1. What do you mean by advertising agency?

An advertising agency or ad agency or advert agency is a service based business dedicated to

2. What is Chanel Promotion?

"Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers - directly or indirectly - about the products and brands that they sell." (Kotler
and Keller)

Personal and nonpersonal communication channels can be used for marketing communications.
Within both of them there are many sub channels. The marketing communications mix is
presented as mix of eight major modes or types of communication alternatives

1. Advertising

2. Sales promotion

3. Events and experiences

4. Public relations and publicity

5. Directmarketing
[Link]
7. Word-of-mouth marketing

8. Personal selling
3. What is Media Planning?

Media planning is generally outsourced to a media agency and entails sourcing and selecting
optimal media platforms for a client's brand or product to use. The job of media planning is to
determine the best combination of media to achieve the marketing campaign objectives.

4. State the role of public relation officer.

Public relations officers may also be called public relations specialists or public information
officers. These professionals craft positive public images for the organizations that employ them
by gaining favorable media coverage. Public relations officers may also coordinate public events
like exhibits and contests to promote their organizations.

5. What is two step flow of communication?

The Multistep Flow Model says that most people from their opinions based on opinion leaders
that influence the media. Opinion leaders are those initially exposed to specific media content,
and who interpret it based on their own opinion. They then begin to infiltrate these opinions
through the general public who become "opinion followers".[1] These "opinion leaders" gain their
influence through more elite media as opposed to mainstream mass media.[2] In this
process, social influence is created and adjusted by the ideals and opinions of each specific "elite
media" group, and by these media group's opposing ideals and opinions and in combination with
popular mass media sources. Therefore, the leading influence in these opinions is primarily a
social persuasion.[3]

6. What is periodical advertising?

Own

7. What is role of advertising agencies marketing communication?

Own

8. Explain Wilbur schramm model of communication?

Source: Individual/Organization sending the message

Encoding: transferring intended message to symbolic style that can be transmitted

Signal: transmission through particular media

Decoding: understanding and interpreting the symbolic style

Receiver: Individual/org receiving the message

Feedback: Receivers Communication Back to source

Noise: distortion of the communication message

9. Discuss a process of building of advertising programme

Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to be
advertised and doing the SWOT analysis of the company and the product.

Step 2 - Knowing the Objective: one should first know the objective or the purpose of
advertising. I.e. what message is to be delivered to the audience?

Step 3 - Research: this step involves finding out the market behavior, knowing the competitors,
what type of advertising they are using, what is the response of the consumers, availability of the
resources needed in the process, etc.

Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy
the product. The target should be appropriately identified without any confusion. For e.g. if the
product is a health drink for growing kids, then the target customers will be the parents who are
going to buy it and not the kids who are going to drink it.

Step 5 - Media Selection: now that the target audience is identified, one should select an
appropriate media for advertising so that the customers who are to be informed about the product
and are willing to buy are successfully reached.

Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is no
short of funds or excess of funds during the process of advertising and also there are no losses to
the company.

Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is
made by the copywriters of the agency, and then the actual creation of ad is done with help of the
art directors and the creative personnel of the agency.

Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect
to enter the market.

Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown.
The place will be decided according to the target customers where the ad is most visible clearly
to them. The finalization of time on which the ad will be telecasted or shown on the selected
media will be done by the traffic department of the agency.

Step 10 - Execution: finally the advertisement is released with perfect creation, perfect
placement and perfect timing in the market.

Step 11 - Performance: the last step is to judge the performance of the ad in terms of the
response from the customers, whether they are satisfied with the ad and the product, did the ad
reached all the targeted people, was the advertise capable enough to compete with the other
players, etc. Every point is studied properly and changes are made, if any.

10. Write a detailed note on compensation and appraisal of advertising agency.

11. Elaborate ethical issues in advertising.

Advertising

Definition: Advertising is a public notice meant to convey information and invite patronage or
some other response.

Advertising Controversy

Information represents a distorted image of reality

Response is negative

Public relations strategies

Mitigating harm

Responding to stakeholders needs

Repairing image

Ethical principles that apply in handling Advertising controversies

The main objective of sales promotion is to bring about a change in the demand pattern of
products and services. Basically, sales promotion has three specific objectives. First, it is meant
to provide important marketing information to the potential buyers.

The second objective is to convince and influence the potential buyers through persuasive
measures. Thirdly, sales promotion is meant to act as a powerful tool of competition. The
specific objectives of sales promotion are as follows:

To introduce new products or services:

To attract new customers:

To induce existing customers to buy more:

Helps the firm to remain competitive:

To increase sales in off-seasons:

To add to the stock of the dealers:

13. How to measure the impact of sales promotion

Sales promotions are a common tool for businesses across a range of industries; a promotion can
help customers get over the obstacles in the buying process by removing some of the financial
risk. When you are considering running a sales promotion, evaluate it carefully before and after
the launch to determine if it is profitable and whether or not it supports your company's strategic
goals. By approaching the process carefully, you can minimize investment risk and create
promotions that increase revenue and build your brand.

Step 1

Evaluate whether or not the promotion is appropriate for your company. Note the type of
promotion, the language used in the marketing copy and the visual impact, and measure it
against your standard materials. Look for ways it reinforces your brand image and brand
promise, through design style, imagery and voice. Ensure that the promotion is in line with the
direction you want the business to take in the short and long term.

Step 2

Determine whether or not the promotion has specific, achievable goals; a vague promotion can
confuse your audience and weaken your brand. Note how the effort will support your business
goals: bringing in new customers, reinvigorating old customers or increasing awareness of a new
product line, for example. Read the marketing materials to ensure that they have a clear message
and call to action that will give customers an easy, logical next step. Look at the way the
promotion is presented to your customers in terms of design, distribution and copy to see if it
will inspire them to take the desired actions. Test it on a representative audience sample before
sending it for production.

Step 3

Conduct an internal review of the promotion to determine feasibility. Ask your sales and
marketing teams to review the promotional materials and point out any weak spots; their ground-
level experience with the customers can provide valuable insight that will strengthen the impact
of a promotion. Check with the financial team to ensure that the cost of executing the promotion
fits into the budget even if it does not produce an increase in revenue. Because promotions often
include a discount, they can cause a drop in profits if the consumer response is not strong.

Step 4

Track your sales to measure the effectiveness of a promotion once it is launched. Make note of
the numbers before, during and for several months after the launch of your promotion; keep in
mind that the effects on sales might be delayed. Take into account the cost of the promotion,
including the time, materials and manpower, and calculate the profit; if a promotion breaks even
rather than increasing revenue, it may not be a benefit to your company. If the promotion's goals
were geared toward audience response and awareness rather than profit, poll the audience,
monitor changes in Web traffic and talk to individual customers to get an idea of the impact.

14. Bring out different methods of publicity with examples.

Press conferences

Exclusives

Interviews

Community involvement

The internet