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Assignment A
7. How does a publicist measure his or her effectiveness in the job and how
is this comparable to advertising time or space buyers� reach estimates?
Assignment B
Case Detail :
Clutter has become synonymous with the advertising industry in recent times and
this extends to all realms of marketing, offline and online. There is an increasing
trend of being greeted with an explosive assortment of ads when one logs onto a
website. These ads transcend genres of -commerce, consumer goods, tourism,
hospitality, and more. While views on these ads may be relatively high, the recall
seems to be questionable in many cases. In this scenario, tracing the consumer�s
preferences for brand advertisements becomes extremely difficult.
Herein, we aim to address the simple question of how a brand must aspire to break
clutter and switch to viewability of the content rather than served impressions,
which has been the conventional way of running ads within the industry.
To transform the way ads have been programmed so far, one will need to pay close
attention to the existing metrics and re-evaluate different brand strategies. The
traditional route for marketers adopting online ads has been banners, images,
audio, and video. The measurement was based on served impressions, i.e., the
countable times that an advertisement gets fetched from the source, irrespective of
whether it was clicked or not.
Viewable impressions, on the other hand, are measurable to a more accurate degree.
For an impression to be counted as viewable, at least 50 percent of it must be
visible to the user for a minimum of one second. This provides for �some versus no�
value, but does it justify the money spent behind it? According to a study
conducted by ComScore, 54 percent of the display ads that are up on the website are
actually not seen and this is despite the fact that some of them cost a lot.
A lot of search and display ads are placed at the bottom of the webpage, so if the
user does not scroll all the way down, it�s a lost cause for the advertiser.
If a proxy server, crawler or spider opens the page, there is no certain way to
ascertain the measures. In order to ensure visibility and derive the right returns
on your investments, you must plan your advertisements with the right placement and
communication.
Question
1. How would you use advertising to break the clutter? What impact does
clutter-free advertising play in increasing brand acceptance?
2. What does the author mean by "To transform the way ads have been
programmed so far, one will need to pay close attention to the existing metrics and
re-evaluate different brand strategies"?
3. Can you use clutter to your advantage? If yes, how? If No, why not?
Support your answer with relevant examples.
Assignment C
Question No. 1
Which of the following terms best fits the activity of marketing communications?
Options
Question No. 2
The marketing communications strategy of the marketing mix deals exclusively with
Options
Question No. 3
Options
campaigns
personal selling
public relations
publicity
Question No. 4
Options
ADD
AIDA
PESTLE
SWOT
Question No. 5
Marketing communications is used to achieve one of two principal goals. The first
concerns the development of brand values. What is the other goal?
Options
Increasing sales
Informing about products
Changing the behaviour of target audiences
Channelling communication tools
Question No. 6
Options
Communication
Noise
Transfer
Understanding
Question No. 7
Options
Partner exchanges
Collaborative exchanges
Co-operative transfer
Partner exchange
Question No. 8
The role of marketing communications is to engage audiences and there are four main
tasks that it can be used to complete. Which of the following is not part of the
four main tasks?
Options
Differentiate
Participate
Reinforce
Inform
Question No. 9
Options
Question No. 10
This is part of the communication process where receivers unpack the various
components of the message, and begin to make sense and give the message meaning
Options
Encoding
Decoding
Transfer
Noise
Question No. 11
This is a part of the communication process where the sender selects a combination
of appropriate words, pictures, symbols and music to represent a message to be
transmitted
Options
Encoding
Decoding
Transfer
Feedback
Question No. 12
This is part of the communication process and refers to the responses offered by
receivers:
Options
Encoding
Decoding
Transfer
Feedback
Question No. 13
Dialogue
Personal influencer
Feedback
Message
Question No. 14
This approach has been used to convey particular information and help educate large
target audiences through television and radio programmes. This approach is referred
to as:
Options
Opinion followers
Opinion formers
Public relations
Opinion leaders
Question No. 15
Options
interest; action
intensity; appeal
involvement; action
Involvement; appeal
Question No. 16
They are not part of the same peer group as the people they influence. Their
defining characteristic is that they exert personal influence because of their
profession, authority, education, or status associated with the object of the
communication process. This is referred to as:
Options
Opinion aggregators
Opinion followers
Opinion formers
Opinion gatherers
Question No. 17
The success of marketing communication depends upon the extent to which messages
engage their audiences. These audiences can be seen to fall into three main groups
Options
Question No. 18
Options
Channel members
Customers
Stakeholders
Community
Question No. 19
Which of the following is the communication model that depicts information flowing
via various media channels, to particular types of people to whom other members of
the audience refer for information and guidance?
Options
Two-step
Three-step
Multi-step
One-step
Question No. 20
Options
Question No. 21
Options
Personal selling step in which sales person asks for an order to customer is
classified as
Options
shipper approach
handling shipment
closing
follow up
Question No. 23
Sales force structure in which a sales representatives works to sell specific items
of product line is classified as
Options
Question No. 24
Options
Question No. 25
Step in personal selling process which consists of first meeting first meeting
between customer and sales person is called
Options
qualifying
prospecting
follow up
approach
Question No. 26
Type of sales person who work from their offices through internet or telephone are
classified as
Options
channel intermediaries
nominal sales force
inside sales force
outside sales force
Question No. 27
Options
presenting quota
demonstrating quota
prospecting
qualifying
Question No. 28
Sales promotion tools used to stimulate purchase, motivate salespeople and generate
business leads are classified in category of
Options
event promotion
off deal promotion
trade promotions
business promotions
Question No. 29
Options
event marketing
sponsored marketing
branding
premium marketing
Question No. 30
Consumer promotion technique according to which seller sells two or three units of
product at reduced price is classified as
Options
price packs
Discounts
advertising specialties
Both 1 and 2
Question No. 31
Options
message decision
media decision
advertising objective
advertising evaluation
Question No. 32
Options
persuasive advertising
reminder advertising
Information advertising
All of the above
Question No. 33
Approach of message execution which follows format of style, tone, words and format
to execute message of advertising is classified as
Options
rational style
persuasive style
creative style
execution style
Question No. 34
Options
advertising messages
advertising budget
advertising strategy
advertising objective
Question No. 35
Strategic media planning is a complex challenge because advertises must use their
knowledge of
Options
Psychographics
Behavioural characteristics
Demographics
All of the above
Question No. 36
Options
Question No. 37
Options
Question No. 38
Options
Question No. 39
Options
Magazines
Online Advertising
Social Media
Newspapers
Question No. 40
Options
Demographic Flexibility
Relatively Low Cost
Delivers Excellent Reach
Difficult to Measure and Control