LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
B.Sc. DEGREE EXAMINATION – VISUAL COMM.
THIRD SEMESTER – APRIL 2012
VC 3507/VC 3503 – ADVERTISING BASICS
Date : 24-04-2012 Dept. No. Max. : 100 Marks
Time : 9:00 – 12:00
PART – A
Briefly answer ALL the following questions in about 50 words each: (10 x 2 = 20)
- Advertising
- Transit Advertisement
- Jingle
- Direct mail
- Integrated Marketing Communication
- Brand Positioning
- Brief
- Creative Director
- Point of Purchase
- Soft Sell
PART – B
Answer ANY FIVE of the following in about 200 words each: (5 x 8 = 40)
- Explain in detail about the effectiveness of online advertising.
- Distinguish the advantages and disadvantages of TV advertisement.
- David Ogilvy says, “If the advertisement doesn’t sell, it isn’t creative”. Argue on the statement with the learning from creativity as a process.
- Discuss the ways in which the advertisers segment the market.
- Elucidate the various steps involved in advertising planning process.
- Describe the ethical and legal issues in advertising.
- Discuss the challenges and threats faced by Indian advertising industry.
PART – C
Write essay on ANY TWO of the following in about 400 words each: (2 x 20 = 40)
- Design an A4 size creative print advertisement for Indian women kabadi team for winning the 1st Women`s World Cup Kabadi Championship 2012 title. Incorporate various elements, which you have learnt in Advertising Basics.
- Discuss in detail the types, advantages, disadvantages, limitations and the future of newspaper advertisements.
- Explain in detail the different types of ad appeals with examples.
- Discuss the different types of headlines, body copy and slogans of print advertisement.
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