3RD INTERNALS IMPORTANT QUESTIONS ALSO FOR MAIN EXAM

LIST OUT VARIOUS METHODS FOR ADVERTISEMENT EVALUATION? EXPLAIN

BRIEFLY VARIOUS METHODS OF PRE-TESTING.
Advertising effectiveness pertains to how well a company's advertising
accomplishes(achieve) the intended objectives. Measuring advertising effectiveness
helps us to know how well the ad-campaign is working and what worth company is
getting after spending huge amount of money on advertising, measuring ad-
effectiveness helps to avoid costly mistakes, helps in selecting best ad-copy and helps in
reducing wastage in ad-expenses.
Issues raised in effectiveness are reach, coverage , ability to motivate the customer to
buy products, relationship with sales .how much the advertisement is able to achieve the
above purpose is referred to as effectiveness of advertising
METHODS FOR ADVERTISEMENT EVALUATION?
Pretesting
Post testing
Pre-Testing follows the universal law "Prevention is better than cure". Advertising can be
pretested at several points in the creative development process. Pre-Testing helps the
advertiser to make a final go or no go decision about finished or nearly finished
advertisement. Pre-Testing method refer to testing the potentiality of a communication
message or ad-copy before printing, broadcasting, or telecasting. Following are the types
of pre-testing methods:
PRETESTING METHODS
1. Checklist test
2. Concept testing
3. Home theatre projection test
4. Opinion test
5. Dummy magazine and portfolio test
6. Inquiry test
7. Mechanical test

Theater tests:
In theater tests participants are invited by telephone, mall intercepts, and/or tickets in
the mail to view show of proposed TV programmes.
In some instances, the show is actually being tested, but more commonly a standard
program is used so audience responses can be compared with normative responses
established by previous viewers. Sample sizes range from 250 to 600 participants.
Consumer Jury Test:
Few consumers form a group and act as jury to show their preferences for one or two ads
out of several being considered. The jury members rank the ads and respond to the
questions like which was the most impressive ad or which ad provoked you most to go
ahead and buy the product or which ad did you notice first and so on.
This test is conducted by two methods namely Order of Merit Rating and Paired
Comparison test. In the Order of merit rating test the jury the jurors rank the
advertisements as per their preference. The consensus emerges about the best ad copy
at the end. But the best may be the best amongst the worst ones.

Portfolio Test:

Along with the regular advertisements some dummy copies are kept in a folio. Then the
consumer-sample sees the folio. The consumer is then asked about what he has seen in
each ads. The ad giving minimum playback is considered the best. But then it is
necessary to observe whether the chosen advertisement is dummy or regular. If found
dummy the actual one is improved on the same lines.

Paired comparison test-

In this method, jury members rank the ads on one-to-one basis, i.e. at one time , they
are shown only two ads and are asked to select the better ads. In case, number of
proposed ads is many then each ad is compared with all other ads.
Trial area test
This test is adopted to evaluate the effectiveness of ad before finally launching it into
total marketing area. In this test, 2 cities are selected, where in one city, advertisement
is launched and in other city, advertisement is not launched. If there is increase in sales
in city where ad is launched as compared to other city, then advertisement is considered
effective.

Mock Magazine Test:

Unlike the above method of keeping the advertisements in a folio, test ads are
introduced in a real magazine to an experimental group to read. The control group is
also exposed to the same magazine, but is without test ads. Later a recall test is
conducted to assess the effectiveness I test ads.

Readers are told the magazine publisher is interested in evaluations of editorial content
and asked to read the magazines as they normally would. Then they are interviewed on
their reactions to both editorial content and ads. Recall, readership and interest-
generating capabilities of the ad are assessed.

Home Projection Tests:

A movie projector screen is installed at consumers home to show him the test
commercials. He is questioned before and after the exposure to the advertisements. The
questions are related to the ad and the change it causes after exposure. The strong and
weak points of the ads can be assessed.

Physiological measures:
A less common method of pretesting finished commercials involves a laboratory setting
in which physiological responses are measured. These measures indicate the receivers
involuntary response to the ad, theoretically eliminating biases associated with the
voluntary measures reviewed to this point. Physiological measures used to test both
print and broadcast ads include pupil dilation, galvanic skin response, eye tracking and
brain waves:

Pupil dilation: Research in pupillo metrics is designed to measure dilation and

constriction of the pupils of the eyes in response to stimuli. Dilation is associated with
action; constriction involves the bodys conservation of energy.
Eye tracking: A methodology that is more commonly employed is eye tracking, in which
viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.
The beam follows the movement of the eye and shows the demonstrates which elements
of the ad are attracting attention, how long the viewer is focusing on them, and the
sequence in which they are being viewed. Eye tracking can identify strengths and
weaknesses in an ad.

WHAT IS THE IMPORTANCE OF ADVERTISEMENT EVALUATION? EXPLAIN BRIEFLY METHODS OF

POST TESTING.
1. Avoiding costly mistakes
2. Evaluating alternative strategies
3. Increasing the efficiency of advertising in general
4. Determining if objectives are achieved.
5. To make sound future decisions.
6. To impress upon the top management
7. To have a clear break- up picture.
8. To know the point of saturation
9. To keep in touch with the new trends
POST TESTING METHODS ARE
 Methods
Methods

Recognition tests:
Recognition test involves the ability of viewers to correctly identify ad, brand, or
message they previously exposed to. The types of recognition test are:

Starch Test - The Starch test is applied only to print ads that have already run.
The interviewer shows each respondent a magazine or newspaper containing the
ads being tested. For each ad the interviewer asks the respondents to reply to ad
related questions.

Bruzzone Test - The Bruzzone test is conducted through mail surveys.

Questionnaires containing frames and audio scripts from television commercials
are sent to respondents and respondents are asked whether they recognise the ad
and brand

Perhaps the most common posttest of print ads is the recognition method. Method-
samples are drawn from 20-30 urban areas reflecting the geographic circulation of the
magazine.
Personal interviewers screen readers for qualifications and determine exposure and
readership. Samples include a minimum of 200 males and females, as well as specific
audiences where required. Participants are asked to go through the magazines, looking
at the ads, and provide specific responses.

Recall Tests: Methods-

Under this method, advertising copies are shown to a group of prospects. After few
minutes they are asked to recall and reproduce them. This method is used to find out
how far the advertisements are impressive.
Test magazines are placed in participants homes and respondents are asked to read the
magazine that day. A telephone interview is conducted the second day to assess recall of
ads, recall of copy points, and consumers impressions of the ads. Sample size is 150
people.
Aided recall-respondents are shown the cover page of magazine respondent is asked to
indicated the name of brands
Unaided recall test the respondents is not given any help to recall the ad.

PROJECTIVE TECHNIQUES
Projective techniques permit respondents to indirectly project their views or feelings
about the advertising situation. They give half or little clue and ask to identify the ad.The
following types of projective techniques are used:
1. Depth interviews: Here, respondents are shown advertising material and promoted
to discuss it freely. A trained interviewer, usually a psychologist, probes the
respondent about his underlying feelings and motivations.

2. Word Association and Sentence Completion Tests: These are a little more
structured than the depth interview. Key words or sentences are used as
stimuli, to which the respondent replies by projecting his thoughts. These
words and sentences are taken from ads being tested. This way, the researcher can
determine what they mean to the consumers.

3. Thematic Apperception Tests: In this method, pictures of people in ambiguous

situations are shown to respondents. Respondents are asked to build a story around
these pictures, by projecting their opinions and feelings into the story

DEFINE INTERNATIONAL ADVERTISEMENT? EXPLAIN THE FACTOR AFFECTING

INTERNATIONAL ADVERTISEMENT.( prepare by yourself)
International advertising involves dissemination(spreading) of a commercial message to
target audiences in more than one country. Target audiences differ from country to
country in terms of how they perceive or interpret symbols or stimuli, respond to humor
or emotional appeals, as well as in levels of literacy and languages spoken. How the
advertising function is organized also varies. In some cases, multinational firms
centralize advertising decisions and budgets and use the same or a limited number of
agencies worldwide. In other cases, budgets are decentralized and placed in the hands of
local subsidiaries, resulting in greater use of local advertising agencies.
International advertising can, therefore, be viewed as a communication process that
takes place in multiple cultures that differ in terms of values, communication styles, and
consumption patterns. International advertising is also a business activity involving
advertisers and the advertising agencies that create ads and buy media in different
countries. The sum total of these activities constitutes a worldwide industry that is
growing in importance. International advertising is also a major force that both reflects
social values, and propagates certain values worldwide.

FACTORS TO CONSIDER IN DEVELOPING INTERNATIONAL ADVERTISING

PROGRAMS IN FOREIGN MARKETS
1. Cultural Issues and International Marketing Communications
2. Economic development
3. Political factors
4. Market maturity
5. Consumer perceptions
6. Trade structure
7. Regulations

Cultural Issues and International Marketing Communications.

There are a whole range of cultural issues that international marketers need to
consider when communicating with target audiences in different cultures.Language
will always be a challenge. One cannot use a single language for an international
campaign.

Political and Legal Factors

A. Laws
There are laws in some countries that will greatly affect your ability to do
advertisement or business in them or prohibit it altogether.

Licensing and Permits

There is a chance that the only way you can do business in a foreign country is to give
out an expensive permit or license of another business in that country to manufacture
and sell your product for you. Governments do these things as a way of making sure a
larger percentage of income from sales stays in the home country. An example of this
is Pepsis license to Heineken to bottle and sell Pepsi products in the Netherlands.
Taxes
 Taxes are another way that governments can cash in on foreign businesses operating
and selling products in their country, so their citizens spending does not allow much
money to leave the country. Taxes can and do impact your ability to make a profit
selling goods and services in a foreign country and will shape your international
marketing strategy because of that. High tax rates on goods sold, like those in the
USA, can make it hard for a business to stay on the right side of that fine line between
profit and loss.

EXPLAIN BRIEFLY THE DECISIONAL AREAS IN INTERNATIONAL ADVERTISING

1. Organization
2. Agency Selection
3. Advertising and market research
4. Creative Decisions
5. Media Selection
6. Coordination of other IMC tools
Agency Selection
an advertising agency as an independent organization of creative people an
businesspeople that prepare and develop marketing and advertising plans,
advertisements and other promotional tools. It also purchases advertising space and
time in the different media on behalf of different clients to find customers for their
offerings. It is easier to coordinate international advertising because agency networks
offer multi-country coverage, although there is no guarantee that offices in each county
will be equally strong
1. Many large, general agencies operate internationally
2. Foreign billings account for over a third of total billings by the top agencies
3. Large multinational companies often deal with large, international agencies
4. Overseas offices are usually staffed with multilingual, multinational personnel
5. Staffed with local talent who understand local attitudes, culture, media, and
conditions
6. Especially effective for launching consumer products in a single, new geographic
area
7. Ability of agency to cover relevant markets
8. Quality of agency work
9. Market research, PR, and other services offered
10. Roles of company advertising department and agency
11. Level of communication and control desired
12. Ability of agency to coordinate internationally
 13. Size of companys international business
14. Companys desire for local vs. international image
15. Company organizational structure
16. Centralized vs. decentralized
17. Company level of involvement with international operations

Advertising and market research

1. Information on demographic characteristics of markets
2. Information on cultural differences such as norms, lifestyles and values
3. Information on consumers product usage, brand attitudes, and media preferences
4. Information on media usage and audience size
5. Copy testing to determine reactions to different types of advertising appeals and
executions
6. Research on the effectiveness of advertising and promotional programs in foreign
markets

Creative decisions
It involves determining the appropriate advertising message for each market and are
similar in process and procedure to those for domestic advertising.
Creative Strategy: the making of. Here ideas are developed to reach the target
audience, after specifying which product benefits will be communicated.
Creativity is the origination of a thing or idea that did not exist before, combining two or
more previously unconnected objects or ideas into something new.
Creative ideas are the campaigns heart and soul of a campaign, but the strategy is the
brain. Strategy gives the campaign its competitive edge and also provides a framework
for all those elements involved in the campaign.
1. Creative decisions should be based on advertising and communication objectives
2. Copy platforms must be developed that include major selling ideas
3. Specific appeals and execution styles must be selected
4. Appeals may have to be adapted for local market conditions.

Media Selection Decisions

Media differ in various countries with respect to factors such as:
1. availability
2. cost
3. usage
4. quality
5. restrictions
Media options include use of local, national or international media.
Coordination of other IMC tools
The IMC recognises the added value of a comprehensive plan that evaluates the
strategic roles of the different communicative tools and combines them to provide a
clear and consistent impact by the seamless integration of discrete messages.
DEFINE PUBLIC RELATIONS & PUBLICITY? EXPLAIN THE VARIOUS TOOLS OF
PUBLIC RELATIONS.
Public relations is defined as to establish and maintain relationships with an
organization's target audience, the media and other opinion leaders. Public relations
activities include helping the public to understand the company and its products. Often,
public relations are conducted through the media, that is, newspapers, television,
magazines, etc. As noted above, public relations are often considered as one of the
primary activities included in promotions.
Publicity: its A type of public relations and unpaid form of communication to
communicate the news or item or story about a product, service, or idea in the media or
to public.
Common PR Tools and Techniques
In order to build a relationship with the target audience and maintain it on a high level,
PR specialists use a variety of tools and techniques. Some of the most common ones
include:
Public events.
In order to attract public attention and keep it engaged with a particular organisation or
an individual, PR specialists take an advantage of every public event and the opportunity
to speak publicly. This enables them to directly reach the public attending the event and
indirectly, a much larger audience.
A sponsorship
It involves paying a fee to have your name associated with different things, such as the
following:

Press releases.
Part of a companys public relations efforts includes putting a positive spin on news
stories. A press release is a news story written by an organization to promote a product,
organization, or person. Consider how much better a story or a product recommendation
is likely to be perceived when the receiver thinks the content is from an objective third
party rather than an organization writing about itself. Public relations personnel
frequently prepare press releases in hopes that the news media will pick them up and
disseminate the information to the public. However, there is no guarantee that the media
will use a press release. Some of the PR opportunities that companies may seek to
highlight in their press releases include charity events, awards, new products, company
reports, and things they are doing to improve the environment or local community.
Information that is communicated as a part of the regular TV or/and radio programme,
newspapers, magazines and other types of mainstream media achieves a much bigger
impact than advertisements. This is due to the fact that most people consider such
information more trustworthy and meaningful than paid adds. Press release is therefore
one of the oldest and most effective PR tools.
Newsletters. Sending newsletters relevant information about the organisation or/and
its products/services - directly to the target audience is also a common method to create
and maintain a strong relationship with the public. Newsletters are also a common
marketing strategy but PR specialists use it to share news and general information that
may be of interest to the target audience rather than merely promoting
products/services.

Blogging. To reach the online audience, PR specialists use the digital forms of press
releases and newsletters but they also use a variety of other tools such as blogging and
recently, microblogging. It allows them to create and maintain a relationship with the
target audience as well as establish a two-way communication.

Media release:Public relations experts create awareness and market their organization
and its products/services to various media sources which include TV, Radio, internet,
newspapers, magazines and so on. Public relations experts develop and design various
interesting and creative stories about their organization and products and pitch it to
various media people. Organizations bank on their relations with media channels to
enhance the reputation of their brand.

Social media marketing. Like its name suggests, it is used primarily by the marketing
industry. Social media networks, however, are also utilised by a growing number of PR
specialists to establish a direct communication with the public, consumers, investors and
other target groups.

EXPLAIN BRIEFLY THE DAGMAR APPROACH.(same as AIDA MODEL)

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.
DAGMAR Model was developed by Russell Colley in 1961 for setting advertising
objectives and measuring advertising results.
According to DAGMAR Model the ultimate objective of advertising involves a
communication task, intended to create awareness, impart information, develop attitude
and induce action.

Advertising objective is to carry a consumer through four levels of

understanding :-
From unawareness to awareness - consumer must be aware of product or
company,
Comprehension - what the product is and its benefits,
Conviction - mental conviction to buy the product, and
Action - finally buy the product.

1. Awareness
Before the purchase behaviour is expected from target audience it is necessary to make
the audience aware with the product or company.The initial communication task of the
advertising activity is to increase the consumer awareness of the product or offer.
2. Comprehension
Only Awareness is not be sufficient to encourage a purchase, sufficient knowledge and
information about product or organisation is necessary. This step involves the target
audience to learn something about product, organisation, or offer. Here communication
task of advertising activity is to make consumer learn about product - product
characteristics, benefits, or uses.
3. Attitude or Conviction
At this step a sense of conviction is established. By creating interest and preference,
buyers are moved to a position where they are convinced that a particular product in the
 class should be tried at the next opportunity. At this step communication task of
advertising activity is to mould the audiences beliefs about the product and this is often
done through messages that demonstrate the products superiority over a rival or by
talking about the rewards as a result of using the product.
4. Action
Finally, communication must encourage buyer to engage in purchase activity.

DEFINE ADVERTISING AGENT? EXPLAIN BRIEFLY THE SERVICES OFFERED BY AD

AGENCIES
An advertising agency or ad agency is a service business ,which is dedicated for
creating, planning and handling advertising (and sometimes other forms of
promotion) for its clients.
An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also
handle overall marketing and branding strategies and sales promotions for its clients
Advertising agency is a service organization that specialize in planning & executing
advertising programmes for its clients.
Examples
Ogilvy & Mather- Hutch (Vodafone), Cadbury, Asian Paints and Fevicol.
JWT, J Walter Thompson- Nestle, Bayer, Ford, Nokia and Unilever.
Mudra Communication-Neutrogena, HBO, Philips, Reliance NetConnect, Big
Bazaar.

THE VARIOUS SERVICES OFFERED BY ADVERTISING AGENCIES ARE(explain by

yourself)
1. complete a marketing analysis
2. develop an advertising plan
3. prepare a creative strategy
4. create advertising executions
5. develop and implement a media plan
6. handle billing and payments
7. integrate other marketing communications
8. Advertising agency is a service provider that helps its clients by developing
suitable ad campaigns for them.
 9. Their aim is to represent its clients' products and services before customers in such
a way that a positive image is created in their minds.
10. Advertising agency's role start with the identification of its clients' goals and
objectives.
11. This turns out to be of immense value in planning and creating the future course of
action concerning ad campaigns
Media Buying Services
Specialize in analyzing and buying media, especially broadcast time
Agencies and clients may develop media strategy
Media buying organizations implement the strategy and buy time and space
Media buying agencies are independent companies that specialize in the buying of
media, particularly radio and television.
The task of purchasing advertising media has grown more complex as specialized
media proliferate, so media buying services have found a niche by specializing
in the analysis and purchase of the advertising time and space.
Agencies and clients generally develop their own media plans and then hire the buying
services to execute them.
Some media buying agencies do help advertisers plan their media strategies. Because
media buying agencies purchase such large amounts of time and space, they receive large
discounts and can save the small agencys or clients money on media buying.
Media buying agencies are paid a fee or commission for their work.
Interactive services
This agencies help advertisers to prepare communications for new media such as internet ,
podcasting, & banner ads
This agencies focus on ways to use web based solutions for direct marketing & target marketing
communication
This agencies offers a web design/development, Search engine marketing, internet advertising
or e-business
Research service
Most full service agencies maintain a research department whose function is to gather, analyze
, & interpret information that will be useful in developing advertising for their clients
Account services
This are the links between the advertising agencies & its clients.
Depending on the size of the clients & its advertising budget, one or more account executives
serve as liason
The account executives are responsible for understanding the advertisers marketing &
promotion needs & interpreting them to agency personnel.
 Creative services
To a large extent the success of an agency depends on the creative services department to which
is responsible for the creation & execution of the advertisements
The creative specialist are known as copywriters
They are the ones who conceive the ideas for the ads & write the headlines, subheads & body
copy
They involve in determining theme or basic appeal of the advertising campaign & prepare rough
layout of print advertising
Marketing services
Nowadays use of marketing services has increased dramatically
One service gaining increased attention is research, as agencies realize that to communicate
effectively with their clients , customers they must have a good understanding of the target
audience
The advertising planning process begins with a through situation analysis which is based on
research & information about the target audience.