SOLUTION SET OF ADVERTISING SYBCOM SEM 3 2017-2018.

MUMBAI UNIVERSITY SYBCOM SEM 3 2017-2018 COMMERCE SOLUTION (from MANAN PRAKASHAN).

1. (A) Select the most appropriate answer from the options given below (Any ten)
1) ____________ is not an element of Integrated Marketing Communication.
         (a) Internet                                           (b) Events and Sponsorships
         (c) Physical Distribution                      (d) Sales Promotion

2) ___________ advertising creates generic demand for products.
         (a) Primary                                           (b) Selective
         (c) Social                                              (d) Trade

3) _____________ is the oldest form of advertising agency.
         (a) Mega agency                                    (b) Space broker
         (c) Creative boutique                             (d) In-house agency

4) ___________ department in an advertising agency co-ordinates the advertising production process.
         (a) Media                                                (b) Traffic
         (c) Client Service                                   (d) Accounts 

5) __________ is a person in advertising agency responsible for writing headlines and slogans.
         (a) Visualiser                                          (b) Media Executive
         (c) Copywriter                                       (d) Account Executive

6) ___________ skill is required for people working in the creative department of an ad agency.
         (a) Communication                                (b) Visualising
         (c) Marketing                                          (d) Organising

7) __________ advertising is deceptive.
        (a) Product                                               (b) Institutional
        (c) Surrogate                                            (d) Local

8) Point of Purchase advertising helps in simulating __________ purchase.
       (a) Impulse                                                (b) Planned
       (c) Budgeted                                             (d) Online

9) 'Swacch Bharat' campaign is an example of ______________ advertising.
       (a) Political                                               (b) Pro-Bono
       (c) Institutional                                         (d) Trade

10) __________ refers to incremental value of the brand.
       (a) Brand Image                                       (b) Brand Loyalty
       (c) Brand Equity                                      (d) Brand Personality

11) ___________ advertising helped Maggi to regain its market share after the crisis.
      (a) Green                                                   (b) Advocacy
      (c) Political                                                (d) Product

12) Advertising spends on ____________ advertising is growing at a faster rate as compared to others.
     (a) Print                                                       (b) Digital
     (c) Cinema                                                   (d) Radio

(B) State whether the following statements are true of false (Any ten).
1) IMC is same as promotion mix - True

2) Sign Boards are the oldest form of Advertising - True

3) Radio is no longer a useful medium for Advertising - False

4) Client Turnover is a negative sign of growth for an advertising agency - True

5) Commission is a traditional method of agency compensation - True

6) Account Executives handles finances of advertising agency - True

7) Jio has used an effective Integrated Marketing Strategy to fight competition - True

8) Advertisements having direct comparison with a competitors products are unethical - True

9) Advertising always has a positive impact on the society - False

10) Decoding uses signs and symbols to communicate the advertising messages - True

11) The Jan Dhan Yojana of the Prime Minister has used Doordarshan channel for effective promotion in regional areas - True

12) Social media has made advertising execution interactive - True 

2. Answer any two of the following :-
a) Explain IMC and Role of Advertising within IMC - MODULE 1, SUB SECTION 1(iii), Page No. 2 (for meaning) and Page No. 14 (for Role of Advertising within IMC)

b) Define Advertising. Who are active participants of advertising - MODULE 1, SUB SECTION 2(iii), Page No. 19 (for definition and meaning) and Page No. 41 (for active participants)

c) Classification of Advertising on the basis of its functions - MODULE 1, SUB SECTON 3(iv), Page No. 56

3. Answer any two of the following:-
a) Factors to be considered while selecting an advertising agency - MODULE 2, SUB SECTION 1(iii), Page No. 74 (AGENCY SELECTION CRITERIA)

b) How can ad-agency maintain a healthy relationship with its clients - MODULE 2, SUB SECTION 1(i), Page No. 79 (under the heading AGENCY AND CLIENT)

c) Unique skills required for career in advertising - MODULE 2, SUB SECTION 3(i), Page No. 91 (under the heading CAREERS IN ADVERTISING)

4. Answer any two of the following:-
a) How does advertising effect market competition - MODULE 3, SUB SECTION 1(iii), Page No. 117

b) Common ethical issues in advertising - MODULE 3, SUB SECTION 2(i), Page No. 124 (under the heading SOCIAL ASPECTS OF ADVERTISING)

c) How ASCI self-regulates advertising in India - MODULE 3, SUB SECTION 3(iv), Page No. 147

5. Answer any two of the following:-
a) Advertising communication process ( with diagram) - MODULE 4, SUB SECTION 1(i), Page No. 180 (under  the heading BRAND BUILDING)

b) Features of corporate image advertising - MODULE 4, SUB SECTION 2(iv), Page No. 207 (NOTE : ADD FEATURES OF CORPORATE IMAGE ADVERTISING FROM DISTINGUISH ON THE NEXT PAGE) 

c) Different execution styles of advertising - MODULE 4, SUB SECTION 3(iv), Page No. 219 (under the heading TRENDS IN EXECUTION OF ADVERTISING)

6. Write short notes on any four of the following:-
a) Any five benefits of advertising - MODULE 1, SUB SECTION 2(iv), Page No. 44

b) Creative Pitch - MODULE 2, SUB SECTION 2(iv), Page No. 86

c) Pro Bono Advertising - MODULE 3, SUB SECTION 3(i), Page No. 139

d) AIDA - MODULE 4, SUB SECTION 1(ii), Page No. 183

e) Effect of advertising on cultural values - MODULE 3, SUB SECTION 2(ii), Page No. 133

f) Brand equity - MODULE 4, SUB SECTION 1(iv), Page No. 191

PLEASE NOTE

• The following answers are from Manan Prakashan  Book ( As per Revised Syllabus w.e.f. June 2017)
• The page numbers may vary for some books, in such case, the answer would be on the previous or the next page.
• Please mark the answers as per your convenience. Write definitions. Draw diagrams, wherever necessary. 
• As far as objectives are concerned, most of them are not in the book, but are in-between the answers and are also very easy depending upon your knowledge. 
• Students who have great knowledge in Organization of Commerce and Management (OCM) of 12th Standard may have many advantages as most of the concepts has been covered up in HSC Maharashtra Board.