P1: Activity 2: Explore the central idea and creative

concept of advertising
ACTIVITY DESCRIPTION:

Q1. List at least three types of appeal in advertising.

1. Emotional appeals.
2. Fear appeals.
3. Humor appeals. 

Q2. Identify at least three benefits of paid media. 

 Amplify your reach.

 Fit any budget.
 Enhance your targeting.

Q3. What are the five main steps in developing an advertising strategy? 

1. Define Goal
2. Establish a Budget
3. Research and Define Audience
4. Determine the Advertising Outlets
5. Track, Measure and Analyze the Results

Q4. Explain in own words the importance of setting clear advertising

objectives. Identify three types of advertising objectives. 

Advertising objectives are necessary for a business plan, but also for the day-to-day of
the business. When you set goals and have advertising objectives to create and monitor
goal progress, you can ensure that the right amount of money is being spent on
advertising and that you are choosing the right advertising avenues for your product or
service.

Types of advertising objectives:

 Sell
 Generate Demand
 Engage Target Market

Q5. How can the success of a campaign be measured? What is the main

advantage of measuring the communication effects of an ad or ad campaign? 

A number of alternative procedures are available for the evaluation of the

effectiveness of advertisements, of which the three important ones are:
  Evaluating individual advertising messages in order to assess their relative
importance;
 Evaluating the achievement of awareness-and-attitude objectives;
 Evaluating the impact of advertisement as reflected in the sales reports.

The advertising measurements usually take two forms;

 one involves the sales effect of advertising — that is, the sales volume generated
by advertising.
 other involves the communications effect on advertising, or the degree to which
the audience perceives the content of the message.

Advertising is often a significant portion of the operating budget of small and large
businesses, which is why measuring its effectiveness is so important.

Q6. What is the main factor affecting the budget of advertising? 

 Frequency of the advertisement

 Competition and Clutter
 Market Share of the Product
 Product Life Cycle Stage

Q7. Which organisations in Australia provide advice, leadership and training

in Marketing? Name at least five and explain in your own words what is the
Australian Association of National Advertisers.

Australian Association of National Advertisers is the national body for

advertisers based on Sydney. They promote and safeguard the rights of its
members to communicate freely with their customers. They represents the
interests of organizations invloved in Australia´s advertising, marketing and
media industry. Also, by ensuring advertising and marketing communications
are conducted responsibly they protect consumers.

1. ASB
2. ADMA
3. ACMA
4. AANA
5. ACCC

Q8. What institution takes care of Australian content and children’s programs

on commercial television?  

AANA - Code of Advertising and Marketing Communications to Children

Q9. If an organisation was found to have contravened the Spam Act, what
would be the consequences?

If an organisation is found to have contravened the Spam Act ACMA may

search its premises and seize relevant equipment used for the contravention,
and can also impose financial penalties by requiring the organisation:

 to pay up to $1.1 million to ACMA for each day of contravention

 to forfeit any profits
 to pay compensation to spam victims.