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ADVERTISING AND SALES PROMOTION
1.Define Advertising?
According to American Marketing Association, “Advertising is any paid
form of non-personal presentation or promotion of ideas goods or services by an
identified sponsor”.
1.Advertising is a paid form and hence commercial in nature.
2.Advertising is non-personal ie, it is directed at a mass audience and not
directly of the individual.
3.Advertisiments are identifiable with their sponsoring authority.
2.Mention any 4 means of outdoor Advertising.
Bill boards
Hoardings
Wall paintings
Trainst Advertising
3.What is Co-operative Advertising?
Manufacturers of consumer durable goods or specialty products often show
special interests in their dealers advertising. To help identify the dealers in
different geographic markets, dealers putout ads in the local media under their
names.
The manufacture often provides the dealer with the material and guidelines
to develop ads for print, television or radio commercial. This ensures that the
message is in line with what the manufacturer wants to communicate. The
manufacturer and that dater usually share the media costs and hence the name cooperative advertising.
4.What is Direct Response advertising?
This type of advertising encourages the consumer to respond either by
providing feedback to the advertiser or placing the order with the advertiser by
direct mail, catalogues, direct response print advertising, direct-response broadcast
advertising, telephone and internet. Some of these, methods to reach the consumer
are viewed as part of sales promotional techniques.
5.What do you mean by classified ads?
Classified ads are the source of revenue for news papers. The ads are
arranged under subheads that describe the class of goods or needs that the ads seek
to satisfy. Such ads provide a community market place – for goods, services and
opportunities of every type-real estate, autos, matrimonial, domestic help,
coaching, employment business opportunities etc.
6.What is end product advertising? or Branded-ingredient advertising?
Branded products such as Pentium (Intel) Teflon (DuPont) and many others
are used in the manufacture of other end-products and these are rarely purchased
direct by consumers. They are usually bought as apart or ingredient in other
products is called end-product advertising. Manufacturers whose branded parts or
ingredients are used in producing usually other branded or unbranded consumer
products often undertake this type of advertising.
7.What is professional advertising?
Corporate advertising is an extension of the public relations function and
does not promote any specific product or service. It aims to build and maintain the
image of a company or institution. For example sponsorship of various events by
large organizations is aimed at image building of sponsors. Corporate image is
something that customers perieve when the name of the company is seen or heard.
The main objectives or corporate advertising is
1.To create and maintain corporate identity in public.
2.To counter negative attitudes toward the company.
3.To enhance company image.
4.to associate company with some worthwhile national or social cause.
5.to overcome negative company image.
Ultimately the objective of corporate or institutional advertising may be to
establish or boost corporate identity and image counter negative attitudes toward a
company or industry.
8. What do you mean by Advocacy in advertising?
It’s an issue based advertising. Advocacy advertising refers to a company’s
view on issue that affect its business and to protect its position in the market place.
In other cases company presents it viewpoint about a national cause such as
literacy movement or the company may list its socially oriented policies. Such
advertising usually does not attempt to sell anything directly but grieves a fact to
the company and attempts to develop a positive relationship by influencing the
public reactions toward the company and its products, services, sales forces and
job offers.
9.What do you mean by surrogate advertising?
If the laws of a country do not permit advertising of a certain product
category. The advertisers take the shelter of brand extension. For example
advertising of alcoholic deinks is not permitted. To bypass this, some
manufacturers of whisky or similar products launched brands of soda under the
same brand name as that of their popular whisky, such a Bagpiper soda or Mc
Dowell soda.
10.What is creative Boutique?
It is an advertising agency which provide only creative service organizations
which prefer high quality creative talent in their advertisements usually approach
this type of creative boutiques and other functions are completed by any other
agency or by organization itself. Many ful-service agencies who are very busy
now subcontract works to creative boutiques. They work on an agreed fee basis.\
11.What is Reputational Advertising?
In reputational Advertising the advertiser first both to strong and weak
points or positive and negative points about the product or service and then refutes
the view concerning the weakness. Reputational appeals are useful against
existing negative beliefs of consumers. This type of advertising lead consumers to
generate more support arguments than ads with only supportive information.
12.What do you mean by selective Retention?
Consumers do not retain all the information in their memory that the
advertisement attempts to communicate even after attending and comprehending
it. So advertisers use symbols, slogans, images and associations to ensure that the
information is available when it is time for purchase action. This is called selective
retention.
13.What do you mean by subliminal perception?
Subliminal perception is the ability to perceive stimuli that are below the
level of conscious awareness because the stimuli are either too weak or extremely
brief to be consciously noticed. The stimuli are below the threshold of awareness
but not below the absolute threshold of consciousness. I.e., people are stimulated
below their level of conscious awareness and can perceive stimuli without actually
being aware that they are doing so.
14.What do you mean by AIDA?
AIDA-Attention, Interest , Desire , Action
As for as an advertising is concerned, an effective advertising should attract
ATTENTION, gain INTEREST, stimulate DESIRE and precipitate purchase
ACTION. An advertising would prove to be really effective if it takes this route.
The AIDA model suggests that these are the desirable qualities of an effective ad.
15.Explain DAGMAR
DAGMAR – Define Advertising Goals for Measuring. Advertising Results.
It’s a model for setting advertising objectives and measuring the results of an ad
campaign. According to DAGMAR approach “Advertising’s job purely and
simply is to communicate to a defined audience, information and a frame of mind
that stimulates action. Advertising succeeds on fails depending on how well it
communicates the desired information and attitudes to the right people at right time
and at the right cost.
I.e., ”Advertising objectives involve a communication task that is specific
and measurable.
16.What do you mean by Media class?
Media class refers to the general category of delivery systems available to
carry advertising messages to a selected audience such as print media, broadcast
media, outdoor media etc.
17.What is Media Vehicle?
Media Vehicle is the specific message carrier within a medium such as
Business Today Magazine, Industrial Herald etc. Media vehicle carriers
advertising messages to a selected audience. Media vehicles can be in any media
print or Broadcast or anything.
18.What is above the line-Media.
Broadcast, press, outdoor posters and cinema are often referred to as above
the line Media. In this Media agency gets a commission from the media for
advertising.
19.What is below the line media
Direct mail, sales promotion exhibitions, merchandising, sales literature are
referred to as below the line media. Here the agency gets no commission.
20.What is Media planning
Media planning refers to a series of decisions that has to be taken in
delivering the ad message to the largest number f the target audience in the most
effective manner at the lowest cost. Te plan specifies media objectives and media
strategies to complies the objectives.
21.what do you mean by reach?
Reach is a measure of the number of different audience members exposed at
least once to a media vehicle-in a given period of time.
22.What is coverage?
Coverage refers to the potential audience that might get exposed to the ad
message through a media vehicle. Reach refers to the actual audience exposed to
the message and coverage relates to the potential audience likely to be exposed to
the message.
23.What is frequency?
Frequency refers to the number of time the audience is exposed to a media
vehicle in a given period of time.
24.What is BDI?
Brand Development Index
Percentage of brands total sales in the market
Percentage of total population in
that market.
25.What is category Development Index?
Percentage of product category’s total sales in the market
Percentage of total population in the market
Index number is a good indicator of market potential. It helps the advertiser
in determining where to focus the advertising efforts.
26.What is media scheduling?
Media scheduling is concerned with timing the insertion of advertisements
in the selected media. There are three approached to scheduling
1.Continuity
2.Flighting
3.Pulsing
Media schedule is calendar of Advertising plan.
27. What is continuity Advertising?
Continuity refers to a continuous pattern of advertising without any gap.
This strategy is suitable for those products categories that are regularly, consumer
on an ongoing basis without any seasons fluctuations. Such as washing powders
soaps, toothpaste, soft , drinks etc. continuity offers the advantages of constant
reminder to consumer, covers the entire buying cycle, and allows for media
discounts and preformed and locations. The disadvantages include higher costs,
possibility of over exposures etc.
28.What is fighting?
Fighting refers to a less regular schedule of advertising in which there as
intermittent periods of advertising and no advertising. In fighting periods of heavy
advertising would be followed with no advertising believing that changed attitudes
would not decay rapidly. Fighting offers the advantages of cost-efficiency as
advertising over’s only purchase cycle and may allow the use of more than one
medium with limited budgets of has the advantage of decreased awareness interest
and retention of ad message during non – scheduled periods.
29.what is pulsing?
Pulsing is a combination of continuity and fighting. The continuity is
maintained as a base throughout but, during certain periods, the level of advertising
is stepped up. Posing offers the combined advantages of both continuity and
fighting this method is not suitable for seasonal products.
30. What is program rating?
Program rating is a measure of potential reach of broadcast media and is
expressed as a percentage.
Number of households viewing the program
Program Rating
Total number of households owning TV sets
31.What is Gross Rating Points (GRP’s)
GRP is a numerical figure indicating how many potential audience members
are likely to be exposed to a series of commercials. This combine the program
rating and the average number of times the household is reached during the
advertising cycle.
GRP=Reach Frequency
32.What is Target Rating point?
TRP refers to the number of times and the number of individuals in the
primary target audience that the media will reach. Here the data are collected on
weekly basis. One TRP is equal to one percent of total TV audience. If a program
has 50 TRP is means that 50% of the panel members watched the program in that
week.
33.What is Cost – per- thousand CPM?
Cost of ad space
CPM =
Circulation
Cost per thousand or CPM is used to compare the costs of media of different
vehicles.
34.What is cost per rating point CPRP?
Cost of Commercial time
CPRP =
Program Rating
This is used to compare figures of broadcast media. This is also referred to
as CPP cost per point.
35.What is Milline Rate?
A milline rate is a cost in rupees per line of standard dimensions to reach a
newspaper circulation of one million.
10 Lakhs ×Rate percentage line
Million Rate =
Circulation
News papers with higher circulation figures charge more per line or per unit
space.
36.what do you mean by Transit Advertising?
Transit advertising is similar to outdoor advertising as it also uses billboards,
neon signs and electronic messages. Transits advertising is targeted at millions of
people who are exposed to various modes of transportation such as hoses, trains, or
air travel. The printed j ads and paid for and provided by the advertiser to the firm
managing transit advertising. It is the responsibility of the firm to place and
maintain the ad posters on the vehicles.
37.What are different types of Internet Advertising?
1.Ad Banner
2.Ad Button
3.website
4.Sponsorship
5.Interstitial
6.Classfied ad.
38.What do you mean by creative execution?
Creative execution is the way in which an advertising Appeal is used in an
ad message. The element of message execution is as important as what is said in
advertising. There are many ways in which advertising message can be presented.
They are.
1.Facturla Message or Straight Sell
2.Testimonial
3.comparison
4.Life style
5.Animation
6.slice of lice
7.Fantacy etc.
38.What do you mean by slice of life?
Slice of life commercial dramatize real life situation. Professional actors in
the commercial play the role of plain people and discuss some problem or issue.
Often the situation encountered is of a personal native such as pimples, bad breath
body odour, dandruff etc. A friend , relative or colleague drops the hint, the
product is tried and the next scene shows a happy satisfied consumer. Most sliceof-life commercials open with a problem faced in daily life with the brand
becoming the solution.
39.what is slice-of-death Commercial?
In variety of advertising Fear or anxiety appeal is used This type of
advertising is humorously called slice of-death ads. These ads are designed to
protect a person from loss of health, against smoking AIDS, wearing helmets, drug
abuse etc. They all focus on the fear of losing life.
40.What do you mean by layout?
A layout is an orderly physical arrangement of headlines, subheads, body
cop slogam,seal logo, signature and the visual elements into a finished
advertisement . It shows where each empom=nent of the ad will be placed and
gives guidelines to people working on the ad creation. Copy writer leams how
much space is available to work with and hos much copy should be written. It
helps the art director in determining the size of the visuals. Layout are usually
done as rough and presented to the advertiser to get the preliminary approval.
41.What do you mean by balance in ad?
Balance is a Design principle. It means controlling the size, tone, weight
and position of the elements in the ad. It occurs when equal weights or forces are
equidistant from a reference on it, which is the imaginary vertical line drawn from
the centre of the advertisement. When the weight of all elements on both sides of
the vertical centre line is equal the layout has formal balance.
42.What do you mean by informal balance?
In the advertising when the equilibrium is achieved by placing element of
different weights at unequal distance from the optical centre, the layout has
informal balance. This Type of arrangement requires more thought than simple
formal balance. But the effects will be imaginative and distinctive.
43.What do you mean by Advertising Campaign?
An advertising campaign includes a series of ads, placed in various media
that are designed to meet objectives and are based on an analysis of marketing and
communication situations. Advertising campaign includes Appraisal of advertising
opportunity, market Analysis, setting advertising objectives setting budget and
necessary control system, Determining media and creative strategy. Create ads,
pretest and Release ads and Finally Evaluate the final results.
44.What is advertising Budget?
Advertising Budget is basically a plan to allocate final resources to
advertising for future operations and should be reviewed constantly keep in view
the changing market condition.
45.What is Advertising Research?
Advertising Research is the subset of marketing research It systematically
gathers and analyses information . Help develop or evaluate advertising strategies,
individual ads, or whole advertising campaigns. The advertiser needs to know how
consumers perceives its products or services, what are their views about
competition and what image of the brand or company would be most appropriate to
build.
46.what is creative concept research?
Creative specialists prepare several tentative ad concepts in the form of
rough copy platform, or the storyboard. Researchers, conduct focus groups in the
agency’s developmental lab, which combines intensive qualities interviews with
quantitative techniques. A discussion leader moderates the conversation and each
group views the roughs. The reactions of these groups are measured videotaped
and observed by researches behind a one way mirror. This help in identifying the
most promising creative concept among the ones that have been seen and discussed
by the focus groups. This is called creative concept research.
47.What do you mean by tracking studies?
It is one method of post testing of advertisements. These are conducted to
measure the effects of advertising at regular intervals, and may be applied to both
print and broad cast advertisements. These are used to asses the effects of
advertising on awareness, recall. Interest and attitude toward the advertisement
and purchase intention. Telephone survey, personal interview mail surveys are
used either quarterly or semi annually the size of the sample usually varies between
250 and 500 cases per period. This helps advertisers assess current ad programs
and planning for the future.
48.what do you mean by eye tracking?
It is a method of pretesting of advertisements. It’s a physiological testing.
In eye tracking an eye movement camera depicts the route that the respondents
eyes travelled over an ad to show the areas that attacked and held attention.
49.What is Electro dermal Response?
It is otherwise, called galvanic skin response. This is also a physiological
testing of advertisements. Here a mild electrical current measures the respondents
sweat grand activity to measure the tension an ad creates.
50.What is sales promotion?
“According to AMA In a specific sense, sales promotion includes those sales
activities that supplement both personal selling and advertising and co-ordinate
them and help to make them effective such as displays, shows and expositions,
demonstrations and other non-recurrent selling effort not in he ordinary routine”.
51. what is dyadic Advertising communication?
Dyadic Advertising communication is a process of direct communication
between two person such as sales person or consumer.
52.What is Gatefold?
Gatefold is an oversize magazine page or even that is extended and folded to
fit the publication. Gatefold are used to extend the size of the magazine
advertisements and sometimes it is folded with a premium.
53.What is deceptive Advertising?
According to Federal Trade Commission a Misrepresentation or omission is
practiced in advertisements to mislead the customers, it is called deceptive
advertising.
54. What is cross-sell?
It is a arm used in personal selling that refers to the sale of additional
product or services to the same customer.
55.What is Aerial advertisement?
It is form of outdoor advertising where the message is appeared in the sky in
the form of banners pulled down by aero planes or balloons.
56. what is cognitive processing?
This is a process by which a person transfers external information into
meaningful patterns of thoughts and how their meaning are used to form
judgments or choice about a behavior.
57.What do you mean by jingles?
Jiggles are songs or tunes about a product or service that usually carriers the
ad theme and a message.
58.What is Sweep stake?
A sweeps table is a promotion where winners are determined purely by
chance. It cannot require a proof of purchase as a condition for entry. Entrants
need only submit their names for the prize drawing. One form of sweepstake is a
game, which also has a chance element or odds of winning. Sweeps tables are
easier and less expensive to administer. Since every entry does not have to be
checked or judged.
59.What is self liquidating premium?
Self liquidating premium require the consumer to pay some or all of the cost
of the premium plus handling and mailing costs. The marketer usually purchases
items used as self-liquidating premiums in large quantities and offers them to
consumers at lower than retail prices. The goal is not make a profit on the
premium item but rather just to cover costs and offer a value ot the consumer.
Offering values to a consumers through the premium products can create interest
in the brand and goodwill that enhances the brand’s image.
60.What do you mean by sales promotion trap?
It is actually a problem with the consumer- oriented promotions. When a
firm begins using sales promotions to differentiate its product or service from the
competition and it leads to success, competitors may quickly, easily copy it. When
all the competitors are using sales promotion, it not only lowers the profit margins
for each firm but also make it difficult to any one firm of keep away from the
promotion bandwagon. This is called sales promotion trap.
61.Explain Media Rates?
Media Commission: is an amount paid by the media to an add agency which
has bought time or space for its clients.
Mark UPS: Agencies have to buy certain services for creating ads form outside
sources. When such services are purchased, the client has to pay for the services
plus certain markup for supervisory services. Fees-rather the commission the
agencies will charge a fee for advertisements.
Incentive based, performance based.
Compensation: Here the agency is rewarded on the bases of the results if achieves
for the client.
62.What to you mean by pull strategy?
It is a sales promotion strategy. Here the promotional activities are directed
at the end consumes. The consumer is motivated to approach a retailer asking
about the product so that the retailer is compelled to approach the whole sales for
the stock of demanded product. Here the product has been sold because of the
pull exercised by the customer. So this is called pull strategy.
63.What is push strategy?
This is an alternative to pull strategy. Here the product is pushed through
the channels. In push strategy the promotional effort is directed at wholesalers or
retailers who intern promote them to the customers.
64.What is Testimonial?
Here a celebrity or an actual user endorses a product when the actual user is
an ordinary person the copy should be convincing. Eg,Aswini Hair oil. The
choice of endorser depends upon the product Testimonials say to the viewers the
this is the truh Lux is a very famous example of testimonial type of commercial.
On these commercials models should not dominate over the product. Then it
becomes a celebrity trap. The product must be brought in sharp focus.
65.What is Freebie?
To stimulate stagnant demand and to move accumulated inventories
blocking high cost finance. Companies offer free gifts, especially in the consumer
durable sector. For example a free automatic camera is given with purchase of a
Samsung refrigerator. Actually a Freebie is allowed only when the company bears
is cost. Usually the cost of freebies are covered partly or fully in the transaction.
But under MRTP act, it is an unfair practice.
66.Corporate Image:
Corporate image is the summation of a several expressions of good will of
an organization. It is earned over a period of time It is an image of efficiency
and customer friendliness. These images are based on the product or service
quality, the after sale service, advertising industrial and trade relations market
position and packaging.
67.What do you mean by Zipping and Zapping?
Zipping occurs when customers fast-forward through commercials as they
playback a previously recorded program. Zapping refers to changing channels to
avoid commercials.
68.What do you mean by bleed page?
Bleed pages are those where the advertisement extends all the way to the
end of the page, with no margin of white space around the ad. Bleeds give the ad
an impression of being larger and make a more dramatic impact. Many magazines
charge an extra of 10 to 20 percent for bleeds.
69.What do you mean pop-up advertisement?
To grab the attention of the readers, certain advertisers use threedimensional inserts or pop-ups that jump off the page. This is known as pop-up
advertising.
70.Portfolio Test:
Portfolio tests are a laboratory methodology designed to expose a group of
respondents to a portfolio consisting of both control and test ads. Respondents are
then asked what information they recall from the ads. The assumptions is that the
ad that yield the highest recall is the most effective.
71. What is Inquiry Test?
Inquiry tests are designed to measure advertising effectiveness on the basis
of inquiries generated from ads appearing in various print media. Often referred to
as “Bingo cards”. The inquiry may take the form of the number of coupons
returned phone calls generated or direct enquiries.
72.What is retentive advertising?
Retentive advertising may be useful when the product has achieved a
favorable status in the market – that is when it has attained a maturity or a sales
declining period. Here the advertiser wants to keep his products name before the
public. A softer selling approach is used or only the name may be mentioned in
reminder type advertising.
73.Informative product Advertising
In the introductory stage of the product Life Cycle , informative advertising
is usually used. It seeks to develop an initial demand for a product. This form of
advertising tends to characterize the promotion of any new type of product for its
objectives is to simply announce its availability.
74.what is Dissonance theory?
According to dissonance theory consumer feels dis comfort when they are
exposed to information that conflicts with their original belief or attitude.
Generally after a high involvement purchase . the customer recalls that some other
brands with unique features were not selected his leads the customer to suspect that
the choice made is not the wisest. Post purchase dissonance is quite normal and
creates in the customer a feeling of uneasiness about prior beliefs, a high quality
brand offers a promotion. Of other brands in the same products category do not
offer promotion, then this consumer may change the belief that the product is low
quality and resolve dissonance.
75.what is Deal proneness?
Deal proneness in the degree to which the consumer is influenced by sales
promotion inters of behaviors. Such as purchase timing brand choice, purchase
quantity, category, consumption, store choice or search behavior.
76.what is inpack premium?
It is a sales promotional tool. Here the premium is enclosed inside the
product pack. These in pack premiums are used by manufactory of ready-to-eat
cereal health and beauty aid products etc.
77.what do you mean by SPIFFS or push money?
Push money is a monetary reward given to the sales force of the dealers to
sell a manufacturer’s product.
78. POP advertising is the element of sales promotion and concerns itself with
signs and displays located in on or adjacent to the place where the advertised
product or service is available for purchase. It has the fourfold purpose of
informing, reminding, persuading and merchandising. Usually retail stores are in
the form of stickers, banners, displays posters, mobiles signs and streamers. The
purpose is to get customer attention.
79.What is Animatic?
A preliminary version of a commercial in which a videotape of the frames
of a story board is produced along with an audio sound track.
80.What do you mean by advertising appeal?
The approach used in an advertising message to attract attention or interest
of the consumers and influence their feelings toward the product, service or
cause.
81.what do you mean by Advertorial?
An ad that is half advertising, half editorial aimed at swaying public opinion
rather the selling products.
82.what is a copy plat form?
This document specifies the basic elements of the creative strategy such as
the basic problem or issue the advertising must address. The advertising
objectives, target audience major selling idea, or key benefits to communicate,
campaign them or appeal or any other supportive information or requirements.
83.who is copywriter?
The person who helps conceive the ideas for ads and writes the words of the
copy.
84.What is consumer jury?
A method of pretesting advertisement by using a panel of consumers who
are representative of the target consumers and provide ratings, ranking, or
evaluation of ads.
85.What do you mean by Infomercials?
Infomercials are very long TV commercial 3minutes to half an hour or more.
These are designed to provide more detailed information about a product or
service.
86.What is interstitial
Animated screens, often ads that popup momentarily as the computer
searches for or downloads information for a requested web-page.
87.What is a story board?
Storyboard is a series of drawings used ot present the visual layout of
commercial.
88.what do you mean by spectaculars?
It’s a type of outdoor advertising. These are large electronic sign placed in
high traffic area, usually incorporating movement, color and gravies to grab the
attention of consumers.
89.What is unique selling proposition?
An advertising message strategy that courses on a product or service
attribute that is distinctive to a certain brand and offers pervasive benefits to the
consumer and not claimed by any other brand.
90.What is advertising copy?
The main text portion included on the advertisement is called the body
copy. The body copy contains the complete sales story and is the logical
continuation of the headline and subheads. It covers the attributes, benefits and
utility of the product.
91.What is Recall Test?
Its a post testing method of advertisement testing Recall refers to a measure
of the proportion of sample and hence that can recall and as having seen. There are
two types of recall aided-recall and unaided recall. In aided recalled respondents
re shown certain ads with the name of the board conceited and then asked whether
their previous exposure was through reading viewing or listening.
In unaided recall respondents are asked without prompt whether they read,
saw or heard advertising message.
92.What do you mean by Recognition Test?
Recognition refers to wheter a respondent can recognize an advertisement as
having seen before Recognition test provide a mechanism for breaking a print ad
into its more important elements such as headline, visuals body copy, and logo and
how these are remembered by a sample of respondents.
93.What is an Advertising Agency?
It is an independent company set up ot render specialized service in
advertising in particular and in marketing in general. It is company that helps
advertisers create advertisements and place them with appropriate media.
94.what are the functions of ad agency?
1.Agencies understand the product to be advertised in They understand the
technology used to produce it and the market for which it is meant.
2.Agencies have to assess the different media for covering the message.
95.What are the functions of advertising?
1.Advertising provoke us to try the product and once tried remind us about
its benefits so that we can buy it time and again.
2.Advertising persuades people to act.
3.Advertising helps to choose out of several brands available in the market.
96.What do you mean by pretesting?
Testing the advertisements before it has been run. Pretest measure the
effectiveness of different presentations of the message. They help to select the best
form of an advertisement before incurring the expense and risk of presenting it on
a full scale run.
97.POST TESTING
Post testing measure he impact of the advertisement. They seek to discover
which advertisement and what elements of various advertisements get the best
response what position produces best results what medium pulls better or how well
an advertising campaign is progressing. They provide information on whether a
brand name or selling theme of an ad has penetrated the neaders mind and the
extent of this penetration.
98.what is Reliability and validity?
The Advertising Research quality is tested against the criteria reliability and
validity Reliability means even if the research is repotted, it shows the some
results.
99.Wriet the name of certain pretesting methods of ads?
Portfolio test, direct mail test clutter test, Trailer Test pupillo metric device,
Galvanic skin response etc.
100. Mention 4 sales promotion tolls?
Price deals
Coupons
Premiums
Contests and sweepstakes.