# Q1B · Classify the Advertising based on ‘Functions of Advertising.’

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2025-12-11/q1b

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2025-12-11--q1b/

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

1. **Direct action:** seeks a prompt measurable response such as registration or purchase. **Indirect action:** develops awareness, attitude or preference over time.
2. **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.
3. **Product advertising:** explains or persuades around a particular offering. **Institutional advertising:** communicates the organisation, its values, capabilities or reputation.
4. These are paired dimensions, not six unrelated media types. A direct-response ad may also be selective and product-focused.

## See it in use

#### Illustrative example · An electric-bus example

A campaign explaining the public value of bus travel can build category demand. A named operator’s service ad builds selective demand. “Book today” seeks direct action; a film about its long-term safety culture may build institutional understanding.