Advertising and Public Relations — DU B. A. (Hons) Journalism Previous Year Question Papers

Relations builds credibility." Critically evaluate this 3. Candidates have to answer ALL the questions in Part A and ANY THREE questions in Part B. Questions in Part A carry 10 marks each and questions in Part B carry 20 marks each. PART A PART B 1. (a) Critically examine the relevance of the AIDA 4. (a) Critically analyze the applicability of DAGMAR model in contemporary digital advertising. and Maslow's hierarchy in modem advertising campaigns with examples. (b) Explain the role of the ASCI in regulating advertising in India. How does it ensure that (b) A new cafe is opening in your area. Briefly outline advertisements are ethical and not misleading? an advertising campaign plan you would design to Illustrate your answer with one example. promote it, mentioning the main steps involved. 2. (a) Evaluate the effectiveness of social media 5. (a) Evaluate ethical concerns in digital advertising with interactivity in shaping consumer engagement. reference to data privacy and targeted advertising. (b) Explain how algorithm-driven advertising is (b) Analyze the role of influencers in shaping transforming digital marketing strategies. consumer behaviour and attached opportunities and risks. 3. (a) Distinguish between reactive and proactive PR strategies with suitable case examples. 6. (a) Discuss the stages of a PR campaign using a real or hypothetical case study. (b) Political parties use PR tools to the maximum during elections with digital media playing a major (b) Critically evaluate the role of PR in crisis role in political campaigns. Discuss giving communication in the era of social media.