Advertising — DU B.Com (P) Previous Year Question Papers

1. (a) Define advertising and explain its significance for (9) businesses and consumers. (9) (b) Discuss the objectives of advertising and explain how advertising helps in creating demand and influencing consumer behaviour. (9) (c) Explain the DAGMAR approach in advertising and discuss how it helps in setting clear communication (9) (d) What is an advertising budget? Describe any three (9) methods of setting advertising budget. (9) 2. (a) Explain the different methods of Print media advertising like newspapers and magazines along 174 (9) with their advantages and limitations. (9) (b) Differentiate between Outdoor advertising and Direct mail advertising. (9) (c) What is media planning? Explain the steps involved in developing an effective media plan. (9) Insist fue fade balle t (9) (d) Explain media scheduling and discuss different scheduling strategies such as continuity, pulsing, and flighting with examples. (9) 3. (a) What are advertising appeals? Explain different 3. types of advertising appeals such as fear, humor, emotional, and rational appeals with examples. Also discuss the role of creativity in making use of (18) different advertising appeals. (18) (b) Define advertising copy. Explain its importance in communication effectiveness. Also, describe the (a) Functions of advertising agencies elements of a good advertisement copy to attract (b) Full-service vs specialized advertising agencies consumer attention. (18) (c) Methods of agency compensation (e) Role of ASCI to evaluate their advertising campaigns. (9) (b) Discuss the methods of pre-testing advertisements 1. and explain how they help improve advertising (c) Explain the importance of measuring advertising (9) effectiveness for decision-making and marketing strategy. (9) (d) Describe post-testing methods used in advertising evaluation with suitable examples. (9)