We’ve all been there. You’ve highlighted half your textbook, you’ve got coffee stains on your notes, and you feel like you know the material. But then you look at an actual exam paper, and suddenly, “Explain the psychological impact of color in branding” feels like a question written in a different language.
Below is the exam paper download link
Past Paper on Principles Of Advertising for revision
Above is the exam paper download link
The truth is, advertising isn’t just about facts; it’s about application. That is why practicing with past papers is the single most effective way to move from a “Pass” to a “Distinction.”
Below, we’ve pulled three “heavy hitter” questions from previous years to show you how to structure your thoughts.
Q1: The Marketing Mix vs. The Promotional Mix
Question: Many students confuse the ‘4Ps’ with the ‘Promotional Mix.’ Distinguish between the two and explain why advertising is only one piece of the puzzle.
The Insider Answer: Think of the 4Ps (Product, Price, Place, Promotion) as the foundation of the entire business house. The Promotional Mix is just one room in that house. It includes advertising, public relations, personal selling, and sales promotion.
Advertising is the “loudest” part of the mix, but it fails if the other Ps aren’t right. You can have the most expensive Super Bowl ad in history (Promotion), but if the product breaks in a week (Product) or isn’t available in stores (Place), you’ve just wasted millions.
Q2: Breaking Down the AIDA Model
Question: Using a recent digital campaign as an example, explain how the AIDA model guides a consumer from total stranger to loyal customer.
The Insider Answer: AIDA stands for Attention, Interest, Desire, and Action. In a modern context, let’s look at a brand like Spotify:
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Attention: A colorful, high-contrast “Wrapped” graphic on your Instagram feed.
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Interest: A caption that mentions you can discover your “audio personality.”
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Desire: The realization that all your friends are sharing their cool stats, and you want to see yours too (social proof).
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Action: Clicking the “Open Spotify” link to engage with the app.
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Q3: Ethics & Social Responsibility
Question: Discuss the concept of “Deceptive Advertising.” Where is the line between “Puffery” and “Misleading Claims”?
The Insider Answer: This is a favorite for examiners. Puffery is legal; it’s the exaggerated “World’s Best Coffee” claim that no reasonable person takes literally. Deceptive Advertising, however, involves factual misrepresentation—like claiming a sugary cereal prevents heart disease. The line is drawn at Consumer Injury. If a false claim causes a consumer to lose money or health, the regulators (like the FTC or ASA) will step in.
Why You Should Download the Full Past Paper Pack
Reading these answers is a great start, but the real magic happens when you sit down with a timer and a blank sheet of paper. Our downloadable PDF includes:
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Multiple Choice Questions (MCQs): To sharpen your technical definitions.
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Case Study Scenarios: To practice your “Big Idea” creative thinking.
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Structured Essay Prompts: To help you master the art of the 15-mark argument.
Final Pro-Tip for Exam Day
When answering these questions, always use examples. Don’t just define a “Unique Selling Proposition” (USP); tell the examiner about M&M’s “Melts in your mouth, not in your hands.” Examples prove you don’t just have a good memory—you have a marketing brain.
