PART I : ADVERTISING Q-1. Ans. What are the functions of advertising?

? According to the definition committee of the America Marketing association Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising is non-personal because it is directed to group of people rather then specific individual. It communicates the information about the product, Its benefit and use. The identified product or who pays for advertisement to be released in the mass media or communication channel. That reaches to the group of people. There are various function of advertising, which it performs towards business, consumers and general public. These are establishes below 1. To communicate product information: - To communicate about a product is the most important function of advertising. An advertising always communicate about the uses of product, its benefit to the consumers its features, price etc. To sell a product in todays competitive world, it is more important to communicate that product more accurately to the consumers. Advertising is the great tool, which is helping the people in promotion of various brands. For example with help of advertising, Hero Honda is promoting its new range of bikes. They are communicating the features of there new brand like Splendor plus which according to them has more features then splendor with stylish light and few modification likewise Kelvinator is promoting there range of refrigerator they are saying that their refrigerator are equipped with Bio-fresh technology, which keep the food and vegetables fresh for 24 hours. 2. To differentiate product from their competitor: - To survive in this rapidly changing business environment, the product must be different form others or it must have an edge over the others available brand and then that edge must be communicated in a very well performed by advertising through its various media or channels. Advertising always helps people to differentiate their product from others. For example, large super markets or store likes life-style,Ebony etc. They always advertise that you can buy most of the things from there stores like cloths of every range and for every age, also kitchen goods, furniture etc. for which in an ordinary market, you have to spend whole day to find out different shops for different above mention things. Another example is of ICICI bank they are saying that they are offering home loan at the lowest rate of interest of 8.25% for 20 years as compared to other area. To urge product use: - With the help of advertisement, people create an urge in the market to set their products. With the help of advertisement they after various kind of discounts, gives very attractive offers etc. just to increase their sake by creativity an urge. These people are using different medium like T.V., magazine, newspaper, banners, road show etc. For example the latest example of Coca-Cola which is offering a nestle chocolate free with 2 pack. Kawasaki Bajaj is offering VCD worth Rs. 4,000 free with its new launch bike Wind. Thus these kinds of scheme advertised by various companies always increase the urge regarding their products. 4. To increase Brand loyalty & performance: - A clear advertisement message gives a reason to prefer a brand over the other competitive brands & that performance slowly and steadily will charge into brand loyalty. For example pharmaceutical industries, industries involving in technical products where they have sufficient sales force to promote the company brand. Continuous visits of sales person with various kinds of promotional input reminders and scientific

3.

data regarding a brand will work as on advertisement to that customer and that customer slowly and steadily with become brand loyalty. 5. To educate consumers: - This is one of the most important functions of advertising, people come to know about various products, their usage, benefits and who are their contradictors. In this manner, advertising always educates consumers. For example, various kinds of road shows conducted by Phillips or Touchtel always improves the knowledge of the consumer regarding the respective brand name. To improve the living standard of people : - Advertisement always creates awareness regarding the new improved brand in the consumers mind and in the way, it is increase the living standard of the people. For example, advertising regarding digital invention, cell phones, laptops etc. To improve quality of products: - Advertising also improves the quality of products by increasing the competition between the different competitors. To create demand in market: - Advertising makes people aware of new products and new use of existing products. It attracts attention, creates interest and awareness desire among answers. It widens the market for the product and help increase sales. To build new brands, advertising is necessary. To build goodwill: - Advertising helps to build an image create goodwill amongst existing and customers, employee, stockholders, government, finance institution and the community.

6.

7 8.

9. 10.

Q-2. Ans.

Describe how the advertising message passes through the consumer. Describe each step.

Source Encoding Feedback Medium/Message Decoding Audience

Though following 6 most important steps, an advertising manager passes through the consumers. Step-1: - Awareness: - This is the basic step of the whole process. Until & unless the customer is being aware to buy it & that is possible thought an advertising with an advertising message. Especially for a new brand launch, awareness is the most important step. Step-2: - Knowledge: - It is very important for the consumer to be aware about the products they are using means that what are their features, benefits, indication of uses etc. and an advertising manager can only provide this knowledge to the consumer. Step-3: - Performance: -More or less this also depends upon the advertising manager. An Advertising Manager always carries the benefits of the product. People chose a brand when their performance will match with the benefits.

Step-4: - Conviction: - If the audience is half hearted regarding the purchase of a product then it will be the advertising message that will convince them. Step-5: - Purchase: - And all the above & steps based on the advertising message will lead the consumer to the most important step of purchase. Step-6: - Reinforcement: - This is the last but in my opinion, it is the most important part or step. Because one should feel confident of having made the purchase basically that advertising communication. Process involves a source of message i.e. The advertiser that generates the message. The source encodes the message with the help of words and images. The medium, which carries the message, is Radio, T.V. or Newspaper. The audience, which receives the message, will decode the message & after decoding a feedback will be given to the advertiser. Q-4. Ans. PRESS ADVERTISEMENT FOR TIGER HAIR OIL Create an press advertisement, a storyboard for a TV ad and a radio jingle for a hair oil brand Tiger.

Are You Ready For a Revolution in Hair Treatment?

Introductory Offer !! Rs.65/Introducing TIGER Herbal Hair Oil Tiger Hair Oil has got revitalizing conditioners. Unique Cohesion of hibiscus, coconut, amla and aloe Vera that nourishes your hair and gives a healthy shine. Its UV guard formula protects hair from pollution and leaves your hair soft and strong. Now available in Delhi, Mumbai, Bangalore, Hyderabad enquiry@tigerherbaloil.com to know more about Hair Care. TV ADVERTISEMENT CONCEPT FOR TIGER HAIR OIL TARGET AUDIENCE: Upper middle class, middle class girls between the ages of 15 to 25. Girls like freaking out with friends and dont spend much of their time in hair care. E-mail at

CONCEPT STORY: The main model is going out with her to two more female friends to a party in an open car. The main model is wearing a beautiful hairstyle and her other two friends have also tied their hair in a bunch. It can be shown that on there way to party they face a lot of pollution and wind, when they reach the party, the other two girls hair by now they are looking dull, rough and shabby and quite untidy. However the main models hair is looking the same, beautiful and elegant. The other two girls ask curiously to the main model that what is the Raaz behind your beautiful hair, and she replies very confidently that To pamper your hair, choose tiger.

RADIO JINGLE FOR TIGER HAIR OIL Are your hairs tired of pollution, here comes a new solution!! Tiger hair oil brings revolution in hair treatment with a unique UV guard formula that revitalizes, nourishes and protects your hair. Pamper your hair, Choose Tiger Hair Oil Q-5. You are an account executive in a leading advertising agency. You have been given charge of the Tiger hair oil brand. You have to create an advertising plan for the forthcoming financial year. The advertising budget has been set to 5% of the total sales revenue of the previous year. I will be very fortunate to be at that part because I think that is a very creative part. One has to apply its lot of energy & his mind also. 1. Now suppose last year revenue of that company was 5 Cr. Then 5% of revenue will be 25 Lakhs. Means my advertising budget for the advt. of Tiger hair oil for the next year will be some where around 25 Lakhs. My second step will be media selection. I will select a media according to the target market and converge of that media on the basis of this thing. I will create on advertising plan. Simultaneously I will negotiate with various medium like T.V., Newspaper & Magazines. Suppose Sony India are Rs. 20,000 for 10 seconds/day but simultaneously they are having an attractive offer of Rs. 10,000(sec/day) if I will place an advertising for minimum 3 Months continuous or a continuous advertising for 3 months they charge app. 2 lakhs a month. Then the total cost will be 6 lakhs for 3 months and 24 lakhs for whole year. Now suppose I will go for an Newspaper advertising in times of India. And suppose they are having an offer of half page advt. on 3 rd page of the paper thrice a week & the charges are 10,000 a week. Then for 3 months period, charges will be 1,20,000 & for the whole financial year will be 4,80,000. And suppose I will book the cover page of a beauty magazine for the advertisement of Tiger hair oil and the cost of advt. on the cover page of this magazine(monthly) is Rs. 40,000 monthly, then the cost for the whole year will be Rs. 4,80,000.

Ans.

2.

3.

Then I go for cost step of my job that is Media Scheduling Media TV News Paper Magazine Media Vehicle Sony India Times India Femina of Jan-Mar ::::::::::::::::::: ::::::::::::::::::: XXXXXXXX XXXXXXXX Apr-Jun ::::::::::::::::::: ::::::::::::::::::: XXXXXXXX XXXXXXXX ======== ======== Jul-Sept Oct-Dec :::::::::::::::::: :::::::::::::::::: XXXXXXXX XXXXXXXX ======= =======

Then according to above media schedule whole expenditure on the advertisement of Tiger Hair oil will be 24 Lakhs & according to my budget, I am having 1 Lakh rupees extra. That 1 Lakh rupees, I am going to spend in JAS(July-Sept) quarter I will go for one or two or may be 3 road show in the different part of my assigned territory & rest of the amount I will spend upon kiosks etc. or I will distribute same free 100mc/20mc sample of Tiger hair oil to different people by direct or indirect marketing. Q-6. What will be your media recommendations for the Tiger hair oil brand? The advertising budget is Rs. 2 crores. The advertising period is from September to April of the following year. Choosing of media is not an easy job, a lot of factors, one has to consider before choosing a media like: The marketing objectives of the company Media objectives Target Market Budget etc.

Ans.

A large no of media is available but you cannot use all of them simultaneously for that a lot of factors have to be considered like: 1. 2. 3. 4. 5. 6. Product characteristics Target audience media habits. Urgency & nature of advertising message. Channels of distribution. Competitors choice of media. Advertising Budget.

You can say, if you want a colorful advertising, you have to go for a print media. If you want to convey a short message then you can use outdoor advertising. Then the major thing is the media vehicle to be chosen. Within each medium, choosing of vehicle is an important job. E.g. In electronic media DD, Sony, Star plus. In print media, Times of India, Hindustan Times. Then I go for calculation of cost per thousand(CPT) and formula for that calculation is Adv. Rate / circulation*1000 Adv Rate Femina 10,000 Savy 5,000 Femina = 10,000/2,50,000*1000 = 40 Savy = 5,000/1,00,000*1000 = 50 Thats why Famina is more attractive then I will consider the rates of various media, e.g. In case of a Newspaper I will consider cost percentage and then consider the size of adv. etc. e.g. In case of a magazine, whether the advertising is for full page, half page, cover page etc. In this situation, I have got a lot of things. I have got the advertising budget of 2 Cr and the advt. period that is Sept. to April and the brands Tiger Hair Oil. I want to have some Circulation 2,50,000 1,00,000

hypothetical things in my pocket here. Suppose the territory of launching of that product is New Delhi. Then because in Delhi, most common type of people are educated people with a mixture of middle class, upper middle class & rich class. Then my choice of media is T.V. with a media vehicle, Star Plus & ESPN Sports. Secondly and subsequently, I will also go for Newspaper specifically Times of India & Road Show & kiosks. Scheduling: TV News Paper Kiosks Road Show StarPlus ESPN Sports TOI Sept Oct Nov Dec Jan Feb Mar Apr

So that will be my media scheduling place my ad though TV, using media vehicle Star Plus specially during right from 8 to 12 in the night because at present Star Plus is at present showing same very popular family serials like Kahani Ghar Ghar Ki etc. Though ESPN Sports, I will place my ad in the month of Oct, Nov & Dec. because of forthcoming India Australia & New Zealand triangular Cricket one day series and India tour to Australia in Dec. I will book a small column according to the rate, in Times of India also though out my advertising period. Then I will arrange same very beautiful kiosks with probably a photograph of Tiger on it, throughout the main area or location of New Delhi, period will be whole 8 months except Jan & Feb, because during these 2 months, the environment of New Delhi will remain very foggy and cold. Then in the month of November I booked a stall or organize a road show for my Tiger hair oil in IITF. These whole thing I would like to arrange in my given budget & unfortunately of I will be running short of budget then I will cut down advertisement on TV for same line. And the punch line of my adv. will be strong tiger hair oil with a Thanda Thanda Cool Cool Effect. For adv. on TV if I will have same spare money. I will also hire same celebrity to be worked with at least I would like to add that all these adv. will be placed or all the media will be selected through an adv. agency.

PART II : PUBLIC RELATIONS Q-1. Ans. What is the main difference between advertisement and public relation as communication disciplines?

According to the definition committee of the America Marketing association Advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising is non-personal because it is directed to group of people rather then specific individual. It communicates the information about the product, Its benefit and use. The identified product or who pays for advertisement to be released in the mass media or communication channel. That reaches to the group of people. Public Relation is defined as the management function that identifies, establishes and maintains mutually beneficial relationship between an organization and the various people on whom its success or failure depends. Differences between Advertising and Public Relations: 1. Advertisement deals with selling of the goods and services. The sole purpose of advertisement is selling. Creating desire in the mind of the customers augment selling. Its basic aim is to influence the people and induce them to go for purchase a particular product by creating its good image in their minds. Public Relations is on the other hand is committed to generate public understanding and foster goodwill for an organization. The main purpose of public relations is to make the people familiar with the product of the organization and thereby help in achieving the ultimate goals of the organization. 2. An advertisement works almost exclusively through mass media outlets. It primarily reaches out to customers through the prints, radio, television and internet media. These media allow you to send your communication message to many people at the same time. The messages, therefore, are not personalized and are termed as one addressed to a huge segment of population. Public Relation relies on all the media advertisement plus many others as well. In this type of relation direct relation is more beneficial. 3. An advertisement basically deals with the external and large Public. On the contrary the Public Relations, which deals with the external or internal audiences, is basically meant for development of goodwill and fostering of long term relation with that person who can effect the prospects of your products or services. 4. An advertisement is identified as a specialized communication function. Public relation is broader in scope dealing with the policies and performance of the entire organization. 5. An advertisement is often used as part of a PR campaign and also public relations activity often supports advertising campaign. It is so because advertising is a subset of public relations. Q-2. Ans. In an organization a spokesperson perform several responsibilities because a spokesperson is that man who talks or discusses with the others on behalf of a particular company. It means he is a representative or introducer (in some case) of a company, who represents the company in front of the market and tell about the product of your company to the consumers, dealers and any other related companies. It shows that now spokesperson is most important part of an organization. Responsibilities of a Spokesperson: A spokesperson performs the following responsibilities in an organization : 1. To Set Policy: What responsibility does a spokesperson perform in an organization?

The first and main responsibility of a spokesperson is to set a Companys policy according to the predefined goals. It is very responsible work for a spokesperson to set companys policy according to his goals. First of all, it should be well written, easy to understand, well defined and helpful in achieving companys goals and objectives. So setting of clear policies is a difficult task and requires clear thinking and a high level of ethics. 2. To Formulate the messages: Articulation of clear and truthful messages that is pertinent and understandable is another responsibility, which is not an easy task since it needs a high degree of skills and integrity. Additionally, with the boom in the number of new communication mediums it is critical for the spokesperson to customize messages to suit their particular requirement. 3. To lead your PR people: With PR responsibilities becoming both more intensive and extensive, there are larger more specialized teams at work. To bring all these diverse skills together while keeping public relation goals and business goals in focus is a challenging task in a constantly changing environment. 4. Must have Knowledge: A spokesperson must have knowledge about operations of the company and its related important issues. 5. First Hand: A spokesperson should be people friendly and be always ready to meet them to answer their queries, provide them first hand information instead of standing hidden behind an army of employee. 6. Acceptable: Acceptability is a strange thing. Sometimes a person may be capable but not presentable or well liked. He or she then must hand over the spokespersons role to a person who is liked by the audiences and perceived by them to be the preferred choice as a spokesperson. Q-4. Ans. Give an example of how P.R was used in ancient times by statesman and kings? Public Relations is getting and keeping a good reputation to public. Public Relation is based on the simple fact that people have opinion of each other and of Government and other institutions. We can say that public relation involves a lot more than only being nice to people and we shall explore as we go on. In ancient times the Kings and the Statesman used public relation in a scanty way and not on large scale. Ancient civilization and medieval society offer glimpses at public relation like activities; some of these have been traced as under: Ancient bulletins and brochures in ancient Mesopotamia dating to about 1800 BC have been found by the Archaeologists. These are one stone tablets telling farmers the methods of sowing crops, irrigating their fields and obtaining increased harvests. The ancient Monarchs having these important goals, with a view to have stable empires, wanted their followers to be well fed and happy. The 5th Century BC Greece witnessed the practice of democracy, providing opportunity to the citizens to effectively argue their point of view.

 Later on, well-known sophist teachers, namely Protagoras taught the citizens the skills of speaking and also argued the issues for either side. In the Third Century BC, Socrates of Athens, the great Philosopher educated the people that effective communication should be based on truth rather than relativism of the sophists. His disciple Plato, proceeded Socrates philosophy further but Aristotle of Athens contributed in a greater way, by analyzing persuasive communication and enlightened the people with the art of effective speaking. His book Rhetoric has got much influence even today. In the mid-First Century BC, sent public reports were sent back by Julius Caesar to Rome containing information about his military and political victories in Gaul. Q-5. Ans. What are the things to keep in mind when you are writing a press release? Important points that must be kept in mind while writing a press release: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. That press release must be neatly typed on 8 by 11-inch plain white board. That press release header must have the name address; e-mail ID of your business organizations and name of the contact person his ID and telephone no. Too. Your press release must have a telephone no. Or toll free no. Which can be 24hrs available for all the queries to be solved. There must be a headline on that press release. There must be 2 inches blank at the top of the text. Your entire release must be doubled upon. Your press release must have lines, which end up in complete words. All the items in your press release must be in order of priorities. In your press release all the most important points must be covered first and the least important at the last. Are you using more short words than long words? Your press release must not have the words and adjectives like that etc. Your press release must not have passive voice. Language must be simple and beautiful. No fancy words and phrases should be used. No long sentences must be used. A press release paragraphs must contain only 4 to 5 lines. No repeating phrases and words. You must double-check all the intermitted given in your press release. Spellings of your press release must be checked manually. Your phone no. must be mentioned in the first or 2 nd paragraph. A telemarketing firm must be hired to handle the response. If you discovered an error after the release issued, a correction must be sent to each journalist whom release has been sent. In your release, only one issue at a time must be addressed to editor.

24. 25.

Your press release must be addressed as Dear Editor. If you are writing to clarify misconception you must have focused on the correct information and must draw the conclusion.

Q-6. Ans.

What are the lessons in crisis management that you have learnt from the Tylenol case study and the firestone case study? Following are some of important lessons in crisis management that I have learnt from Tylenol case study are: A) Open Communication Policy: - In this case, the P.R director at J and J, foster was having 2 strong things in his organization: Firstly, he already had a plan for emergency action. Secondly, he had a set of written principles with him. These 2 assets made their communication policy very clear and open. And because they communicated openly within the people, investigation agencies, press etc., they survived during that crisis. B) Fantastic Use Of Media And Press : - I think that fabulous step; they had taken during that crisis. They firstly clarify their situation to the public through media. They then gave adds into the media for returning of all the faulty stock of Tylenol, from the market. Later on, they published the results of investigation into the media and then re-launching of the product had also done through media. Stuck To The Customers Safeties, Company Policies : - I also think that was a fantastic step, because now a days also every pharmaceutical house like Cadila, Ranbaxy, Cipla etc. are also having such kind of policies. Some consumer companies are also having such policies e.g.: Pepsi and Cokes latest case of pesticides, because of such policies J and J, collect all the Tylenol products from the market, at setup toll free no. And replace old stock with newly packed Tylenol tablets. Establishment Of Media Control Cell And Fabulous Communication System : This was the most important step taken by J and J, because to register your point of view in the mind of customers, it is very important to listen and to answer their queries firstly. For that, establishment a 24hrs communication system, that was also toll free and setup of media control cell, was fantastic. Co-operation With The Investigation: - I think this was also a good move and I learnt that until and unless you will not co-operate with the investigation things would be worse. Previous Record Of Friendly Relations With Media : - These relations, I think, also help J and J to come out of that crisis. Because to communicate your ideas to the consumers, right selection of media and good relation with these people will also help. Skillful Spokesperson.

C)

D)

E)

F)

G)

Firestone case study: - The following important lessons in crisis management have been learnt by me: A) Consumer Avoidance: - That was the biggest mistake done by Firestone; I think you must attend the consumer complaints in a business. This is just a basic role of a business. No Prior Communication Policies And Strategies : - Firestone was not having any prior communication policies and strategies, just to take care of futuristic crisis. In my perception, firestone was not having its right top management. No Clarification Through Any Kind Of Media: - There is no clarification

B)

C)

required to the public in that case. D) No Co-operation With Investigators : - That was the major wrong step taken by Firestone. My opinion is that if you want to survive in a crisis, you must co-operate with the investigators team. In this case, firestone did not go with National Highway Traffic Safety Administration. Firestone management also did not set up a communication cell, because they want to ignore the public complaints. All the above points conclude that company did not had a good management and intelligent spokesperson. Secondly, they did not have a very good relation with the media person. Lastly I would like to add that if you are aware about your mistakes then it is best to recognize them and find out a solution with an apology.

E) F)

G)