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Advertising, D. Very Short Answer Questions., 1. ‘Advertising’ means ‘drawing people’s attention to goods, services or ideas’., 2. Newspaper, radio, TV, internet ads., 3. Institutional advertising focuses on the social work done by a particular company and how it, sponsors sports and cultural, events. The advertisements tell the public how the organization works for quality control,, research, and development. They create a good public image of a company., 4. A group of people at which a product such as film or advertisement is aimed., E. Short Answer Questions., 1. Most advertisements are meant to tell people about various goods and services, and to, encourage people to buy such, goods and services. Advertisements may also be used to urge people to take care of the, environment, give up smoking and drinking, drive cautiously, pay taxes, donate money for a, good cause, and so on. Institutions, including governments,, sometimes use advertisements to highlight the work they have done or to make public, announcements., 2. A brand is the identity of a specific product, service, or business, in the form of a name, sign,, symbol, or slogan. For, example, different manufactures try to sell packets of biscuits manufactured by them., 3. Display advertising is advertising on websites or apps through banners or other ad formats, made of text, images, flash, video & audio. The main purpose is to deliver general, advertisement & brand messages to site visitors., 4. This type of advertising is done for the benefit of the people., Hence, it is called public service advertising. The advertisements send out messages that urge, people to protect the environment, give up smoking and drinking, take precautions against, diseases, money to charities, and so on., Usually, the advertisements include advice about how these can be done. This type of, advertising is done mainly by governments., 5. We can see advertisements of clothing, food items, cars, cosmetics, electronic items and, gadgets, holiday destinations,, stationery, bikes, property, etc. These advertisements are colourful and eye-catching, as they, aim to woo the customers by highlighting the unique features of products they are promoting., F. Long Answer Questions., 1. These types of advertisements are:, Print Advertising: Newspaper, magazines, and brochure advertisements, etc. Broadcast, Advertising: Television and radio advertisements., Outdoor Advertising: Hoardings, banners, flags, wraps, etc., Digital Advertising: Advertisements displayed over the internet and digital devices., 2. Positive advertising is also more common than negative advertising. Positive advertising, techniques allow customers to trust the company in question more easily. Negative advertising,, on the other hand, is the advertisements which work by warning the consumers about the, negative consequences of some habit or behavior., 3.Briefly, creating an advertisement involves the following steps:, Determining the consumer profile: This is done by conducting market surveys., Visualizing a campaign: The campaign intended must appeal to the target audience.

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Devising a new strategy: This involves:, Emphasising on an aspect that is different from that of the competitor. This could be highlighting, the product features, personal and social values etc., Giving a brand name: This step also involves naming the brand. The brand name should, represent the concept used in the advertisement., Making a presentation to the client and getting their feedback, Finalising and releasing the advertisement campaign: When the marketing strategy is, considered successful, the advertisement campaign is finalized and released in different media, along with the launch of the brand., 4. There is a deep link between democracy and advertisement., Advertisements, though they are free creative expressions, exhibit inequality. Most of the, advertisements target the, affluent section of the society., There is very close relationship between advertising and democracy. Media helps to prepare, cultural and political diversity in the country. Advertising also communicates the policies and, politics of the government to the society so that the citizens can make their opinion about the, policies and ideas of the government.