LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.Sc. DEGREE EXAMINATION – VISUAL COMM.

THIRD SEMESTER – APRIL 2012

VC 3507/VC 3503 – ADVERTISING BASICS

 

 

 

Date : 24-04-2012              Dept. No.                                        Max. : 100 Marks

Time : 9:00 – 12:00

 

PART – A

 

Briefly answer ALL the following questions in about 50 words each:                (10 x 2 = 20)

 

1. Advertising
2. Transit Advertisement
3. Jingle
4. Direct mail
5. Integrated Marketing Communication
6. Brand Positioning
7. Brief
8. Creative Director
9. Point of Purchase
10. Soft Sell

 

PART – B

 

Answer ANY FIVE of the following in about 200 words each:                                   (5 x 8 = 40)

 

11. Explain in detail about the effectiveness of online advertising.
12. Distinguish the advantages and disadvantages of TV advertisement.
13. David Ogilvy says, “If the advertisement doesn’t sell, it isn’t creative”. Argue on the statement with the learning from creativity as a process.
14. Discuss the ways in which the advertisers segment the market.
15. Elucidate the various steps involved in advertising planning process.
16. Describe the ethical and legal issues in advertising.
17. Discuss the challenges and threats faced by Indian advertising industry.

 

PART – C

 

Write essay on ANY TWO of the following in about 400 words each:                 (2 x 20 = 40)

 

18. Design an A4 size creative print advertisement for Indian women kabadi team for winning the 1st Women`s World Cup Kabadi Championship 2012 title. Incorporate various elements, which you have learnt in Advertising Basics.
19. Discuss in detail the types, advantages, disadvantages, limitations and the future of newspaper advertisements.
20. Explain in detail the different types of ad appeals with examples.
21. Discuss the different types of headlines, body copy and slogans of print advertisement.

 

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