LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.Com. DEGREE EXAMINATION – COMMERCE

KP 28

SIXTH SEMESTER – April 2009

CO 6600 – CREATIVE ADVERTISING

 

 

 

Date & Time: 18/04/2009 / 9:00 – 12:00 Dept. No.                                                                          Max. : 100 Marks

 

 

SECTION A

ANSWER ALL QUESTIONS                                                                      (10 X 2 = 20)

 

1. What does AIDA stand for in relation to Advertising ?
2. How does Advertising differ from Publicity ?
3. What do you understand by USP ?
4. What is meant by recency effect in perception ?
5. How is a Market segmented ? Give an example.
6. Name the Four aspects of a layout of a printed advertisement.
7. Define an Advertising Appeal ? Mention any four kinds of ad-appeals.
8. What is the importance of a ‘Slogan’ in an advertisement ? Give an example.
9. What are the merits and limitations of Advertising through the “NET”?
10. How do you understand ‘an aggressive advertising’ for FMG’s

SECTION B

 

ANSWER ANY FIVE QUESTIONS                                                         (8 X 5 = 40)

 

11. Define ‘Advertising’. What are the functions that Advertising performs ?
12. What is the need for Advertisement to be ethical ? Illustrate the harmful effects of unethical advertisements.
13. What is an ‘Ad-Copy Testing and What are the four criteria for such testing ?
14. How would you select a proper media for an AD-Campaign ?
15. What do you mean by ‘clutter; ? What are its effects ?
16. What are the determinants of the size of an advertising budget in a firm ?
17. What are the myths and symbols that are popularly used in advertisements ?
18. What are the special aspects of advertising exposure model ?

SECTION C

 

ANSWER ANY TWO QUESTIONS                                                         (2 X 20 = 40)

 

19. Modern advertising in the mass media is the best combination of reflecting and challenging

the social and cultural aspects of people.  Do you agree ? Discuss giving suitable examples.

20. Examine the different ways in which Buyers react to an advertisement and explain the buyer motives behind such responses.
21. You are asked to design an ad for TV exposure in a regional channel for promoting ‘a sun light lotion’ that is environmental friendly, skin caring, sweat free and very economic at the same time. Prepare notes and hints to stream line your thinking and produce an ad script for 30 seconds Ad.

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