Question 1) Explain an ad which you have seen recently. Analyze ad in terms of its effectiveness in generating Attention, Interest, Desire and Action as per the AIDA model.
Question 2) Choose an ad of your choice and explain its creative execution. What is the advertising strategy behind ad in terms of
a) Objective
b) Target audience
c) Key consumer benefit
d) Reason to believe
e) Proof and
f) Tone and manner?
Question 3) Prepare the outline of a media plan for a newly launched soft drink. Include
a) Media objective(s)
b) Media mix
c) Allocation of budget among media mix and
d) Media scheduling.
Question 4) Explain an ad which you feel is not so effective in terms of its creative execution. Give suggestions on how to make ad more effective ( include suggestions on copy, creative concept, visual aspects, etc.)
Question 5) Explain some of the advantages of Advertising as compared to Sales Promotion? Which types of products lend themselves to sales promotions?
Caselet Social Awareness Advertising
S.R. Iyer and Tara Sinha, two famous advertising personalities, have expressed their views on Social Awareness Advertising as follows –Social awareness advertising promotes ideas. Though, for these ideas, creativity would be of a different kind. A product is out there in a shop. A bar of soap is an investment of small consequence. But trying to sell the idea such as a free cancer check up, or family planning, or keeping the Ganges clean, is totally different proposition. Social awareness advertising has potential to accelerate process of change in urban and rural society and to do the public relations job. Also known as Public Service Advertising, it should bear a stamp of professional excellence that moves people to action. The voluntary and non voluntary organizations, together with makers of advertising and planners of media form a part of the team. There should be an agreed statement of on the specific and measurable action which the advertising must generate among groups of people. Social awareness advertising must also be viewed on a campaign basis and adequate time should be given for advertising to work.
Question 6)
What are differences and similarities between social awareness advertising and advertising of products and services, based on what is mentioned in the above caselet?