Bachelor Of Mass Media (BMM) SEM V ATKT April 2016 ATKT ADVERTISING COPYWRITING Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 All Questions are compulsory
2. Q2 Answer the question in the sequence given in the question paper. Do not change the sequence
3. Q3 Read the questions carefully before answering
4. Q4 Figures to the right indicate the full marks
5. Q5 Give example when necessary
6. Q1 Multimedia Campaign and strategy:- For many years now, KITKAT has established the importance of taking a break from the grind. Through its iconic campaigns, KITKAT encourages youth to enjoy break moments that bring a smile to their faces. KITKAT is a favourite break time treat Today lives are fast paced and everyone needs a break. The clutter of modern day life puts continuous pressure on youngsters for being judged at all times, even during their breaks. The new KITKAT campaign is a reminder for people to enjoy their breaks without any pressure and fear of judgement. The campaign urges youth to free themselves from any kind of expectations and to express their individuality without any fear, especially in their break moments Brief:-KITKAT wants to reiterate the importance of breaks in our lives, and encourages us to have fun and not have fear of judgements in our breaks. Answer 15 marks
   • a) Draft a creative plan for them. 4
   • b) Define their message strategy. 2
   • c) Make two print ads based on the brief. 4
   • d) Draw a story board for a 30 sec TVC Vodafone Idea has rolled out a mobile based safety service called Sakhi Designed exclusively for women, the features include emergency alerts, balance and private number recharge for prepaid users. It works across both smartphones and feature-phones. Women safety is a burning issue in our country. We have all seen cases of women holding back in their daily life on opportunities because of safety concerns. With Vodafone Sakhi, the company is taking forward their long-term commitment of driving inclusion and addressing real societal problems. This unique, free of cost service will make it convenient for women to step out fearlessly and fulfil their Brief: - Vodafone Sakhi is a step to give women the confidence to step out fearlessly and live their dreams with a trusted solution at hand Answer the following 5
   • a) Draft a creative plan for them
   • b) Define their message strategy. 4
   • c) Make two print ads based on the brief 2
   • d) Draw a story board for a 30 sec TVC 4
7. Q2 Explain the principles of copywriting. Write a radio spot of 30 seconds on Trivago which is the world’s largest 7 online hotel search site. It also offers a free app for its Hotel Search product on both iOS and Android. In addition to the hotel search feature, the app provides interactive maps and displays accommodations in close proximity to the user's current location Explain the various stages of creative process. 8 D Make an outdoor poster on Amazon sale on the occasion of women’s day. 7 offering huge discounts on clothing, footwear and accessories for women 8 marks
8. Q3 Explain the various types of headlines. Write a Direct Mail for the car owners informing them about the launch of 7 new Maruti Swift version 2. The new Swift will be available in five variants for the petrol manual version while the petrol automatic and the CNG manual versions gets two variants each. The new Swift Prices for the petrol manual range from Rs 3.89-5.45 lakh while the ones for the petrol automatic AMT range from Rs 5.18-5.46 lakh. The new 2018 Swift CNG is priced at Rs 5.23-5.64 lakh Explain the use of Humour appeal in advertising. Evaluate any one 8 commercial that has used Humour appeal for advertising D Draft a press release for Bank which is going to train 15 lakh 7 government school teachers in 12 states across India. It launched Zero Investment Innovations for Education Initiatives to transform education in government schools across India. As part of this initiative, the bank will train 15 lakh school teachers across 12 states and union territories of India to improve the quality of education in 6.2 lakh government schools, email copy for OLA giving 50 % discount on the next 10 8 Explain the different types of Advertising execution techniques. 7 8 marks
   • C. What are the essentials of writing a good copy for Senior Citizens? ad for ‘Ayurvedic Wellness’ centre mentioning benefits weight loss, stress management, low cholesterol and Blood Pressure by following their diet plans and workout sessions at a monthly offer price of Rs 5000
9. Q5 Write short note THREE of the following: 15 marks
10. Q1 Write a note on Rational Appeal
11. Q2 Write on Heuristic approach in creative thinking Write short note on techniques for writing slogans 4 Write a copy for sms campaign. The service is ‘Big Basket Groceries” Write on any one idea generation technique (Message Strategy) OR acd we. (Principles of Copy writing) (stages of creative process) ol HRI. (Types of headlines) ol AT AAA, AMT ? (writing for children) ol (Classified ad for Ayurvedic Wellness) approach in creative thinking) ar (Techniques of slogan writing) HRI. (Any one technique of Idea

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