Textbook Solutions: Advertising and Media | Window on the Word Class 7: Solutions, Notes & Worksheets PDF Download

Exercise

1.
Ans: (d)

2.
Ans: (b)

3.
Ans: (b)

4.
Ans: (d)

B. Fill in the blanks.

1.
Ans: Advertising is a form of marketing.

2.
Ans: The effectiveness of an advertisement can determine the success or failure of a product.

3.
Ans: Social advertising is done to bring attention to a social cause.

4.
Ans: Researchers and advertisers use data mining processes to find out about the behaviour of consumers on the internet.

5.
Ans: Increased competition usually causes prices of goods to drop.

C. Mark the sentences as True or False. Correct the statements that are false.

D. Answer in one or two sentences.

1.
Ans: Advertising is the process of promoting the sale of a product or service by drawing public attention to it, with the aim to tempt people into buying the product.

2.
Ans: A brand is an identity given to a product or service, distinguished by a unique name and logo, which buyers can remember and differentiate it from competing products in the market.

3.
Ans: Social advertising is the use of advertising to educate the public on social issues like public health, deforestation, energy conservation, etc., and it is not motivated by financial gains but purely for social purposes.

4.
Ans: Political advertising refers to advertisements made by political parties as part of their political campaigns, where they advertise their agendas and achievements through various media platforms.

E. Answer In a paragraph.

1.
Ans: Advertising plays a crucial role in building a brand image. It gives the brand a unique identity through a distinct name and logo, enabling customers to remember the product and differentiate it from other products in the market. Through advertising, the brand is associated with specific qualities, features, and values. For instance, a shampoo company can use advertising to associate their brand with shiny hair, creating an image of their brand in the minds of consumers. Over time, repeated exposure to this advertisement makes consumers associate the brand with shiny hair, thus building the brand's image.

2.
Ans: Commercial advertising is used to sell a product or service with the ultimate goal of generating profits for the seller. It aims to make people feel the need to use a product, increase its desirability, create awareness about it, and help consumers remember the product. Several techniques are used in commercial advertising, such as repetition or publishing the advertisement multiple times in a short span of time, catchy slogans and jingles to popularise products, and endorsements by experts and celebrities.

3.
Ans: Yes, advertising and media are indeed dependent on each other. Advertising is done through various media like newspapers, television, radio, and the internet. In turn, media companies depend on advertisements for revenue. This revenue is used to provide content to consumers at a subsidised rate and to produce better quality content. Also, specialized advertising agencies that create advertisements understand the requirements of producers and the tastes of buyers, and they decide the appropriate media for the ads.

4.
Ans: The growth of the internet has significantly influenced advertising. More producers are advertising on the internet, which allows advertisers to target customers most likely to buy their products. This is done by studying the behavior of people online, tracking which websites they frequently visit, their spending habits, likes and dislikes, and the media they use most. This information is used to identify prospective customers, who are then targeted by the advertisers.

5.
Ans: Advertising has several merits. It creates awareness about available products in the market, encourages competition between producers leading to a range of options with competitive prices for consumers, promotes the growth of industries and industrial research by creating demand for new and innovative products, improves the standard of living of buyers by spreading information about the benefits and uses of products, and helps in brand building, thus creating a loyal customer base.

6.
Ans: Consumerism refers to the ever-increasing consumption of goods and services. Advertising plays a significant role in promoting consumerism. It manipulates consumers into believing that they need a product that may not be necessary for them. Through emotional values, bias, and celebrity endorsements, advertisements persuade consumers to buy products. For instance, an advertisement for a fairness cream may convince viewers that they need the cream to be happier or more successful. As a result, people feel obliged to buy it, leading to increased consumption or consumerism.