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

Questions asked in this paper

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1. Q1 A) Fill in the blanks with an appropriate answer : (Any 8) 8 marks
2. Q1 Advertising cost is the maximum at ------------ stage of product life cycle
   • a) Growth
   • b) Maturity
   • c) Introduction
3. Q2 ---------- are short phrases that give descriptive or persuasive information about the brand
   • a) Slogan
   • b) Logo
   • c) Company Signature
4. Q3 E-choupal is a business initiative by
5. Q4 -------------advertising aims at public welfare
   • a) National
   • b) Public Service
   • c) Surrogate
6. Q5 ---+---+---- refers to the number of times an advertisement reaches the same person in a given period of time
   • a) Reach
   • b) Scheduling
   • c) Frequency
7. Q6 Advertising is an important element of ---------- mix
   • a) People
   • b) Promotion
   • c) Product
   • S.Y.B.M.S. (CHOICE BASE) M0289 ADVERTISING
   • Q.P. Code :19957
8. Q7 ASCI is a self-regulatory ----------- organization
   • a) Mandatory
   • b) Voluntary
   • c) International
9. Q8 --------- is the process of creating a unique identity of the product
   • b) Selling
   • c) Positioning
10. Q9 ------------appeal is the one that appeals to the sense of right or wrong
    • a) Moral
    • b) Emotional
    • c) Rational
11. Q10 ------------ is the paid content in the form of an advertisement
    • a) Advertising
    • b) Publicity
    • B) State whether the following statements are true or false (Any 7) 07
12. Q1 Advertising is a personal form of information
13. Q2 Media planning is a part of advertising
14. Q3 of media types is known as media mix
15. Q4 Advertising and sales promotion are Synonymous
16. Q5 The concept of USP (Unique Selling Proposition) was developed by Rooser Reeves 6). Internet advertising has brought a revolutionary change in promotion of a product
17. Q7 Rational appeal focuses on customer’s emotions
18. Q8 Slice of life has a problem-solution approach
19. Q9 Pre-testing of advertising effectiveness helps to save cost
    • S.Y.B.M.S. (CHOICE BASE) M0289 ADVERTISING
    • Q.P. Code :19957
20. Q10 Below the line advertising refers to use of mass media for
    • A) Discuss the 5M’s of advertising. 07
    • B) Explain the importance of advertising to various parties. 08
    • P) Discuss the impact of advertisement on kids. 07
    • Q) Explain the following concepts: 08
21. Q3 Discuss the various types of 7 marks
    • B) What are the advantages of celebrity advertising? 08
    • P) Explain the importance of creativity in advertising. 07
    • Q) What are the factors to be considered for maintaining a good client agency relationship. 08
22. Q4 A) What are the factors to be considered while preparing advertising budget ? 7 marks
    • B) Explain the objectives of evaluation of advertising effectiveness. 08
    • P) What are the recent trends in global advertising ? 07 How is ad campaign created? 08 Design a lay-out using various elements of a print ad for marketing of an event. 15
    • S.Y.B.M.S. (CHOICE BASE) M0289 ADVERTISING
    • Q.P. Code :19957 Write Short notes on (any 3 out of 5) 15
    • a) Scope of advertising industry in India
    • b) Rural Advertising
    • c) Role of Advertising Accounts Executive
    • d) Freelancing options in Advertising
    • e) Surrogate advertising

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