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MKT 217

Fundamentals of Advertising

TU BBA · Semester 7 · BBA curriculum effective from 2021

Requirement
elective
Credits
3
Questions
20 questions

Chapter-wise questions

20 past questions across 8 units

Open a chapter to study questions grouped by unit and syllabus topic, with step-by-step solutions.

chapter-wise questions loaded.

Unit 1: Introduction

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  1. Asked on 2025 Exam[2 marks]2025 paper

    State the features of advertising.

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    Features of Advertising

    1. Paid Form of Communication: Advertising space or airtime is purchased from media owners by an identified sponsor.
    2. Non-Personal Presentation: Delivered impersonally to mass audiences via broadcast, print, outdoor, or digital media without face-to-face contact.
    3. Identified Sponsor: The company, brand, or individual paying for the advertisement is clearly identified.
    4. Persuasive Intent: Designed to inform, persuade, or remind target audiences to purchase or adopt an idea.
  2. Asked on 2025 Exam[2 marks]2025 paper

    Who are the key players in the advertising industry?

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    Key Players in the Advertising Industry

    1. Advertisers (Clients): Manufacturers, retailers, service firms, or NGOs financing the campaigns.
    2. Advertising Agencies: Independent creative firms creating concepts, copywriting, and media plans.
    3. Media Organizations: Channels delivering the ads (TV networks, newspapers, digital platforms).
    4. Support Organizations & Regulators: Market research agencies, production houses, and statutory regulators (e.g., Advertising Board of Nepal).
  3. Asked on 2025 Exam[10 marks]2025 paper

    Elaborate on the role of advertising to firm, consumers and society.

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    The Multi-Dimensional Role of Advertising: To the Firm, Consumers, and Society

    Advertising performs foundational economic and social functions across three major constituencies:

    1. Role of Advertising to the Business Firm

    • Builds Brand Awareness and Market Share: Introduces new products quickly, accelerating market penetration.
    • Economies of Scale in Production: Stimulating massive consumer demand allows factories to produce at high volume, driving down per-unit manufacturing costs.
    • Establishes Brand Equity and Pricing Power: Strong emotional brand loyalty protects the firm against low-cost generic competitors, allowing premium pricing.
    • Supports Sales Representatives and Retailers: Pre-sells the product so retail dealers need only display and cash out the goods.

    2. Role of Advertising to Consumers

    • Provides Essential Product Information: Informs consumers about availability, technical features, safety warranties, and price points, lowering search costs.
    • Offers Assurance of Quality: Nationally advertised brands signal corporate confidence and accountability; consumers trust recognized names over anonymous vendors.
    • Saves Time and Effort: Enables consumers to evaluate competing alternatives from the comfort of their homes before visiting physical stores.

    3. Role of Advertising to Society

    • Drives Macroeconomic Growth: Stimulates aggregate consumer spending, promoting factory investment, industrial expansion, and widespread employment.
    • Subsidizes Independent News and Free Media: Advertising revenues directly fund independent journalism, television broadcasting, and digital internet search platforms.
    • Promotes Prosocial Public Welfare: Social marketing campaigns foster road safety, tree plantation, female literacy, and public sanitation drives.