SIXTH SEMESTER – APRIL 2004

CO 6600 – CREATIVE ADVERTISING

02.04.2004 Max:100 marks

1.00 – 4.00

SECTION – A

Answer ALL questions (10 ´ 2 = 20 marks)

Who is called the Sponsor? How is he different from Author?
What are the literary forms of message being used in advertising?
What are the effects of Ad. Message expected?
What is the Credibility of the Source?
What is Creativity? Give an example.
Differentiate Rational appeal from emotional appeal.
What is meant by Synthesis?
What is Perception?
What is Body copy?
Give the functional definition of advertising and state the important elements in it.

SECTION – B

Answer any FIVE questions (5 ´ 8 = 40 marks)

What are the various types of Headlines? Explain each.
An Ad. Agency wants to develop an Ad. for newly designed Two wheeler meant for women-folk and plans to use star appeal, which celebrity would you choose and why?
What is effective creativity and why is it important in advertising?
Explain the two major tasks involved in the effective use of visuals.
What is Layout and explain the various stages in the layout process.
Explain the various functions of advertising.
What is meant by Consumer Behaviour and explain the part played by interpersonal factors and non-personal factors in consumer decisions making process?
Explain the Qualities of Creative thinkers.

SECTION – C

Answer any TWO questions (2 ´ 20 = 40 marks)

Explain the Ad. Exposure Model and its significance in advertising.
Why is it important to understand the basic elements of principles of design? Explain the importance of each element and principle design for Print copy.
Develop an effective creative idea for a ‘HERO HONDA DAWN’ in the light of the stages of Creative process. Specify clearly your developed idea.

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