6 SEM TDC DSE COM (CBCS)
602 (GR-III)
2024 (May)
COMMERCE
(Discipline Specific Elective)
(For Honours and Non-Honours)
Paper: DSE-602 (Gr-III)
(Advertising Management)
Full Marks: 80
Pass Marks: 32
Time: 3 hours
The figures in the margin indicate full marks for the questions.
1. Answer the following questions: (1×8=8)
(a) Write the name of an Indian advertising agency.
(b) Write one feature of a good advertisement.
(c) Write the full form of DAGMAR.
(d) Switching TV programmes using a remote is called ______.
(e) Give one example of an effective rural advertising media.
(f) Write the full form of ASCI.
(g) In which year was the Consumer Protection Act enacted?
(h) Write the full form of IPR.
2. Write short notes on (any four): (4×4=16)
(a) Limitations of advertisement
(b) Mass media in advertisement
(c) Ethical aspects in advertisement
(d) Advertising copy
(e) Advertising planning
(f) Media selection in advertisement
3. (a) What is advertisement? Explain different types of advertisement with examples. (4+10=14)
OR
(b) How does advertisement provide benefits to different parties? Discuss. (14)
4. (a) Explain different factors that influence advertising planning and development of advertising programme. (14)
OR
(b) What is market segmentation? Discuss the importance of market segmentation in advertising media selection. (4+10=14)
5. (a) Discuss different types of copy. What is the significance of language in advertisement? (8+6=14)
Or
(b) What do you mean by advertising message? What are the main characteristics of a good advertising message? Discuss. (4+10=14)
6. (a) What is advertising agency? Explain various services provided by advertising agencies to their clients. (4+10=14)
OR
(b) What is the relation between advertising agency and client? What factors are to be considered by a marketer before selecting advertising agency? (4+10=14)
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