LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
|
M.Com. DEGREE EXAMINATION – COMMERCE
THIRD SEMESTER – November 2008
CO 3875 – CREATIVE ADVERTISING
Date : 10-11-08 Dept. No. Max. : 100 Marks
Time : 9:00 – 12:00
PART – A
Write briefly on the following 10X2 =20
- Tag line
- Body copy
- TRP
- Copy platform
- Account Executive
- Creative boutique
- Publicity
- Attention/attraction value
- Copy testing
- O&M
PART – B
Answer any five questions 5 X 8 = 40
- Explain Big Idea and its role in creative strategy.
- Give a brief history of advertising and explain how it helps or hinders the cultural aspect of the society.
- Discuss the myths about creativity.
- Write about the types of headlines and its functions.
- Discuss how the advertising industry contributes to the economic growth of the country.
- How can one become an effective copy writer?
- What is transit advertising? Discuss its pros and cons.
PART – C
Answer any two questions 2 X 20 = 40
- What are appeals? Discuss the types with examples.
- What are the methods by which ad agencies get clients? Explain the various stages in the client-agency relationship.
- Explain the Integrated Marketing Communication Process with the help of a diagram.
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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
|
M.Com. DEGREE EXAMINATION – COMMERCE
THIRD SEMESTER – November 2008
CO 3875 – CREATIVE ADVERTISING
Date : 10-11-08 Dept. No. Max. : 100 Marks
Time : 9:00 – 12:00
PART – A
Write briefly on the following 10X2 =20
- Tag line
- Body copy
- TRP
- Copy platform
- Account Executive
- Creative boutique
- Publicity
- Attention/attraction value
- Copy testing
- O&M
PART – B
Answer any five questions 5 X 8 = 40
- Explain Big Idea and its role in creative strategy.
- Give a brief history of advertising and explain how it helps or hinders the cultural aspect of the society.
- Discuss the myths about creativity.
- Write about the types of headlines and its functions.
- Discuss how the advertising industry contributes to the economic growth of the country.
- How can one become an effective copy writer?
- What is transit advertising? Discuss its pros and cons.
PART – C
Answer any two questions 2 X 20 = 40
- What are appeals? Discuss the types with examples.
- What are the methods by which ad agencies get clients? Explain the various stages in the client-agency relationship.
- Explain the Integrated Marketing Communication Process with the help of a diagram.
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