NATIONAL READERSHIP STUDIES COUNCIL
Constituted by: Advertising Agencies Association of India Audit Bureau of Circulations Indian Newspaper Society
NRS 2006 – Key Findings
Mumbai,August 29 2006: The National Readership Studies Council (NRSC) released the findings of National Readership Study 2006 (NRS 2006), to an audience comprising the who’s who of the media, advertising and marketing fraternity. Press and television correspondents were also invited to share the findings of the study.
The National Readership Study 2006 (NRS 2006) in India is the largest survey of its kind in the world, with a sample size of 2,84,373 house-to-house interviews to measure the media exposure and consumer product penetration in both urban and rural India – and of course the estimated readership of publications. The study covers 535 publications of which 230 are dailies and 305 are magazines.
Highlights from NRS 2006
· The reach of the press medium (dailies and magazines combined) has increased from 216 million to 222 million over the last one year.
· As a proportion however, press reach has stabilized in urban India – at 45%. Press reach in rural India has also stayed the same at 19% -- needless to say, on a much larger population base. The number of readers in rural India (110 million) is now roughly equal to that in urban India (112 million).
· Dailies have driven this growth in the press medium, their reach rising as a proportion of all individuals aged 12 years and above – which is the universe defined for NRS – from 24% to 25%. Magazines have declined in reach from 9% to 8% over the last one year.
· The time spent reading has remained the same – at 39 minutes daily on an average per day over the last year. But there has been increase in urban India (from 41 to 44 minutes daily) and decrease in rural India (from 36 to 35 minutes daily).
· Literacy as measured in the NRS has risen from 69.9% to 71.1% over the last year. The rate of growth has been marginally lower urban areas (84.4% to 85.3%) than in rural areas (63.6% to 64.8%). One would expect this to boost the market for the press medium.
· Satellite TV has grown considerably in reach – from 207 million individuals watching in an average week in 2005 to as many as 230 million individuals in 2006 – further expanding its lead over the number of readers.
· Radio is one medium that has shown considerable resurgence. Its reach has increased from 23% to 27% of the population listening to any station in the average week. Almost equaling the number of readers.
· Radio FM has driven this explosion in reach – from 76 million individuals listening in an average week in 2005 to as many as 119 million individuals in 2006 – a 55% increase over last year.
· Cinema has, on the surface, declined sharply from 51 million individuals going regularly to the movies (at least once a month) to 39 million. This has been the story for years now. However, the cinema audience seems to have been reversed in urban India – from 23 million regular theatre-goers last year NRS now estimates there are 25 million. As a proportion this means a marginal increase from 9.6% to 10.0%.
· The Internet as a medium seems to have paused on its growth trajectory. From 7.2 million users who logged in every week last year, the number has grown, though only to 9.4 million. As proportions, these represent 0.9% and 1.2% of India’s 12 years plus population. However, urban India has shown faster growth in internet reach – from 2.3% to 3.4%.
· Mobile phones must now be given their due place as media. Reach of this medium – as measured by the proportion of the population accessing value-added-features (VAS) at least once a week – has grown from 1.1% last year to 2.7% -- translating to nearly 22 million individuals.
· If there is one overall conclusion, it is that the press medium must watch emerging media closely. The NRS has the data points to indicate media consumption amongst consumers from all walks of life. It is also worth remembering that, socio-culturally speaking, India is like a couple of dozen countries with a total of sixteen official languages and wide disparities in living standards – the complexity of the Indian media market would rival those of Europe if taken as a whole.
NRS 2006 – DETAILED FINDINGS
· Press adds 7 million readers over the last year.
· Dailies continue to grow, adding 12.6 million readers from last year to reach 203.6 million while there has been a drop of 7.1 million magazine readers. It must be remembered that this refers only to mainstream magazines. A host of niche titles that continue to be launched regularly are not fielded and their collective readership estimate is outside the purview of the study.
· Over the last 3 years the number of readers of dailies and magazines put together among those aged 12 years and above has grown from 216 mn to 222 mn – a growth of almost 3% over last year.
· There is still significant scope for growth, as 359 million people who can read and understand any language do not read any publication. Of this 359 million, 68% read Hindi. It is not just affordability that is a constraint, since 20 million of these literate non-readers belong to the upscale SEC A and B segments.
· The Hindi belt has been witness to intense activity from large dailies and is an indicator of the general growth in the vernacular dailies segment. To elaborate, vernacular dailies have grown from 191.0 million readers to 203.6 million while English dailies have stagnated at around 21 million.
· Magazines overall show a decline in the reader base, both in urban and rural India. The reach of magazines has declined from 75 mn in 2005 to 68 mn in 2006. Magazines have lost 12% of their reach since 2005.
· The battle heats up in English & Hindi Dailies arena
· There are now two dailies that have captured more than 2 crore (20 million) readers – Dainik Jagran (with 21.2 million) and Dainik Bhaskar (with 21million). The gap between Dainik Jagran & Danik Bhaskar has reduced from 3.8 million readers to 200,000 readers this year.
· The Times of India is the most read English Daily with 7.4 mn readers, but The Hindu has taken the second spot with 4.05 mn readers, pushing Hindustan Times, to the third spot with an estimated readership of 3.85 mn. Though Hindustan Times adding 360,000 new readers in Mumbai, it has but lost readership across the Hindi belt.
· Press increases its share of urban media day
· Today the average urban adult spends 44 minutes per day reading dailies and magazines. The average reading time used to be 41 minutes.
· The growth in C&S penetration is more than the growth in TV owning homes
· Television now reaches 112 mn Indian homes reflecting a growth of 3.2% over last year.
· Homes with access to C&S have increased by 12% from 61 mn to 68 mn.
· C&S reach has now penetrated 61% of all TV homes up from 56% last year.
· TV & C&S dominate in Southern States
· Tamil Nadu, Karnataka and Andhra Pradesh dominate the markets with TV reach of 76.2%, 76.2% and 78% respectively. These States also have high penetration of Cable & Satellite i.e. 60%, 53% and 59% respectively.
· Color TV now matches the rapid pace of cable and satellite growth
o Homes with color TV have increased from 58 mn to 64 mn in 2006. The increment of 10.4% runs parallel to the growth in C&S.
· Internet reach now exceeds 12 mn
· The number of individuals who accessed the Internet in the last 3 months increased marginally from 10.8 mn to 13.0 mn in 2006. While 10.8 mn of these are in urban India, nearly 1.8 mn internet users reside in rural India. The growth seems slower than expected – it must be pointed out that the growth of the number of internet users in urban India is 35% over last year while in rural India this seems to have stagnated.
· Cybercafé is the new access point for Internet
· As reach of Internet increases, office is no longer the main place of access. As many as 34% of users now surf from cybercafé and 30% from home. About 20% of Internet users access it from the work-place.
· Mobile phones: now the focus is on usage of advanced features.
· Among the fast growing tribe of mobile phone owners, 38% access value added features like downloads, accessing news and Cricket scores, SMS etc vs. 13.9% last year. The figure is higher at 44% in 42 metros. This means that as an advertising medium, it reaches more than 22 million consumers. As can be expected, the usage levels are much higher among young urban audiences and needs to be closely watched by not only the press but also the TV industry in future. With the impending launch of 3G next year the quality of content that will be delivered to mobile subscribers will make it a force to reckon with.
· Topics Of Interest
· Reader engagement is a growing concern for many media owners. With this in mind, the NRS has – for the first time in India – attempted to capture the topics that interest readers across different strata of society. Apart from News and Politics, Sports is the topic of interest among readers. This is followed by Films & TV Serials. While the level of interest among urban audiences is predictably higher than among rural audiences, it is remarkable that urban and rural up-market readers (SEC AB and R1) exhibit very similar patterns.
The 5-Million Club
An autonomous division of Audit Bureau of CirculationsWakefield House, Sprott Road, Ballard Estate, Mumbai – 400 001Tel: 2261 1812 / 2261 9072, Fax: 2261 8821Email:NRSC@vsnl.net , Web Site: http://www.auditbureau.org The 2-Million Club
An autonomous division of Audit Bureau of CirculationsWakefield House, Sprott Road, Ballard Estate, Mumbai – 400 001Tel: 2261 1812 / 2261 9072, Fax: 2261 8821Email:NRSC@vsnl.net , Web Site: http://www.auditbureau.org
Monday, August 13, 2007
Monday, July 30, 2007
3A1723 ADVERTISING AND SALES PROMOTION 3 0 0 100
UNITI: INTRODUCTION TO ADVERTISEMENT 8
Concept and definition of advertisement - Social, Economic and Legal Implications of Advertisements - setting advertisement objectives - Ad. Agencies - selection and remuneration - advertisement campaign.
UNIT II: ADVERTISEMENT MEDIA 7
Media plan - type and choice criteria - reach and frequency of advertisements -cost of advertisements related to sales - media strategy and scheduling.
UNIT III: DESIGN AND EXECUTION OF ADVERTISEMENTS 10
Message development - different types of advertisements - layout – design- appeal - copy structure - advertisement production - print - Radio. T.V. and net advertisements - Media Research - testing validity and reliability of ads -measuring impact of advertisements.
UNIT IV: INTRODUCTION TO SALES PROMOTION 10
Scope and role of sale promotion - definition - objective sales promotion sates promotion techniques - trade oriented and consumer oriented.
UNIT V: SALES PROMOTION CAMPAIGN 10
Sales promotion - Requirement identification - designing of sales promotion campaign - involvement of salesmen and dealers - out sourcing sales promotion national and international promotion strategies - Integrated promotion • Coordination within the various promotion techniques - online sales promotions.
Total 45 periods
REFERENCES:
1. Kenneth Clow. Donald Baack, "Integrated Advertisements, Promotion an Marketing communication", Prentice Hall of India, New Delhi, 2003.
2. S.H.H.Kazmi, Satish K Batra, "Advertising & Sales Promotion", Excel Book! New Delhi, 2001.
3. George E Belch, Michel A Belch, "Advertising & Promotion", McGraw Hi Singapore, 1998.
4. Julian Cummings, "Sales Promotion", Kogan Page, London 1998.
5. E.Betch and Michael, Advertising and Promotion, MC. Graw Hill.
Advertising and Sales Promotion
Unit I
1. Define Advertising: -
It is defined a “any paid form of non personnel presentation and promotion of ideas, goods or service by an identified sponsor".
2. What do you mean by advertising Objectives?
It is a specific communication task to be accomplished with a specific target advice during a specific period of time.
3. List out the role of Advertising,
i. Communication with customerii Persuasion
iii Contribution to economic growth
iv Catalyst for change
5. Explain the benefits of advertising.
i) Information
ii) Brand image building
iii) Innovation
iv) New product launch
v) Growth of media
vi) Long term indirect benefit
6. Explain the hierarchy in advertising objective?
1. Corporate business objective
2. Marketing objectives
3. Marketing strategy
4. Communication objectives
5. Communications strategy
6. Advertising objective
7. Advertising strategy
7. What is the explicitly role advertising?
i) Guide to prospective consumers
in Primary and selective demand
iii) Product differentiation
v) Encouraging innovation
v) Propensity to consume
vi) Financial support to media.
8. What are the indirect roles of advertisement?
i) Lowering of prices
ii) Adverting and competition
iii) Advertising effect on product quality
iv) Economic activity and employment
v) Effect on business cycle
9. What are the social duplication that are involved in advertisement?
i) Reception Advertising
ii) Harmful effect caused
iii) Confusion created
iv) Uniformity
v) Comparison
vi) Forcible selling
vii) Heavy advertising
viii) Cultural advertising
ix) Entertainment advertising
x) Social welfare
10. What are the areas cover under social advertising?
The following areas are
i.) Health care
ii) Family welfare
iii.) Child care
iv.) Dover prevention
v.) Untouchability
vi,) Literacy
vii.) Drug abuse
viii.) Safely problem
ix) National integration
x.) Energy conservation
xi.) Girl child
11. What are various classification involved in advertising?
a. Advertising based on demand influence level
b. Institutional or product advertising
c. Baaed on the audience to which it is directed.
d. Timing of the response it elicits
e. Sponsorship arrangement
f. Extent of geographical coverage
g, According to the medium used.
11. What are the five areas to be concentrate while making advertisement campaign?
a. how should we balance and combine different types of activity
b. should we use bursts of activity are aim continuity of message through the year
c. how should the balance and comparing different mediad. what do we expect the competition to be doing , and how will or
plans counter this
e. How are we proposing lo evaluate the campaign?
12. Name the institution involved in controlling the advertisement.
i) Council of better business bureau
ii) Self regulation by media
iii) Individual advertiser
v) Industry regulation
vj National Advertising review board
a, NAD - National Advertising Division
b. NARB - National Advertising Review Board
c. FTC - Federal Trade Commission
D. ASCI- Advertisement Standard Council of India.
13. What is advertising Agency?
It is independent company set up to render specialized services in advertising in particular and in marketing. It is an outside firm that specializes in the creation, production, an / or placement of the communications message and that may provide other services to facilitate me marketing and promotions process. It converts the goals of me client into creative work which is carried by die media so as to reach the target audience.
14. What are the functions of the advertising agency?
A. Agencies understand the product to be advertised in and out. They
understand the technology used to produce it, and the market for which it is meant.
B. Agencies understand the methods of distribution and selling.
C. Agencies have to access the different media for conveying the message.
D. Agencies prepare an advertising plan in the light of above information.
E. Agencies and advertiser work in a mutually beneficial partnership. It requires an interface with the marketing and sales department of the client organization.
15. What are the different types of advertising agencies?
1. Full service agency
2. Creative boutiques
3 Media buying services
4. Interactive agency
5. Traditional in-house agency.
16. What are the services that are dealt in Ad agency?
1. Account service
2. Marketing service
3. Creative and production services
4. Media planning & Buying services
5. Administrative services
17. Mention various persons working in Ad agency.
1. Artist
2. Writers
3. Copy writers
4, Photographers
5. Media analysts
6. Researchers
7. Web developers 8. Accounts Executers
18. What do you mean by Full service Ad agency?
Full service agency offers its clients a full range of marketing, communications and promotional services including planning, creating and producing the advertising; performing research; and selecting media. It may also offer non advertising services such as strategic marketing planning; sales promotions, direct marketing and interactive services; package design; and public relations and publicity.
19. Who is a copy writer?
The individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy are known as copy writers. They may also be involved in determining the basic appeal or theme of the ad campaign and often prepare a rough initial visual layout of the print ad or television commercial.
20. What is a Creative Boutique?
A creative Boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients’ desire to use only the creative talent of an outside provider while maintaining the other functions internally.
21. What are Media buying services?
Media buying services are independent companies that specialize in the buying of media, particularly radio and television time. Some media buying services help advertisers in planning their media strategies. They are paid a fee or commission for their work. They purchase large amounts of time and space because of which they receive large discounts.
22. What do you mean by campaign planning?
Campaign is a military expression that indicates organized and planned operations of armed forces in the war. In advertising, it is used to mean organized and planned use of advertising for accomplishing a definite purpose. Campaign planning is an organized and carefully planned use of paid publicity for fulfilling a definite purpose. Campaign planning is broader than mere creation of individual advertisements. The basis of any campaign is the consumer behavior and the market profile.
23. What are processes involved in advertising budget?
i) Allocation by objectives
ii) Allocation by media
iii) Allocation by message
iv) Market
v) Allocation by products
vi) Allocation by geographical areas
24. How is the budget for advertising allocated?
1) Allocation by objectives
ii) Allocation by media
lii) Allocation by message
iv) Market
v) Allocation by products
vi) Allocation by geographical areas
25. What are the factors involved in internal environment while framing advertising objective?
i) Productii) Priceiii) Placeiv) Promotion
26. What are the external factors involved in while framing advertising objective?
a. Consumer behavior
b. Overall consumer characterizes
i. geographic
ii. demographic
iii. psychological
iv. life style
c. product – related consumer characteristics
d. usage
i. brand loyalty
ii. attitudes and preference
e. market condition
f. competition
27. List out the factor involved in budget appropriation.
a. Advertising plans
b. Marketing opportunities
c. Competition
d. Product life cycle
e. Cost of advertising
f. Type of product
g. Retailing
28.Explain AIDA Model.
ATTENTION
INTEREST
DESIRE
ACTION
29. Explain DAGMAR Model
DAGMAR - Defining Advertising Goals for Measured Advertising Results In its basic approach, it is pointed out that, ''advertising is a force that increases productivity". Further, advertising results are measurable provided specific advertising objectives are defined.
30. Mention the factors to be considered in setting advertising objectives.
a) Market segmentation
b) Buyer behaviour
c) Product personality and perceptions
d) Situational factors
e) Benchmarks of Norms of Measurement
31. Mention the situations in which advertising is done.
Product –market in variation
Upgrading a product
New application, benefit, usage of a product
Special offers
Change in brand name
Competition
Distribution & service
Institutional advertising
Seasonal products
Raising capital
Technology & other inputs
Recruitment
Memberships & programmes
UNIT – II
1. Media planning - Explain
Media planning is the process of determining who to use time and space to achieve marketing objective one of the objectives is always took place me advertising message before target audience,
2. What are the free factors to be considered in copy testing?
i) Whether or not to test
ii) What and when to test
iii) What criteria or test to use
3. What do you mean by media Decision?
Media Decision generally evolved out of creative strategy. The basic idea is to figure out what you want to get across in a message and then decide the best way to deliver the message.
4. How to determine media strategy?
The challenge lo media planner is to come up with a plan (hat gives adverse a competitive edge. A better plan can mean a more efficient one as well as more effective one. The four major clement hi a media strategy is target audience media closes, media mix and media timing.
5. What are the steps involved in media selection?
i) Deciding on reach, frequency and impactii) Choosing among major media typesiii) Selecting specific media vehicle iv) Deciding on media timing
6. List of the factors that are involved in media strategy.
i) Media objectives
ii) Factors affecting media use
iii) Form of media strategy
iv) Determining media strategy
v) Use of computers
7. What are various media of advertising?
a) Print media
i) News papers
ii) Magazines
b) Broad cast media
i) Radio
ii) Television
iii) Narrow cast media
c) Out door media
d) Transit ad media
e) Other media
i) Nature of products
ii) Direct Advertising media
8. List out choice of advertising media
i) Nature of products
ii) Potential market
iii) Distribution strategy
iv) Advertising objective
v) Budget available
vi) Type of selling message
vii) Competitive advertising
viii) Media advertising
ix) Characteristics of media
9. What are the factors involved in media related
i) Space/time allocated of single advertisement' commercial
ii) Total number of insertion and spacing between lines
lii) Selection of media and media vehicle
10. What are the media planning models
i) Press models
ii) Press evaluation media model
iii) Cinema models
a. Cinema model - I
b. Cinema model – II
11. What are factors arc affecting the usage of media?
a. Product
b. Market
c. Channel
d. Message
e. Media
f. Budget
12. How the strategy for media is formulated?
i) Exposure
ii) Segmentation effect
iii) Source effect
iv) Repetition
13. What are the classifications involved in magazines?
i) on the basis of audience
a) customer magazines
b) farm magazines
c) business magazines
ii) on the basis of Frequency
a) Weekly
b) Monthly
c) Bimonthly
iii) On the basis of Place of Publication
a) National
b) Regional
14. What do you mean by media reach?
The number of different persons or households exposed lo a particular media schedule at least once during a specified time period.
15. What do you mean by media frequency and media impact?
Media frequency: The number of times within the specified time period that an average person or household is exposed to the message.
Media impact:: The qualitative value of an exposure through a given medium
16. What is meant by spot advertising?
Spot advertising; refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations,
17. What is national spot advertising?
All nonnetwork advertising done by a national advertiser is known as National spot advertising,
18. What is Local advertising?
Airtime sold to local firms such as retailers, restaurants, banks and auto dealers is known as local advertising.
19. What is meant by Sponsorship?
Under a sponsorship arrangement, an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that within it.
20. How do measure Media ability?
i) Distribution Measurement: Expressed in number of copies circulated
ii) Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposure
iii) Exposure Measurement: Once the media have produced the desire exposure, the quality of the message will determine the subsequent impact in terms of perception, communication and behavioral response.
21. Mention the types of media scheduling
a. Steady pulse
b. Seasonal pulse
c. Period pulse
d. Erratic pulse
e. Start-up pulse
f. Promotional pulse
23.List down the merits of TV advertisement.
a. Immense impact
b. Excellent quality of production
c. Familiar, Friendly faces & voices
d. Evocation of experience
e. Demonstration
f. Creative use of Environmental and mental make-up of viewers
g. It is a comprehensive technique
h. Animation
L Image building
j. Emotional content
UNIT- III
1. What are the steps in creative process?
1. fact finding
a problem definition
b preparation2. Idea finding
a Idea production
b idea development
2. List out the step involved Graham wall's creative process of advertising
1. Preparation
2. Incubation
3. Illumination
4. Verification
3. Give out the Alex born's creative Process
1.
Orientation
2.
Preparation
3.
Analysis
4,
Ideation
5.
Incubation
6.
Synthesis
7.
Evaluation
3. What are the copy elements?
1. Headline
2. Subhead
3. Body copy
4. Captions
5. Blurb or Balloon
6. Boxes and Panels
4. What are The different types of Headlines
a. Direct Promise Headline
b. News Headline
c. Curiosity a Proactive Headline
d. Selective Headline
e. Humour Headline
f. Comiriand Headline
g. Negative Headline
5. What are Various steps involved in copy writing
1. Abstracting
2. Synthesizing
3. Hypothesizing
4. Gestation
5. Coalescence
6. Performance
6. List the different types of copy
1. Sensitive copy
2. Descriptive copy
3. Narrative copy
4. Colloquial copy
5. Humour copy
6. Topical copy
7. Endorsement copy
8. Questioning copy
9. Prestige copy
10 Reason why copy
1 1 .Comparative
12. Intentional copy
7. Give the essentials of a Headline.
The Headline should be 1. Original
2. Concise
3. Specific
4. Provocative
5. Unique
8. How the effectiveness of advertisement is made before the original copy?I Pre testing
1. Order of merit test
2. Paired comparison
3. Portfolio test
4. Direct questioning
5. Perceptual meaning studies
6. Inhome Projection lest
7. Trailer Teal
8. Live Telecast test
9. Sales Experiments
10. Physiological testing
9. How the effectiveness of Advertisement sis testing after the reuse of original copy?
1. Recall method
2. Aided recall
3. Penetration test
4. Tactistoscope method
5. Screen method
6. Gall up Robinson Impact test
7. Intend - to - buy test
8. Sales Result test
9. Controlled Experiment
10. Inventory audit.
10. What are the components of a layout?
1. Background 9. Name plate
2. Border 10. Price
3. Caption 11, Product
4-. Coupon 12. Slogan
5. Decoration 13. Space
6. Heading 14. Subheading
7. Illustration 15, Text
8. Mascot 16. Trade mark
11. What are the Factors to be considered in selecting a picture?
1. Clear and meaningful
2. Natural and spontaneous
3. Relevant to Headline
4. Simple
12. What is a Mascot?
The Mascot is variously known as the Trade Character or Trade Figure. Ii may be defined as an Illustration of either a real or an imaginary figure or personality introduced into the advertisement to personalize the sales message or the name of the Product or service.
13. What are the basic Elements involved in corporate indenting Programme
1. Name of the organization
2. Communicative name, if different
3. Names of all divisions, subsidiaries and Products
4. Corporate mark
5. Corporate signature
6. Graphic presentation of mark and signature
7. Slogan, phrase
8. Typography
9. Corporate colours
14. What does the logo do for the company?
1. Difference and distinction aid recognition
2. Ownership logically follows the above
3. Pride of Ownership
4. Company’s logo is the Corporate signature
5. personatlity of the company and its Produces
15. What do you mean by Jingles?
These are catchy little tunes which we pickup and hum quite unconsciously most of the times, like a refrain registered in our brain which refuses to go away.
16. What are the forms of TV commercials?
i. Use of film genre
ii. Mustc and song
iii. Vignettes
iv. Endorsement / Testimonials
v. Anachronism
vi. Colloquial Copy
vii. Demonstration
viii. Humorous commercials
ix. Slice of life
x. Real fife situations in slice of life scenes
xi Dramatization
xii. Animation
xiii. Format of TV show/ programme
xiv. Role play
17. What is Soap opera?
A Soap opera is a radio or television serial drama chiefly characterized by stock domestic situation or often melodramatic or sentimental treatment. It is so called probably for the fact that it was formerly often sponsored by soap manufacturers.
18. What are the stages in TV scripting?
i. Conception
ii. Synopsis
iii. Showing it lo a director
iv. Scene Division
v. Dialogues, characters, Directors
vi. Casting
14 Shooting
19 List down the essentials of a good poster
i) Short copy
ii) Human interest
iii) Single unique idea
iv) Avoid subtlety
v) Logo and package
20. What is the sequence obtained in movement in layout?
AIDCA - Attention, Interest, Desire, Conviction and Action
1. To attract
2. To Interest
3. To kindle destine
4. To arouse conviction
5. To impel action
21. What are the characteristics of a layout?
1. Emphasis on background
2. Emphasis of caption
3. Emphasis of Coupon
4. Emphasis of Heading
5. Emphasis of text
6. Atmosphere
7. Individuality 8. Cardinality
22. What are the characteristics involved in a photographic film?
1. Emulsion
2. Colour sensitivity
3. Film speed
4. Latitude
5. Grain
6. Contrast
23. What are the types of Print?
1. Gloss finish is preferred by many for its shiny finish that makes colour look deeper
2. Matte finish are easier to store in plastic albums to protect the printout
24. What are innovations made in print various innovations are made and commonamong them are
1. Letter press printing
2. Lithography
3. Granure
25. List out the printing process by representative groups.
1. Letter press printing
2. Lithography printing
3. Photogravure printing
26. What are the components involved in printing process
1. Prepress Processing
2. Printing
3. Post press finishing
27. What are the various forms of Radio & TV commercials?
1. Straight announcement
2. Presented commercial
3. Testimonial
4. Demonstration
5. Musical - Jingles
6. Slice of life
7. Animator
28. What are the classifications of organization according to Ad films? The industry is divided into three type of organization.
1. Broadcast organization -Eg:- DD, SUN TV
2. No broadcast Organization - Do not produce; they involve in selling
3. Production houses -- U TV. Radaan.
29. What are the factors to be considered in production of commercial?
1. Live Action
2. Shooting
3. Take of shot
4. Collective work
5. Post Production
6. Video CD transfer
7. Laser tech for sub titling
R, Reverse Tele cine
30. What are the components of Layout?
i. Background
iL Border
nt Caption
iv. Coupon
v. Decoration
vL Heading
vii. Illustration
viii. Mascot
ix. Name plate
x. Price
xi. Product
xii. Slogan
xni. Space
xiv. Sub-heading
xv. Text
xvi Trade mark
31. List down the formats of Layout
i. Big copy Layout
ii Big picture Layout
iii. Omnibus layout
tv. Mortise layout
v. Free-form layout
vi. Starter layout
\ii. Continuity strip
32. What do you mean by Visualization?
A process which starts the design of advertisement and result* into the development of a finished ad layout in print. Simply it is the process of designing the advertisement.
33. What is Thumbnail sketches ?
Thumbnail sketches also Known as first roughs indicate various elements and their positions in the advertisement.
34. What do you mean by roughs or Visuals.
Thumbnails are made into larger sizes called roughs. They are made in actual sizes.
35. What is Comprehensives?
Comprehensives or comps are more finished form of roughs. The body copy is pasted. Headline lettering is done more carefully. Photos and illustrations are used.
36. What is visual thinking?
Visual thinking is essentially idea visualization. It is a language whose effectiveness depends upon its flexibility and willingness to experiment.
37. What are the activities that are carried out in transforming visualization to layout?
Visualization
Creative Mental Process
Transition from visualization to layout
Cut and paste Lettered Comprehensives
Thumbnails or First roughs
Large size roughs
Artwork covered by butter Paper
Stereos, Plates, etc. depending on Printing Processes
19. Mention the characteristics of Photographic.
a. Emulsion
b. Colour Sensitivity
c. Fihn speed
d. Latitude
e. Grain
f. Contrast
20. What is Negative?
Negative image is an image on the film with tones that are opposite of those of the original subject, so (hat light areas in the original are dark and the dark areas in the original are Light
21. What is Positive image?
Positive image is an image on the flim with the tones similar to those in the original subject.
22. What is the principle of lithography?
Literally lithography means stone- writing. It works on the principle that oil and water mutually repel each
23. Mention Typographical Measurement,
Point: Approximately 1/72 of an inch.
The point size refers to the distance from the top of an ascender to the bottom of a descender.
24. What are the range of shots in Ad film production?
a. ECU: Extreme close-up. Eg.. An eye, a finger-nail
b. VCU: Very close-up. Eg. Face of the model using particular
brand of soap.
c. BCU: Big close-up E.g. A toothpaste
d. CU: Close-up
e. MCU; Medium close-up
f. MS: Mid shot
g. ¾ Shot: Knee: Knee short
h. FLS: Full length shot
i. LS: Long short
j. Extremely Long shot
UNIT IV
1. What is sales promotion?
It is the dissemination of information in a very broad sense through a wide variety of activities including free samples, gifts , coupons, price offs, POP, etc.,
It is a direct inducement which offers an extra value and incentive for the product to the sales forces, distributors, or the ultimate consumers.
2. Differentiate advertisement and sales promotion.
Advertisement explains the logic behind buying, sales promotion offers us an incentive to do so.
3.Mention the objectives of consumer oriented sales promotion.
a. Obtaining trail and repurchase
b. Increasing consumption of an established brand.
c. Defending current customers
d. Targeting a specific market segment
e. Enhancing integrated marketing communications and building brand equity.
4. What are the major consumer sales promotion tools?
a. Samples
b. Coupons
c. Cash refund offers
d. Price packs
e. Premiums
f. Frequency programs
g. Contests and sweepstakes
h. Prizes
i. Bonus packs
j. Patronage awards
k. Free trails
l. Product warranties
m. Tie-in promotions
n. Cross promotions
o. Point-of-purchase
5. State the objectives of trade oriented sales promotion.
a. Obtain distribution of new products.
b. Maintain trade support for established brand
c. Encourage retailers to display established brand
d. Build retail inventories.
6. What are the major trade promotion tools.
a. Price – offs
b. Allowances
c. Displays and POP materials
d. Sales training programs
e. Trade shows and conventions
f. Sales contests
g. Cooperative advertising
h. Speciality advertisement
i. Free goods.
7. What are the types of allowances offered to the retailers?
a. Buying allowances
b. Promotional allowances
c. Slotting allowances.
8. What are the three types of cooperative advertising?
a. Horizontal cooperative advertising
b. Vertical cooperative advertising
c. Integrated – sponsored cooperative advertising.
9. What are the services provided by sales promotion agencies?
a. Promotional planning
b. Research
c. Tie in coordination
d. Premium design and manufacturing
e. Catalogue production
f. Contests/Sweepstakes management
10.
UNIT V
1. How will you evaluate the effectiveness of sales promotion?
a. Sales data method
b. Consumer surveys
c. Experiements.
UNITI: INTRODUCTION TO ADVERTISEMENT 8
Concept and definition of advertisement - Social, Economic and Legal Implications of Advertisements - setting advertisement objectives - Ad. Agencies - selection and remuneration - advertisement campaign.
UNIT II: ADVERTISEMENT MEDIA 7
Media plan - type and choice criteria - reach and frequency of advertisements -cost of advertisements related to sales - media strategy and scheduling.
UNIT III: DESIGN AND EXECUTION OF ADVERTISEMENTS 10
Message development - different types of advertisements - layout – design- appeal - copy structure - advertisement production - print - Radio. T.V. and net advertisements - Media Research - testing validity and reliability of ads -measuring impact of advertisements.
UNIT IV: INTRODUCTION TO SALES PROMOTION 10
Scope and role of sale promotion - definition - objective sales promotion sates promotion techniques - trade oriented and consumer oriented.
UNIT V: SALES PROMOTION CAMPAIGN 10
Sales promotion - Requirement identification - designing of sales promotion campaign - involvement of salesmen and dealers - out sourcing sales promotion national and international promotion strategies - Integrated promotion • Coordination within the various promotion techniques - online sales promotions.
Total 45 periods
REFERENCES:
1. Kenneth Clow. Donald Baack, "Integrated Advertisements, Promotion an Marketing communication", Prentice Hall of India, New Delhi, 2003.
2. S.H.H.Kazmi, Satish K Batra, "Advertising & Sales Promotion", Excel Book! New Delhi, 2001.
3. George E Belch, Michel A Belch, "Advertising & Promotion", McGraw Hi Singapore, 1998.
4. Julian Cummings, "Sales Promotion", Kogan Page, London 1998.
5. E.Betch and Michael, Advertising and Promotion, MC. Graw Hill.
Advertising and Sales Promotion
Unit I
1. Define Advertising: -
It is defined a “any paid form of non personnel presentation and promotion of ideas, goods or service by an identified sponsor".
2. What do you mean by advertising Objectives?
It is a specific communication task to be accomplished with a specific target advice during a specific period of time.
3. List out the role of Advertising,
i. Communication with customerii Persuasion
iii Contribution to economic growth
iv Catalyst for change
5. Explain the benefits of advertising.
i) Information
ii) Brand image building
iii) Innovation
iv) New product launch
v) Growth of media
vi) Long term indirect benefit
6. Explain the hierarchy in advertising objective?
1. Corporate business objective
2. Marketing objectives
3. Marketing strategy
4. Communication objectives
5. Communications strategy
6. Advertising objective
7. Advertising strategy
7. What is the explicitly role advertising?
i) Guide to prospective consumers
in Primary and selective demand
iii) Product differentiation
v) Encouraging innovation
v) Propensity to consume
vi) Financial support to media.
8. What are the indirect roles of advertisement?
i) Lowering of prices
ii) Adverting and competition
iii) Advertising effect on product quality
iv) Economic activity and employment
v) Effect on business cycle
9. What are the social duplication that are involved in advertisement?
i) Reception Advertising
ii) Harmful effect caused
iii) Confusion created
iv) Uniformity
v) Comparison
vi) Forcible selling
vii) Heavy advertising
viii) Cultural advertising
ix) Entertainment advertising
x) Social welfare
10. What are the areas cover under social advertising?
The following areas are
i.) Health care
ii) Family welfare
iii.) Child care
iv.) Dover prevention
v.) Untouchability
vi,) Literacy
vii.) Drug abuse
viii.) Safely problem
ix) National integration
x.) Energy conservation
xi.) Girl child
11. What are various classification involved in advertising?
a. Advertising based on demand influence level
b. Institutional or product advertising
c. Baaed on the audience to which it is directed.
d. Timing of the response it elicits
e. Sponsorship arrangement
f. Extent of geographical coverage
g, According to the medium used.
11. What are the five areas to be concentrate while making advertisement campaign?
a. how should we balance and combine different types of activity
b. should we use bursts of activity are aim continuity of message through the year
c. how should the balance and comparing different mediad. what do we expect the competition to be doing , and how will or
plans counter this
e. How are we proposing lo evaluate the campaign?
12. Name the institution involved in controlling the advertisement.
i) Council of better business bureau
ii) Self regulation by media
iii) Individual advertiser
v) Industry regulation
vj National Advertising review board
a, NAD - National Advertising Division
b. NARB - National Advertising Review Board
c. FTC - Federal Trade Commission
D. ASCI- Advertisement Standard Council of India.
13. What is advertising Agency?
It is independent company set up to render specialized services in advertising in particular and in marketing. It is an outside firm that specializes in the creation, production, an / or placement of the communications message and that may provide other services to facilitate me marketing and promotions process. It converts the goals of me client into creative work which is carried by die media so as to reach the target audience.
14. What are the functions of the advertising agency?
A. Agencies understand the product to be advertised in and out. They
understand the technology used to produce it, and the market for which it is meant.
B. Agencies understand the methods of distribution and selling.
C. Agencies have to access the different media for conveying the message.
D. Agencies prepare an advertising plan in the light of above information.
E. Agencies and advertiser work in a mutually beneficial partnership. It requires an interface with the marketing and sales department of the client organization.
15. What are the different types of advertising agencies?
1. Full service agency
2. Creative boutiques
3 Media buying services
4. Interactive agency
5. Traditional in-house agency.
16. What are the services that are dealt in Ad agency?
1. Account service
2. Marketing service
3. Creative and production services
4. Media planning & Buying services
5. Administrative services
17. Mention various persons working in Ad agency.
1. Artist
2. Writers
3. Copy writers
4, Photographers
5. Media analysts
6. Researchers
7. Web developers 8. Accounts Executers
18. What do you mean by Full service Ad agency?
Full service agency offers its clients a full range of marketing, communications and promotional services including planning, creating and producing the advertising; performing research; and selecting media. It may also offer non advertising services such as strategic marketing planning; sales promotions, direct marketing and interactive services; package design; and public relations and publicity.
19. Who is a copy writer?
The individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy are known as copy writers. They may also be involved in determining the basic appeal or theme of the ad campaign and often prepare a rough initial visual layout of the print ad or television commercial.
20. What is a Creative Boutique?
A creative Boutique is an agency that provides only creative services. These specialized companies have developed in response to some clients’ desire to use only the creative talent of an outside provider while maintaining the other functions internally.
21. What are Media buying services?
Media buying services are independent companies that specialize in the buying of media, particularly radio and television time. Some media buying services help advertisers in planning their media strategies. They are paid a fee or commission for their work. They purchase large amounts of time and space because of which they receive large discounts.
22. What do you mean by campaign planning?
Campaign is a military expression that indicates organized and planned operations of armed forces in the war. In advertising, it is used to mean organized and planned use of advertising for accomplishing a definite purpose. Campaign planning is an organized and carefully planned use of paid publicity for fulfilling a definite purpose. Campaign planning is broader than mere creation of individual advertisements. The basis of any campaign is the consumer behavior and the market profile.
23. What are processes involved in advertising budget?
i) Allocation by objectives
ii) Allocation by media
iii) Allocation by message
iv) Market
v) Allocation by products
vi) Allocation by geographical areas
24. How is the budget for advertising allocated?
1) Allocation by objectives
ii) Allocation by media
lii) Allocation by message
iv) Market
v) Allocation by products
vi) Allocation by geographical areas
25. What are the factors involved in internal environment while framing advertising objective?
i) Productii) Priceiii) Placeiv) Promotion
26. What are the external factors involved in while framing advertising objective?
a. Consumer behavior
b. Overall consumer characterizes
i. geographic
ii. demographic
iii. psychological
iv. life style
c. product – related consumer characteristics
d. usage
i. brand loyalty
ii. attitudes and preference
e. market condition
f. competition
27. List out the factor involved in budget appropriation.
a. Advertising plans
b. Marketing opportunities
c. Competition
d. Product life cycle
e. Cost of advertising
f. Type of product
g. Retailing
28.Explain AIDA Model.
ATTENTION
INTEREST
DESIRE
ACTION
29. Explain DAGMAR Model
DAGMAR - Defining Advertising Goals for Measured Advertising Results In its basic approach, it is pointed out that, ''advertising is a force that increases productivity". Further, advertising results are measurable provided specific advertising objectives are defined.
30. Mention the factors to be considered in setting advertising objectives.
a) Market segmentation
b) Buyer behaviour
c) Product personality and perceptions
d) Situational factors
e) Benchmarks of Norms of Measurement
31. Mention the situations in which advertising is done.
Product –market in variation
Upgrading a product
New application, benefit, usage of a product
Special offers
Change in brand name
Competition
Distribution & service
Institutional advertising
Seasonal products
Raising capital
Technology & other inputs
Recruitment
Memberships & programmes
UNIT – II
1. Media planning - Explain
Media planning is the process of determining who to use time and space to achieve marketing objective one of the objectives is always took place me advertising message before target audience,
2. What are the free factors to be considered in copy testing?
i) Whether or not to test
ii) What and when to test
iii) What criteria or test to use
3. What do you mean by media Decision?
Media Decision generally evolved out of creative strategy. The basic idea is to figure out what you want to get across in a message and then decide the best way to deliver the message.
4. How to determine media strategy?
The challenge lo media planner is to come up with a plan (hat gives adverse a competitive edge. A better plan can mean a more efficient one as well as more effective one. The four major clement hi a media strategy is target audience media closes, media mix and media timing.
5. What are the steps involved in media selection?
i) Deciding on reach, frequency and impactii) Choosing among major media typesiii) Selecting specific media vehicle iv) Deciding on media timing
6. List of the factors that are involved in media strategy.
i) Media objectives
ii) Factors affecting media use
iii) Form of media strategy
iv) Determining media strategy
v) Use of computers
7. What are various media of advertising?
a) Print media
i) News papers
ii) Magazines
b) Broad cast media
i) Radio
ii) Television
iii) Narrow cast media
c) Out door media
d) Transit ad media
e) Other media
i) Nature of products
ii) Direct Advertising media
8. List out choice of advertising media
i) Nature of products
ii) Potential market
iii) Distribution strategy
iv) Advertising objective
v) Budget available
vi) Type of selling message
vii) Competitive advertising
viii) Media advertising
ix) Characteristics of media
9. What are the factors involved in media related
i) Space/time allocated of single advertisement' commercial
ii) Total number of insertion and spacing between lines
lii) Selection of media and media vehicle
10. What are the media planning models
i) Press models
ii) Press evaluation media model
iii) Cinema models
a. Cinema model - I
b. Cinema model – II
11. What are factors arc affecting the usage of media?
a. Product
b. Market
c. Channel
d. Message
e. Media
f. Budget
12. How the strategy for media is formulated?
i) Exposure
ii) Segmentation effect
iii) Source effect
iv) Repetition
13. What are the classifications involved in magazines?
i) on the basis of audience
a) customer magazines
b) farm magazines
c) business magazines
ii) on the basis of Frequency
a) Weekly
b) Monthly
c) Bimonthly
iii) On the basis of Place of Publication
a) National
b) Regional
14. What do you mean by media reach?
The number of different persons or households exposed lo a particular media schedule at least once during a specified time period.
15. What do you mean by media frequency and media impact?
Media frequency: The number of times within the specified time period that an average person or household is exposed to the message.
Media impact:: The qualitative value of an exposure through a given medium
16. What is meant by spot advertising?
Spot advertising; refers to commercials shown on local TV stations, with time negotiated and purchased directly from the individual stations,
17. What is national spot advertising?
All nonnetwork advertising done by a national advertiser is known as National spot advertising,
18. What is Local advertising?
Airtime sold to local firms such as retailers, restaurants, banks and auto dealers is known as local advertising.
19. What is meant by Sponsorship?
Under a sponsorship arrangement, an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that within it.
20. How do measure Media ability?
i) Distribution Measurement: Expressed in number of copies circulated
ii) Audience Measurement: Expressed in terms of audience size, audience composition and the amount of audience exposure
iii) Exposure Measurement: Once the media have produced the desire exposure, the quality of the message will determine the subsequent impact in terms of perception, communication and behavioral response.
21. Mention the types of media scheduling
a. Steady pulse
b. Seasonal pulse
c. Period pulse
d. Erratic pulse
e. Start-up pulse
f. Promotional pulse
23.List down the merits of TV advertisement.
a. Immense impact
b. Excellent quality of production
c. Familiar, Friendly faces & voices
d. Evocation of experience
e. Demonstration
f. Creative use of Environmental and mental make-up of viewers
g. It is a comprehensive technique
h. Animation
L Image building
j. Emotional content
UNIT- III
1. What are the steps in creative process?
1. fact finding
a problem definition
b preparation2. Idea finding
a Idea production
b idea development
2. List out the step involved Graham wall's creative process of advertising
1. Preparation
2. Incubation
3. Illumination
4. Verification
3. Give out the Alex born's creative Process
1.
Orientation
2.
Preparation
3.
Analysis
4,
Ideation
5.
Incubation
6.
Synthesis
7.
Evaluation
3. What are the copy elements?
1. Headline
2. Subhead
3. Body copy
4. Captions
5. Blurb or Balloon
6. Boxes and Panels
4. What are The different types of Headlines
a. Direct Promise Headline
b. News Headline
c. Curiosity a Proactive Headline
d. Selective Headline
e. Humour Headline
f. Comiriand Headline
g. Negative Headline
5. What are Various steps involved in copy writing
1. Abstracting
2. Synthesizing
3. Hypothesizing
4. Gestation
5. Coalescence
6. Performance
6. List the different types of copy
1. Sensitive copy
2. Descriptive copy
3. Narrative copy
4. Colloquial copy
5. Humour copy
6. Topical copy
7. Endorsement copy
8. Questioning copy
9. Prestige copy
10 Reason why copy
1 1 .Comparative
12. Intentional copy
7. Give the essentials of a Headline.
The Headline should be 1. Original
2. Concise
3. Specific
4. Provocative
5. Unique
8. How the effectiveness of advertisement is made before the original copy?I Pre testing
1. Order of merit test
2. Paired comparison
3. Portfolio test
4. Direct questioning
5. Perceptual meaning studies
6. Inhome Projection lest
7. Trailer Teal
8. Live Telecast test
9. Sales Experiments
10. Physiological testing
9. How the effectiveness of Advertisement sis testing after the reuse of original copy?
1. Recall method
2. Aided recall
3. Penetration test
4. Tactistoscope method
5. Screen method
6. Gall up Robinson Impact test
7. Intend - to - buy test
8. Sales Result test
9. Controlled Experiment
10. Inventory audit.
10. What are the components of a layout?
1. Background 9. Name plate
2. Border 10. Price
3. Caption 11, Product
4-. Coupon 12. Slogan
5. Decoration 13. Space
6. Heading 14. Subheading
7. Illustration 15, Text
8. Mascot 16. Trade mark
11. What are the Factors to be considered in selecting a picture?
1. Clear and meaningful
2. Natural and spontaneous
3. Relevant to Headline
4. Simple
12. What is a Mascot?
The Mascot is variously known as the Trade Character or Trade Figure. Ii may be defined as an Illustration of either a real or an imaginary figure or personality introduced into the advertisement to personalize the sales message or the name of the Product or service.
13. What are the basic Elements involved in corporate indenting Programme
1. Name of the organization
2. Communicative name, if different
3. Names of all divisions, subsidiaries and Products
4. Corporate mark
5. Corporate signature
6. Graphic presentation of mark and signature
7. Slogan, phrase
8. Typography
9. Corporate colours
14. What does the logo do for the company?
1. Difference and distinction aid recognition
2. Ownership logically follows the above
3. Pride of Ownership
4. Company’s logo is the Corporate signature
5. personatlity of the company and its Produces
15. What do you mean by Jingles?
These are catchy little tunes which we pickup and hum quite unconsciously most of the times, like a refrain registered in our brain which refuses to go away.
16. What are the forms of TV commercials?
i. Use of film genre
ii. Mustc and song
iii. Vignettes
iv. Endorsement / Testimonials
v. Anachronism
vi. Colloquial Copy
vii. Demonstration
viii. Humorous commercials
ix. Slice of life
x. Real fife situations in slice of life scenes
xi Dramatization
xii. Animation
xiii. Format of TV show/ programme
xiv. Role play
17. What is Soap opera?
A Soap opera is a radio or television serial drama chiefly characterized by stock domestic situation or often melodramatic or sentimental treatment. It is so called probably for the fact that it was formerly often sponsored by soap manufacturers.
18. What are the stages in TV scripting?
i. Conception
ii. Synopsis
iii. Showing it lo a director
iv. Scene Division
v. Dialogues, characters, Directors
vi. Casting
14 Shooting
19 List down the essentials of a good poster
i) Short copy
ii) Human interest
iii) Single unique idea
iv) Avoid subtlety
v) Logo and package
20. What is the sequence obtained in movement in layout?
AIDCA - Attention, Interest, Desire, Conviction and Action
1. To attract
2. To Interest
3. To kindle destine
4. To arouse conviction
5. To impel action
21. What are the characteristics of a layout?
1. Emphasis on background
2. Emphasis of caption
3. Emphasis of Coupon
4. Emphasis of Heading
5. Emphasis of text
6. Atmosphere
7. Individuality 8. Cardinality
22. What are the characteristics involved in a photographic film?
1. Emulsion
2. Colour sensitivity
3. Film speed
4. Latitude
5. Grain
6. Contrast
23. What are the types of Print?
1. Gloss finish is preferred by many for its shiny finish that makes colour look deeper
2. Matte finish are easier to store in plastic albums to protect the printout
24. What are innovations made in print various innovations are made and commonamong them are
1. Letter press printing
2. Lithography
3. Granure
25. List out the printing process by representative groups.
1. Letter press printing
2. Lithography printing
3. Photogravure printing
26. What are the components involved in printing process
1. Prepress Processing
2. Printing
3. Post press finishing
27. What are the various forms of Radio & TV commercials?
1. Straight announcement
2. Presented commercial
3. Testimonial
4. Demonstration
5. Musical - Jingles
6. Slice of life
7. Animator
28. What are the classifications of organization according to Ad films? The industry is divided into three type of organization.
1. Broadcast organization -Eg:- DD, SUN TV
2. No broadcast Organization - Do not produce; they involve in selling
3. Production houses -- U TV. Radaan.
29. What are the factors to be considered in production of commercial?
1. Live Action
2. Shooting
3. Take of shot
4. Collective work
5. Post Production
6. Video CD transfer
7. Laser tech for sub titling
R, Reverse Tele cine
30. What are the components of Layout?
i. Background
iL Border
nt Caption
iv. Coupon
v. Decoration
vL Heading
vii. Illustration
viii. Mascot
ix. Name plate
x. Price
xi. Product
xii. Slogan
xni. Space
xiv. Sub-heading
xv. Text
xvi Trade mark
31. List down the formats of Layout
i. Big copy Layout
ii Big picture Layout
iii. Omnibus layout
tv. Mortise layout
v. Free-form layout
vi. Starter layout
\ii. Continuity strip
32. What do you mean by Visualization?
A process which starts the design of advertisement and result* into the development of a finished ad layout in print. Simply it is the process of designing the advertisement.
33. What is Thumbnail sketches ?
Thumbnail sketches also Known as first roughs indicate various elements and their positions in the advertisement.
34. What do you mean by roughs or Visuals.
Thumbnails are made into larger sizes called roughs. They are made in actual sizes.
35. What is Comprehensives?
Comprehensives or comps are more finished form of roughs. The body copy is pasted. Headline lettering is done more carefully. Photos and illustrations are used.
36. What is visual thinking?
Visual thinking is essentially idea visualization. It is a language whose effectiveness depends upon its flexibility and willingness to experiment.
37. What are the activities that are carried out in transforming visualization to layout?
Visualization
Creative Mental Process
Transition from visualization to layout
Cut and paste Lettered Comprehensives
Thumbnails or First roughs
Large size roughs
Artwork covered by butter Paper
Stereos, Plates, etc. depending on Printing Processes
19. Mention the characteristics of Photographic.
a. Emulsion
b. Colour Sensitivity
c. Fihn speed
d. Latitude
e. Grain
f. Contrast
20. What is Negative?
Negative image is an image on the film with tones that are opposite of those of the original subject, so (hat light areas in the original are dark and the dark areas in the original are Light
21. What is Positive image?
Positive image is an image on the flim with the tones similar to those in the original subject.
22. What is the principle of lithography?
Literally lithography means stone- writing. It works on the principle that oil and water mutually repel each
23. Mention Typographical Measurement,
Point: Approximately 1/72 of an inch.
The point size refers to the distance from the top of an ascender to the bottom of a descender.
24. What are the range of shots in Ad film production?
a. ECU: Extreme close-up. Eg.. An eye, a finger-nail
b. VCU: Very close-up. Eg. Face of the model using particular
brand of soap.
c. BCU: Big close-up E.g. A toothpaste
d. CU: Close-up
e. MCU; Medium close-up
f. MS: Mid shot
g. ¾ Shot: Knee: Knee short
h. FLS: Full length shot
i. LS: Long short
j. Extremely Long shot
UNIT IV
1. What is sales promotion?
It is the dissemination of information in a very broad sense through a wide variety of activities including free samples, gifts , coupons, price offs, POP, etc.,
It is a direct inducement which offers an extra value and incentive for the product to the sales forces, distributors, or the ultimate consumers.
2. Differentiate advertisement and sales promotion.
Advertisement explains the logic behind buying, sales promotion offers us an incentive to do so.
3.Mention the objectives of consumer oriented sales promotion.
a. Obtaining trail and repurchase
b. Increasing consumption of an established brand.
c. Defending current customers
d. Targeting a specific market segment
e. Enhancing integrated marketing communications and building brand equity.
4. What are the major consumer sales promotion tools?
a. Samples
b. Coupons
c. Cash refund offers
d. Price packs
e. Premiums
f. Frequency programs
g. Contests and sweepstakes
h. Prizes
i. Bonus packs
j. Patronage awards
k. Free trails
l. Product warranties
m. Tie-in promotions
n. Cross promotions
o. Point-of-purchase
5. State the objectives of trade oriented sales promotion.
a. Obtain distribution of new products.
b. Maintain trade support for established brand
c. Encourage retailers to display established brand
d. Build retail inventories.
6. What are the major trade promotion tools.
a. Price – offs
b. Allowances
c. Displays and POP materials
d. Sales training programs
e. Trade shows and conventions
f. Sales contests
g. Cooperative advertising
h. Speciality advertisement
i. Free goods.
7. What are the types of allowances offered to the retailers?
a. Buying allowances
b. Promotional allowances
c. Slotting allowances.
8. What are the three types of cooperative advertising?
a. Horizontal cooperative advertising
b. Vertical cooperative advertising
c. Integrated – sponsored cooperative advertising.
9. What are the services provided by sales promotion agencies?
a. Promotional planning
b. Research
c. Tie in coordination
d. Premium design and manufacturing
e. Catalogue production
f. Contests/Sweepstakes management
10.
UNIT V
1. How will you evaluate the effectiveness of sales promotion?
a. Sales data method
b. Consumer surveys
c. Experiements.
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