Advertising and Public Relations · M2 · mocks

Paper C · media decisions and brand indices

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. Distinguish flighting and pulsing. [2 mock marks]

Answer

Flighting alternates active advertising periods with gaps. Pulsing maintains a continuing base level with heavier bursts at selected times.

Q1(b) · Mock question. State two functions of media planning. [2 mock marks]

Answer

Media planning identifies suitable channels and vehicles for the target audience, and allocates delivery across budget, timing, reach and frequency requirements. Evaluation then compares delivery with objectives.

Q2 · Mock question. Explain the Ehrenberg model used in this course. [3 mock marks]

Answer

  1. Awareness makes the brand familiar.
  2. Trial gives the consumer actual product experience.
  3. Reinforcement supports a satisfactory experience and existing attitude.
  4. Nudging keeps the brand salient for later purchases.

Q3 · Mock question. Explain the four stages in developing a media plan. [3 mock marks]

Answer

  1. Analyse the market and identify the target audience.
  2. Set measurable media objectives for audience, place, timing and exposure.
  3. Develop and implement a suitable mix and schedule.
  4. Evaluate media delivery and its contribution to communication objectives; improve the next plan.

Q4 · Mock question. An area contains 10% of the relevant population, accounts for 15% of total brand sales and 20% of total category sales. Calculate BDI and CDI and interpret them. [3 mock marks]

Answer

Authored illustration: these numbers were chosen to explain a faculty-note concept. No matching supplied-data question was found in the 14 recovered APR papers. Standalone calculation drills are optional practice; their marks are author-set.

Given

Population shareBrand-sales shareCategory-sales share
10%15%20%

To find

Brand and category development indices.

Formula and why

\text{BDI}=\frac{B_{\%}}{P_{\%}}\times100,\qquad\text{CDI}=\frac{C_{\%}}{P_{\%}}\times100LaTeX: \text{BDI}=\frac{B_{\%}}{P_{\%}}\times100,\qquad\text{CDI}=\frac{C_{\%}}{P_{\%}}\times100

The common denominator is population share. Only the numerator changes between brand sales and category sales.

Step-by-step solution

Step 1. Substitute for BDI

\text{BDI}=\frac{15}{10}\times100LaTeX: \text{BDI}=\frac{15}{10}\times100

Step 2. Divide and scale BDI

1.5\times100=150LaTeX: 1.5\times100=150

Step 3. Substitute for CDI

\text{CDI}=\frac{20}{10}\times100LaTeX: \text{CDI}=\frac{20}{10}\times100

Step 4. Divide and scale CDI

2\times100=200LaTeX: 2\times100=200

Step 5. Compare each with 100

Both brand and category are over-represented relative to population.

Final answer: BDI = 150; CDI = 200.