Download SCHEME OF EVALUATION Drive WINTER 2015 PROGRAM MAJM

DRIVE
PROGRAM
SEMESTER
SUBJECT CODE &
NAME
BK ID
CREDIT
MARKS
Q.No
1
A
2
A
3
A
SCHEME OF EVALUATION
WINTER 2015
MAJM (REVISED)
3
MAJ304 – ADVERTISING AND PUBLIC RELATIONS
B1867
4
60
Marks
Criteria
Write a long note on international advertising as a social force.
International advertising necessitates the spread of
a viable message to target audiences in more than
one country. Target audiences vary from one
country to another in terms of how they
distinguish or identify symbols or stimuli; act in
response to humour or emotional appeals; in
addition to the levels of literacy and languages
spoken. The targeting audience is also
distinguished by means of the organization of the
advertising function. On certain occasions, the
advertising decisions and budgets of a
multinational firm are integrated at one place and
then the same number of agencies are used all over
the world.
10 marks
Discuss advertising regulations in India.
Post-liberalization of the Indian economy, the
business and industry have been released from all
restrictive rules and regulations. As a result,
business organizations are growing both laterally
and vertically. This phenomenal growth of
business and industry has resulted in greater
competition and greater spending on
advertisement.
10 marks
Write a long note brand personality.
Brand personality is a vital component in
positioning brands with non-functional values. The
purpose of positioning by brand personality is lost
if the manager is unable to define desired
Total Marks
Answers from
(Unit 2, 2.2.4,
Page 28-29)
10 marks
Answers from
(Unit 2, 2.4,
Page 33-38)
10 marks
Answers from
(Unit 4, 4.3.3,
Page 125-127)
‘personality’ of the brand which is clearly distinct
from the personalities of competing brands and
sister brands of the company’s product lines.
4
Discuss the purpose of PSAs?
A
Yet another area where public service messages
are used is in making the people aware of how to
deal with an emergency situation like an
earthquake or a cyclone. Other areas where public
interest advertisements are used are for the
betterment of society by advertising for, for
example, inculcating family values and guiding the
youth in the right direction.
5
Discuss the creative thinking process.
A
Effective advertising is usually creative. It
differentiates itself from the mass of mediocre
advertisements. It is somehow different and out of
the ordinary as most other ads are unable to break
through the competitive clutter and fail to grab the
consumer’s attention. It is easier to give an
example of creative ads than to exactly define it.
6
Write a long note on copywriting.
A
It is simplistic to state that copywriters are
responsible for the verbal elements in an
advertisement and art directors are responsible for
the visual elements. Copywriters and art directors
function as partners and are referred to as the
creative team in advertising agencies. The creative
team first comes up with the creative concept. The
creative concept is the unique creative thought
behind a campaign which is then turned into an
advertisement.
*A-Answer
10 marks
10 marks
Answers from
(Unit 6, 6.2,
Page 150-153)
10 marks
10 marks
Answers from
(Unit 8, 8.2,
Page 182-184)
10 marks
10 marks
Answers from
(Unit 8, 8.4,
Page 190-192)
10 marks
10 marks

Answers for 10 mark questions should not exceed more than 400 words.

Answers for 5 mark questions should not exceed more than 200 words.