LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Com. DEGREE EXAMINATION – COMMERCE
THIRD SEMESTER – APRIL 2012
CO 3808 – CREATIVE ADVERTISING
Date : 02-05-2012 Dept. No. Max. : 100 Marks
Time : 1:00 – 4:00
SECTION-A
(Answer all the questions) (10 x 2 = 20)
- What is consumer advertising?
- In communication process, what is the role of the “Medium”?
- Who is an art director?
- What is stereotyping?
- What is target marketing?
- In advertising, what do we mean by “regionalization”?
- What is “hard-sell” advertising strategy?
- What is a sensory appeal?
- Who are graphic designers?
- What is media vehicle?
SECTION-B
(Answer any FIVE questions) (5 x 8 = 40)
- What are the functions of advertising?
- What are the “Marketing services” performed by advertising agencies?
- What are the “Social and Interpersonal Influences” which determine the consumer buying behavior?
- Explain any five advertising appeals with examples.
- What are the different types of “headlines” used in print advertisements?
- What are the major challenges in media planning? Explain with examples.
- What are the major ethical issues in advertising?
- Explain the “Communication Process” in advertising.
SECTION-C
(Answer any TWO questions) (2 x 20 = 40)
- What are the various media available for an advertiser in today’s world? Explain how each one is useful for conveying the advertising message to the audience?
- What are the various factors in intercultural advertising? Explain each one with examples.
- What are the advantages and limitations of broadcast television advertising?
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