BCom SY BCom Sem 4 BCom Sem 4 (2018 2019) Oct 2019 ATKT ADVERTISING II 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 Ten) 10 marks
   • (i) Email of a commercial message to a group of people
   • c) Pyramid Marketing d) None of these
   • (ii) Akashwani and Doordarshan as its two constituents
   • a) ASCI b) IMB
   • (iii) digital audio files such as an MP3 that users download toa computer or personal media player
   • (iv) an appropriate advertise to middle class house
   • a) Internet b) outdoor
   • c) television d) none of these
   • (v) is necessary for planning the advertising campaign
   • a) Continuity b) celebrity
   • c) research inputs d) these
   • (vi) the second communication goal in the DAGMAR model
   • a) Action b) awareness
   • c) survey d) comprehension
   • (vii) The term “Unique selling Proposition” was coined by of Ted Bates & is not one of the visualization techniques
   • a) Meditation b) Arguments
   • (ix) is an example of low involvement product
   • a) Jewellery b) Automobiles
   • c) Houses d) None of these
   • (x) Endorsers in ads include
   • (xi) The name for radio ads is
   • a) music b) jingle
   • (xii) layout that has no balance is called
   • a) formal b) scattered
   • c) Informal d) untidy
   • Q. P. Code: 51785 1
   • (B) State whether the following statements are true OR false: (Any Ten) 10
   • a) Print media such as newspapers and magazines allow for limited exposure
   • b) Promotional tie-ups become an instant hit because they add to the revenues and cut down the costs of advertisement
   • c) No advertisements should promise any medical product that guarantees slimming, weight reduction or figure control
   • d) Big firms spend less on Advertising
   • e) Flighting strategy of media scheduling has periods of no advertising
   • f) Media vehicle refers to transit advertising
   • g) Fear appeal is a negative emotional appeal
   • h) Meditation is a technique of visualization
   • i) Creativity makes the advertisement memorable
   • j) Copywriting is considered the soul of advertising
   • k) not necessary to test advertising campaigns after they are telecast on television
2. Q1 Storyboards are necessary to create Out of Home advertising
3. Q2 Answer ANY TWO of the following: 15 marks
   • a) What are the advantages of the broadcast media?
   • b) Discuss the limitations of the digital media
   • c) Explain the importance of media research
4. Q3 Answer ANY TWO of the following: 15 marks
   • a) Explain the steps in the planning of advertising campaign
   • b) What are the methods of setting the advertising budget?
   • c) Discuss the factors to be considered while selecting media for advertising
5. Q4 Answer ANY TWO of the following: 15 marks
   • a) What is creativity in advertising? Explain its importance
   • b) Explain the meaning of advertising appeals. What are the different types of appeals?
   • c) Distinguish between high involvement and low involvement products Answer ANY TWO of the following: (15)
   • a) What are the essentials of copywriting?
   • b) Describe execution styles used in television advertising
   • c). Explain the meaning and the objectives of pre-testing advertising
6. Q6 Write short notes on ANY FOUR of the following: 20 marks
   • a) Doordarshan code
   • b) Audit Bureau of Circulation (ABC)
   • c) Selling Points
   • d) DAGMAR Model
   • e) Media Objectives
   • f) Concept of storyboard
   • Q. P. Code: 51785 2
   • Q. P. Code: 51785 3
7. Q9 Hal
8. Q3 at
   • Q. P. Code: 51785 4
   • Q. P. Code: 51785 5

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