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| ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS) | ||
| END SEMESTER EXAMINATION – MARCH/APRIL 2016 | ||
| B.B.M. – VI SEMESTER | ||
| mkt505 : CREATIVE ADVERTISEMENT AND MEDIA MANAGEMENT (MARKETING ELECTIVE P –IV) | ||
| Duration: 3 Hours Max. Marks: 100 | ||
| SECTION – A | ||
| I) | Answer ALL the questions. Each carries 2 marks. (10×2=20) | |
| 1. | ‘CID’ in Sony TV has received very high TRP. What do you mean by TRP? | |
| 2. | What is meant by flighting? | |
| 3. | What is the role of Ad Campaign in Advertising? | |
| 4. | What copy elements are involved in a Radio commercial? | |
| 5. | Mention two examples of death appeals. | |
| 6. | What do you mean by Bandwagon advertisement? | |
| 7. | Expand USP and its contribution to the manufacturers. | |
| 8. | What is competitive parity method used and for what? | |
| 9. | What is it Puffery? How important is it in advertisements? | |
| 10. | Mention two differences between small and large advertising agencies. | |
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SECTION – B |
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| II) | Answer any FOUR questions. Each carries 5 marks. (4×5=20) | |
| 11. | Mr. Ramachander, the marketing manager of Colour flow cosmetics wants to approach an outside advertising agency for the new series of woman’s lip sticks. Explain the different types of advertisement agencies that Mr. Ramachander can approach. | |
| 12. | Is emotional appeal a very good medium to influence customers? Explain different types of appeals with their pros and cons. | |
| 13. | Briefly explain social and ethical issues in Advertising. | |
| 14. | Expand and explain in detail the various steps in DAGMAR approach. | |
| 15. | Write a short note on the Evolution of advertising | |
| 16. | Black silk, hair oil has been doing well in the market. As a marketing head, to keep pace with the changes in order to survive and prosper, What are the various advertising strategies you need to look into to place the product again and again in minds of customers? | |
| SECTION – C | ||
| III) | Answer any THREE questions. Each carries 15 marks. (3×15=45) | |
| 17. | “Speed track” Private limited is already an established company in the world of Office bags. They are planning to launch a new series of College bags for the youngsters, as the marketing head of the company what different types of advertisement you would suggest to capture the youth market in India.
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| 18. | Explain in detail the various steps involved in the advertising campaign plan. | |
| 19. | What is Ad Copy? How to write an Ad Copy? What are the elements in a Ad Copy? Explain with suitable examples. | |
| 20. | Explain the “appeal factor” of advertisement. Also explain the demerits of advertisements. | |
| 21. | Define Media Planning? Explain media planning, selection and scheduling strategies to tap the target customers. | |
| SECTION – D | ||
| IV) | Case Study (1×15=15) | |
| 22. | The following print ad is aimed at Indian consumers . Write your assesement of each of them justifying your assement as good or bad commenting on its creativity, strategy and recommend an alternative advertising media for this.
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(8 marks)
(7 marks)
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