Advertising and Public Relations · M2 · mocks

Paper A · theories, planning and media numbers

Three M2 mock papers · fully solved

10 attempted marks · 45 minutes · all answers below questions

Time: 45 minutes. Maximum attempted marks: 10. Q1(a) and Q1(b) are compulsory. Attempt ANY TWO of Q2, Q3 and Q4. The paper offers 13 marks of questions, but you attempt 10. These are authored practice papers, not predicted or previous exam papers.

Q1(a) · Mock question. State the four stages of AIDA. [2 mock marks]

Answer

The four stages are Attention, Interest, Desire and Action. The message first attracts notice, develops relevant interest, builds a preference or desire, and supplies a way to respond.

Q1(b) · Mock question. Distinguish reach and frequency. [2 mock marks]

Answer

Reach is the number or percentage of distinct target members exposed at least once. Average frequency is the average number of exposures among those reached during the same period.

Q2 · Mock question. Explain mediation of reality in advertising. [3 mock marks]

Answer

The theory views advertising as a constructed representation of reality. Advertisers select scenes, characters and symbols that associate a product with a particular version of life. Viewers may use those representations to form expectations, although the advertisement is not a complete or neutral account of reality.

Q3 · Mock question. Explain the five-step strategic planning process. [3 mock marks]

Answer

  1. Select an audience consistent with marketing objectives.
  2. Study how that audience makes the purchase decision.
  3. Define a relevant and distinctive brand position.
  4. Develop a message around specified communication effects.
  5. Select media and scheduling that deliver the message effectively within resources.

Q4 · Mock question. In a four-week campaign, 1,500 people receive 3 exposures each, 1,500 people receive 6 exposures each. The groups are distinct with no overlap. Find gross exposures, unique reach and average frequency. [3 mock marks]

Answer

Faculty-note worked example: the values come from APR M2 notes p27. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

Given

GroupDistinct peopleExposures each
115003
215006

To find

Gross exposures, unduplicated reach and average frequency.

Formula and why

I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}LaTeX: I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}

Multiply each group size by its frequency; then add. The reach sum is valid because the question explicitly says the groups do not overlap.

Step-by-step solution

Step 1. Count exposures for group 1

1500\times3=4500LaTeX: 1500\times3=4500

Step 2. Count exposures for group 2

1500\times6=9000LaTeX: 1500\times6=9000

Step 3. Add all group exposures

4500+9000=13500LaTeX: 4500+9000=13500

Step 4. Count distinct people

1500+1500=3000LaTeX: 1500+1500=3000

Step 5. Divide exposures by people reached

\bar f=\frac{13500}{3000}=4.5LaTeX: \bar f=\frac{13500}{3000}=4.5

Final answer: Gross exposures = 13,500; reach = 3,000 people; average frequency = 4.5.