GU Advertising Question Paper 2024 [Gauhati University FYUGP B.Com 3rd Sem]

[Gauhati University BCom 3rd Semester Advertising Question Paper 2024, GU BCom Advertising Question Paper 2024, Gauhati University Advertising Exam Question Paper  2024]

Gauhati University FYUGP BCom 3rd Semester

COMMERCE (Marketing Management Major)

Paper: BCM030904 (Advertising)
Full Marks: 60, Time: 2½ hours
The figures in the margin indicate full marks for the questions.

1. Answer the following questions as directed: 1×8 = 8

(i) The term ‘communication’ is derived from the Latin word (Fill in the blank).

(ii) The concept of audience analysis includes the research of language within a group. (State True or False).

(iii) Media scheduling does not focus on the timing of the advertising message. (State True or False).

(iv) The written content of the advertisement is known as (Fill in the blank).

(v) Which of the following is not included in an advertising agency? (Choose the correct answer):
(a) Art director
(b) Copywriter
(c) Artists
(d) Plumbers

(vi) ______ is a voluntary organisation that regulates advertising in India. (Fill in the blank).

(vii) Define advertising appeal.

(viii) State the meaning of advertising budget.

2. Answer the following in brief: 2×6 = 12

(a) State two characteristics of advertising.

(b) Mention two disadvantages of advertising through newspaper media.

(c) State two important roles of an advertising agency.

(d) Mention two features of an effective advertising appeal.

(e) What are affiliate ads?

(f) State two arguments given by economists against advertising.

(g) Why is it essential to measure the effectiveness of advertisements?

(h) Mention two factors affecting audience analysis.

(i) State two examples of outdoor advertising.

(j) Write about two types of advertising agencies offering specialised services.

3. Answer any four of the following questions: 5×4 = 20

(a) Explain some of the commonly used direct advertising media in India.

(b) Discuss some of the important determinants of advertising budget.

(c) Explain the various methods of testing communication and sales effect of advertising.

(d) Discuss briefly the problems of internet advertising.

(e) Discuss the advantages of in-house ad agencies.

(f) Explain briefly the communication process in advertising.

(g) Explain the elements of an effective advertisement copy.

(h) Write a brief note on the growth of advertising in India.

4. Answer any two of the following questions: 10×2 = 20

(a) Describe the various methods of setting an advertising budget.

(b) Explain the diverse testing techniques used in evaluating advertising effectiveness.

(c) Critically assess the significant aspects of advertising in the context of society.

(d) Describe the factors to be considered while selecting a suitable advertising media.

(e) Discuss the different types of advertising appeals adopted by professional marketers.

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