# Explain any three communication effects used in advertising planning.

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/papers/m2-questions/strategy-effects

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/papers/m2-questions--strategy-effects/

Short exam answers with examples

### Practice question. Explain any three communication effects used in advertising planning. [3 practice marks]

#### Answer

1. Category need establishes why the type of offering is relevant.
2. Brand awareness makes the specific brand recognisable or retrievable from memory.
3. Brand attitude develops a favourable evaluation based on a relevant benefit.
4. Purchase intention concerns willingness to take a purchase-related action; it is not the same as actual sales.

#### Illustrative example · A home water-leak sensor

Explain the risk of unnoticed leakage (category need), introduce the brand name (awareness), demonstrate timely alerts without unsupported guarantees (attitude), and invite a demonstration booking (intention/action).