LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

M.Sc. DEGREE EXAMINATION – VISUAL COMMUNICATION

FIRST SEMESTER – NOVEMBER 2012

VC 1817 – CONTEMPORARY ADVERTISING

 

 

Date : 07/11/2012            Dept. No.                                        Max. : 100 Marks

Time : 1:00 – 4:00

 

PART – A

 

Answer ALL the questions in about 50 words each:                                                                       10×2=20

 

1. Advertising Campaign
2. Brand equity
3. Commercial
4. Big idea
5. Copy strategy
6. Formal balance
7. USP
8. Institutional advertising
9. Trade character
10. Emotional appeal

PART – B

 

Answer any FIVE questions in about 200 words each:                                                                   5×8=40

 

11. Explain the role of copy appeals in targeting potential customers.
12. Describe the creative process.
13. How does advertising differ from public relations activities?
14. Explain the concept of social responsibility in advertising.
15. Define advertising and differentiate it from other forms of marketing communication.
16. Discuss the ethical issues in advertising.
17. Explain intercultural advertising.

PART – C

 

Answer any TWO questions in about 400 words each:                                                                 2×20=40

 

18. Explain the concept of Brand, Brand image, Package and Logo. Discuss with examples.
19. Advertising is an essential concomitant of modern marketing mechanism-Substantiate.
20. Explain the legal aspects of advertising.
21. Discuss the current trends in Television Advertising.

 

 

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