ADVERTISING XIBMS MBA EXAM ANSWER SHEET

ADVERTISING XIBMS MBA EXAM 

ANSWER SHEET

Advertising

1.   What is advertising? Bring out clearly the changing concept of advertising in modern business world.

Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.

In Latin, ad vertere means "to turn toward". The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.

Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor with a view to disseminate information concerning an idea, product or service. The message which is presented or disseminated is called advertisement. In the present day marketing activities hardly is there any business in the modern world which does not advertise. However, the form of advertisement differs from business to business.

The changing concepts of advertising in modern business world are:

Preparing Ground for New Product

New product needs introduction because potential customers have never used such product earlier and the advertisement prepare a ground for that new product.

Creation of Demand

The main objective of the advertisement is to create a favorable climate for maintaining of improving sales. Customers are to be reminded about the product and the brand. It may induce new customers to buy the product by informing them its qualities since it is possible that some of the customers may change their brands.

Facing the Competition

Another important objective of the advertisement is to face to competition. Under competitive conditions, advertisement helps to build up brand image and brand loyalty and when customers have developed brand loyalty, becomes difficult for the middlemen to change it.

Creating or Enhancing Goodwill: Large scale advertising is often undertaken with the objective of creating or enhancing the goodwill of the advertising company. This, in turn, increases the market receptiveness of the company's product and helps the salesmen to win customers easily.

Informing the Changes to the Customers

Whenever changes are made in the prices, channels of distribution or in the product by way of any improvement in quality, size, weight, brand, packing, etc., they must be informed to the public by the producer through advertisement.

Neutralizing Competitor's Advertising

Advertising is unavoidable to complete with or neutralize competitor's advertising. When competitors are adopting intensive advertising as their promotional strategy, it is reasonable to follow similar practices to neutralize their effects. In such cases, it is essential for the manufacturer to create a different image of his product.

Barring New Entrants

From the advertiser's point of view, a strongly built image through long advertising helps to keep new entrants away. The advertisement builds up a certain monopoly are for the product in which new entrants find it difficult to enter.

In short, advertising aims at benefiting the producer, educating the consumer and supplementing the salesmen. Above all it is a link between the producer and the consumer.

2. Explain the objectives and functions of advertisement manager.

Objectives

1. Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.

2. Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.

3. Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.

4. Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Functions of advertisement manager are:

·         Account Management – Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the client’s product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.

·         Creative Team –The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agency’s creative team. An agency’s creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.

·         Researchers – Full-service advertising agencies employ market researchers who assess a client’s market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the client’s target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives.

·         Media Planners – Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals.

3.      What is advertisement budget? How do you determine optimal expenditure through advertisement budget?

The advertising budget of a business is typically a subset of the larger sales budget and, within that, the marketing budget. Advertising is a part of the sales and marketing effort. Money spent on advertising can also be seen as an investment in building up the business.

In order to keep the advertising budget in line with promotional and marketing goals, a business owner should start by answering several important questions:

• Who is the target consumer? Who is interested in purchasing the product or service, and what are the specific demographics of this consumer (age, employment, sex, attitudes, etc.)? Often it is useful to compose a consumer profile to give the abstract idea of a "target consumer" a face and a personality that can then be used to shape the advertising message.
• What media type will be most useful in reaching the target consumer?
• What is required to get the target consumer to purchase the product? Does the product lend itself to rational or emotional appeals? Which appeals are most likely to persuade the target consumer?
• What is the relationship between advertising expenditures and the impact of advertising campaigns on product or service purchases? In other words, how much profit is likely to be earned for each dollar spent on advertising?

Answering these questions will help to define the market conditions that are anticipated and identify specific goals the company wishes to reach with an advertising campaign. Once this analysis of the market situation is complete, a business must decide how best to budget for the task and how best to allocate budgeted funds.

There are several different ways to determine optimal expenditure through advertisement budget:
1. Percentage of Sales Approach- This approach is the most widely used method for determining the advertising budget. The approach is simple, straightforward, and based on what the firm traditionally spends on advertising. The obvious flaw of this approach is its implied assumption that sales create advertising. Also, during periods of declining sales, setting the budget as a percentage of sales may be a mistake because reduced advertising is often not the best strategy.
2. Objectives and Task Approach- This approach requires that the firm lay out its goals for the advertising campaign and then list the tasks required to accomplish specific advertising objectives. The firm calculates and sums the costs of each task to determine the total budget. The major drawback of this approach is that the level of effort needed to accomplish advertising objectives is difficult to know with certainty.
3. Competitive Matching Approach- This approach involves firms attempting to match major competitor’s advertising expenditures in absolute dollars. Many firms review competitive advertising and compare competitor’s expenditures across various media in relation to their own spending levels. This competitive tracking can occur at the national and regional levels and at least can provide a benchmark for comparing advertising resources to market share movements. The problem with competitive matching is that all firms are different, so competitors are likely to have different advertising objectives and different resources to devote to advertising.
4. Arbitrary Approach- Intuition and personal experience set the advertising budget under this approach. The arbitrary approach can lead to mistakes in budgeting because it is not necessarily scientific, objective, or logical. On the other hand, deciding how much to spend on advertising is not an exact science.
Determining the appropriate advertising budget is an important part of any marketing strategy. Setting the budget too high will obviously result in overspending, waste, and lower profits. However, setting the budget too low may be even worse. Firms that do not spend enough on advertising find it very difficult to stand out in an extremely crowded market for customer attention.



4. What are the characteristics of advertising media? Explain..

Advertising media are the conduits through which advertising messages are sent from the source (advertiser) to the targets (prospective buyers, users, influencers, decision makers).

Media channels are the types or classes of communications media such as television, radio, magazines, daily newspapers, cinema or direct mail.

Media vehicles are the specific items or message carriers make up a channel. The Times of India and The Telegraph are two media vehicles that, along with other dailies, make up the media channel called ‘daily press’ or ‘daily newspapers’.

Media planning is the process of selecting the most cost efficient channels and vehicles to deliver the required number of advertising messages to the defined target segments within the defined time schedule. This involves matching media habits of target segments, channel & vehicle characteristics and creative imperatives

Reach refers to the percentage of the defined target group who are exposed to the message at least once during the campaign period. Reach is often called ‘coverage’. For print media, reach and readership are synonymous. Data are available from the National Readership Survey (NRS) and the Indian Readership Survey (IRS).

Frequency The number of times the average person in the defined target group is exposed to the message, among those who experience the message at least once. It is also called ‘Opportunity To See’ (OTS). Those who do not experience the message even once are kept out of the purview of OTS calculations.

Circulation refers to the number of copies of a print vehicle / publication that are sold – thus excluding complimentary and voucher copies. Figures are available from the Audit Bureau of Circulations (ABC).

Dailies – flexible, with short deadlines for booking, materials and cancellation (if needed) that provide quick dissemination of messages. Long copy can be accommodated, to communicate technical details etc. They enjoy high credibility as a source of news, which tends to rub off onto commercial messages also. ABC, IRS and NRS data are available.

But dailies reach literate persons only and have short life – one day. “Pass along’ readership tends to be low, so is target segmentation. Reproduction quality is at best fair except colour sections printed on glazed or coated paper.

Magazines are also called periodicals and offer good to excellent print quality, long shelf life, multiple exposures for the same person and good to high pass along readership. Reasonable target segmentation is possible. ABC, IRS and NRS data are available for most.

But booking / material deadlines are long and cancellation difficult. Like dailies, periodicals obviously require literate target segments.

Television is a high impact medium offering sound + sight + movement + colour and is excellent for demonstrations. TV offers high reach across different SEC, and cuts through literacy barriers. It offers good opportunity for target segmentation, and is often described as a ‘personal medium’ in the sense it reaches people in their homes – no effort is needed to get TV signals

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