Advertising B.E Question Paper : jaduniv.edu.in

Name of the University : Jadavpur University
Department : Printing Engineering
Degree : B.E
Subject Code/Name : Advertising
Year/Sem : IV/II
Website : jaduniv.edu.in
Document Type : Model Question Paper

Download Model/Sample Question Paper : https://www.pdfquestion.in/uploads/dspace.jdvu.ac.in/5417-B.%20Print%20Engg.%20Advertising%20(Elective%20II).pdf

Advertising Model Question Paper :

Bachelor Of Printing Engineering Final Examination, 2009 :
(4th Year 2nd Semester)
(Elective II) –

Related : Jadavpur University Planning & Finishing B.E Question Paper : www.pdfquestion.in/5414.html

Time: Three Hours
Full Marks: 100 .
Answer any 5 questions :
1. a) What are the different purposes of advertising? . 3
b) What is briefing? Describe the different aspects need to be pointed out in the process of briefing. 28

c) A mid-size organization needs to publish newspaper advertisement every week, and to design that they need designing team. What is your view about keeping an inhouse designing team? – 5
d) What is surrogate advertising? – 2

2. a) Explain the financial aspects need to be considered while planning an advertising campaign. – 8
b) Briefly explain the different methods of budget finalization process in advertising? – 6
b) Make a comparison study between the different media of advertising 6

3. a) What are some remarkable advantages of Internet advertising that distinguish it from other electronic media of advertising? – 4
b) What are the different steps that a consumer goes through in an adoption process? Explain briefly. – 4
d) Briefly describe broadcast advertising. 10 eWhat is meant by theatreof-mind? Explain with an example. – 2

4. a) Briefly explain the major factors that affect the advertisement designing. Give a hypothetical example to explain the factors. 8
b) What is meant by hotshop” and “Mediashop” in advertising industry. 2

c) Draw a basic structure of an advertising agency. 2
d) What are the different professional expectations a customer account manager needs to meet? 4
e) What are basic aspects need to be considered while performing copywriting? 4

5. a) Briefly explain the different important aspects need to be considered while writing copy for Internet content.
b) Briefly describe the three major components of attitude with example. 4

c) Explain the different classes of Buyers attitude and brand choice behavior6
d) Graphically describe the attitude segments of a hypothetical brand. 4

6. a) What are the most common means of deceptive advertising? 3
b) Explain different types of deceptive advertising falls under the category of misinterpretation and omissions. 10

c) What is puffing? Explain with examples. 3
d) It is important to find the link with personal values of consumers while making the advertisements. Justify the statement with an example. 4

7. a) What are the different market segmentation strategies? Give examples of a , concentration market segmentation strategy. 3
b) What is meant by the terms majority fallacy” and “niche market. Give examples

c) What are major considerations of developing a market segmentation strategy?
d) Describe the different aspects of market segmentation with suitable examples.
e)What is your view about the market segmentation strategy of Nano cars

8. a) What are the different ways to contrast culture in case of advertising in global market? Give example for each cultural difference. –
b) Explain BSBs market segmentation for global advertising
c) Explain few major strategies for global advertising standardization.

Syllabus :
Advertising :
Introduction to advertising : Advertising and other communication methods; Role of advertising in public relations. Types of advertising: Consumer product advertising; Industrial product advertising; Government advertising/ public service advertising; Financial advertising; Industrial or corporate advertising.

Planning and Managing Advertising Campaign : Budgeting and campaign execution; copy testing; Evaluation of advertising. Advertising management: The publication advertising department;  The Corporate advertising department; The advertising agency.

Advertising Production : Copy concept, copy structure, essential of a copy, creative approaches and styles, copy testing criteria, types of copy testing, validity and reliability of copy test.

Advertising design, layout, visualization, principles of advertising design, contribution of visual elements, what to picture, how to choose color, test of a good layout, production of print advertising.

References :
** Rathore, B.S., Advertising Management, Animalaya Publishing, Howre.
** Schiffman, Leon G. & Konark, Leslie Lajar, Consumer Behavior, Prentice Hall Inc.

** Wright, John S.; Warner Daniel S.; Winter, Wills L.; Jr. & Zeiglc Sharilyn K., Advertising, Tata McGraw-Hill Publishing Co. Ltd., New Delhi.