OMTEX
CLASSES
SECOND TERMINAL EXAMINATION - MARCH 2012
S.Y.B.COM
ADVERTISING
NOTE;
(1) All questions are compulsory
(2)
Figures to the right indicate full marks
1. (a)
Briefly explain any four of the following advertising
terms/names/concepts (in not more than 4
lines): 08
(I) Divergent Thinking
(ii) Family Life Cycle
(iii) Optical Centre
(iv)
TOM
(v) Rational Appeal
(vi)
Purpose of a headline
2. Answer any two of the
following 16
(a) Briefly explain the various
methods of the setting of the advertising budget.
(b) What are the various Buying
Motives that an advertiser can appeal
to?
(C) Elaborate on various types of Visuals used in
advertisements.
3. Draw an ad layout measuring 10 inches
x 8 inches for a CAR with the following : 16
(a) Selective headline
(b) Bodycopy
© “Product in a setting” visual
(d) Slogan
4. Write a note on any two of
the following : 10
(I) Psychographic and
Demographic segmentation
(ii) The Black Box Model
(iii) Pre-Testing Methods (any
three)
(iv) Essentials of a good layout
