PRINCIPLES OF ADVERTISING

QUIZ: DEC 2010

NAME: Subject/Class CODE:

Fill in the blank with the appropriate answer. (10 Marks)

predisposed creativity broadcast demographic commission system

inherent drama puffery broadsheet memory test biggest challenges

1. The process by which messages are developed to accomplish specific

objectives and then strategies are developed specifically to achieve those
objectives is called ________________.

2. Finding the _______________ one of the best-known approaches in searching

for a major selling idea and offer solutions for developing effective advertising.

3. Print is a cheap medium while _______________is an expensive medium.

4. _______________is the most common size/format for newspapers.

5. Most common evaluative research techniques for post-testing advertising based

on the consumer remember the ads and it called _______________.

6. A _____________ defines as ads sale representations, which praise the item to

be sold with subjective opinions, superlatives, or exaggerations, vaguely and
generally, stating no specific facts.

7. Magazines are becoming more and more dependent on _____________ and

geographic information in targeting their publications.

8. The goals of national advertisers are to inform or remind consumers of the

company or brand and its features, benefits, advantages, or uses and to create
or reinforce its image so that consumers will be ______________ to purchase it.

9. Traditional method is through ______________, where the agency receives a

specified commission (usually 15 percent) from the media on any advertising
time or space it.

10. One of the ______________ for advertisers is to get consumers to notice their
messages.
Answer all questions in essay form. (10 Marks)

Question1:

Explain about the difference of Television and Radio advertising with example.
(5 Marks)

Question 2:

Explain with example the terms below for creative strategy development Big Ideas:
(5 Marks)
 Using a unique selling proposition.
 Creating a brand image.
 Finding the inherent drama.
 Positioning.