Unit 5: Advertising, Online Quiz
This quiz is designed for the semester 4 students of Smt. S. B. Gardi Department of English, Maharaja Krishnakumarsinhji Bhavnagar University, Bhavnagar.
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1. ______________ is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.  Advertising messages are usually paid for by sponsors and viewed via various mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. *
2. Match the pair *
India's first newspaper (weekly)
first Indian advertising agency in Girgaum in Bombay
the first foreign owned ad agencies came to India . Gujarat Advertising and Indian Advertising set up
Indian agencies, foreign advertising
Indianising advertisements
Corporate advertising
Creative revolution in Advertising
In 1950s
1905 B Dattaram & Co.
1960s
During 1920s
Hickey's Bengal Gazette
In 1940s
In 1930s
3. We live in the times of excessiveness. More populations leads to greater demand and thus mass production of good and services. Mass production demands a mass market and a mass distribution system.  The very survival of this production system demands its continuous expansion. Such an expansion means also the expansion of the market, beyond the seats of production and even beyond the boundaries of the country. This may be called the horizontal, spatial or geographical expansion of the market. Such an expansion' is both national and international.  At the same time there is also a vertical expansion of the market. The objective is to bring the entire society within the orbit of the market.  This does not mean only providing the individual or the family with the resources to purchase goods and services in the market. A disposable surplus is not enough. A 'psychic desire' to consume more and different products has also to be created. Expansion of the market also means the creation of new goods and services and making them acceptable to the consumer.  Without such a continuous expansion of the market, _ _ _ _ _ _ _ _ _ _ _ _ _ _  cannot survive.  This is a constant process of the renewal and increase of capital passing through the market. For this, people have to be informed, motivated and persuaded. *
4. With a mass market, national and international, this is only possible through a specialized communication system.  Thus, modem advertising evolved, to meet precisely this requirement of the capitalist economic system. Its social relevance is to direct the desires of human beings, latent and expressed, and their needs, in such a way, as to ensure the continuation and expansion of sales of goods and services, so essential to sustain mass production by accumulated capital.  In the process of bringing consumers in touch with products or services, advertising also helps create new consumers. Thus, it is involved in the social production of _ _ _ _ _ _ _ _ . *
5. An advertisement is directed towards increasing the sales of business. Advertising is a paid form of publicity. It is non-personal. Advertisments are directed at a mass audience and nor at the individual as is in the case of personal selling. Advertisement are identifiable with their sponsor of originator which is not always the case with publicity or propaganda. *
6. Match the pair. *
Benefits or Importance of Advertisement
Benefits to Consumers
Benefits to Community or Society
Advertising stresses quality and very often prices. This forms an indirect guarantee to the consumers of the quality and price. Further large scale production assumed by advertising enables the seller to seller product at a lower cost. Advertising helps in eliminating the middlemen by establishing direct contacts between producers and consumers. It results in cheaper goods. It helps them to know where and when the products are available. This reduces their shopping time. It provides an opportunity to the customers to compare the merits and demerits of various substitute products. This is perhaps the only medium through which consumers could know the varied and new uses of the product. Modern advertisements are highly informative.
Advertising broadens the knowledge of the consumers. With the aid of advertising, consumers find and buy necessary products without much waste of time.
Advertising, in general, is educative in nature. In the words of the late President Roosevelt of the U.S.A., "Advertising brings to the greatest number of people actual knowledge concerning useful things: it is essentially a form of education and the progress of civilization depends on education." Advertising leads to a large-scale production creating more employment opportunities to the public in various jobs directly or indirectly. It initiates a process of creating more wants and their satisfaction higher standard of living. For example, advertising has made more popular and universal the uses of such inventions as the automobiles, radios, and various household appliances. Newspapers would not have become so popular and so cheap if there had been no advertisements. The cheap production of newspapers is possible only through the publication of advertisements in them. It sustains the press. It assures employment opportunities for the professional men and artist. Advertising does provide a glimpse of a country's way of life. It is, in fact, a running commentary on the way of living and the behaviour of the people and is also an indicator of some of the future in this regard.
7. Newspapers, Magazines, Tabloids, Weeklies, Leaflets, Books, Brouchers are *
8. Holdings, Keosks, Kenopy, and Bill Boards, are *
9. Television and Radio are *
10. The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with advertising. However there are certain other products that provide comfort in life and advertising aims to generate demand for these products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.  The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. Here are just some of the various different kinds of advertising appeals seen in the media today: *
11. Match the pair. *
is related to an individual’s psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects.
motions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.
Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval.
Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective.
Emotional Appeal
Social Appeal
Fear Appeal
Personal Appeal
12. Match the pair. *
Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness of the advertisement. It can also help capture attention and increase customer recall.
are based on limited supplies or limited time period for purchase of products and are often used while employing promotional tools including sweepstakes, contests etc.
as the name suggests aims to focus on the individual’s functional, utilitarian or practical needs for particular products and services. Such appeals emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. Print media is particularly well suited for rational appeals and is often used with good success. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement.
Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person. The message is that the product will infuse the perfection or the stated qualities in you.
This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
Rational Appeal
Scarcity Appeal
Masculine Feminine Appeal
Music Appeal
Brand Appeal
13. Match the pair. *
This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.
This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have considerable qualities of luxury, elegance associated with them.
This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it with fun, adventure and action.
Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less perfect and more dissatisfied with their present condition. These types of advertising appeals are used in cosmetic and health industries.
These advertisements display the attraction between man and woman. The appeal is used to signify that buying certain products will have a positive impact on the opposite sex and improve your romantic or love life. Fragrances, automobiles and other products use these types of advertising appeals.
These advertisements are used to drive at and influence the sensitivities of consumers.
Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in particular make use of these appeals.
Adventure Appeal
Romance Appeal
Snob Appeal
Emotional Words/Sensitivity Appeal
Youth Appeal
Less than Perfect Appeal
Brand Appeal
14. Match the pair. *
Endorsement
Play on Words
Statistics
Palin Appeal
Band Wagon Appeal
Corporate Social Responsibility (CSR)
Advertisements also make effective use of catch phrases to convey the message. Such appeals help in brand recognition and recall and can be quite popular with the youth in particular.
These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service.
Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales.
"A company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates. Companies express this citizenship (1) through their waste and pollution reduction processes, (2) by contributing educational and social programs and (3) by earning adequate returns on the employed resources."
This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as well. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service.
Advertisements also use statistics and figures to display aspects of the product and its popularity in particular.
15. The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries  has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Indian advertising industry with an estimated value of es 13, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising. Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. The Indian advertising today handles both national and international projects. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services. *
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