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LOYOLA COLLEGE (AUTONOMOUS), CHENNAI 600 034
B.A.DEGREE EXAMINATION ECONOMICS
SECONDSEMESTER APRIL 2018
17/16UVC2AL01- MEDIA DESIGN DEVELOPMENT
Date: 28-04-2018 Dept. No. Max. 100 Marks
Time: 01:00-04:00
SECTION-A
I. Answer all the questions. 10X2=20 marks
1. Ideation
2. Slogan
3. Jingles
4. USP
5. Clutter
6. Big idea
7. Logo
8. PSA
9. Marketing mix
10. AIDA
SECTION-B
II. Answer any Five of the following question. 5X8=40 marks
11. What is media planning? How would you efficiently design ads for appropriate media?
12. Elaborate on the SMCR model. Give examples.
13. Discuss how marketers of low involvement products such as soft drinks or paper towels
would use various IMC tools.
14. Discuss on any one media campaign that you have come across. Quote suitable examples
supported with illustrations.
15. Discuss client servicing.
16. Copy is as important as a visual in any advertisement. Justify.
17. Discuss on the advantages and disadvantages of internet advertising.
18. Explain the influences of various media on the society.
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SECTION-C
II. Answer any two of the following question. 2X20=40 marks
19. What is meant by encoding? Discuss how encoding differs for radio versus television
commercials as well as for print ads. Quote suitable examples.
20. The basis of any advertising is a good research. Justify and discuss the tasks involved.
21. Discuss on the importance of creativity in advertising.