LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.Com. DEGREE EXAMINATION – COMMERCE

SIXTH SEMESTER – APRIL 2011

CO 6600 – CREATIVE ADVERTISING

 

 

 

Date : 05-04-2011              Dept. No.                                        Max. : 100 Marks

Time : 9:00 – 12:00

SECTION – A

 

ANSWER ALL THE QUESTIONS.                                                                      (10 x 2=20)

 

1. What is advertising?
2. Differentiate between advertisement and sales promotion.
3. Who is a consumer?
4. What is ‘appeal’ in advertising?
5. Why is ‘headline’ important in an advertisement?
6. What is visualization?
7. Give the essentials of a good ad copy.
8. Explain ‘perception’.
9. Give any two slogans of popular consumer brands.
10. What is a ‘type face’?

SECTION – B

 

ANSWER ANY FIVE QUESTIONS.                                                                     (5x 8=40)

 

11. Distinguish between marketing and advertising.
12. Analyse the effectiveness of exposure model in advertising.
13. Why is consumer behavior significant in advertising?
14. What is ad-design? Explain the principles.
15. How is an ad – copy written?
16. Describe the different forms of headlines.
17. Discuss, with suitable examples, the importance of creative thinking in advertisements of competitive brands.
18. What are the considerations in deciding the layout for advertisements?

SECTION – C

 

ANSWER ANY TWO QUESTIONS.                                                                    (2x 20=40)

 

19. How is communication different from persuasion? Explain the process of communication.
20. Discuss the various steps involved in consumer decision making process
21. Design an advertisement for shoes in a popular youth magazine.

 

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