Bachelor Of Mass Media (BMM) SEM V 2023 2024 Nov 2024 ADVERTISING DISCIPLINE RELATED GENERIC COPY WRITING Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicate the full marks

1. Q3 Give example when necessary
   • A. Having been in the Indian market for some time now, Nestle India plans to make a vegan edition of Kitkat. With plant-based products becoming a norm for many brands and product categories, Kitkat plans to enter the vegan chocolate market in India with a bang! The campaign focuses on benefits of plant based products and the fact that your favourite KitKat will retain the same classic taste
2. Q1 Prepare a creative brief for making an impact on the target audience 4 marks
3. Q2 Suggest an appropriate message strategy 2 marks
4. Q3 Create a print advertisement based on the creative brief (One advertisement). 4 marks
5. Q4 Prepare a 30 sec story board for Television commercial based on the creative
   • B. What started as an on-demand food delivery platform in India in 2014, Swiggy is well on its way to becoming the preferred urban dweller’s choice for comprehensive on-demand delivery with Swiggy Instamart. The brand plans to make itself the one-stop-shop for gifting options on festive occasions Gifting thus being the main theme of the campaign. 15
6. Q1 Prepare a creative brief for making an impact on the target audience. 4 marks
7. Q2 Suggest an appropriate message strategy 2 marks
8. Q3 Create a print advertisement based on the creative brief (One advertisement) 4 marks
9. Q4 Prepare a 30 sec story board for Television commercial based on the creative
10. Q2 Answer the following:
    • A) What is Trans creativity? Explain with examples 8
    • B) Write a Direct Mailer announcing Burger King’s new menu for kids. 7
    • C) What are the responsibilities of a good copywriter? 8
    • D) Create a radio spot for Cadbury’s Dairy Milk Silk Oreo edition. 7
11. Q3 Answer the following:
    • A) Short note on the BIG IDEA. Give examples. 8
    • B) Discuss Idea Generation Techniques. 7
    • C) What is Creativity and what are the various stages of the creative process? 8
    • D) Prepare an Outdoor poster for Boat’s newest Airpods. 7
12. Q4 Answer the following:
    • A) Discuss Writing for Youth Vs Writing for Senior Citizens 8
    • B) Explain the guidelines for writing television copy 7
    • C) Evaluate the copywriting style of any one advertising campaign by an ad agency for its
    • D) Draft an email promoting new holiday packages by Yatra.com for Diwali 7
13. Q5 Write short notes on ANY THREE of the following: 15 marks
    • A) Write a classified ad for a new resort opening in Goa
    • B) Discuss an ad keeping in mind Humour appeal
    • C) What is an infomercial?
    • D) What is “Slice of Life” concept in ads? Give an example
    • E) Discuss Slogans and their importance, with an example
14. Q3 Me HAT 4 marks
15. Q4 30 HAT, 5 marks
16. Q3 Me HA 4 marks
17. Q2 SAT:
18. Q31 FASE HAT 8 marks
19. Q3 ow 7 marks
    • H) HIT coy 8
20. Q4 SAT:
21. Q3 Weald
    • S) ASH” HTS?

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