Question 1:

The term "Below the Line Media" refers to the non-commission paying advertising media like direct mail, sales literature, point of sale display material, exhibitions but not public relations.

a). Write down the main characteristics of direct mail advertising.
b). Elaborate on any five types Point of sales display materials.

Question 2:

A creative strategy focuses on what the advertising message will say or communicate and guides the development of all messages used in an advertising campaign. Some of the best known approaches include:

i). Unique Selling proposition approach
ii). Brand image approach
iii) Positioning approach
iv) Generic brand approach
v) The resonance approach

Use real life examples to explain and illustrate the above mentioned approaches.

Question 3:

a). Describe in details the importance of Television advertising.

b). Elaborate on at least ten such issues that must be taken into consideration in order to produce an effective TV commercial.