University of Mumbai 2008 B.A S.Y.ember - Advertising - Question Paper
Kindly obtain the attachment.
5-y. S-f\c)veM S>\'
ws Qcl 08 118 A (2l
Con. 217-08. /VoV-<Zc>o HJ-7416
(3 Hours) [Total Marks : 100
N.B. :(1) Attempt any five questions.
(2) Figures to the right indicate full marks.
1. (a) Define advertising. Explain its advantages. 10
(b) Explain the role of advertising in the marketing mix. 10
2. (a) What are the causes of waste in advertising ? 10
(b) Explain the effects of advertising on production cost and distribution cost. 10
3. (a) Explain the merits and demerits of market segmentation. 10
(b) What factors are considered while preparing advertising budget ? 10
4. (a) What are headlines ? Explain different types of headlines. 10
(b) Explain post testing methods of measuring advertising effectiveness. 10
5. (a) What is media planning ? Explain its significance. 10
(b) Discuss product life cycle. '10
6. (a) Explain factors affecting choice of media. 10
(b) Define product positioning. Explain its benefits. 10
7. (a) Explain merits and demerits of direct mail advertising. 10
(b) Distinguish between Trade Marks and Brands. 10
8. (a) Explain different types of advertising copies. 10
(b) What are features of good posters ? 10
9. (a) What is advertising agency ? Explain its functions. 10
(b) What are functions of layout in advertising ? 10
10. Write short notes on any four of the following 20
(a) Product Research
(b) Buying Motives
(c) ABC
(d) AIDA Formula
(e) Advertising and standard of living
(f) Market Research.
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| Earning: Approval pending. |
