Paper / Subject Code: 79313 / Advertising I 2 N.B. 1. All...
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All questions are compulsory 2. Figures to the right indicate full marks 1. (A) Select the most appropriate answer from the options given below (Any Ten) (10) 1) ________ is not a part of advertising a) Posters b) Commercials c) Propaganda d) none of these 2) _________advertising is used by Flipkart. a) Competitive b) Primary c) Local d) International 3) __________ is the most important benefit of advertising to consumers. a) Builds brand image b) Increases market share c) Maintains standard quality of brand d) None of these 4) ________ agency offers services on a piecemeal basis. a) In-house b) Creative boutique c) Modular d) Mega 5) ___________ system of agency compensation includes out of pocket expenses. a) Bonus b) Incentive c) Commission d) Cost-Plus 6) Advertising ________ the price of the product in the long run. a) Increases b) Decreases c) Stabilizes d) None of these 7) Pro Bono advertising deals with _________ issues. a) Social b) Political c) Religious d) Technical 8) Brand _________refers to customers' ability to recall and recognize the brand under different conditions. a) Awareness b) Loyalty c) Fatigue d) Personality 9) Promotion of biodegradable packaging can be done through_________ advertising. a) Product b) Institutional c) Rural d) Green 10) _________is a famous Global advertising agency. a) McCann b) B. Dattaram c) Royal d) Unilever 11) ________department links all the work done at an advertising agency. a) Client Servicing b) Production c) Artworks d) Traffic 12) ________ is a term used to describe an advertising agency losing its clients to competitors. a) Competitive Pitching b) Client Turnover c) Creative Pitching d) All of these 55111 1 Paper / Subject Code: 79313 / Advertising I AD137F2C2A7C36A8E815E2853A941AB0
Transcript of Paper / Subject Code: 79313 / Advertising I 2 N.B. 1. All...
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2 N.B. 1. All questions are compulsory 2. Figures to the right indicate full marks 1. (A) Select the most appropriate answer from the options given below (Any Ten) (10)
1) ________ is not a part of advertising a) Posters b) Commercials c) Propaganda d) none of these
2) _________advertising is used by Flipkart. a) Competitive b) Primary c) Local d) International
3) __________ is the most important benefit of advertising to consumers. a) Builds brand image b) Increases market share c) Maintains standard quality of brand d) None of these
4) ________ agency offers services on a piecemeal basis.
a) In-house b) Creative boutique
c) Modular d) Mega
5) ___________ system of agency compensation includes out of pocket expenses.
a) Bonus b) Incentive
c) Commission d) Cost-Plus
6) Advertising ________ the price of the product in the long run.
a) Increases b) Decreases c) Stabilizes d) None of these
7) Pro Bono advertising deals with _________ issues. a) Social b) Political c) Religious d) Technical
8) Brand _________refers to customers' ability to recall and recognize the brand
under different conditions.
a) Awareness b) Loyalty
c) Fatigue d) Personality
9) Promotion of biodegradable packaging can be done through_________ advertising.
a) Product b) Institutional c) Rural d) Green
10) _________is a famous Global advertising agency. a) McCann b) B. Dattaram c) Royal d) Unilever
11) ________department links all the work done at an advertising agency.
a) Client Servicing b) Production c) Artworks d) Traffic
12) ________ is a term used to describe an advertising agency losing its clients to competitors.
a) Competitive Pitching b) Client Turnover
c) Creative Pitching d) All of these
55111 1
Paper / Subject Code: 79313 / Advertising I
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(B) State whether the following statements are true OR false: (Any Ten) (10) 1) IMC includes sponsorships. 2) Advertising is a form of person to person communication. 3) National advertising promotes branded products. 4) Interactive advertising agencies specialize in social media campaigns on Twitter and
YouTube.
5) Only accredited agencies get credit facility from media.
6) Generic advertising is also called as primary advertising.
7) All advertisements directed at children are unethical.
8) Computer literacy is essential for a career in animations used in advertising.
9) Brand loyalty is a consumer's commitment to repurchase or continue use of the
particular brand.
10) An automobile company advertising green fuel for supporting environmental issues can
be called advocacy advertisement.
11) Advertising campaign using brand ambassador Amitabh Bachchan helped Cadbury’s
brand crisis during the worm controversy.
12) Government authorities do not use advertising.
2. Answer ANY TWO of the following: (15) a) What is Integrated Marketing Communication (IMC)? Examine its features. b) Explain the concept of advertising. What are the benefits of advertising to consumers? c) Discuss the classification of advertising based on media.
3. Answer ANY TWO of the following: (15)
a) Define advertising agency and explain its features. b) Explain the ways in which advertising agencies are compensated for their services. c) Describe the skills required for a career in advertising.
4. Answer ANY TWO of the following: (15) a) Write in brief about the economic aspects of advertising. b) Explain the impact of advertising on Indian culture. c) Describe the role of ASCI in regulating advertising in India.
5. Answer ANY TWO of the following: (15)
a) Explain the communication process of advertising. b) Discuss the features of rural advertising. c) Describe the recent trends of advertising spend.
6. Write short notes on ANY FOUR of the following: (20)
a) Features of advertising b) DAVP c) Five unethical practices in advertising d) Creative Pitch e) Managing brand crisis
f) Features of Green advertising
55111 2
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Paper / Subject Code: 79313 / Advertising I
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11) ............ {d^mJ Om{hamV g§ñWoVrc gd© H$m`} EH$_oH$m§er OmoS>Vmo. A) J«mhH$ godm {d^mJ ~) CËnmXZ H$) H$cmH¥$Vr S>) dmhVyH$
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A) EH$mpË_H$ {dnUZ g§kmnZ åhUOo H$m`? EH$mpË_H$ {dnUZ g§kmnZmÀ`m d¡{eîQ>çm§Mo narjU H$am.
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55111 4
Paper / Subject Code: 79313 / Advertising I
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3. Imcrcn¡H$s H$moU˶mhr XmoZ àíZm§Mr CÎmao {chm. (15) A) Om{hamV g§ñWoMr ì`m»`m H$ê$Z Ë`mMr d¡{eîQ>ço ñnï> H$am. ~) Om{hamV g§ñWm§Zr {Xcoë`m godm§À`m ~Xë`mV AmH$maV Agcoë`m _mo~Xë`mMo _mJ©
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A) Om{hamVrÀ`m Am{W©H$ ~mOy~m~V {dñV¥V {chm. ~) ^maVr` g§ñH¥$Vrda Om{hamVrMm hmoUmam à^md ñnï> H$am. H$) ^maVmVrc Om{hamVrMo {Z`_Z H$aÊ`mV ^maVr` Om{hamV à_mU _§S>imÀ`m ^y{_H$oMo
dU©Z H$am. 5. Imcrcn¡H$s H$moU˶mhr XmoZ àíZm§Mr CÎmao {chm. (15) A) Om{hamVrMr g§kmnZ à{H«$`m ñnï> H$am. ~) J«m_rU Om{hamVrÀ`m d¡{eîQ>çm§Mr MMm© H$am. H$>) Om{hamV IMm©À`m AmYw{ZH$ àdmhmMo dU©Z H$am. 6. Imcrcn¡H$s H$moU˶mhr Mma g§{jßV Q>rn {chm. (20) A) Om{hamVrMr d¡{eîQ>ço ~) Om{hamV g§MmcZmc` Am{U Ñí` à{gÕr (DAVP) H$>) Om{hamVrVrc H$moUË`mhr 5 AZ¡{VH$ nÕVtMr CXmhaUo S>) gO©Zerc g§{jßV B) Zm__wÐm g§H$Q>m§Mo {Z`moOZ \$) h[aV Om{hamVrMr d¡{eîQ>ço
***
55111 5
Paper / Subject Code: 79313 / Advertising I
AD137F2C2A7C36A8E815E2853A941AB0
