LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Com. DEGREE EXAMINATION – COMMERCE

KP 51

THIRD SEMESTER – April 2009

CO 3875 – CREATIVE ADVERTISING

 

 

 

Date & Time: 27/04/2009 / 9:00 – 12:00  Dept. No.                                                    Max. : 100 Marks

 

 

SECTION – A

Answer ALL Questions:                                                                 (10 x 2= 20)

 

1. Define marketing research.
2. Why are women exploited in advertising?
3. What is stereotyping?
4. What are the literary forms of message being used in advertising?
5. Which is more sensational: Google ads or Newspaper ads?
6. How does Brainstorming help in creating advertisements?
7. Differentiate Rational appeal from Emotional appeal.
8. What is creativity? Give an example.
9. What is global advertising? Name some of the global advertising agencies.
10. Identify an example for ‘deceptive advertising’.

 

SECTION – B

Answer any FIVE questions:                                                         (5 x 8 = 40)

 

11. Explain the qualities of creative thinkers.
12. Briefly describe how advertisements help the economy?
13. Do we need ethics for advertising? Why?
14. What is Integrated Marketing Communications and what are its benefits?
15. What is lay-out and explain the various stages in lay-out process?
16. How do Direct-response advertising and Direct mail advertising differ?
17. What is media planning? How does it relate to marketing and advertising?
18. Explain the various functions of advertising.

 

SECTION – C

Answer any TWO questions:                                                          (2 x 20 = 40)

 

19. Define what copy writing is with its types and styles. Also explain the copy structure.
20. Write short notes on:
    1. Marketing opportunities and threats for multinationals and their effect on marketing communications.
    2. Challenges to standardization or adaptation in finding an effective communication mix.
21. Write an essay on how the recent recession has affected the Advertising industry and suggest ways and means to overcome this crisis. Explain what sort of advertising message can we create to make the public buy goods and services at this time when people do not have purchasing power.

 

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