M.A.(Mass Communication) (Sem IV) (CBCS) Examination, 2017
ADVERTISING AND SOCIAL MARKETING
Day Date: Friday, 21-04-2017 Max. Marks: 70
Time: 02:30 PM to 05:00 PM
N.B. All questions are compulsory.
Q.1 Choose correct alternatives:
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is not a part of an advertising agency.
Copyright Analyser
Art Director Visualiser
Finding appropriate place for product in the market is called as

Public relations Promotion
Positioning All of these
denotes trust of people in a particular product.
Brand Accountability
Identity None of these
department in an advertising in an advertising agency
deals with copyrighting graphics.
Art Contract
Media buying None of these
Article is an example of
Power brand Personal Brand
Service Brand None of these
The research is useful for an advertising agency to measure

Advertising Effect Advertising Campaign
Advertising Strategy None of these
Target group for a shaving cream advertisement is
Children Men Women None of these
is a checklist for media planners to help them to prepare a
media plan.
Media Strategy Media Campaign
Media Brief None of these
An advertisement of mentos candy is based on type of
appeal.
Page 2 of 5
Humor Fear Culture None of these
10) Testing an advertisement on a cross section of potential buyers
before its publication is known as
Post Test Pre Test
Quality test None of these
11) An Advertisement aiming to promote another product for which
advertising is banned is known as
Corporate Ad Advocacy Ad
Surrogate Ad None of these
12) organization measures readership of a newspaper.
ABC IRS INS None of these
13) is a distinctive identity mark of a company that is
protected by law.
Trademark Denmark
Benchmark None of these
14) A strong point traced in an advertisement to sale a product is
known as
POP USP GSP None of these
Q.2 Write short notes (any four) 12
Types of Brand
Media Campaign
Post Test
Colours in Advertising
Motivation Theory
Q. 3 Write the answer in 150 words (any four) 16
Give any two examples of advertising appeal.
What is the role of 'Art Director' in an advertising agency?
Explain media concentration theory.
Describe any one economic theory of consumer behaviosr
Distinguish between brand image and personality.
Q.4 Write answer in 250 words (any two) 14
What is media plan? Describe essentials of media plan.
Differentiate between commercial marketing and social marketing.
Describe various steps in creative process.
Q.5 Write answer in 500 words (any one)
Define Social Marketing. Describe the importance of five in
social marketing
14
What are the various factors which effect on consumer behavior?
Explain giving suitable examples.