M.A. (Semester IV) (CBCS) (Examinations) Oct/Nov-2017
Mass Communication
ADVERTISING SOCIAL MARKETING
Day Date: Monday, 20-11-2017 Max. Marks: 70
Time: 02.30 PM to 05.00 PM
Instructions: All questions are compulsory.
Q.1 Choose correct alternative: 14
The person responsible for graphic design and creative positioning of an
advertisement is
Copyrighter Visualiser
Art director All of these
Various activities for increasing sale of product is called as
Public Relations Promotion
Positioning All of these
Combining various types of media in an advertising campaign is known as

Media Planning Media Mughal
Media Chain None of these
AOR is also known as
Media Marketing Media Strategy
Media Buying None of these
Pepsi is an example of
Power Brand Personal Brand
Service Brand None of these
The methodology with which the advertisers achieve their advertising
objective is known as
Advertising Effect Advertising Campaign
Advertising Strategy None of these
is the main target group of Complan advertisement.
Children Men
Women None of these
Hierarchy of needs is the term related to
Nicosa Theory Trait Theory
Maslow's Theory None of these
An advertisement of Safola oil is based on type of appeal.
Humor Fear
Culture None of these
10) Thinking process of creative team about an idea to create an
advertisement is known as
Brainstorming Visualisation
Rough None of these
Page 2 of 4
SLR-HD-29
11) In an advertisement creation process which comes first
Roughs Thumbnails
Comprehensive None of these
12) The number of times an advertisement message reaches the same person
is known as
Frequency Strategy
Target None of these
13) A is a particular channel within a media.
Pitch Cycle
Vehicle None of these
14) Advertising display material located at retail store is known as
POP USP
GSP None of these
Q.2 Write short notes (any four): 12
Brand Image.
Humor Appeals.
Media Strategy.
Creative Brief.
Media Buying.
Q.3 Write the answers in 150 words (any four): 16
Describe Maslow's Model.
What is the role of copyrighter?
What are the sources of Media information?
Write the functions and working of ASCI.
Write on media scheduling.
Q.4 Write answer in 250 words (any 14
What is Social Marketing? Describe the functions of Social Marketing.
Discuss various social marketing case studies in India.
What are the design elements for advertising?
Q.5 Write answer in 500 words (any 14
Describe various media weight theories.
What is brand? Trace various types of brand.