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Advertising Question Paper
Note: Attempt any ten questions. All questions carry equal marks.
Maximum Marks: 80+20 Paper Presentation
Instructions:
- Answer all questions as per the given instructions.
- Support your answers with relevant advertising theories, frameworks, and real-world
examples.
- Clarity, depth of analysis, and logical reasoning will be given additional weightage.
Section A: Descriptive Questions (20 Marks)
(Answer any four questions, each carrying 5 marks.)
- Explain the different types of advertising with suitable examples.
Answer: There are several types of advertising, each tailored to specific audiences and goals:
- Print Advertising (e.g., newspapers, magazines): Used for local reach, such as a furniture store ad in a regional paper.
- Discuss the importance of market segmentation in designing an advertising
campaign.
Answer: Market segmentation is crucial as it helps advertisers tailor messages to specific groups, increasing relevance and effectiveness. It divides a broad market into smaller segments based on demographics (age, gender),
- What are the key factors to consider when selecting an advertising medium?
Answer: When choosing an advertising medium, consider:
- Target Audience: Choose media that your audience consumes (e.g., Gen Z on TikTok).
- Budget: Some media like TV are costly, while social media ads can be more budget-friendly.
- Reach and Frequency:
- Describe the role of social media in modern advertising strategies.
Answer: Social media plays a vital role by allowing brands to connect with consumers directly, cost-effectively, and in real-
- Explain the importance of consumer psychology in advertising.
Section B: Case Studies (60 Marks)
Case Study 1: Launching a New Product Through Advertising (20 Marks)
Scenario:
Z Beverages, a soft drink company, is launching a new energy drink targeting young
professionals and fitness enthusiasts. The company is unsure how to design an advertising
campaign that effectively reaches its target audience.
Questions:
- a) What advertising strategy should Z Beverages adopt for this new product?
Answer: Z Beverages should adopt a targeted digital advertising strategy focused on lifestyle branding and emotional appeal. The strategy should emphasize the benefits of the energy drink—such as increased stamina, focus, and
- b) Suggest suitable advertising media to reach the target audience effectively.
Answer: o effectively reach young professionals and fitness-conscious individuals, Z Beverages should use a mix of digital and experiential media, including:
- Social Media
- c) How can the company measure the success of its advertising campaign?
Answer: Z Beverages can track campaign success using both quantitative and qualitative metrics, such as:
- Digital Metrics: Click-through rates (CTR), impressions, engagement (likes, shares, comments), and
Case Study 2: Rebranding and Advertising Strategy (20 Marks)
Scenario:
PR Electronics, a well-known smartphone brand, has been losing market share due to outdated
advertising strategies and increasing competition. The company decides to undergo a complete
rebranding, including a new logo, tagline, and advertising campaign.
Questions:
- a) What role does advertising play in a successful rebranding strategy?
Answer: Advertising is a critical component of a successful rebranding strategy as it communicates the new brand identity, values, and positioning to both existing and potential customers. It helps:
- b) Suggest an advertising campaign strategy to reposition PR Electronics in the market.
Answer: PR Electronics should adopt a 360-degree integrated advertising campaign with the theme “Redefine Smart”, emphasizing innovation, user-centric design, and cutting-edge features. The strategy should include:
- c) How can the company ensure that its rebranding campaign resonates with its target
audience?
Answer: To ensure the campaign connects with its audience, PR Electronics should:
- Conduct Market Research: Use surveys, focus groups, and social listening to understand customer
Case Study 3: Comparative Advertising and Its Effects (20 Marks)
Scenario:
AC Detergents launches a new commercial directly comparing its product with a leading
competitor, highlighting better stain removal and eco-friendliness. However, the competitor
files a legal complaint, stating that the advertisement is misleading.
Questions:
- a) What are the advantages and risks of comparative advertising?
Answer: Advantages:
- Differentiation: Highlights the unique strengths of the product over competitors (e.g., better stain
- b) How should AC Detergents handle the competitor’s legal complaint while maintaining its
brand image?
Answer: AC Detergents should adopt a professional and transparent approach to resolve the issue while safeguarding its reputation:
- Review and Modify the Ad: Reassess claims and remove any that cannot be substantiated with
- c) Suggest alternative advertising techniques that could achieve the same promotional goals
without legal risks.
Answer: Instead of direct comparison, AC Detergents can use these safer yet effective advertising techniques:
- Performance-Based Demonstrations: Show the product removing tough stains in real-life scenarios
Dear students, get fully solved assignments by professionals
Do send your query at :
or call us at : 08263069601
(Plagiarism proofed assignments available with 100% surety and refund)