Social and Political Life II
Chapter 7
Understanding Advertising
Q1: Define advertisement.
Answer: Advertising is any paid form of presentation and promotion of ideas, products and services by an identified sponsor.
Q2: What is product?
Answer: A product refers to a thing or good or service that has been made for being sold in the market.
Q3: What do you understand by the word brand? List two reasons why building brands is central to advertising?
Answer: A brand means stamping a product with a particular name or symbol or sign by which it is differentiated from other products in the market.
Two reasons why building brand is central to advertising are:
① It builds a positive image about the product and thus helps consumer to buy it.
② It differentiates the product from other competitive products available in the market.
Q4: The following figure shows three advertisements labelled as Ⓐ Ⓑ Ⓒ. Identify the product, sponsor and the media type in each case?
Answer:
Product Sponsor Media
Ⓐ Atta Noodles Pantanjli Newsprint/Television/Internet
Ⓑ Mobile Samsung News print/ TV/ Internet
Ⓒ Aryuvedic Product Dabur News papers
Q5: How is advertisement different from publicity?
Answer: Advertisement is a paid form of presenting information and is identified by a sponsor. In publicity the information is published voluntarily without any sponsor.
Q6: Name the two types of advertisements?
Answer: The two types of advertisements are:
(a) Commercial advertisement
(b) Social advertisement
Q7: Can you explain two ways in which you think advertising affects issues of equality in a democracy?
Answer: Advertisements affects issues of equality in a democracy in both positive and negative ways:
1. Advertisements often depicts glamorous life and focuss on rich people. It neglects the social issues and discriminate against the poor.
2. Advertisements often motivate for wrong or dangerous deeds like promotion of Pan Masala which are not good for health. It benefits the sponsors only at cost of health of the masses.
3. Rich business firms spends a lots of money on advertisements and grabs a major share of market. In this way it creates monopoly in the market while the small manufacturers do not get fair opportunity.
Q8: What do you mean by the term 'consumer'?
Answer: Consumer refers to the person for whom the goods or products have been made and who pays money to buy and use them.
Q9: What are social advertisements?
Answer: Such advertisements that are made by the government or private agencies for the benefit of the larger society are called social advertisements.
Q10: How do advertisements benefit consumers?
Answer: Advertisements benefit consumers in many ways such as:
① Advertising provides consumers useful information about the products, prices, quality, after sales services, etc.
② Advertising also guides the customers about the right use of the product.
③ It helps consumers compare different products and make their choice.
④ Advertising is the main source of information for those who live in remote places where the salespersons are not approachable.
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