# Paper B · models, brands and advertising weight

Subject: Advertising and Public Relations

Exam: M2

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

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

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.

#### Illustrative example · A measurable goal

Increase aided awareness among first-year students from 20% to 40% within eight weeks, using a comparable survey.

### 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.

#### Illustrative example · Fictional FreshLeaf

FreshLeaf lemon tea added to its tea range is a line extension. FreshLeaf kettles take the brand from tea into appliances and are a brand extension.

### 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.

#### Illustrative example · A refillable pen

Differentiate: replace the refill instead of the pen body. Remind: recognise the same pack on the shelf. Inform: show compatible refills and price. Persuade: explain the convenience and invite a purchase.

### 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.

#### Illustrative example · A shampoo range

Different variants may serve different hair needs, while a consistent naming and packaging system helps shoppers navigate them. A new variant is useful only if customers understand whom it serves and its supported benefit.

### 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

| Reach | Average frequency | Target |
| --- | --- | --- |
| 75% | 5.4 | 20000 |

## To find

GRP, reached people and impressions.

## Formula and why



$$
\text{GRP}=R_{\%}\bar f
$$





$$
n=\frac{R_{\%}}{100}N,\qquad I=n\bar f
$$



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



$$
75\times5.4=405\text{ GRPs}
$$



#### Step 2. Convert reach to a fraction



$$
75\div100=0.75
$$



#### Step 3. Calculate unique people reached



$$
0.75\times20000=15000
$$



#### Step 4. Calculate gross impressions



$$
15000\times5.4=81000
$$



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

#### Practical interpretation · What the answer means

GRP is a repeated-exposure weight. Report people for unique reach and impressions for total opportunities; those are different quantities.