Advertising and Public Relations · M2 · mocks

Paper B · models, brands and advertising weight

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. Expand DAGMAR and state one characteristic of a good advertising objective. [2 mock marks]

Answer

Defining Advertising Goals for Measured Advertising Results. An objective should specify the audience, baseline, required communication change and time period so that results can be assessed.

Q1(b) · Mock question. Differentiate line extension and brand extension. [2 mock marks]

Answer

A line extension adds a variant in the existing category. A brand extension uses the existing brand name in a different product category.

Q2 · Mock question. Explain the DRIP model with an example. [3 mock marks]

Answer

DRIP states four communication tasks: differentiate the offering, remind or reinforce it in memory, inform the audience and persuade it towards a desired response. A campaign may emphasise one or combine several depending on its objective.

Q3 · Mock question. Explain three challenges of brand management. [3 mock marks]

Answer

  1. Market fragmentation requires relevant messages for different needs.
  2. Media fragmentation makes consistent communication across many touchpoints harder.
  3. Informed buyers compare claims and experiences, making credibility and service quality essential.

Q4 · Mock question. A campaign reaches 75% of a target population of 20,000 with an average frequency of 5.4. Find GRP, unique people reached and gross impressions. All figures refer to the same period. [3 mock marks]

Answer

Faculty-note worked example: the values come from APR M2 notes p28. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

Given

ReachAverage frequencyTarget
75%5.420000

To find

GRP, reached people and impressions.

Formula and why

\text{GRP}=R_{\%}\bar fLaTeX: \text{GRP}=R_{\%}\bar f
n=\frac{R_{\%}}{100}N,\qquad I=n\bar fLaTeX: n=\frac{R_{\%}}{100}N,\qquad I=n\bar f

Use the percentage number in GRP. Divide it by 100 when finding a fraction of the population.

Step-by-step solution

Step 1. Calculate GRP

75\times5.4=405\text{ GRPs}LaTeX: 75\times5.4=405\text{ GRPs}

Step 2. Convert reach to a fraction

75\div100=0.75LaTeX: 75\div100=0.75

Step 3. Calculate unique people reached

0.75\times20000=15000LaTeX: 0.75\times20000=15000

Step 4. Calculate gross impressions

15000\times5.4=81000LaTeX: 15000\times5.4=81000

Final answer: 405 GRPs; 15,000 people; 81,000 gross impressions.