LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
B.Com. DEGREE EXAMINATION – COMMERCE
SIXTH SEMESTER – APRIL 2012
CO 6600 – CREATIVE ADVERTISING
Date : 16-04-2012 Dept. No. Max. : 100 Marks
Time : 1:00 – 4:00
PART – A
Answer ALL the questions: (10×2=20)
- Mention the four elements of marketing mix.
- What is decoding in communication?
- Who are the target audience in advertisement?
- Mention any two budgeting methods for advertisement.
- Write a note on celebrity endorsements.
- Who is a copy writer?
- What does an ad designer do?
- Identify an ad jingle of a popular product.
- Mention any two categories of typeface.
- Who is a consumer?
PART – B
Answer any FIVE questions: (5×8=40)
- Explain the functions of advertising.
- Explain the communication phases in advertising.
- What is an appeal? Mention any 4 types of appeal.
- Discuss the various headlines available for a copywriter.
- What is an ad layout? Enumerate the four stages in the ad layout process.
- Explain the guiding principles in designing an ad.
- Identify the psychological influence on buyer behaviour.
- Explain the process of decision making and its importance in advertising.
PART – C
Answer any TWO questions: (2×20=40)
- What is advertising? Explain how it is classified.
- What is creativity? Describe the steps involved in the creative process.
- “Designing a print ad is a process of bringing together the copy and artwork in a way that best communicates the intended advertisement message”. Elaborate with reference to choosing a format and designing the page.