Creation of demand - Advertising helps stimulate consumer interest
and create demand for a product. By showcasing the product’s value,
benefits, and emotional appeal, advertising can persuade consumers
to make a purchase or try something new.
Example: A snack company may use advertisements that highlight
the taste and health benefits of their product, thereby generating
interest and encouraging people to buy it.
 Facilitates effective personal selling - While personal selling is a direct
sales strategy, advertising supports it by creating awareness and
providing information that personal sellers can use. Ads help set the
stage for personal selling by familiarizing potential customers with the
product, which makes the sales process smoother and more effective.
Example: A real estate company might run advertisements about a
new housing development, creating interest that can be followed up
with personalized interactions by sales agents.
  Builds brand image - Consistent advertising helps in shaping and
reinforcing the brand image. It conveys the values, identity, and
personality of a brand, creating long-term recognition and loyalty.
This is critical for building trust with consumers and differentiating
the manufacturer from competitors.
Example: Coca-Cola’s advertising campaigns focus on happiness and
togetherness, which reinforces the brand’s image as a feel-good,
globally loved product.
 Reduces cost of production- While advertising requires an
investment, its ability to increase demand for a product can lead to
economies of scale. When demand increases due to advertising,
manufacturers can produce in larger quantities, reducing the unit cost
of production. More sales often mean better profitability, allowing
manufacturers to optimize production processes.
Example: A clothing manufacturer that advertises a seasonal sale
can drive higher sales volume, allowing them to produce at a lower
per-unit cost.
 Facing competition- In competitive markets, advertising is a critical
tool for maintaining and growing market share. By effectively
promoting a product, a manufacturer can differentiate itself from
competitors, highlight unique features, and convince consumers why
their product is the better choice.
Example: In the smartphone market, manufacturers like Samsung
and Apple use advertising to emphasize features like camera quality
or battery life, setting themselves apart from other competitors in the
market.
 Helpful in sales promotion- Advertising often works in tandem with
sales promotion strategies. Manufacturers can use advertising to
highlight limited-time offers, discounts, or special deals to drive
immediate sales. This can boost product visibility and accelerate the
buying decision during promotional periods.
Example: A manufacturer of household appliances may advertise a
“buy one, get one free” offer or a seasonal discount, encouraging
consumers to take advantage of the promotion.
Summary of Benefits to Manufacturers:
1. Large-Scale Production & Marketing: Helps drive demand, supporting mass
production.
2. Introduction of New Products: Creates excitement and awareness for new launches.
3. Creation of Demand: Generates consumer interest and encourages purchases.
4. Facilitates Effective Personal Selling: Increases the effectiveness of direct sales
efforts.
5. Builds Brand Image: Reinforces the brand’s identity and reputation over time.
6. Reduces Cost of Production: Increased demand leads to economies of scale,
reducing unit costs.
7. Facing Competition: Differentiates the brand and product in a competitive market.
8. Helpful in Sales Promotion: Drives immediate sales through promotion-based
advertising.

b) To the consumers
 Information and guidance- Advertising provides consumers with
essential information about products, services, or brands, helping
them make better purchasing decisions. This includes details about
the product’s features, benefits, pricing, availability, and where to buy
it. Ads also guide consumers in making informed choices based on
their needs, preferences, and budget.
Example: An ad for a new health supplement might provide
consumers with information about its ingredients, health benefits,
and how it compares to similar products, helping them decide if it
suits their needs.
 A reminder tool- Advertising serves as a reminder for consumers
about products or services they may have used before or products
they may need again. It helps keep important products top of mind
and encourages repeat purchases. For products consumers are
already familiar with, ads act as gentle nudges to remind them of
their ongoing needs.
Example: A toothpaste brand may run ads reminding consumers to
restock their favourite product, especially before major sales or
promotions, helping them remember to make a purchase.
 Raising living standard- Advertising promotes products and services
that can improve consumers' quality of life, whether through
convenience, health benefits, or enhanced lifestyle. By promoting
innovative products, advertisers help consumers discover tools or
solutions that may contribute to a better, more efficient, or more
enjoyable lifestyle.
Example: An ad for a new kitchen appliance that saves time on meal
preparation can raise living standards by making daily tasks easier and
more enjoyable.
 Effective product use- Some advertisements provide guidance on how
to use a product effectively, which helps consumers maximize its
value. These ads often include tips, demonstrations, or tutorials,
ensuring that consumers get the most out of their purchases.
 Example: A cleaning product advertisement might show how to use
the product for different surfaces, ensuring consumers understand its
versatility and proper usage for optimal results.
 Removes misunderstanding- Advertising helps to clarify any confusion
or misunderstandings that might exist around a product or service. By
offering accurate, clear, and truthful information, ads can dispel
myths, highlight the benefits of a product, and educate consumers
about what to expect.
Example: An ad for a dietary supplement might address
misconceptions about its effectiveness, providing scientific evidence
or testimonials that clear up any doubts and build consumer trust.

5. What are the different types of advertisement

Ans) The different types of advertisement are:
 Above the line (ATL)- Definition: ATL advertising refers to mass media
advertising that targets a broad audience. It typically involves channels that
reach large groups of people and is more focused on building brand
awareness and reaching a wide demographic.
Mediums used: TV, radio, print media (newspapers, magazines), and
outdoor advertising (billboards, posters).
Objective: The primary objective of ATL is to create awareness and
visibility for the brand or product on a large scale. It often aims to
build a strong brand image, but it is usually not highly targeted.
Example: A national TV commercial for a new soft drink or a billboard
campaign for a car brand. These ads aim to reach as many people as
possible across different segments.

 Below the line (BTL)- Definition: BTL advertising focuses on more direct
and targeted forms of communication. It typically involves personal or direct
interactions with consumers, rather than mass media. BTL marketing is
often used for specific promotions, events, or product activations.
Mediums used: Direct mail, email marketing, sponsorships, in-store
promotions, trade shows, and guerrilla marketing.
Objective: The goal of BTL is to engage with consumers on a more
personal level and drive direct actions, such as purchases, sign-ups, or
participation in events. BTL is more targeted and measurable, with a
focus on immediate results.
Example: A company offering a coupon or discount at a store, or a
product sample giveaway at an event. It’s more one-to-one and
interactive.

 Through the line (TTL)- TTL is a combination of both ATL and BTL
strategies. It integrates mass media advertising with direct marketing,
 creating a more holistic approach to reaching and engaging consumers
across various touchpoints.
Mediums used: A mix of both ATL and BTL channels, such as TV ads
(ATL) combined with online competitions, social media promotions,
or direct mailing (BTL).
Objective: TTL aims to combine the broad reach of ATL with the
targeted, action-driven approach of BTL. It’s a more integrated
marketing approach that ensures the message reaches consumers
across multiple platforms and encourages both awareness and
engagement.
Example: A brand might run a TV commercial (ATL) to create
awareness about a new product, while also using social media
campaigns or influencer partnerships (BTL) to engage with consumers
directly and encourage them to take action, such as visiting a website
or making a purchase.

6. What are the types of advertisement on the basis of medium

Ans) The types of advertisement on the basis of medium are:
1. Print Advertising
Description: Print ads are published in newspapers, magazines, brochures, flyers,
and other physical printed materials.
Pros:
 Tangible: Physical ads can leave a lasting impression and be referred to later.
 Targeted: Allows for niche targeting, especially in magazines or local newspapers.
 Credibility: Printed media is often seen as more trustworthy and reliable by
consumers.
 In-depth content: Print allows for detailed information and complex messages.
Cons:
 Short shelf-life: Especially with newspapers, once the issue is outdated, the ad loses
relevance.
 Declining readership: With the rise of digital media, print media readership has been
on the decline.
 Costly: Printing and distribution costs can be expensive, especially for national
publications.
 Limited interactivity: Print ads are static and lack real-time interaction with
consumers.
2. Broadcasts
Description: TV ads are broadcast to viewers on national or local TV
channels. They can be shown as commercials during program breaks, sponsorships,
or product placements within shows. Radio ads are broadcast on AM, FM, or digital
radio channels. These can be short jingles or longer messages.
Pros:
 Wide Reach: TV offers broad audience coverage, making it ideal for mass-market
products.
 Audio-Visual Impact: Combines sound, visuals, and emotion, which can be very
engaging.
 Branding Power: Great for building long-term brand awareness and a strong brand
image.
 Mass Appeal: Ideal for products or services that need mass visibility.
Cons:
 Expensive: High production and air-time costs, especially for prime-time slots.
 Fragmented Audience: Viewership is fragmented, with people watching content
across various platforms (cable, streaming, etc.).
 Limited targeting: Though TV ads can reach millions, it is difficult to target specific
audiences as precisely as digital or direct mail.
 Short lifespan: Ads run for a limited period and may not have ongoing impact after
they air.

8. Influencer Marketing (Social Media Advertising)

Types: Sponsored posts, product reviews, social media campaigns with influencers.
Pros:
 Targeted Reach: Influencers have niche audiences that brands can tap into for more
specific targeting.
 Credibility and Trust: Influencers often have a strong relationship with their
followers, which can make the brand more relatable and trustworthy.
 Engagement: Consumers are more likely to engage with content they feel comes
from a trusted source.
Cons:
 High Costs: Working with top influencers can be expensive, especially for large
campaigns.
 Risk of Fake Followers: Some influencers may have purchased fake followers, which
undermines the authenticity of the campaign.
 Dependence on Influencers: The campaign’s success is heavily reliant on the
influencer’s image and engagement rate.
4. Outdoor Advertising (OOH - Out of Home)
Description: Outdoor advertising includes billboards, posters, signs, digital panels,
sunpags, standies, neon signs, skyads and other large-scale ads that consumers see
outside of their homes.

Pros:
 High Visibility: Outdoor ads are highly visible, especially in high-traffic areas,
making them perfect for brand awareness.
 24/7 Presence: Outdoor ads are constantly visible, allowing for continuous
exposure.
 Broad Reach: Effective for reaching a wide audience, including both locals and
travelers.
 Large-Scale Impact: Billboards and large signs can create strong brand recognition.
Cons:
 Limited Information: Ads need to be simple and quick to understand, meaning you
can't provide a lot of detail.
 Costly: Depending on location, outdoor advertising can be expensive (especially for
prime locations).
 Limited Targeting: Outdoor ads generally reach a broad audience but lack the
precision of digital ads.
 Vulnerability to Weather: Outdoor ads can be affected by weather conditions (e.g.,
rain, fog).

5. Guerrilla Advertising
Definition:
Guerrilla advertising refers to unconventional, creative, and low-cost marketing tactics that
aim to grab attention in unexpected places. The goal is to create memorable experiences
that engage consumers and build buzz through surprise, creativity, and innovation.

Pros:
 Low Cost: Guerrilla campaigns are often inexpensive compared to traditional media.
 High Engagement: Surprising and creative elements lead to high audience
interaction, often with word-of-mouth promotion.
  Memorable: Unconventional ads leave a lasting impression because they stand out.
 Viral Potential: These campaigns are often designed to go viral, especially on social
media, creating massive exposure.
Cons:
 Risky: Since guerrilla ads are often unconventional, they can alienate or confuse the
target audience if not done correctly.
 Limited Reach: While effective for a local or targeted audience, guerrilla campaigns
might not reach a broad or global audience unless they go viral.
 Hard to Measure: It can be difficult to track the direct impact or ROI of guerrilla
campaigns.
 Short-Term Impact: Guerrilla advertising is usually one-off or short-lived, and the
effects might wear off quickly without continued engagement.

6. Transit Advertising

Definition:
Transit advertising refers to any form of advertising displayed in or around vehicles
that are part of public transportation networks. This can include ads on buses, taxis,
subway trains, trams, or even in transit stations and airports. It is a form of outdoor
advertising aimed at reaching commuters, travelers, and pedestrians.

Pros:

 High Visibility: Transit ads have the potential to reach a large number of people in
high-traffic areas like cities or busy transportation hubs.
 Constant Exposure: These ads are seen by commuters and travelers during their
daily routines, providing multiple opportunities for engagement.
 Targeted Audience: Effective for reaching specific demographic groups, especially
those who rely on public transport.
 Cost-Effective for Local Targeting: Transit advertising can be affordable, especially
for localized campaigns aimed at a city or region.

Cons:

 Limited Interaction: Unlike digital or interactive advertising, transit ads are typically
static, providing less engagement with the consumer.
 Limited Reach in Non-Urban Areas: Transit advertising is less effective in rural or
suburban areas with fewer public transportation options.
 Visibility Issues: Ads might get overlooked due to other distractions, such as
crowded transit stations or the nature of the commute.
 Duration of Exposure: While transit ads can be seen by a lot of people, the exposure
time may be short (e.g., a few seconds when passing by).
7. Digital Advertising
Types: Display ads (banners, pop-ups), search engine ads (Google Ads), social media ads
(Facebook, Instagram), email marketing, influencer marketing.
Pros:
 Highly Targeted: Ads can be personalized based on user behavior, interests, and
demographics.
 Measurable: Performance can be tracked in real-time, allowing for quick
adjustments.
 Cost-Effective: Often more affordable than traditional media, with options for all
budget sizes.
 Interactive: Offers the ability to engage directly with the audience, such as through
clicks, likes, shares, or comments.
 Global Reach: The internet is accessible from anywhere, which means global reach at
any time.
Cons:
 Ad Fatigue: Users may become overwhelmed by the sheer volume of digital ads they
see daily, leading to reduced effectiveness.
 Ad Blockers: Many users utilize ad-blocking software, which can prevent ads from
being seen.
 Privacy Concerns: Targeted ads can raise privacy issues, as users may feel
uncomfortable with the amount of data collected.
 Competitive Space: High competition for digital ad space, especially on popular
platforms, which can drive up costs.
8. Point-of-Sale Advertising (POS)
Types: In-store displays, shelf advertising, window displays, digital screens at checkout.
Pros:
 Immediate Impact: Influences purchasing decisions at the moment the consumer is
about to buy.
 High Visibility: Placing ads near or on products maximizes visibility and conversion
chances.
 Localized: Works well for businesses with physical stores targeting foot traffic.
Cons:
  Limited Reach: Only effective for businesses with physical locations or direct
consumer interaction.
 Temporary: The impact is limited to the time and place of the purchase.
 Requires Foot Traffic: Effectiveness depends on the amount of foot traffic or in-
store visitors.

Q7. What are the challenges of advertisement

Ans) Here’s a brief overview of the challenges in advertising:
1. Budget: Limited funds, high costs of traditional media, and balancing cost with reach.
2. Return on Investment (ROI): Difficulty measuring direct financial returns, attribution
issues, and tracking long-term brand-building impact.
3. Agency: High costs of agencies, misalignment with the brand, and potential
inconsistencies in campaign execution.
4. Creativity: Ad fatigue, maintaining originality, and ensuring high consumer
engagement in a crowded market.
5. Timing and Tools/Medium: Correct timing for campaigns, selecting the right
medium, and adapting to changing consumer behaviors.
6. Data Privacy: Concerns about consumer privacy, regulatory compliance, and
maintaining consumer trust.
7. Measuring Effectiveness: Attribution challenges, lack of unified metrics, and delayed
results for brand-building campaigns.
8. Ethics and Legal Formalities: Avoiding misleading claims, managing sensitive
content, and complying with advertising regulations.
9. Dependency on Celebrity Endorsements: High costs, reputation risks, inauthenticity,
and overexposure of celebrities.
Q8. Differentiate between publicity and advertisement
Ans) Here’s a tabular comparison of Advertisement and Publicity:

Aspect Advertisement Publicity

Paid, controlled communication to Unpaid, uncontrolled exposure

Definition
promote a product or service. through media or word-of-mouth.

The advertiser has full control over the The brand has little to no control over
Control
message, content, and timing. the content or timing.

Cost Paid form of communication, requiring Free form of exposure, no direct

Aspect Advertisement Publicity

financial investment. payment required.

Directly promotes a product or Generates awareness, creates a

Purpose service, aiming for immediate action favorable reputation, and indirectly
(e.g., purchase). influences perception.

Seen as more credible, as it comes

Can be perceived as biased since it is
Credibility from an external, independent source
paid and controlled by the brand.
(e.g., media).

Generally short-lived, tied to the Can have a longer-lasting effect,

Longevity
campaign duration. spreading over time.

Method of Delivered through paid media Delivered through media coverage,

Delivery channels (TV, print, digital, etc.). news, interviews, or organic mentions.

Q9. Social ethical and legal aspect of advertisement

Ans) The social legal and ethical aspects of advertising are:
SOCIAL- Advertisement as a whole must not create a misleading impression although every
statement separately considered may be literally truthful. The advertisements should not
have misleading messages. There should not be any deception or manipulation.
LEGAL - Sometimes ads are offensive, tasteless, irritating, and each government

UNIT 2
 Q1.What are ad appeals
Ans) Ad appeals refer to the strategies or techniques used in advertising to attract attention,
engage the audience, and persuade them to take action, such as purchasing a product,
signing up for a service, or simply becoming more aware of a brand. These appeals are
designed to tap into the emotions, logic, or values of the target audience.
Q2.What are the different types of ad appeals

Ad Appeal
Description Purpose Example
Type

Appeals to the emotions To create a strong A heartwarming

Emotional of the audience, such as emotional connection with commercial showing a
Appeal happiness, sadness, or the audience, making the family reunion during
excitement. ad more memorable. the holidays.

Uses fear to motivate

To prompt consumers to Anti-smoking ads
action, typically warning
Fear Appeal take action in order to showing the health risks
the audience of negative
avoid a feared outcome. of tobacco use.
consequences.

A funny ad for a cleaning

Uses humor to engage To make the ad more
Humor product with
and entertain the enjoyable and memorable,
Appeal exaggerated comedic
audience. and increase shareability.
methods.

To create desire or
Uses attractiveness or An ad for a perfume
aspiration, often associated
Sex Appeal suggestive imagery to featuring an attractive
with attractiveness or
draw attention. model.
luxury.

Utilizes catchy,
To create a positive and A fast-food chain ad
Music memorable music or
lasting impression with a featuring a catchy jingle
Appeal jingles to enhance the
memorable tune or song. that becomes popular.
ad’s message.

Creates a sense of
To prompt immediate “Limited-time offer” or
Scarcity urgency by suggesting
action due to fear of “Only 3 items left!” in a
Appeal limited availability or
missing out (FOMO). sale.
time.

To appeal to consumers'
Focuses on the logical A car ad highlighting fuel
Rational logical side, often
benefits or features of efficiency, safety, and
Appeal emphasizing quality, price,
the product. affordability.
or value.
Ad Appeal
Description Purpose Example
Type

To evoke feelings of
An ad for a domestic
national pride and unity,
Patriotic Taps into national pride brand using patriotic
often associating the
Appeal or a sense of patriotism. imagery, such as flags or
product with a sense of
national landmarks.
national identity.

An ad for a smartphone
Suggests that "everyone" To create a desire to
Bandwagon showing a large group of
is using the product, so conform by showing that
Appeal people using the same
the viewer should too. the product is popular.
model.

Q3.What are ad agencies

Ans) Ad agencies are those organizations which are dedicated to advertising
and marketing a company or a brand. They develop most innovative and
effective means of promotion. They provide specialists service to the
company or the brand. They prepare the advertisement according to the ad
objective. They will choose the right media type and make it visible to the
target audience. They are going to measure the roi of advertising and will
continue the market research for the organization.
Examples O & M, SAMPARK, MUDRA, SATCHI & SATCHI

Q4. What are the roles of ad agencies

Ans) 1. Create and Develop Campaign:
 This role involves conceptualizing and planning the overall structure of the ad
campaign. It includes brainstorming ideas, setting objectives, identifying the target
audience, and designing the messaging and creative direction for the campaign.
2. Plan Ad Strategy:
 The agency develops a strategic approach to reach the target audience effectively.
This includes choosing the right channels (e.g., TV, social media, print), defining the
key message, and organizing the timeline for executing the campaign.
3. Market Research:
 This involves gathering information about the market, competitors, and consumer
behavior. The agency conducts surveys, focus groups, or analyzes existing data to
gain insights into the audience’s needs, preferences, and trends.
4. Analyze Data:
 After the campaign is launched, the agency tracks and evaluates the performance
using metrics such as engagement, conversions, and ROI. Data analysis helps
determine what is working and what needs adjustment.
5. Create Visuals:
 The creative team designs the visual elements of the campaign, including graphics,
videos, photos, and animations. These visuals are intended to capture attention and
visually communicate the brand’s message.
6. Write Ad Copy:
 Copywriters create the written content for the ad, such as headlines, taglines, and
body text. This copy must be compelling and align with the overall theme of the
campaign.
7. Plan Media Types:
 The agency selects the most effective media platforms to deliver the ad. This includes
determining where the ad will appear, whether on TV, radio, print, or digital
platforms, based on the audience's media consumption habits.
8. Manage Leads and Increase Sales:
 The agency implements strategies to generate leads and convert them into sales.
This includes creating landing pages, using call-to-action buttons, and running
retargeting campaigns to nurture prospects and encourage them to take action.

Q5.What are the types of ad agencies

Ans) 1. Interactive Ad Agency:
 This type of agency focuses on digital and interactive advertising. They specialize in
creating online experiences that engage consumers through websites, mobile apps,
social media, and other digital platforms.
2. Creative Boutique:
 A creative boutique is a small, specialized agency that focuses primarily on the
creative aspects of advertising. They are known for their high-quality creative work,
such as unique visuals, copywriting, and campaign concepts.
3. In-House Ad Agency:
 An in-house ad agency is an internal marketing department within a company.
Instead of hiring an external agency, businesses create their own team to handle
advertising, promotions, and marketing campaigns.
4. Full-Service Ad Agency:
 A full-service ad agency offers a wide range of services, including market research,
strategy, creative development, media planning, production, and post-campaign
analysis. They handle every aspect of the advertising process from start to finish.
5. Media Buying Agency:
 A media buying agency specializes in purchasing and placing ads across different
media channels (such as TV, radio, print, and digital). They focus on getting the best
rates, placement, and exposure for ads.

Q6. What are the services provided by ad agencies

Ans) Account Service:
Account services in an ad agency serve as the primary liaison between the
client and the agency. Account managers ensure effective communication by
 understanding the client's business goals, target audience, and key
challenges. They manage project timelines, budgets, and resources, ensuring
that creative solutions are delivered on time and within scope. They also
collaborate with the creative and marketing teams to develop strategies and
campaigns tailored to meet the client’s objectives, maintaining a strong,
ongoing relationship to ensure client satisfaction and retention.
Creative Service:
Creative services in an ad agency focus on developing the visual and
conceptual elements of advertising campaigns. This includes generating ideas,
designing graphics, writing compelling copy, and producing multimedia
content that aligns with the client's brand identity and marketing goals.
Creative teams craft advertisements for various platforms, including digital,
print, and broadcast, ensuring that each piece effectively communicates the
brand's message and engages the target audience. Creativity is key to making
campaigns stand out and resonate with consumers.
Marketing Service:
Marketing services within an ad agency encompass strategic planning, digital
marketing, and data-driven decision-making. These services are focused on
developing and executing marketing strategies that help clients reach their
business objectives. This includes market research, audience segmentation,
and media planning. Digital marketing efforts such as SEO, social media
management, and paid advertising are employed to ensure that the client’s
message reaches the right people through the most effective channels.
Marketers also track and analyze campaign performance to continuously
optimize strategies for better results.

Q7.What are the methods of setting advertisement budget

a) Affordable method- This method involves setting the advertisement
budget based on what the company can afford to spend after
accounting for all other expenses. It’s often used by businesses with
limited resources and involves allocating the remaining funds for
advertising. While simple, it may not always align with the marketing
goals or the potential needs for advertising to effectively promote
the product or service.
b) Competitive parity method- In this method, a company sets its
advertising budget based on the spending of competitors. The idea
is to match or slightly exceed the competitors' budgets to remain
competitive in the market. This method assumes that by spending
similarly to competitors, the company will achieve a comparable
market share. However, it may not be the most efficient method for
achieving specific marketing goals.
c) Percentage of sale method- This approach involves setting the
advertising budget as a fixed percentage of either past sales or
 forecasted sales. The logic behind this method is that as sales
increase, the budget for advertising should increase proportionally
to maintain or enhance brand awareness and sales growth. While
this method provides consistency, it may not account for changes in
market conditions or specific advertising needs.
d) Objective and task method- The objective and task method is
considered the most strategic and detailed approach. It involves
defining specific advertising objectives (e.g., increasing brand
awareness or launching a new product) and then determining the
tasks needed to achieve those objectives. The budget is then set
based on the cost of executing those tasks. This method ensures
that the budget is directly tied to achieving defined marketing goals
and provides flexibility for adjusting the budget based on campaign
performance.
e) Market share method- The Market Share Method involves setting
the advertisement budget based on the company's current or target
market share. In this approach, a company allocates a portion of its
sales revenue to advertising in proportion to its market share, with
the idea that it should invest in advertising to maintain or increase
its share of the market. If a company is aiming to grow its market
share, it may allocate a higher budget for advertising to capture
more attention and drive sales. This method is often used when a
company wants to align its advertising efforts with its overall market
position, helping to either defend its current market share or
aggressively increase it against competitors.

Q8. What is DAGMAR approach

Ans) The full form of DAGMAR is Defining Advertising Goals for
Measured Advertising Results. It is an approach used to set clear,
measurable advertising objectives and evaluate the effectiveness of advertising
campaigns based on whether those objectives are achieved.
It focuses on determining the effectiveness of an advertising campaign by
tracking how well it achieves these predefined goals. The DAGMAR approach
was developed by Russell Colley in 1961.
Key Features of the DAGMAR Approach:
1. Defining Specific Advertising Goals: The primary goal is to set clear and measurable
objectives for advertising campaigns. These goals are usually tied to the changes in
consumer awareness, attitudes, or behaviors, such as increasing brand awareness or
persuading consumers to make a purchase.
2. Stages of Consumer Response: DAGMAR recognizes that consumers typically move
through four stages in response to an advertisement:
o Awareness: The consumer becomes aware of the brand or product.
 o Comprehension: The consumer understands the product’s features and
benefits.
o Conviction: The consumer forms a positive attitude toward the product or
brand.
o Action: The consumer takes action, such as making a purchase.
3. Measurable Results: The success of the campaign is measured by how well it
achieves the objectives at each stage. For example, measuring changes in consumer
awareness, changes in attitudes, or tracking sales conversions.
4. Result-Oriented: The approach emphasizes achieving tangible results rather than just
increasing exposure or reaching large numbers of people. The focus is on influencing
consumer behavior effectively and efficiently.

Q9.Advantages of dagmar
Ans) 1. Focus on Consumer Behavior
DAGMAR emphasizes understanding and influencing consumer behavior at
different stages of their journey—awareness, comprehension, conviction, and
action. By tracking and aligning advertising goals with consumer responses,
businesses can create targeted campaigns that guide consumers effectively
through these stages, ultimately leading to higher conversion rates.
2. Optimum Utilization of Funds
Since the DAGMAR approach requires specific, measurable goals, it helps
businesses allocate their advertising budgets more efficiently. By focusing on
achieving concrete objectives (like increasing awareness or driving sales),
companies can invest their resources more strategically, ensuring the funds are
being spent on activities that directly contribute to the desired outcomes.
3. Strategic Focus
DAGMAR encourages a strategic focus by ensuring that each campaign has
clear, outcome-driven objectives. This prevents scattergun approaches and
ensures that the advertising effort is directly tied to the company’s overall
marketing goals. The clarity of purpose helps align creative, messaging, and
channel decisions with the overarching strategy, leading to more effective
campaigns.
4. Connects with Target Audience
The method helps businesses deeply understand their target audience by
breaking down their journey from awareness to action. This targeted approach
ensures that advertising messages resonate more effectively with the right
consumers at the right time, fostering better engagement and building stronger
connections with the brand.
5. Performance Evaluation
DAGMAR’s emphasis on measurable outcomes provides a robust framework for
performance evaluation. By setting clear objectives and assessing progress at
each stage of the consumer journey, businesses can evaluate the effectiveness
of their campaigns. This allows them to fine-tune strategies, optimize future
campaigns, and maximize return on investment (ROI).
 6. Suitable for Guidance and Direction
Because it provides a clear framework for setting and achieving goals, the
DAGMAR approach is an excellent tool for guidance and direction in advertising
planning. It offers a structured process that can direct all advertising efforts
toward achieving specific, measurable outcomes, providing clarity for both the
marketing team and stakeholders.

Q10. Challenges of dagmar

Ans) 1. Rigid Approach – DAGMAR follows a strict step-by-step process, which
can be inflexible in dynamic marketing environments. Adjusting strategies
quickly can be difficult.
2. Focus on Long-Term Goals – The model emphasizes long-term brand
awareness and consumer behavior changes, which might not align with short-
term business needs or immediate sales objectives.
3. Complex and Time-Consuming – Implementing DAGMAR requires detailed
research, planning, and measurement, making it a complex and lengthy process
that may not be feasible for all businesses.
4. High Cost – The model relies heavily on extensive data collection, tracking
consumer responses, and evaluating results, leading to higher expenses in terms
of time, effort, and financial resources.
Q11. What is ad strategy (ACCA MODEL)
The ACCA Model is a framework used in advertising and marketing to guide the
development of effective communication strategies. The model outlines four
key stages that a consumer typically goes through when responding to an
advertisement or marketing message. It is often used to help create advertising
that successfully moves the consumer from awareness to action. The ACCA
Model stands for:
1. A - Awareness
The first step is creating awareness about the brand, product, or service. At this
stage, the consumer becomes aware of the existence of the brand or product but
doesn’t yet know much about it. The goal is to capture the consumer’s attention
through creative, compelling messaging.
2. C - Comprehension
After awareness, the next stage is comprehension. The consumer understands what
the product or service is, what it does, and how it can benefit them. This step often
involves providing more detailed information, addressing any confusion, and helping
the consumer grasp the value of the offering.
3. C - Conviction
In this stage, the consumer develops a positive attitude and conviction towards the
product or service. They are persuaded that the product can meet their needs or
solve their problems. Conviction is about building trust and reinforcing the benefits,
often through testimonials, reviews, or demonstrating the product's effectiveness.
4. A - Action
The final stage is action, where the consumer takes the desired step, such as making
a purchase, signing up for a service, or taking any other form of engagement.
Advertising should include clear calls to action (CTAs) that guide the consumer to
take the next step.

Q12. What are the objectives of advertisement

ANS) 1. Profit Maximization – Focuses on optimizing ad spend to achieve the
highest return on investment (ROI) by improving conversion rates and customer
value.
2. Increased Sales – Ads aim to drive more purchases by promoting products,
offering discounts, or highlighting unique selling points.
3. Lead Generation – Targets potential customers by capturing their contact
details through forms, sign-ups, or gated content for future marketing.
4. Awareness – Increases brand recognition and recall, ensuring the audience
knows about the brand, product, or service.
5. Gain Competitive Edge – Positions the brand ahead of competitors by
showcasing superior benefits, unique offerings, or aggressive pricing.
6. Traffic Generation – Drives visitors to a website, landing page, or physical
store through ads, improving online presence and engagement.
7. Follow the Community – Engages with a specific audience or niche by aligning
with their interests, values, or cultural trends.
8. Influence People – Uses persuasive messaging, endorsements, and emotional
appeals to shape consumer opinions and behaviors.
9. Increase Demand – Creates a sense of urgency or desire for a
product/service, often through limited-time offers, trends, or highlighting
benefits.
10. Auction – Promotes products or services in bidding-based marketplaces to
attract higher bids and better visibility.
11. Launching – Supports the introduction of a new product, service, or business
through awareness campaigns, teaser ads, and promotional offers.
Q13. How is ad effectiveness tested
Q14. Factors affecting media choice
ANS) 1. Budget – The available budget determines which media channels can be
used. TV and print ads are expensive, while social media and online ads offer
cost-effective options.

2. Target Audience – Different media cater to different demographics. For

example, younger audiences may prefer social media, while older demographics
may engage more with newspapers or TV.

3. Nature of Product – Complex or high-involvement products may require

detailed explanations (print, digital articles), while impulse products may
perform better in visually appealing ads (TV, social media).
 4. Urgencies – Time-sensitive promotions or events need fast-reaching media
like digital ads, radio, or television rather than slower mediums like magazines.

5. Innovation – If a brand wants to appear modern and cutting-edge, digital and

interactive media (AR, VR, influencer marketing) might be preferred.

6. Credibility – Established media like newspapers and TV generally carry more

trust than social media, which is prone to misinformation.

7. Image of Company and Media – Premium brands may prefer high-end

magazines or TV channels with an elite audience, while mass-market brands
might use digital and outdoor advertising.

8. Government Regulations – Some industries (e.g., alcohol, pharmaceuticals,

tobacco) face restrictions on where and how they can advertise, affecting media
selection.

9. Audience Preference – Consumers engage more with media they prefer. If a

target market spends more time on social media, digital ads become a better
choice than newspapers.

10. Reach and Frequency – Mass media like TV and online platforms have a
broad reach, while niche magazines or podcasts provide targeted, high-
frequency exposure.

11. Message – A highly visual product (e.g., fashion, food) benefits from TV,
social media, and print ads, while technical or informative messages may work
better in newspapers or online blogs.

Q15. What is add puffery

ANS) it is a legal way of promoting a product or service through oversizing
statements that cannot be objectibly verified whereas false advertisement
occurs when factually false statements are used to promote the products
Q16. What is ad spiral
 ANS) The Ad Spiral refers to a concept in advertising and marketing where
advertising efforts are gradually increased in intensity over time, following a
spiral-like trajectory. This approach involves the repeated and escalating use of
advertising to reinforce the message and build momentum. It is often used to
enhance brand recognition and drive consumer engagement over a longer
period. 1. Pioneering Stage
 Goal: The main objective of this stage is to introduce the brand or product to the
market. The brand is likely new or the product category is new, so the focus is on
creating awareness and informing consumers about the existence of the brand or
product.
 Tactics:
o Broad, general messaging that highlights the product’s availability, benefits,
and unique features.
o Heavy use of mass media like TV, radio, digital ads, and print to reach a wide
audience.
o Educating consumers about the category if it’s a new product type.
 Outcome: This stage is often about creating curiosity and initial interest, ensuring
that consumers know the brand or product exists and what it does.
2. Competitive Stage
 Goal: The goal of this stage is to differentiate the brand from competitors. The brand
is no longer new to the market, and there are likely other competitors offering similar
products. The focus shifts to building a competitive advantage and positioning the
brand against others.
 Tactics:
o Highlighting unique selling propositions (USPs) or differentiators—what
makes the brand stand out.
o Increased focus on persuasion to convince consumers why this particular
brand is the best choice.
o Use of more targeted advertising and promotions (such as comparative ads)
to show the brand’s superiority.
o Brand positioning becomes central, with the brand carving out a specific
place in consumers' minds relative to competitors.
 Outcome: The brand is trying to increase its market share, deepen consumer loyalty,
and position itself as the top choice in the category.
3. Retentive Stage
 Goal: The focus in the retentive stage is to retain existing customers and maintain
brand loyalty. This stage often occurs once the brand has gained market share and is
well-established. The goal is no longer about gaining new customers but keeping the
current ones engaged and loyal over time.
 Tactics:
o Consistent branding and reinforcement of the message to maintain brand
loyalty.
o Use of relationship marketing (loyalty programs, customer engagement
tactics) to strengthen customer ties.
 o Sustainability messages or emphasizing the brand’s ongoing quality and
commitment.
o Less aggressive advertising compared to the competitive stage but still
necessary to remind the target audience of the brand's value.
 Outcome: The brand maintains its customer base, reinforcing long-term loyalty and
ensuring that consumers continue to choose it over competitors.
Summary of the Stages in the Ad Spiral:
1. Pioneering Stage – Introduce the brand or product, create awareness, and educate
the consumer.
2. Competitive Stage – Differentiate the brand, position it against competitors, and
build market share.
3. Retentive Stage – Retain customers, reinforce loyalty, and maintain brand strength.

Q17. What is ad copy

Q18. Importance of ad copy
Q19. Types of ad copy
Q20. 3 key elements of ad copy
Q21. 7 basic elements of ad copy
Q22. Key elements for a good ad copy