ty- i advertising^ (sew-5) «p®si
TRANSCRIPT
: Advertising in Contempoi^^^^f^y^^
«P®SIQ.l An Indian Silver Jewellery and an Indian Meditation
markets abroad. Your Ad Agency has been given theAdvertising Strategy. /ff|»if
First: Choose any one product/serviceSecond: Select any two countries from any o£tl^^- ‘ , r;:v ;v
The two countries selected cannot be from thesame group^ ';£'<&
c„,P ct«*». qa™What factors will you keep in mind
reference to the two countries
B. Discuss the various criticisms levied against Advertising ..
C. What is Digital marketing?. Nientiop some of its advantagps-andidisadvantages.y~'.; ,v-};< . - >$ .: .V.o -• cV-V^'-i'vO v\-v.O <• •••'•■" {
Paper / Subject Code: 27301 / Advertising^
Ty- i (Sew-5)Maximum marks: 75
Q.2. Answer the following:
(8 marks)
(7 marks)
(8 marks)D. Write a Bri«^frQt^bh^p^sQhfetipn oftypriierijn ady^rtismg.
(7 marks)
^■tT' ~on society, explain giving relevant
(8 marks>^stify your choice with relevant examples.
(7 marks)fmW/JwSwfmf (15 marks)on:
• ;4)y Following pf^ffib rules;
Prevention of Malaria and Dengue.v-y.-.:- m /r-f
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Paper/Subject Code: 27301 / Advertising : Advertising in Contempor|^S^^y^
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Q.5. Write short notes on (any three):
a. Controversial nature of Advertising.b. Political advertisingc. Use of children as influences in Advertisingd. Self-regulation in Advertisinge. Gender prejudices in Advertising.
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Paper/Subject Code: 27303 / Advertising : Copywriting
'.I rf I'f I& XMgffm/ C::;^&I^rks!-75) .• /
a. All Questions are compulsory. ■l- A= ». q„ta ,te g|v„c. Read the questions carefully before answering. M ^ ^d. Figures to the right indicate the full marks. ,#% ' V;': -,e. Give example when necessary.
Multimedia campaign and strategy J&M& ft fl51
JUino , 7trkefrKn°wn for * mouth-watering burgers and fries, thg food company##5 new adfidon 7n me7 mtTOd[lcmZ a taste and modem experience' with this#77v r!° r S anno“nced tW° variants in its lunch menu, Spicy Rice and-v'
heesy Rice. Consumer research showed that consumers want to have more options' during lunch and dinner. £>&^the "need ftllC T ,Campaign: ,Wdh the launch <>«<*, McDonald has not only addressed Answer the foUowfogT ",e giV6n ^ 3 f0rm that they are famiIiar with-:
a) Prepare a creative brief for making an impact on the target Audience.b) Suggest an appropriateMessage strategy; ,V
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(REVISED COURSE - 2016) ( 2*A Hours)NOTE
1.
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[5]■ OR2»K?r ride7iniaPP Ufaer intends t0 emP'°y more female drivers as traditional taxi and chauffeur services. But that’s not enough. Uber hasthat it was partnering with the group UN Women to create an additional jobs for female drivers by 2020.Bn.jf f0r 7 "ew can,paign: The campaign may be a way for Uber to build goodwill amidst calls for stricter ridesharing regulation from the taxi industry and some
; SSS" °" h°W drimS’3re P3id 3nd treat6d’Which has been filingAnswer the following :
. i ' . 7 Create a.print advertisement campaign based on the creative brief
I IMF-----' - - ;:'|v ^at a^tlle.e5sentialsof writing a good copy for Executives?
B’ fecUite Rad‘° Spot (30 sec) t0 Promote Sunfeast Dark Fantasy Choco Fills
ORC. Write a direct mailer to the selected target group promoting the ZEE5 a video
on demand website run by Zee Entertainment Enterprises Limited’. It was launched m India on February 14, 2018 with content in 12 languages The websife also has an app, ZEE5 App.
D. Describe various principles of copy writing.
1.
announced one million
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JtfllA. Write a press release on behalf of Savlon, ITC’s leading hygiene brand. Savlon
has unveiled ‘Savlon Swasth India Mission1 in 2016. The programme anchored on the 'Healthier kids, Stronger India' proposition and in a span of^£$ less than two years has already covered more than 3700 schools benefitting over 1.7 million children across key states in India like Uttar Pradesh, Maharashtra, Madhya Pradesh, Odisha, Jharkhand and Karnataka. Building on%>^ the success of the 'Healthy Hands Chalk Sticks', the company also launched its ’Savlon ID Guard' initiative. The initiative leveraged Savlon’s multi-use handwash sachet to enhance convenience and induce children into the habit of J washing hands. The same has been piloted in 32 schools and will be rolled out to over 1000 schools in the* ensuing months.
B. Write brief note on the Big idea in the development of creative strategy,Describe best-known approaches for big idea ■<$/?■ '-$}
!C. Write a note on any three idea generation techniques. [8.D. Explain the use of Fear appeal in advertising. Evaluate any one television - ! / j 1
Paper/Subject Code: 27303 / Advertising : Copywriting
3.
3.
commercial to have use fear appeal.
A. Write a copy for email message promoting Kerala Tourism. Kerala a state on India's tropical Malabar Coast, has nearly 600km of Arabian Sea shoreline. It's known for its palm-lined beaches and backwaters, a network of canals. Inland are the Western Ghats, mountains whose slopes support tea, coffee and spice plantations as well as wildlife. National parks like Eravikulam and Periyar, plus Wayanad and other sanctuaries, are home to elephants, langur monkeys and tigers.
B. Write a note on Transcreation principles.0R
C. Explain various elements of Print advertisementD. Prepare a classified ad for ‘Hinduja Healthcare cardiac screening package at
Rs. 1,999. It offers Stress test, lipid profile, CBC, and Cardiologist consultation. [7]
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Duration: 2 * hours /&&&£$&£&N.B. 1. All questions are Compulsory 'i&^asssss—.*^iHHHH
For Ahmedabad-based Vini Cosmetics, Afe^^r^ei^i^an«^^^I^K)GG
“-“-riiiiiif.!• (03)
■:•■■;f?c. Whdt are brand building imperatives? ' '
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Q4vAnswe|; the followingV >. C v a. “ Wfi%'building a brand there are various blocks”.; Av ':■£?■:■'■?&::■■■■''.. V' ■ OR
What ii brand leveraging? Explain different methods of brand leveraging.
Ql. a. Explain the following conceptsi. Brand Vision
ii. Umbrella Brandingiii. Core identityiv. Ingredient Co-brandingv. Sub brand
vi. Brand manager
(03)
(07)(08)
(07)(08)
(07)suitable examples.*
(08)
£ (07)(08)
Elucidate. (15)
(15)
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Paper /Subject Code: 27306 / Advertising: Brand Building
''rwmsr.Q5. Au5wer Any Three short notesa. Difference between brand v/s product.b. Brand Loyalty.-c. Brand hierarchy.d. Limitations of branding.e. Multi branding strategy.
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Paper/Subject Code: 27307/Advertising : Consumer Behaviour
Cal^ -5 Lf& S&llijl %
°o1H S' :Time: 2Hrs. 30 Mins
Marks :75
N.B. 1) Question No.l is compulsory2) Figures to the right indicate full marks
1 • (a) Explain the following concepts.(i) Self image.
(ii) Adoption.
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(iii) Social class.
-V?',V(iv) Acculturation■, •:
A.V(v) Dogmatism
l.(b)CASE STUDY:
Godrej a well-known company wants to launch its garment’s retail business .Based on thisinformation answer the following question:
(i) What type of appeals they should
(ii) What message structure should be used? Explain in detail.
in their advertisement to capture the market? Explain(3)use
(3)
(m) Who would you recommend as the brand ambassador to endorse the brand and why? (4)..." -V. > '
Q2. (a) What is subculture? Explain the different subcultures in brief.(7)
Q2. (b) Analyse one advertisement at each level of Maslow’s Need Hierarchy. (8)'\':X
- . ■ ■ ; .. . .
Q 2. (c) Iixplain the factors that ihfluencc'in formation of attitudes' ■ ■ $1 ■ - , "■ W
Q 2. (d) Which would be.rhpst.appropriale Family Life Cycl foliowing and why?
OR■■
(7)
e market segment to be targeted for the
(8)iM(i) Housing
! X
?r($) Insurance
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Paper/Subject Code: 27307 / Advertising : Consumer Behaviour
Q3. (a). Write an explanatory note on the Tri-component attitude theory. Explain how you used the model while choosing your current smart phone. ■' (15) j
OR• j
(15)Q3. (b) Explain the basic model of consumer decision making. ; '■ ■ x-
•:.s'
Q4. (a) Explain the classification of SRI VALS II market segmentation in details (7) .Q4.(b) State any two existing advertising messages and analyze how the marketer has tried -(B)
to reduce cognitive dissonance.OR
Q4 (c). Explain how the concept of classical conditioning can be useful to marketers. (7jQ4 (d) Explain Diffusion process in detail. (?)•
0‘
Q5) Write short notes on any three : (15)
?\-'va) Freudian theory.b) Subliminal perceptionc) ELM Modeld) Opinion Leadere) Indian Core Values
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Paper / Subject Code: 27209 / Advertising : Media Planning &
?ec(^ &>!*■. 4000145
fc;1) All the questions are compulsory.2) Use of Calculator is permitted. *v v3) Cellular phones are not allowed. .£>'. >£4) Answer the questions in the sequence given in ''
Create a Media Plan for a Titan Raga Espana advertisements are in colour. The budget for and having a schedule that will last for two Size: , ^Magazine: - Single and/or double spread^:Newspaper: - Half pageUse the rate card given below: Ac.— ‘ -• • >v ,.w a .m.
(2 Va Hours)Note:-
N?>. ■•■ >■ ;
Q. 1 CASE STUDY: -
^ •=: : r.Readership
£M23L£
Magazine • ; -rv ..N , -••(irisqrcft) (Fuji Page
'Colour)
ReadershipOOO’s
Dallies
.6290''; '6,80,000rnr&mm8392The Times of India
As; A,(W) ' ■ •'-• V'4,5- ..V A3,75,000725Indian
Express
.................. ' ...........Investment ’ Journal (F)
22M 3,90,000The'5“Economic
Times •s;3,50,000wm.“»ik 4$mm?s
jrnmM500
%>,1,50,000TExpress ‘
Hospitality (F)mfoBeoddn.: ’1570 . Money Today
8gjgs»85yAiliglsiisSSfiSS_
_____ _____________?.x>;duarter'page sizejfdqtials 400 sq.cm. [25 cm (h) x 16 cm (w)]
W/0&wmr
105
2,22,0002202. '<•
2,40,000'r^fiPW^y Reader’s Digest 505
1,20,0001125Sport Star (W)
1,92,5001550Chitralekha(Gujarat) (W)
2,75,0001219The Week (W)
2,60,0001041Femina (W)800
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Paperi/vSubject'Code: 27209 / Advertising : Media Planning &
-S'
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'Q.2 Attempt any one between 2a. 1 and 2a.2. along with 2.b x
[i.e. (Attempt either 2a. 1 OR 2a. 2 for 8 marks) and 2.b. for7 rit^rks] v.,<v': ;%M-‘
.
2. (a).l Answer the following: -. Media 2 ^
.30 ,v.-^
Wimffiml i p•'.V 1 -, <s9\- .4>«?* v;- <.Media 1
Reach 40FrequencyAverage Exposure cost
1435000
- •:_________________________________________ 6/70.00Q'Fi„da,.%TA,GRP»dCPRPfo,^1«^..2;;y;^y
15,000 people see an advertisement 3 times. Total;Cp§toFadyancing is 75»QQ0.JUniyer:se 1,80,000. Find the Reach %, GVT & OPT.
2. (b) Find the average frequency of.fhe advertiserhent in -the magazine;ttslhg''tjhevdata/g'iven below: ' f£M MftOf
Readership of Magazine A= 38,000, Magazine B= 28;000, Magazine af . 40,000 Duplication of Magazine A with^aiaitne B=3500 vDuplication of Magazine B ^itlf^Migazjne C ==45db Duplication of Magazine C withMagazine A =4000 No of insertion of Magazine ^3, Magazine B=5, Magazine C=6
2. (c) Explain the ele'mehts of (Sdmmunication Mix? ' ‘; 'v"':' ....... ... ..
Q. 3. Answer t^llo^l^C®^''a. ExplaM^^n^s^^ofniedia^earQfivb. Wshat^are:yarious factors considered under Media'Brief?
or .. .<rWiafare-MediajSchedul ing strategies?
.^■'^I^^llfev^stoicslirecfingttiie choice of Newspaper advertising? 07
Q. 4 Answer tfe fallowing:-yy -^: a- ^B^^stfatggies .of successtul negotiation process?
ft ft b.p.xp!ain:Email MarKdting.in detail
in digital Media buyins-
&v*Q^5 Write’shorfipotes: rAliy 3 .ft"
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ft'Budget 5, 50,000
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15
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