MIT School of Business (MITSOB) 29th Batch Semester III Term End Examination Subject: Advertising & Media

Planning Total Marks: 50 Section I Compulsory Duration: 2 Hrs. 20 marks

Q. 1 Analyze the following Case 'Goli ke Hamjoli' (Friends of the Pill): An Integrated Social Marketing Campaign Marketing communications campaigns are not just being used by corporate organizations to promote commercial products, but are also being used extensively by governments, health organizations, and non-governmental organizations (NGO's) as a means of 'social communication' for various purposes. Health communication initiatives constitute a major share' of such social communications. Health communications once used to be mere public notices. Now they are changing into innovative multidimensional campaigns that are classified as 'social marketing'. There are various examples of such social marketing initiatives including the Pulse polio immunization campaign, HIV/AIDS awareness campaigns, etc. Though 'social marketing' has been going on in India since the 1960's, it has gained prominence from the late 1990's, beginning with the 'Goli ke Hamjoli' (Friends of the Pill) integrated mass media campaign launched in 1998, in response to the low use of oral contraceptives (OC) in the country. Till 1998, OC's were used by only 2.1 % of the women in India as against 15-25% in other developed and developing countries. ICICI Bank, under the USAID funded Program for Advancement of Commercial Technologies (PACT), - Child Reproductive Health (CRH) project - decided to promote the use of low dose oral contraceptive (OC) brands of the private sector in northern India with the help of Commercial Market Strategies (CMS). CMS wanted to achieve the following key objectives through this campaign: to bring about awareness among the young urban women about oral contraceptives and its benefits; to increase the availability of OC's in the market and to increase the use of OC's. Speaking about the initiative, Dr Rita Leavel, Commercial Market Strategies' representative in India, said, "Goli ke Hamjoli is a movement to involve doctors, chemists, opinion leaders, civil groups, health organizations, the media, and others to help educate couples who are interested in oral pills as their contraceptive choice. The program does not specifically promote any brand but promotes the entire category of low dose oral contraceptive pills.") Before developing the ad campaign, CMS conducted a focus group study among the target segment -- women in the age group of 1829 years. The study revealed that the low usage of OC's among the women was due to their negative perception about the use of OC pills. They felt that the use of OC's would have shortterm side-effects such as nausea, weight gain, and dizziness; and long-term side-effects such as infertility and permanent physical defects. The integrated communication campaign sought to dispel the myths about the use of OC's and project it as a companion and friend of the women. The ad campaign was developed and first tested using the focus groups. Ogilvy & Mather was the ad agency. Set 1

The first 'Goli ke Hamjoli' campaign was launched in November 1998. CMS decided to focus first on northern India, especially the four states of Bihar, Madhya Pradesh, Rajasthan, and Uttar Pradesh, which contribute nearly 42% of the population growth rate in the country. In 1999, celebrities were roped in and the testimonial advertising route was adopted. Leading film and television artists such as Mandira Bedi, Pallavi Joshi, and Shefali Chhaya endorsed the OC's and pointed out their benefits. The integrated marketing communication campaign consisted of television and print ads, public relations, and training. CMS also launched public relations initiatives to impress upon the medical fraternity and opinion leaders in the country the benefits of OC's. It trained chemists and traditional doctors regarding various issues related to the use of OC's. They were also provided with booklets that contained detailed information about OC's. CMS also tried to encourage the OC product manufacturers to market their brands under the umbrella logo of 'Goli ke Hamjoli.' It made use of innovative ways to communicate the message to the target segment. For instance, CMS identified that many beauty parlors attracted young women - unmarried and newly married, in the northern states. They discussed various aspects with the beauticians, including the issue of family planning. So CMS conducted some workshops in some of the beauty parlors on a trial basis. In another instance, Mamta, an NGO operating in the slums of Delhi, identified that the mother-in-law had a great influence in family planning matters in the house. So workshops were conducted for them in these areas. Other onthe-ground promotions included 'Hamjoli Baatcheets' or 'Friends of the Pill Conversations', where female gynecologists answered technical queries and gave suggestions to the brand ambassadors. The campaign was successful in achieving the objectives. The use of OC's increased nearly three times from 4% in February 1999 to 13% in September 2001.4 The campaign also encouraged many new manufacturers to sign up with CMS, which resulted in greater availability of good quality OC's in the market. 'Goli ke Hamjoli' communications campaign received the 'Health Care Campaign of the Year' award in the 1999 Asian Public Relations Awards held in Hong Kong. The campaign also received 'Best Social Concern Campaign' for the year 2000 from the Bombay Ad Club. Numerous articles regarding the campaign appeared in various Indian newspapers and women's magazines. Questions: 1. Explain the various communication elements used by CMS for its integrated 'Goli ke Hamjoli' campaign in India. 2. Social marketing campaigns are not similar to commercial marketing communication campaigns in many ways. Briefly describe some of the distinct elements in both these forms of communication.

Section II

Attempt any two

(18 marks)

2. Explain in details TRP rating the concept, its advantages & disadvantages & its method. 3. Explaining the concept of message, discuss the steps in developing a Message. P.T.O.

4. Write short notes on (any 3) a. b. c. d. e. Main two models of agency remuneration. Sales Promotion Stimulus Response Theory Stages in the Client Agency relationship The Big Idea in creativity.

Section III Attempt any two

(12 Marks)

5. What is your opinion about advertising awards, such as the Cannes Lions, that are solely based on creativity? If you are a marketer, would you take these creative awards into consideration in your agency evaluation process? Why or why not? Justify. 6. Discuss the role of headlines & subheads in print ads. What purpose according to you do they serve & how? 7. Discuss the pros & cons for a marketer having one company handle all of its IMC needs versus specialized marketing company firms to handle the various components of the program.

MIT School of Business (MITSOB) 29th Batch Semester III Term End Examination Subject: Advertising & Media Planning Total Marks: 50 Section I Compulsory Q.1 Duration: 2 Hrs. 20 marks

Changing Media Environment in India-Implications for Advertisers and Media Planners The media industry in India has witnessed significant changes over the last few years, especially after 2001 when government regulations were relaxed to allow the entry of a number of companies into the print, television, and radio media. This has led to a fragmentation of traditional media options for advertisers and media planners. In addition, the emergence of new media options has created new opportunities as well as challenges for them. Television, the most powerful among all the media, is changing at a rapid pace. From a single, state-owned channel, Doordarshan, in the 1980's, the television industry had grown to over 300 channels (including local cable channels) by 2004. Many companies have launched specialist channels keeping in mind the changing tastes and preferences of Indian television viewers. These channels cater to a niche target audience based on the area of interest (lifestyle, fashion, travel, business) or age group (children's channels). Since 2000, the television broadcasting industry has seen the launch of several newsbased channels. In 2003, news channels like NDTV 24x7, NDTV India, Sahara Samay, and Headlines Today were launched. This was in addition to the already existing news channels - Zee News, Star News, and Aaj Tak. The state-owned Doordarshan also jumped onto the news channel bandwagon, with its DD News channel. The year 2004 saw the launch of other niche channels like Travel and Living, a travel channel from Discovery; History channel, an affiliate of the National Geographic channel; ZOOM, an up-market lifestyle channel by the Times Group, and Star One from the Star Group stable. Besides, children who had had to be content with Cartoon Network and the onehour cartoon slots on other mainstream channels, suddenly had a range of choices with the launch of seven new children's channels including Pogo, Hungama from UTV, Animax, and the relaunch of Nickelodeon as Nick Jr. Most of the channels for children have steadily localized the animation content. Walt Disney went a step further and launched Toon Disney, an animation channel that was beamed in four languages English, Hindi, Telugu, and Tamil. Seeing the advantage of focusing on niche segments, Zee plans to even launch its women's channel. Atul Phadnis, Vice-President, TAM India, which monitors almost all the channels being beamed into India, said fragmentation would create problems for media planners. "Already there are a zillion different ways in which media planning can be done. So while fragmentation is good from the viewers' point of view, for the planners it will be a tough task." Radio is another mass medium that has hogged the limelight since 2002. Once written off by advertisers, it got a fresh lease of life when the government opened the industry up to private broadcasters in 1999. This resulted in the entry of several media houses into radio broadcasting. Set 2

They include Radio Mirchi (Times Group), Go (Midday), and Star Network's Radio City. Nearly 37 private stations had become operational, as early as in 2002. The entry of private radio channels led to a substantial increase in radio advertising. Besides, the reach potential of radio has increased tremendously with the increase in time spent listening to the radio. In 2003, the ad-spend on radio was about Rs 1.8 bn, which was less than 2 per cent of the overall advertising market. The revenues are expected to increase to Rs 6.89 bn (at a CAGR of 30 per cent) by 2008. The print media too is expected to witness a steady growth. According to a study by Pricewaterhouse Coopers - Global Entertainment & Media Outlook 2004-2008, the Indian newspaper market is expected to grow from Rs 1.87 bn in 2004 to Rs 2.4 bn by 2008 (at a CAGR of 6.9 per cent). Exhibit 1 contains a list of the prominent media for advertising and their revenues over a period of three years (2002-2004). Consumer durable and FMCG companies were the major spenders through the television medium. Shampoos, toilet soaps, and washing powders were the highest advertising spenders in the FMCG industry. In the print media, the prominent advertisers were educational institutions, retailers, coaching centers, real estate developers, and tourism operators. Due to the increasing clutter in the traditional advertising media, lower cost and more touch-points with the consumer, companies - especially FMCG, and media planners began to look out for non-mass media or below-the line advertising options, to communicate with the customers. Advertising agencies are also interested in providing integrated communication services to their clients. This is evident from the emergence of specialist media agencies such as BroadMind (the specialist arm of WPP MCI group) and Integrated Marketing Action Group (IMAG of Lowe & Partners). IMAG consists of specialist arms like Linterland (rural), Lintertainment (films & entertainment), Aaren Initiative (outdoor), LinOpinion (PR), Advent (events and merchandise), Lowe Personal (direct marketing and customer relationship management) and DCell (design). BroadMind is a specialist division that has various sub-divisions offering media planning and buying solutions to specific media. They include Dialect (local area marketing), Health & Lifestyle (sports), and Brands and Films (entertainment). FCB-Ulka also has divisions that include: FCB-Ulka (Direct), FCB-Ulka (Healthcare), Lodestar (Media buying), FCB-Ulka (Interactive) and Cygnus (PR). These agencies have begun to offer media planning solutions for unconventional promotions, such as village fairs, in-film placements, seminars, and fashion -.shows. The preference of media planners and companies for such media stems from the fact that they offer huge potential. For instance, nearly 500 melas and fairs take place every year and are attended by 150-200 million people. Besides, the market for film merchandising and in-film advertising is expected to grow to Rs 500 mn by 2006. Speaking on this issue, M. Suku (Suku), National Director, BroadMind, said, "In India, the landscape is very diverse and rich - from a monkey performing on Chowpatty beach to Jack Welch talking to CEOs, they are all marketing opportunities, and our vision is for every media plan to have integral non-traditional media elements. Ashish Bhasin, Director, IMAG, adds, "Four out of ten people in the country are untouched by any media -which is the population of France, Germany, and England put together. So 'melas' and 'haats' provide an opportunity to physically touch the consumer."

P.T.O.

The potential for below-the-line promotions are immense. In 2002, Dialect of BroadBand, promoted its clients' brands during the one month long 'Sonepur Mela' in Bihar, which attracted 1.8 million visitors who spent an astounding Rs 225 mn. The division has now included the 'Koregaon Bullock Cart Race' of Maharashtra and the 'Nehru Boat Race' of Kerala in its portfolio, to promote the brands of clients. Similarly, the 'Health and Lifestyle' division bagged the exclusive marketing rights for the Standard Chartered Mumbai International Marathon, which is held in January every year. The 'Brands and Films' division that takes care of product placements, marketing tie-ups, and acquisition of Doordarshan and satellite channel rights for its clients, marketed Bagpiper in the film 'The Hero' and Pidilite and Kellogg in 'Chotta Jaadugar' in 2003. According to Mr. Suku, "Brands rarely go beyond two forms of media, but we have an opportunity to explode it across 360 degrees -- so I can put the bullock cart race on a local TV channel, in a local newspaper, and do ground events. The brand benefits not only by reaching more consumers, but there is also a far greater brand-consumer interaction, and building of a local connect." Even non FMCG and consumer durable marketers are seeking ways to explore every touch point that they make with the customer, and promote their brands. For instance, Air Deccan capitalized on this opportunity and offered the back of its boarding passes, food trays, and the exteriors of its aircraft to advertisers. Air Deccan was able to attract big advertisers like NDTV, VIP Industries, and Sun Microsystems through this service. Speaking on this issue, John Kuruvilla, Revenue Officer, Air Deccan, says, "As an airline I get extra revenue which helps me to offer concessional fares, and for the brands advertising on my airbus, they are able to catch the undisrupted attention of their target audience (T A) at a low cost." With the availability of a multitude of advertising options and increasing fragmentation of traditional media, media planners have tried to seek ways to gain maximum leverage. As part of this effort, these organizations have tried to adopt different media planning practices. In some organizations, unified structure is followed where the media planning and media buying are under the supervision of the same professional. Agencies like Lodestar believe in a unified structure. On the other hand, agencies like GroupM and Carat Media believe that the unified structure is not appropriate. According to Charles Berley Jenarius, Group CEO, Carat Media, "Both planning and buying are highly specialized areas and require different skill sets to deliver the best. It is very rare to find all these skills resident in the same person, hence the need to have specialists to perform the respective functions. Questions for Discussion: 1. "The scene may become complicated, but that's only to be expected with fragmentation in the industry. But I am excited about the change, as it will open up new possibilities." What are the implications of media fragmentation and the emergence of new media options for advertisers?

2. Discuss the rationale behind some media planners adopting a unified structure for media planning and media buying, when both are termed as specialized functions? 3. "With mass media costs being constantly on the rise, brands are increasingly looking at nontraditional media to promote their brands." What advantages do non-traditional promotions offer to companies?

Section II 2. 3.

Attempt any two

(18 marks)

Write an essay on Advertising Budget. Explain the formal procedure for increasing productivity & innovative output by a creative process. Write short notes on (any three) a. Reach & Frequency. b. DART. c. 10 principles of building better relationship with agency. d. Daniel Starchs AIDA model. e. Public Relations.

4.

Section III Attempt any two 5. Evaluate the role of media in making of a celebrity. Justify.

(12 Marks)

6.

In a democracy where people have freedom of speech & expression, why do we need laws governing commercial speech that is advertising? Explain with arguments.

7.

As ad agencies get increasingly evaluated on the basis of objective criteria like sales, ROI etc. the quality of creative work will suffer. Comment.

MIT School of Business (MITSOB) 29th Batch Semester III Term End Examination Subject: Advertising & Media Planning Total Marks: 50 Section I Compulsory Q.1 Orbitz's Effective Online Advertising Orbitz Inc. (Orbitz), based in Chicago, is one of the leading online travel agencies in the world. It was founded by five major airline companies namely Continental Airlines, Northwest Airlines, Delta Airlines, United Airlines, and American Airlines in June 2001. On December 17, 2003, Orbitz became a publicly traded company. In August 2003, the Chicago-based company was voted as the 'Number One Travel Site' by Forbes magazine. The company helped consumers to search for and purchase a variety of travel products like airline tickets, rental cars, lodging, vacation packages, cruises, etc. Orbitz allowed its potential customers to choose from 455 airlines, 22 car rental companies, and other leading vacation package providers, cruise lines, etc. Orbitz was highly dependent on pop-under ads for its online sales. Pop-under ads are considered by a majority of people to be the most obnoxious form of online advertising as they intrude upon consumers' privacy. Analysts are of the opinion that the number of pop-ups and pop-under ads that keep appearing on the browser windows of Internet users would cause a lot of annoyance, negating the very purpose of advertising, i.e. of attracting consumers. Despite such opinions prevailing, Orbitz was one company that established good brand recognition with the help of the pop under and other forms of online advertising. Otherwise Inc. (Otherwise), which had been Orbitz's agency for online advertising since February 2001, realized that to attract attention, pop-under ads needed to be cheery and fun to look at. Mark Rattin (Rattin), the then Creative Director for Otherwise, said, "Make it entertaining, surprising, something that confronts their expectations and even seduces them. In order to succeed, the ads had to be funny, smart, quirky, and delightful and designed in such a way that they did not offend the users who were not interested in the company's product. For instance, the pop-under game ads launched by Orbitz captivated users into playing the game. The "Run for Your Flight" game ad was one such game, where the users had to choose a destination and a departure city after which they had to help the passengers reach their flight by overcoming various obstacles. These game ads helped Orbitz keep its brand name before the consumer for a longer period of time. Further, during the course of game, the official website of the company would also open in a new window. According to Rattin, "When a user plays with a pop-under, he or she is electing to spend more time with a particular brand or product. The longer the user plays, the longer he or she is exposed to the message we're trying to convey. Otherwise created a variety of ads for Orbitz that were able to convey different messages to different consumers. Orbitz's 'Brand Celebration Banners' quoted the companys logo in a combination of bold graphic and simple messaging. These banners contained clear and direct messages that encouraged viewers to go in for site registration and online booking. The company's 'Customer Care Banners' were designed in such a way as to differentiate them from other business-oriented banners. These banners used clean, soothing graphics and quiet messages and were effective in launching the 'Orbitz Customer Care' section on Orbitz's website. Set 3 Duration: 2 Hrs. 20 marks

Orbitz's ads were contemporary and technically advanced. As a part of Orbitz's brand building exercise, the ad agency (Otherwise) designed 'Technology Banners' which displayed the technological and functional superiority of the company's site. These ads featured ultra-modem graphics combined with fun animation. In addition, the messages used the lingo of science fiction to emphasize the site's technological advancement. The "Geo Targeted Banners' were intended to deliver region specific information regarding airfares, etc. This information was provided based upon the Internet users' ZIP codes. Apart from these banner ads, Orbitz used promotions as a key marketing strategy to encourage membership and purchases. The agency for Orbitz, Otherwise, effectively conveyed the promotional messages through online advertising. This was done using on-site messages, banners, etc. Orbitz also had strategic relationships with other ecommerce sites. This helped Orbitz get an opportunity to market its services to its strategic partners' customers. The e-mails developed by Otherwise were distributed to these new customers (strategic partners' customers) through Orbitz's strategic partners. Orbitz also advertised in collaboration with other travel providers like Hawaiian Airlines, etc., and launched joint offers. The 'Take a Hawaiian Holiday' campaign with Hawaiian Airlines and the 'Reach the Beach' campaign with American Airlines, etc. were some examples for joint offers launched by the company. Thus, Orbitz was one of the few online website companies that significantly benefited from online advertising. In 2003, the company's gross travel bookings exceeded $3.4 billion, which was a 34 percent increase from 2002. By 2004, the company had 24 million users registered on its travel site. Questions for Discussion: 1. 2. Discuss the various online advertising strategies adopted by Orbitz to attract consumers. 'Pop-under ads cause much annoyance to the consumers as they keep appearing on a browser's window.' Despite this fact how did Orbltz manage to achieve success with popunder ads? Attempt any two (18 marks)

Section II 2. 3. 4.

Explain the methods of Advertising Evaluation/ Appropriation. Explain the concept, utility, advantages & disadvantages of various Medias available. Write short notes on (any three) a. Selling strategies (types of response, message objective & message strategy). b. Creating an appeal. c. Structure of Ad agency c. d. Direct Marketing. e. Functions of Advertising

P.T.O.

Section III Attempt any two

(12 Marks)

5.

How do you think research compares with gut feeling in advertising? How can one draw the fine line between what needs to be researched & what needs not? What could be the guiding principles in this decision?

6.

Do you think that television is a superior expression compared to other conventional media? Why or why not? The effectiveness of a celebrity endorser in an ad depends on the receivers involvement level. Agree or disagree giving reasons.

7.

MIT School of Business (MITSOB) 29th Batch Semester III Term End Examination Subject: Advertising & Media Planning Total Marks: 50 Section I Compulsory Q.1 VIP Industries: Positioning itself as a Lifestyle Brand VIP Industries Ltd. (VIP), part of the Dilip Piramal Group, is the leading luggage maker in India, with a nearly 50%> market share in the organized segment. The company manufactures a range of luggage that includes strolleys, suitcases, executive briefcases, backpacks, and school bags. It is also the second largest luggage manufacturer in the world. Besides. VIP is present in the plastic molded furniture market with its 'Moderna' range of branded furniture. In the financial year 2003-04, it posted revenues of Rs 2.75 bn with a net profit of Rs 66.2 mn. The luggage market is pegged at Rs 15 bn (2003 estimates), of which the organized market comprises Rs 6 bn. However, the market has shown signs of stagnating for the past few years. The growth rates during 2001 and 2002 were a meager 3-4%, with the economy segment (priced below Rs 800 and occupying a major share of the market) actually showing negative growth and the mid-segment (priced between Rs 800 and Rs 2000) remaining stagnant. The premium category (priced above Rs 2000) was the only segment that showed positive growth. Apart from the poor state of the luggage market, competition from both organized and unorganized players increased substantially. The entry of international players like Sarnsonite Worldwide, through its Indian subsidiary Samtain Sales, and the LaSalle brand from the Kanpur-based KCK Group intensified the competition. VIP therefore decided to take a fresh look at its marketing strategy in the context of the changed market scenario. Consequently, it launched a new television advertising campaign in the latter half of 2003, after a gap of nearly four years. Prior to the launch of the ad campaign, extensive marketing research was conducted to ascertain customer perceptions about the VIP brand. For this, the company conducted 40 focus group studies. The studies revealed that customers though looked upon VIP as a reliable and trusted brand, they considered it old fashioned. Apart from this, the management also identified that VIP had become a generic name for the luggage category. These insights prompted the company to give a new positioning to the brand. It decided to make VIP a fresh, young, and vibrant brand by targeting the 25-35 age group rather than the 30-40 age group. Speaking on this issue, Sudhir Jatia, Managing Director, Blow Plast India,1 said, "There was a clear need to make the brand look young and with the times. The underlying objective of the new campaign is that we want to own travel." The development of the ad campaign was. entrusted to the ad agency Lowe. In the advertising brief that contained the guidelines the ad agency had to follow, VIP wanted the new ad campaign on the theme 'own the travel'. It also wanted to infuse freshness into the brand. Based on these inputs, Lowe began working on the ad campaign. The creative team mulled over various themes, such as destination and homecoming that reflected the 'owning the travel' concept. Lowe finally selected "Bidding Farewell" as the theme for the campaign and 'Happy journeys begin with VIP' as the tagline. Set 4 Duration: 2 Hrs. 20 marks

The ad campaign developed by the agency showed various sequences of people bidding goodbye to others, such as a boy trying to stop his father from leaving by clinging to his legs, a mother saying goodbye to her son, who is leaving by car, and a guest being bid farewell by the hotel staff, etc., followed by the jingle, "Bye bye, bye bye...goodbye," running in the background. The new ad campaign was a clear departure from VIP's earlier campaigns, that depicted the sad moments of leaving, such as the highly successful 'Kal bhi aaj bhi' campaign in the 1990s. Commenting on the ad campaign, R. Balakrishnan, Executive Creative Director, Lowe, said, "We needed to own a moment where the consumer is most closely involved with luggage. And we realized that that moment is when the traveler bids goodbye. There is a happiness associated with starting a journey. By saying 'Happy journeys begin with VIP', we are tying the brand to travel. Also, the use of 'bye-bye' is something bubbly and endearing that people can easily associate with.3 VIP allocated Rs 150-200 mn for the new ad campaign. It was aired on all major television channels and was complemented by a series of outdoor campaigns. Questions for Discussion: 1. "There was a clear need to make the brand look young and with the times. The underlying objective of the new campaign is that we want to own travel." Discuss the advertising planning process adopted by VIP, right from developing the advertising objective to launching the new ad campaign. 2. VIP launched a television campaign in 2003 after a gap of nearly four years with a major shift in its marketing communication strategy. It decided to change its positioning to a lifestyle brand and target a younger customer segment. Comment on the reasons for VIP changing its marketing communication strategy.

Section II 2. 3. 4.

Attempt any two

(18 marks)

Discuss in details Advertising Research. Explain Media Strategy & various stages in Media Planning. Write short notes on (any three) a. GRP b. Media fragmentation & proliferation. c.. Approaches to advertising research. d. Roles played by consumers in the process of buying behavior. e. Sales promotion

Section III Attempt any two Q.5

(12 Marks)

What comes first-marketing communication strategies or product, price & distribution strategies? Should a marketer begin with a product & fit communication strategiesto match its characteristics, or should he begin with a desored image & fit product, price & distribution strategies to align with the chosen image? Or is there an alternative approach to solving this chicken-or-egg problem? P.T.O.

Q.6

Between television & print, what medium is more appropriate for persuading consumers through the central route? Why? Creativity in advertising should not be curtailed within bounds of any parameters like awards, sales, brand building etc.. It is like a painting which is a form of expression for an artists inner feelings.Argue.

Q.7