1
LOYOLA COLLEGE (AUTONOMOUS), CHENNAI 600 034
M.Sc.DEGREE EXAMINATION VISUAL COMMUNICATION
THIRDSEMESTER APRIL 2018
16PVC3MC01- CONTEMPORARY ADVERTISING
Date: 24-04-2018 Dept. No. Max. 100 Marks
Time: 09:00-12:00
PART A
Answer ALL questions in about 50 WORDS each: (10x2=20 Marks)
1. Teaser Ads
2. Maslow's hierarchy of needs
3. Through the Line Advertising
4. Brand Tie-Ups
5. OOH DOOH
6. User Experience Generation
7. Viral Advertising
8. Social Advertising
9. Integrated Marketing Communications
10. CPM CPT
PART B
Answer any FIVE questions in about 250 WORDS each: (5x8=40 Marks)
11. Write short notes on Seamless Advertising Agile Marketing.
12. Why is a Landing Page so important for Advertisers?
13. Distinguish between Sequential Advertising and Multiple Execution Ads?
14. How are Geo Tags, Filters and other geographic data used by advertisers to draw audiences?
15. When one brand takes over another brand, how does it gradually change the promotions of the acquired
brand? Explain with examples.
16. Draw the organizational flowcharts of a traditional advertising agency and a digital (social) advertising
agency.
17. What are the various kinds of Biometrics used today to study the audience?
2
PART C
Answer any TWO questions in about 500 WORDS each: (2x20=40 Marks)
18. Even the most 'boring' Insurance Sector has incorporated User Experience Creation into its advertising
model. Discuss with examples.
19. Elaborate on Elon Musk's ideas on Guerilla Advertising in the future?
20. How the Coke brand has survived over so many years? Explain.
21. What are Brand Archetypes? How are they used in Branding?