Loyola College M.Com Nov 2008 Creative Advertising Question Paper PDF Download

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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

QB 24

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

 

  1. Tag line
  2. Body copy
  3. TRP
  4. Copy platform
  5. Account Executive
  6. Creative boutique
  7. Publicity
  8. Attention/attraction value
  9. Copy testing
  10. O&M

PART – B

Answer any five questions                                                                                              5 X 8 = 40

 

  1. Explain Big Idea and its role in creative strategy.
  2. Give a brief history of advertising and explain how it helps or hinders the cultural aspect of the society.
  3. Discuss the myths about creativity.
  4. Write about the types of headlines and its functions.
  5. Discuss how the advertising industry contributes to the economic growth of the country.
  6. How can one become an effective copy writer?
  7. What is transit advertising? Discuss its pros and cons.

 

PART – C

Answer any two questions                                                                                           2 X 20 = 40

 

  1. What are appeals? Discuss the types with examples.
  2. What are the methods by which ad agencies get clients? Explain the various stages in the client-agency relationship.
  3. Explain the Integrated Marketing Communication Process with the help of a diagram.

 

 

 

****

LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

QB 24

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

 

  1. Tag line
  2. Body copy
  3. TRP
  4. Copy platform
  5. Account Executive
  6. Creative boutique
  7. Publicity
  8. Attention/attraction value
  9. Copy testing
  10. O&M

PART – B

Answer any five questions                                                                                              5 X 8 = 40

 

  1. Explain Big Idea and its role in creative strategy.
  2. Give a brief history of advertising and explain how it helps or hinders the cultural aspect of the society.
  3. Discuss the myths about creativity.
  4. Write about the types of headlines and its functions.
  5. Discuss how the advertising industry contributes to the economic growth of the country.
  6. How can one become an effective copy writer?
  7. What is transit advertising? Discuss its pros and cons.

 

PART – C

Answer any two questions                                                                                           2 X 20 = 40

 

  1. What are appeals? Discuss the types with examples.
  2. What are the methods by which ad agencies get clients? Explain the various stages in the client-agency relationship.
  3. Explain the Integrated Marketing Communication Process with the help of a diagram.

 

 

 

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