Bachelor Of Management Studies (BMS) SEM III 2017 2018 Nov 2018 ADVERTISING Question Paper - Mumbai University | munotes

Questions asked in this paper

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1. Q1 A) the blanks with an appropriate answer: ( Any Eight) 8 marks
2. Q1 AIDA stands for
3. Q2 Consumer Advertising is
   • a) Informative
   • b) Ethical
   • c) Non-entertaining
   • d) Lengthy
4. Q3 Like individuals, products also has personality which is called
   • a) Brand Image
   • c) Brand Name
   • d) Brand Fatigue
5. Q4 Out door media has -------- appeal
   • a) Only Visual
   • c) Only Audio
   • d) Multi-sensory are soft targets
   • d) Travellers
   • Q.P. Code :19955
6. Q6 Advertising Agencies find----------- for sellers
   • a) Locations
   • b) Targets
   • c) Customers
   • d) Results
7. Q7 Institutional Advertising is based on
   • a) Investment
   • b) Mutual Trust
   • c) Good will
   • d) Economy
8. Q8 Measuring advertising effectiveness is the process of --------- advertising campaigns
   • a) Evaluating
   • d) Regulating
9. Q9 ---------- advertising has recorded unprecedented progress in the recent time
   • a) Television
   • b) Print
   • c) Persuasive
10. Q10 Storyboard is developed by ------------ director
    • a) Media
    • b) Art
    • c) Agency
    • d) Advertising
    • B) State weather the following statements are True or False: ( Any seven ) 07
11. Q1 A good copy should be very long and elaborate
12. Q3 Creative strategy provides a theme to every ad campaign
13. Q4 Copy testing is done at pre-testing stage
14. Q5 Under the commission method of compensation, Agencies receives 15 percent commission from the media owner on the cost charged for media space or time
    • Q.P. Code :19955
15. Q7 Global Advertisers assume the entire world is a single entity
16. Q8 Brand Name and Trade Mark are one and same
17. Q9 Motivation is one of the Five Ms of Advertising
18. Q10 Puppet shows is one of the Advertising Strategies of Rural Marketing
    • A) Define Advertising. What are the main features of advertising. 08
    • B) Write a brief note on 5 Ms of advertising. 07
    • A) Explain the stimulus, Hierarchy and AIDA model of Advertising. 08
    • B) Describe the importance of Advertising in different stages of Product life cycle. (PLC) 07
    • A) Define Advertising Agency and describe various types of Ad Agencies. 08
    • B) Describe the importance of agency-client relationship. State the benefits of cordial relationship 07 between agency and it’s clients
    • A) Explain the following brand related concepts: 08
19. Q1 Brand Equity
    • B) Bring out the importance of creativity in Advertising. 07
    • A) Describe the role of various elements of Ads such as Logo, Slogan, Jingle and Illustation. 08
    • B) What is Advertising Budget? Describe any three Methods of budgeting. 07
    • A) What are the career opportunities in the field of Advertising ? 08
    • B) Explain any two post-testing methods of evaluating the effectiveness of an ad campaign. 07
    • Q.P. Code :19955
20. Q5 Create a layout using various elements of a print ad for the new range of Ayurvedic Personal Care products introduced by Unilever. (Brand — Ayush) Write a short note on any three of the following: 15 marks
21. Q1 Ethics in Advertising 15 marks
22. Q2 Advertising in Marketing Mix
23. Q3 Radio Advertising
24. Q4 Role of Celebrities in Advertising
25. Q5 Digital Advertising

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