1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION – OCTOBER 2014

B.B.M. – V SEMESTER

CREATIVE ADVERTISING AND MEDIA MANAGEMENT

(ELECTIVE PAPER I – MARKETING)

Duration: 3 Hours                                                                                       Max. Marks: 100

SECTION – A

1. Answer ALL the questions. Each carries 2 marks.                                  (10 x 2 =20)

 

1. Give two examples of Sub-conscious appeal.
2. How is Gross Rating Points calculated and what do you mean by it?
3. What is meant by feature analysis?
4. Mention the functions of media buying advertising agency.
5. What is the term used for multiplication of products that are almost identical, resulting in wastage of resources which could have been used to produce other products. Give example.
6. Mention two types of Rational appeal.
7. Expand TRP and give the meaning for it.
8. Define Advertising.
9. For what is competitive parity method used and for what?
10. For which media vehicle do the manufacturers use square root law? What is it?

 

SECTION – B

1. Answer any FOUR Each carries 5 marks.                                  (4×5=20)
2. Coolgate, toothpaste has been doing well in the market. As a marketing head, to keep pace with the changes in order to survive and prosper, What are the various advertising situations you need to look into to place the product again and again in minds of customers.
3. Write a short note on the Evolution of advertising.
4. David, the marketing manager of GLAM watches wants to approach an outside advertising agency for the new series of woman’s analog watches. Explain the different types of advertisement agencies that Mr. David can approach.
5. “Unless your campaign contains a big idea, it will pass like a ship in the night.” Explain.
6. Which popular model was conceived by Russell H Colley? Briefly explain the steps involved in the model.
7. “Five times as many people read the headline as those who read the ad copy”- Ogilvey. What are the elements of copy writing? Explain with suitable examples.

 

SECTION – C

III)      Answer any THREE questions.    Each carries 15 marks.                         (3×15=45)

 

17. “ Uth” Private limited is already an established company in the world of wrist watch. They are planning to launch a new series of watch for the youngsters, as the marketing head of the company what different types of advertisement you would suggest to capture the market in India.
18. Is death appeal a very good medium to influence customers? Explain different types of appeals with their pros and cons.

 

19. What is the role of media in the success of an advertisement? Explain the elements of media strategy.

 

20. “The more rude and shocking you can be, the more successful you will be in the advertising” mention any five advertisements that are offensive to public decency and the message is disturbingly clear. And briefly explain social and ethical issues in Advertising.

 

21. “It is the sensitive understanding of the audience that takes one’s creativity from logic to magic” explain the various steps involved in the advertising campaign plan.

 

SECTION – D

1. IV) Case study- Compulsory questions. (15 marks)

Tag a Friend Holi

 

Asian Paints is Asia’s third largest paint company, with a turnover of Rs 77.06 billion. Indigo Consulting is a marketing and technology agency providing measurable, result-oriented website development and online marketing solutions.

Asian Paints were certain about strengthening their relationship with the online audience and hence required a social marketing campaign that would convey the core message of the Asian Paints brand, that of safe vibrant colours, and had the capacity to go viral. Their objective lay in creating a campaign that was self sustainable, viral and true to their brand persona of Asian Paints. Thus, Tag-A-Friend-Holi application was conceptualised.

The application allowed users to play holi with other users across the globe with a chance to win an iPod nano and also conveyed an eco friendly message pertaining to water conservation. The application successfully linked Asian Paints with safe colourful fun and engaged users with the brand ‘Asian Paints’ at every level. This creative strategy met the needs of creating a curiosity, engaging users in social interaction and maintaining an active buzz during the festive period of Holi.

OBJECTIVES

In order to increase brand awareness, Asian Paints were keen to take route of Social Media Marketing Background. With the then prevailing water crisis,  worked around the idea of a social media application that would engage users in a game of virtual Holi, thus saving gallons of water and still allowing them to celebrate with family and friends all over the globe. The aim was to create a campaign that was self-sustaining, viral, consistent and true to the brand promise of ‘Safe, Vibrant Colours for your spaces’

STRATEGY AND PLANNING

• To take advantage of the festival of Holi, as it has traditionally been associated with colourful fun. This would make it an ideal occasion for people to connect the Asian Paintsbrand to wholesome fun and safe colours
• Imparting a message of deeper importance, conserving water at a time of a water shortage crisis, would associate Asian Paintswith genuine concern for people and the environment
• Agency developed the Facebookapplication named “Tag a friend Holi” due to an increase in water crisis,  ensured that users had a fun, colourful Holi without wasting gallons of water
• The application allowed users to pick pictures of their friends and splash it with their favourite Holi colours that were mapped to selective Asian Paintscolour palette and then publish the coloured picture on their friends wall
• An iPod Nano was offered to the user who tagged the most no. of friends
• The application was promoted on the Asian Paintswebsite, mailers were sent out through database and a PPC campaign on Facebook was carried out.

IMPACT AND OUTCOME

The fun factor of the app was its biggest selling point, the participants promoted it themselves on Facebook, though Indigo Consulting did encourage more to participate through email. For 8 days from 26th February to 5th March, 2010 the application added –

• 16,755 monthly active Facebook users
• 924 Facebook fans
• 334-the highest number of victims by 1 person
• 23,819 times the app was successfully played
• 1,59,914 page views
• 67,434 unique page views

The campaign met its objectives. Tag-A-Friend Holi beat competition from similar Holi themed applications on Facebook by over 10,000 monthly active users. The application went above and beyond the call to promote the Asian Paints brand thanks to its environmental message. It successfully linked Asian Paints with safe colourful fun. More importantly this virtual Holi helped conserve water and prevent the use of harmful dyes without ruining one of India’s most iconic festivals. Tag-A-Friend Holi also won the Social Network Standard of Excellence from the Web Marketing Association’s Web Award competition in 2010

The application met the need of users separated by distance to play holi with family and friends across the globe via the social network forum. Conveyed the message of the Asian Paints brand message of safe and vibrant colours. Brought to light the eco friendly message involving water conservation. The incentive to win an iPod nano encouraged greater user participation.

What didn’t work was the longevity of the application was restricted due to the duration of the festival of Holi.

22. Answer the following questions:
23. What role did social media play in the success of the Asian Paints advertising campaign?
24. Explain the advantages and disadvantages of social media advertising.

 

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