# Unit 2 · advertising

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/revision/revision-tee/unit2

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/revision/revision-tee--unit2/

All five units and case-answer structure

Use the following connected outline to revise. Open a topic for its full definition, explained points, diagram where useful and example.

## Meaning, need and limitations of advertising

1. It informs audiences about offerings and their relevant benefits.
2. It differentiates alternatives and offers reasons for choice.
3. It reminds and reinforces familiar brands.
4. It supports marketing objectives when coordinated with product, price and distribution.

#### Real campaign · Amul topical advertising

Amul maintains an archive of topical advertisements. A recognisable character and brand identity can remain consistent while the specific topical message changes. This is an application of consistency with creative variation.

[Campaign / case source ↗](https://old.amul.com/m/amul-hits)

[Read the complete topic](https://deep-learning-study-room.vercel.app/read/apr/tee/read/advertising--need/)

## Advertising in the marketing and promotion mix

Advertising communicates benefits, differentiation and action information within the promotion element of marketing. Its effect depends on product performance, price and distribution. Coordination with sales promotion, PR and other communication prevents contradictory messages and supports the intended business outcome.

#### Illustrative example · A new drink near a college

An ad may generate interest, but retailers must stock the drink and the price must suit the target. Consumer advertising creates demand; a retailer briefing and stock support address the trade side. Contradictory prices across the ad and shop damage trust.

[Read the complete topic](https://deep-learning-study-room.vercel.app/read/apr/tee/read/advertising--mix/)

## Types and classification of advertising

| Basis | Examples of types |
| --- | --- |
| Purpose | Product, institutional, social |
| Audience | Consumer, business-to-business, trade |
| Geography | Local, regional, national, international |
| Medium | Print, audio, audio-visual, digital |

#### Illustrative example · A solar-equipment campaign

A paid advertisement to factories is business-to-business by audience, product advertising by purpose and possibly regional by geography. A separate public-interest energy-conservation message serves a different purpose even if both use the same digital platform.

[Read the complete topic](https://deep-learning-study-room.vercel.app/read/apr/tee/read/advertising--types/)

## How to distinguish the five theories

| Theory | Question to ask | Clue |
| --- | --- | --- |
| Mediation of reality | What version of life is constructed? | Edited social world |
| Shifting loyalties | Who is being persuaded to switch or stay? | Brand choice |
| Magic of meaning | What symbolic value is added? | Product + emotion |
| Hidden message | What is implied by the cues? | Unstated association |
| Imitative desire | Whom does the audience want to resemble? | Aspirational model |

One advertisement can support more than one interpretation. In an exam asking for one theory, choose the best-supported link and explain the exact scene or cue. Merely writing a brand name earns less explanatory value than showing the connection.

#### Illustrative example · Luxury-watch illustration

A fictional film shows an admired actor at a prestigious event wearing a watch. The actor supplies an imitative model, the event constructs a lifestyle, and the watch receives a status meaning. This is a teaching illustration, not a claim about an actual campaign.

[Read the complete topic](https://deep-learning-study-room.vercel.app/read/apr/tee/read/theories--compare/)

## Choose the right model for the question

| Question asks… | Use… | What to show |
| --- | --- | --- |
| Stages from noticing to response | AIDA | Four stages + one coherent advertisement |
| Four tasks of communication | DRIP | Four different functions |
| Measurable advertising goal | DAGMAR | ACCA + audience, baseline, change, time |
| Trial and repeat behaviour | Ehrenberg | Experience and reinforcement |
| Need or motivation behind an appeal | Maslow | Name the need and justify the link |

#### Illustrative example · Same workshop, two perspectives

Use AIDA to structure the workshop poster. Use DAGMAR to set a target such as increasing awareness among eligible students from 20% to 50% in one month. Creative structure and measurement solve different planning problems.

[Read the complete topic](https://deep-learning-study-room.vercel.app/read/apr/tee/read/models--choose/)

## Additional faculty classifications

| Classification | Distinguishing idea |
| --- | --- |
| Banner | An allocated display area within the layout. |
| Interstitial | A prominent message at a content transition. |
| Floating / overlay | A layer covers existing page content. |
| Pop-up / pop-under | A separate window in front of / behind the current window. |
| Covert / placement | Promotion integrated into entertainment content. |
| Surrogate | Disguised promotion circumventing an advertising restriction; a shared name alone is not proof. |
| Public service | Communication with a public-benefit objective. |

[Read the five online-ad formats](https://deep-learning-study-room.vercel.app/read/apr/tee/read/advertising--online-formats/)

[Read covert, surrogate and public-service advertising](https://deep-learning-study-room.vercel.app/read/apr/tee/read/advertising--other-types/)