Advertising Management — DU B.A. (Hons.) Business Economics (BBE) Previous Year Question Papers

The increase in awareness of consumers about their rights has caused a decrease in the relevance of advertising. Do you agree with the statement. Comment. Also state the role and functions of advertising. (18 marks) Explain the Hierarchy of Effects Model of advertising. Discuss each stage of the model and examine how it guides the creation of effective advertising communication. Briefly compare it with DAGMAR approach. (12+6 marks) A creative brief is the backbone of every successful advertising campaign — without it, even the best creative ideas lack direction." In the context of this statement, assume you are an advertising strategist assigned to launch a new energy drink for young professionals, where the client has only expressed a desire to "grow awareness and boost sales." (6x3 = 18 Marks) a) What are the essential components of a creative brief that would bring focus and measurability to this campaign? b) Deflne the target audience, key message, and communication tone you would establish for this product. c) Propose a creative campaign idea that reflects and flows naturally from your brief. Write a short note on any 3 of the following: a) Pre and Post Testing in Advertising b) Situation Analysis c) Methods of setting Advertising Budgets d) Advertising Agency Lumiere Consumer Goods Ltd., a well-established FMCG conglomerate, is preparing`to launch its newest product - "PureGlow Naturals" - a premium, ayurvedic-inspired personal care range comprising face wash, moisturiser, and sunscreen. The range is positioned as "Nature's Science, Bottled for You" and targets two distinct consumer segments: health-conscious urban millennials (aged 22-38) seeking chemical-free skincare altematives, and value-driven homemakers in Tier 2 and Tier 3 cities looking for trusted, affordable daily care solutions. The product launch is planned as a pan-India campaign spanning 16 weeks, timed to coincide with the pre-summer and summer season - peak demand period for skincare products. Lumiere has allocated a significant multi-crore advertising budget and aims to achieve maximum shelf visibility, rapid trial generation, and long-term brand recall in an intensely competitive personal care market dominated by established players like HUL, Dabur, and Himalaya. As the Head of Advertising Strategy at Lumiere Cons.umer Goods, yo# are responsible for crafting a media plan that cuts through the clutter, connects authentically with both target segments, and drives measurable business outcomes within the laLnch window. Answer the f allowing questions based on the case: (§*3 = 18 marks) I i. Evaluate and recommend the most suitable media options for the pulreGlow Naturals launch campaign. Justify your recommendations with specific reference to the dual targetsegments-urbanmillennialsandTier2/3homemakers+bndexplainwhy i your chosen media mix would be more effective than alternatives in the crowded FMCG personal care category.