# Paper A · theories, planning and media numbers

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/mocks/m2-mocks/paper-a

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/mocks/m2-mocks--paper-a/

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.

#### Illustrative example · Workshop poster

A clear headline attracts attention; the skill taught creates interest; useful outcomes create desire; a dated registration link enables action.

### 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.

#### Illustrative example · Same audience, repeats

If 100 distinct people generate 300 impressions, reach is 100 people and average frequency is 300 ÷ 100 = 3. A percentage reach also requires the target population.

### 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.

#### Illustrative example · A cleaning-product film

A thirty-second film may show a spotless kitchen and an instant solution. The real task involves time, effort and product limitations that the edited narrative may omit. Identify the selection of reality, not just the product.

### 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.

#### Illustrative example · A campus bicycle-repair service

Target students who already cycle; identify doubts about reliability; position the service around transparent repair estimates; demonstrate the inspection process; use cycling-group messages and notices near cycle parking. Each choice follows the original audience and problem.

### 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

| Group | Distinct people | Exposures each |
| --- | --- | --- |
| 1 | 1500 | 3 |
| 2 | 1500 | 6 |

## To find

Gross exposures, unduplicated reach and average frequency.

## Formula and why



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



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



$$
1500\times3=4500
$$



#### Step 2. Count exposures for group 2



$$
1500\times6=9000
$$



#### Step 3. Add all group exposures



$$
4500+9000=13500
$$



#### Step 4. Count distinct people



$$
1500+1500=3000
$$



#### Step 5. Divide exposures by people reached



$$
\bar f=\frac{13500}{3000}=4.5
$$



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

#### Practical interpretation · What the answer means

4.5 is the average number of opportunities among reached people. It does not mean each individual had exactly that many exposures.