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

Questions asked in this paper

• 2. Figures to the right indicate full marks

1. Q1 Advertising is a form of communication
2. Q2 Advertising is an important element of mix
3. Q3 refers to the number of times an advertisement reaches the same person in a given period of time
4. Q4 Advertising cost is the maximum at stage of product life
5. Q5 are short phrases that give descriptive or persuasive information about the brand
6. Q6 The refers to the approach used by the advertiser to attract the attention of customers
7. Q7 is the process of writing advertising promotional
8. Q8 The birth of a new idea in the creative process 1s known as
9. Q9 advertising aims at public welfare
10. Q10 is paid content in the form of editorial
    • b) State True or False (Attempt any 7 out of 10) 7
11. Q1 BTL (Below the line) advertising refers to use of mass media for
12. Q2 A combination of media types is known as media mix
13. Q3 Profits for the company remain constant at different stages of PLC
14. Q4 Personal selling is a form of person-to-person communication
15. Q5 Sales contests , rebates and coupons are a part of publicity activities
16. Q6 The advertising copy refers to all the reading matter of an advertisement
17. Q7 Competitive parity method of budgeting considers the return on investment
18. Q8 Incubation in the creative process means refining the idea
19. Q9 In persuasion tests, consumers are asked how likely they are to buy a
20. Q10 Classified advertising is the form of advertising popular on television Q:2 a) Define advertising. Discuss the importance of advertising. 7 Marks
    • b) Write a note on 5 M’s of Advertising Q:2 a) Explain the Hierarchy —Effects Model 7 Marks 8
    • b) Explain the types of Advertising. Q:3a) What are the functions of advertising agencies? 7 Marks 8
    • b) Discuss the role of advertising in the Product Life Cycle. Q:3 a) Discuss the integration of advertising with other communication tools. 7 Marks 8
    • b) What are the factors to be considered while selecting an advertising agency? Q:4 a) Define creativity. Explain its importance in advertising. 7 Marks 8
    • b) Explain the various types of advertisement copy. Q:4 a) Write a note on role of celebrities in Indian advertisements. 7 Marks 8
    • b) Discuss the ways in which advertising agencies are compensated. Q:5 a) What are the essential elements of a good copy in advertisements? 7 Marks 8
    • b) Write a note on current top ad agencies in India. Q:5 Write Short Notes (Attempt any 3 out of 5) 15 Marks 1 Scope of Advertising Industry in India 3 Creativity in advertising 4 Creating the TV Commercial 5 Ethics and Laws in Advertising 8

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