LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.Sc. DEGREE EXAMINATION – VISUAL COMM.

THIRD SEMESTER – APRIL 2011

VC 3507/VC 3503 – ADVERTISING BASICS

 

 

 

Date : 12-04-2011              Dept. No.                                                    Max. : 100 Marks

Time : 1:00 – 4:00

PART – A

 

Briefly answers ALL the following questions in about 50 words each.                  (10 X 2 = 20)

 

2. Institutional Advertising.
3. In house agency.
4. Copy Platform.
5. Brand Loyalty.
6. Sales Promotion.
7. Radio Spots.
8. Social Marketing.
9. Online Advertising.
10. Art Director.

PART – B

 

Answer ANY FIVE of the following in about 200 words each.                                           (5 X 8 = 40)

 

11. Discuss in detail about political advertising.
12. Write about the different types of media available to advertisers.
13. Discuss the ethical and legal issues in advertising.
14. Explain the structure of an advertising agency.
15. Discuss the role of advertising in the Society.
16. Advertising is a wasteful expenditure for any business. Comment.
17. Discuss the role of Media Relations in effective PR.

 

PART – C

 

Write essay on ANY TWO of the following in about 400 words each.               (2 X 20 = 40)

 

18. Explain in detail the different types of print advertising layouts and the requisites of an effective layout.
19. What is advertising campaign planning? Discuss in detail the various steps involved in it.
20. Discuss about the different type of appeals and their uses.
21. What is market research? Discuss in detail the ways in which the advertisers segment the market?

 

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