# Paper C · media decisions and brand indices

Subject: Advertising and Public Relations

Exam: M2

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

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

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.

#### Illustrative example · A seasonal offer

A campaign running only before two festivals uses flights. A brand advertising all year but increasing weight before festivals uses pulsing.

### 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.

#### Illustrative example · Local class launch

Choose media used by nearby eligible students; concentrate placements before admissions close. National exposure may be wasteful for a single-location class.

### 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.

#### Illustrative example · A familiar biscuit

The shopper recognises a biscuit pack, tries a small pack, likes the actual taste and later sees a reminder near the next shopping occasion. The reminder supports repeat buying; it does not need to completely change a belief each time.

### 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.

#### Illustrative example · Museum student programme

A hypothetical plan aims to reach 60% of eligible nearby students during four weeks. After running the plan, compare deduplicated reach with that goal, then measure student understanding and registrations separately. A high impression count does not automatically mean high attendance.

### 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 share | Brand-sales share | Category-sales share |
| --- | --- | --- |
| 10% | 15% | 20% |

## To find

Brand and category development indices.

## Formula and why



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



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



$$
\text{BDI}=\frac{15}{10}\times100
$$



#### Step 2. Divide and scale BDI



$$
1.5\times100=150
$$



#### Step 3. Substitute for CDI



$$
\text{CDI}=\frac{20}{10}\times100
$$



#### Step 4. Divide and scale CDI



$$
2\times100=200
$$



#### Step 5. Compare each with 100

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

**Final answer:** BDI = 150; CDI = 200.

#### Practical interpretation · What the answer means

Both brand and category are over-represented relative to population. Indices guide further analysis; they do not guarantee future growth or prescribe an automatic budget decision.