BCom SY BCom Sem 3 BCom Sem 3 (2017 2018) March 2018 ADVERTISING I 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 from the options given below (any
   • (1) Primary advertising is advertising classified on the basis of
   • b. Media d. None of the above is an active participant in advertising
   • a. Government c. ASCI
   • b. Dubbing artists d. all of the above
   • (iii) is the most modern type of agency
   • a. In-house c. Creative Boutique
   • b. Spokesperson d. All of these
   • (v) Advertising helps the product to increase the value by creating
   • a. Brand c. Confusion
   • b. Competition of these
   • (vi) department in an ad agency coordinates with advertisers
   • b. Traffic
   • (vii) is a person responsible for design and colour in an
   • Q.P. Code: 30578
   • (viii) advertisements give support to Herbals and Ayurvedic medicines
   • b. Lakme d. Ariel
   • (ix) advertising is not deceptive
   • b. Surrogate d. Local
   • (x) Advertising helps a brand in crises by
   • a.Celebrity c. Government
   • b. Competitor None of these
   • (xi) concept links brand to finance (xil) advertising is used by Colgate toothpaste
   • a.Pro c. Competitive
   • b. Primary — d. Institutional
   • (B) State whether the following statements are true and (Any Ten) marketing communication is integration of all marketing tools, approaches, and 10
   • ii. is a non-paid form of personal presentation of advertising uli. advertising an issue or cause is central to the advertising message
   • iv. sponsored by the government 1905 B. Dattaram1* ad agency in India was started at Mumbai complete term is 'Pro Bono Publico' which means for the public good vil. Rural advertising has improved consumer demand and standard of living in India protected brand name is called a trademark Changing attitudes of customers cannot be an objective of advertising
   • x. Accounts executives are from the client servicing department of an ad agency
   • xi. Ad agencies that create ads for only a particular industry are called as Modular agencies Creative advertising boutiques limit the amount and kind of service they offer Answer any two of the following: (15)
   • a. What is Integrated Marketing Communication? Explain the various elements of IMC
   • b. Briefly describe the evolution of advertising
   • c. Explain the classification of advertising on the basis of geographical area and media
   • Q.P. Code: 30578
2. Q3 Answer any two of the following: 15 marks
   • a. Define an Advertising Agency. Explain the various services offered by an advertising
   • b. What is Client Turnover? Examine the reasons for client turnover in an advertising
   • c. Describe the various career options in the area of advertising
3. Q4 Answer any two of the following: 15 marks
   • a. Discuss the effect of advertising on consumer prices
   • b. Explain the positive and negative influence of advertising on Indian values and culture?
   • c. What is the role of social advertising in a country like India?
4. Q5 Answer any two of the following: 15 marks
   • a. Examine the role of advertising in building brand image
   • b. Describe the features of political advertising
   • c. Explain prominent trends in advertising related to media
5. Q6 Write short notes on any four of the following: 20 marks
   • a. Active participants of advertising
   • b. Any five features of IMC
   • c. Creative pitch
   • d. Self-regulation of advertising
   • e. Communication Process
   • f. Agency compensation
   • Q.P. Code: 30578
   • 3. Wat
   • H) Woe
   • Q.P. Code: 30578
   • 3) WAT H)
   • Q.P. Code: 30578

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