LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
B.Com. DEGREE EXAMINATION – COMMERCE
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SIXTH SEMESTER – APRIL 2008
CO 6600 – CREATIVE ADVERTISING
Date : 16/04/2008 Dept. No. Max. : 100 Marks
Time : 9:00 – 12:00
SECTION-A
Answer ALL questions. 10×2=20
- What is creativity and give an example.
- Who is a sponsor? How is he different from Author?
- What is meant by Strategy and big idea? Explain.
- What is meant by credibility of the Source?
- What is meant by slogans? Give an example with its implication.
- Differentiate Rational appeal from emotional appeal.
- Explain the Lead-in-paragraph and Interior paragraph in an advertisement.
- What is a motive and motivation?
- Explain stages of purchase and post-purchase.
- What are the various types of lines used in preparing advertisement and explain impact of each.
SECTION-B
Answer any FIVE 5×8=40
- Define and explain the concept of Advertising.
- Explain the various functions of creative advertising.
- Discuss the Input-Process-Output model of consumer decision making process, in the light of various components involved.
- Explain with a chart, showing the consumer perception process.
- Explain the importance of Balance in preparing copy for ad.
- What is head line and explain the various types of headlines.
- What are the various types of formats? Explain with examples.
- What is meant by Design and explain the various types of designs.
SECTION-C
Answer any TWO 2×20=40
- Examine the various methods of generation of ideas for advertisement copy.
- Explain the steps in creative process with necessary examples and illustrations.
- Explain the various stages of advertising exposure model and its importance.
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