Bachelor of Mass Media (B.M.M.) SEM V 2017 18 Nov 2017-18 ADVERTISING COPY WRITING Question Paper - Mumbai University | munotes

Questions asked in this paper

• (b) Figures to the right indicate marks

1. Q1 Multimedia Campaign and strategy 15 marks
   • A. Thumbs Up is a popular beverage in India having a long legacy in the market. Their advertisements are full of adventure, excitement & energy so as to appeal to the youths of the country. They now want to reach out to the older age group as well, who may not be able to connect to the advertising style currently employed by them The brief is to employ an appropriate appeal and create a campaign with a possible change of tone and technique, perhaps by having a mature, subtle and sophisticated approach to which the older age group can relate Answer the following
   • a. Draft a Creative Plan for them. 4
   • b. Define their message strategy. 2
   • c. Make two print ads based on the brief. 4
   • B. Vodafone is a telecommunications service provider in India facing a tough pricing competition in the market due to strategies employed by its rivals, who are providing voice & data services at an extremely low cost. Due to this, Vodafone customers are migrating in large numbers to other service providers and the company is finding it difficult to retain its existing customers Brief of the campaign is to stop this large scale migration by users by appealing to their loyalty, and highlighting the quality of their service over its competitors Answer the following: Draft a Creative Plan for them. [4] Define their message strategy. [2]
   • c. Make two print ads based on the brief. Discuss in brief some major qualities that a copywriter must possess. [8] 4
   • B. Write a script for a 20 second radio spot for an educational app “Byju” that will assist students
   • C. between left brain & right brain thinking with examples. 8
   • D. Make an Outdoor poster to inform people of a super sale at all the “Shopper’s Stop” outlets. 7
   • Q.P. Code : 22104
2. Q3 Answer the following;
   • A. Discuss any four effective Idea Generation Techniques. 8
   • B. Draft an email promoting a holiday tour package from “KESARI TOURS?” for the entire family. 7
   • C. Write a brief note on CAN elements of creative advertisements. 8
   • D. Write a Direct Mail to prospective customers encouraging them to visit “JAVED HABIB” salon outlets in the Mumbai 7
3. Q4 A. What factors must be kept in mind while creating headlines & subheadlines for a Print Ad? 8 marks
   • B. As the Public Relations Officer of a city Bandra Cricket Club, write a Press Release informing the media of the club winning a prominent city tournament 7
   • C. What are the essentials of writing a good copy for women? 8
   • D. Draft a Classified Ad for matrimony search services offered by bharatmatrimony.com 7
4. Q5 Write a short note on any three of the following: 15 marks
5. Q3 Types of Appeals
6. Q4 B2B Advertising
7. Q5 SMS Advertising
   • Q.P.Code: 22104 US Va Be. UT WS as APTA se in creative advertisement) mail) Sata Edt SAT Be 9

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