Bachelor Of Mass Media (BMM) SEM IV ATKT INTRO. TO ADVERTISING Question Paper - Mumbai University | munotes

Questions asked in this paper

• Figures to the right indicate full marks

1. Q1 Case study- Reliance Jio Infocomm Limited (Jio) rose to become one of the leading telecom networks in India. Jio has captured a large market chunk and achieved numbers that took the competition over a decade to achieve. It is India’s only network which is solely 4G and its USP is the free services that it offers. In order to enter the Indian telecom market, Jio offered free voice, data, and message services in the name of its “Welcome Jio also offered different apps like movies, music, chat etc. which could be used with the Jio SIM. The subscription process for the Jio SIM was also simplified and there was a huge response from Indian customers. Post launch, Jio then introduced its commercial operations by charging the customers under 15 marks
   • 1. Identify the target audience in the above case study. 6
   • 2. What is your opinion about Jio selecting multiple channels for their advertising campaign?
   • 3. Suggest the other elements of promotional mix. 5
2. Q2 A. What are the various functions of advertising? 8 marks
   • B. Explain the limitations of advertising. Support with examples. 7
   • C. What are the unethical forms of advertising? Elaborate any 3 with the help of
   • D. What are the various functions of ad agency? 7
3. Q3 A. What are the various departments in the ad agency? 8 marks
   • B. Explain how AIDA model guides the creation of an ad. 7
   • C. Explain the importance of USP in advertising. Support your answer with the help of
   • D. Explain communication process in advertising with the help of example. 7
4. Q4 A. What are the various methods of defining advertising budget? 8 marks
   • B. How advertising agency earn its income? 7
   • B. Explain the importance of pre-testing and post testing. Explain the various methods of post-testing of advertising. (15)
5. Q5 Write any 3 short notes out of 5. 15 marks
   • 1. Latest trends in advertising
   • 2. Concept testing 4, History of advertising Paper Subject Code: 78705 Intrioduction to Advertising
   • 1) Wet
   • 1. Wea he 6
   • 2. Ad card Paper Subject Code: 78705 Intrioduction to Advertising

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