Advertising and Public Relations · M2 · papers-chapter
M2 solved question bank
Short exam answers with examples
- State the four stages of AIDA.
- What are the four functions represented by DRIP?
- Expand DAGMAR and state one characteristic of a good advertising objective.
- Distinguish reach and frequency.
- Define brand equity.
- Distinguish flighting and pulsing.
- Differentiate line extension and brand extension.
- State two functions of media planning.
- Explain mediation of reality in advertising.
- Explain shifting loyalties with an example.
- Explain the magic of meaning in advertising.
- Explain the hidden-message theory with an example.
- Explain imitative desire in advertising.
- Explain AIDA with a suitable advertisement example.
- Explain the DRIP model with an example.
- Explain DAGMAR and state its requirements for an objective.
- Explain the Ehrenberg model used in this course.
- Explain Maslow’s hierarchy with advertising examples.
- Explain brand positioning with an example.
- Explain three challenges of brand management.
- Explain the review of a marketing plan before advertising.
- Explain the five-step strategic planning process.
- Distinguish trial and repeat-purchase target audiences.
- Explain the five roles in consumer decision-making.
- Explain any three communication effects used in advertising planning.
- Explain three functions of media planning.
- Explain the four stages in developing a media plan.
- Explain the five Ms used in the course’s media mix.
- Differentiate continuous, flighting and pulsing schedules.
- Compare print, audio-visual and digital media