Advertising and Public Relations · TEE · papers
Q1B · Classify the Advertising based on ‘Functions of Advertising.’
2025-12-11 · Final examination
Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7
The original paper does not print an individual mark for this part. The displayed 5 preparation marks are an inferred study allocation, not a printed mark.
2025-12-11 · Q1B · Previous-paper question. Classify the Advertising based on ‘Functions of Advertising.’ [5 preparation marks]
Answer
Definition. Functional classification distinguishes immediate response from longer-term influence, category demand from brand demand, and product promotion from organisational identity.
In simple words. Action kab? Demand kiski? Message product ka ya organisation ka?
Understand it step by step
- Direct action: seeks a prompt measurable response such as registration or purchase. Indirect action: develops awareness, attitude or preference over time.
- Primary advertising: promotes demand for a category, such as public-interest encouragement to use a service category. Selective advertising: promotes a specific brand within it.
- Product advertising: explains or persuades around a particular offering. Institutional advertising: communicates the organisation, its values, capabilities or reputation.
- These are paired dimensions, not six unrelated media types. A direct-response ad may also be selective and product-focused.