RO 27

SIXTH SEMESTER – APRIL 2008

CO 6600 – CREATIVE ADVERTISING

Date : 16/04/2008 Dept. No. Max. : 100 Marks

Time : 9:00 – 12:00

SECTION-A

Answer ALL questions. 10×2=20

What is creativity and give an example.
Who is a sponsor? How is he different from Author?
What is meant by Strategy and big idea? Explain.
What is meant by credibility of the Source?
What is meant by slogans? Give an example with its implication.
Differentiate Rational appeal from emotional appeal.
Explain the Lead-in-paragraph and Interior paragraph in an advertisement.
What is a motive and motivation?
Explain stages of purchase and post-purchase.
What are the various types of lines used in preparing advertisement and explain impact of each.

SECTION-B

Answer any FIVE 5×8=40

Define and explain the concept of Advertising.
Explain the various functions of creative advertising.
Discuss the Input-Process-Output model of consumer decision making process, in the light of various components involved.
Explain with a chart, showing the consumer perception process.
Explain the importance of Balance in preparing copy for ad.
What is head line and explain the various types of headlines.
What are the various types of formats? Explain with examples.
What is meant by Design and explain the various types of designs.

SECTION-C

Answer any TWO 2×20=40

Examine the various methods of generation of ideas for advertisement copy.
Explain the steps in creative process with necessary examples and illustrations.
Explain the various stages of advertising exposure model and its importance.