Advertising Question Paper 2023
[Gauhati University BCOM 5th SEM CBCS Pattern]
COMMERCE (Honours Elective)
Paper: COM-HE-5036
(Advertising)
Full Marks: 80
Time: 3 hours
The figures in the margin indicate full
marks for the questions.
1. Choose the correct answer: 1x10=10
(a) What aspect of advertising makes it a non-personal form of communication?
(i) It is tailored to individual preference.
(ii) It involves direct face to face interactions.
(iii) It reaches a large, undefined audience.
(iv) It allows immediate feedback.
(b) The hierarchy of effects or sequential model used to explain how advertising works is known as
(i) ADD.
(ii) AIDA.
(iii) JWT.
(iv) SWOT.
(c) Advertisement is affected by _______ forces.
(i) Economics.
(ii) Social.
(iii) Technological.
(iv) All of the above.
(d) Which of the following is a primary purpose of using advertising Mascots?
(i) Boosting production efficiency.
(ii) Creating brand awareness.
(iii) Reducing advertising costs.
(iv) Monitoring Competitors’ activity.
(e) In preparing ads for digital media, what is a key consideration that differs it from traditional media?
(i) Colour.
(ii) Typography.
(iii) Length of copy.
(iv) Interactivity.
(f) What ethical consideration is relevant when developing advertising messages?
(i) Maximizing sales at any cost.
(ii) Honesty and transparency with consumers.
(iii) Exaggerating product benefit.
(iv) Targeting vulnerable populations.
(g) Which of the following is a direct measure of advertising’s impact on sales?
(i) Post-testing.
(ii) Pre-testing.
(iii) Return on investment.
(iv) Copy testing.
(h) Which type of advertising appeal focuses on logic, reason and the benefits of a product or service?
(i) Emotional appeal.
(ii) Rational appeal.
(iii) Fear appeal.
(iv) Moral appeal.
(i) Which of the following is not an aspect of the promotion mix?
(i) Strategic positioning.
(ii) Direct Marketing.
(iii) Advertising.
(iv) Public Relation.
(j) What is “Call to Action” in advertising?
(i) The legal disclaimer at the end of an AD.
(ii) A request for the audience to take specific action.
(iii) The background music used in an AD.
(iv) The budget allocated for creative development.
2. Give brief answer to the following: 2x5=10
(a) Write two features of advertisement.
(b) What is target audience in advertisement?
(c) What is celebrity endorsement?
(d) What is message content in advertisement?
(e) Name two significant legal regulations that govern advertising practices in India.
3. Answer any four questions from the following: 5x4=20
(i) Explain advertisement as a tool of communication between businesses and their target audience.
(ii) What is advertising scheduling and why is it vital in advertising campaign?
(iii) Explain the significance of visual content in digital advertising.
(iv) Discuss the advantages of using internet as an advertising medium.
(v) Explain the significance of emotional appeal in advertising. Give an example of emotional appeal used in an advertisement.
(vi) Explain the legal provisions regarding the advertisement of the tobacco products.
4. Answer any four questions from the following: 10x4=40
(a) What is advertisement? Discuss the various types of advertisement.
(b) Define audience analysis. Explain the role of audience analysis in the success of advertisement campaign.
(c) What is advertising budget? Discuss the various factors that influence the determination of advertising budget.
(d) Discuss the various factors need to be considered while selecting the advertising media.
(e) What is copy writing in advertisement? Discus the various elements of advertising copy.
(f) Discuss various Pre-testing and Post-testing methods of measuring advertising effectiveness.
(g) Discuss the role of an advertising agency. What factors should a company consider when selecting an advertising agency for its marketing campaign? Discuss.
(h) Explain the various opportunities and challenges of advertising through internet connected devices.
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