Bachelor of Commerce (B.Com.) SY BCom Sem 3 BCom Sem 3 (2017 2018) Nov 2017 ADVERTISING Question Paper - Mumbai University | munotes

Questions asked in this paper

• 2. Figures to the right indicate full marks

1. Q1 (A) Select the most appropriate answer the options given below (Any ten) : 10 marks
   • (1) is not an element of Integrated Marketing Communication
   • (2) creates generic demand for products
   • (a) Primary (b)
   • (c) Social (d) Trade
   • (3) the oldest form of advertising agency
   • (4) in an advertising agency co-ordinates the
   • (a) Media (b)
   • (c) Client Service (d)
   • (5) a person in an advertising agency responsible for writing headlines and slogans
   • (6) required for people working in the creative department of an advertising agency
   • (a) Communication (b) Visualising
   • (c) Marketing Organising
   • (a) Product (b) Institutional
   • (8) Point of Purchase advertising helps in stimulating
   • (a). Impulse (b) Planned
   • (c) Budgeted (d) Online to incremental value of the brand helped Maggi to regain its market share after
   • (a) Green (b) Advocacy
   • (c) Political (d) Product
   • (12) Advertising advertising is growing at a faster rate as compared to others
   • (a) Print (b)
   • (c) Cinema (d)
   • (b) State whether the following statements are true or false (Any ten) 10
   • (1) IMC is same as promotion mix
   • (2) Sign Boards are the oldest form of Advertising
   • (3) Radio is no longer a medium for advertising
   • (4) Client Turnover is a negative sign of growth for an advertising agency,
   • (5) Commission is a method of agency compensation
   • (6) Account Executives handle finances of an advertising agency
   • (7) Jio has used an effective Integrated Marketing Strategy to fight
   • (8) Advertisements having direct comparison with a competitors products are
   • (9) Advertising always has a positive impact on the society
   • (10) Decoding uses signs & symbols to communicate the advertising message
   • (11) The Jan Dhan Yojana of the prime minister has used Doordarshan channel for effective promotion in regional areas
   • (12) Social media has made advertising execution interactive
2. Q2 Answer any two of the following :— [5
   • (a) Explain the meaning of Integrated MarketingCommunication (IMC). What is the role of advertising within [MC ?
   • (b) Define advertising. Who are the active participants of advertising ?
   • (c) Explain the classification of advertising on the basis of functions
3. Q3 Answer any two of the following 15 marks
   • (a) What are the factors considered while selecting an advertising agency ?
   • (b) How can an advertising agency maintain a healthy relationship with its clients ?
   • (c) What are the unique skills required for a in advertising ?
4. Q4 Answer any two of the following :— 1S
   • (a) How does advertising affect market competition ?
   • (b) Discuss the common ethical issues in advertising
   • (c) Describe how advertising in India
5. Q5 Answer any two of the following 1S
   • (a) With the help of a diagram expiain the advertising communication process
   • (b) Explain the features of corporate image advertising
   • (c) Describe different execution of advertisements
6. Q6 Write short notes on any four of the following 20 marks
   • (a) Any five benefits of advertising
   • (e) Effect of advertising on cultural values
   • (f) Brand equity
   • (2) got
   • (8) ae
   • (3) ware
   • (80) Fare
   • (1) aa diet
   • (a) car. 2

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