Basics of Advertising — DU B.Com. (Hons.) Previous Year Question Papers

1. (a) "Advertising is an essential tool to boost the growth of an economy", do you agree with the statement, explain giving suitable explanation with examples. (b) Differentiate between the national, regional and local advertising with examples. (6) (a) All these years, you must have seen different types of advertisements over multiple media platforms. Pick any 5 examples of your choice and explain the types of advertisements they fall into. (b) "Advertising is a fundamental activity of any business", do you agree with the statement? Why? Explain giving the significance of advertising from the business and consumer's perspective. (a) Explain the AIDA and Hierarchy of effects model of setting the advertising goals with examples. (b) Draw a neatly labelled diagram of the communication process and explain the various elements in details. (3+6) (c) Which of the budgetary method is considered as the most scientific method of setting the advertising budget? Why? (3+6) 3. (a) "Designing an impressive copy, which is able to attract the attention of the target audience is the most difficult task for the advertisers" do you agree. Define the various precautions to be taken by the advertisers while designing the elements of an effective print copy. (3+6) (b) Suggest a suitable media to the marketer for advertising the newly launched following products with reasons: (3+3+3) (i) An energy drink (ii) An electric car (iii) A luxury watch (a) "Internet and the Interactive medium is emerging as the most powerful media type with a specific target audience", do you agree, explain the criterion for identifying the target audience, which can be approached successfully with the interactive medium and how? (2+8) (b) Explain the various types of advertising copies giving suitable examples from the day today scenario. (8) (a) "Measuring the effectiveness of advertising is a waste of time and energy", do you agree with the statement? Why? Explain giving the rationale behind it. (2+2+4) (b) You are the marketing manager of a company which is going to launch diet food in the market, such as, quinoa salad, multigrain bar, ragi pizza etc. what are the various factors you will take into account for selecting an ad agency for promoting your brand in the market? (10) (a) Explain the various techniques used for measuring the communication and sales effect of advertisements at the pre and post testing stage. (b) "Maintaining an ethical code of conduct is essential for both the agency as well as the client for the successful completion of the work", explain by giving the code of conduct to be followed by the agency and the client. (2+6) 5. Write short notes on any three of the following: (ii) DAGMAR Approach. (ii) Explain the various types of appeals used in advertisements with 2 examples each. (iv) Factors affecting the choice of an appropriate medium. (v) Essentials for an effective copy.