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1 Form No. Ex- 8 " Particulars about the candidate and the subject are checked thoroughly and corrected where necessary. sl N, cenrrryuue-i-esub Invigilator KRISHNA KANTA HANDIQUI STATE OPEN UNIVERSITY BMC 3"d Semester Examination, 2015 Advertising [BMC-06] Time : 3 Hrs. Full Marks : 80 o ( Y o F t Enrolment Number Medium of Answer : regulations of the University. o"f Examiner's SiBnature : Examiner's rull Name : l Scrutiniser's Signature : L Scrutiniser's Full Name : INSTRUCTIONS TO CANDIDATES This booklet contains Pages numbering please verify number of pages in the booklet before answedng. An Examinee is allowed to bring only Admission Card and Identity Card to the Examination Hall. Any Examinee found in possession of loose papers, book etc. is liable to be Expelled. Enrolment No. and Medium of answermustbe written legibly at the specified places. Examinee's name and any other identifying mark which reveals examinees identity shall not be written anywhere in the script. For Making calculations, only the last page provided for rough work shall be used. No pages of the script be tom out. Calculators will not be allowed for making calculations in the examinationhall. MOBILE PHONES are strictly prohibiteil in the examinatioin Centre. No candidate will be allowed to leave or go out of the hall during the First hour of the Examination. Acandidate having completed his/her answer, the script must be handed over, to an invigilator before leaving the hall. Contravention of any of the instructions mentioned above shall render a candidate liable for disciplinary action as per Oue. No. 1. 2, 3.a 3.b 3.c 3.d 3. e 3.f 3,g 4.a 4.b 4.c 5.a 5.b 5.c Total Marks Head Examiner's Signature :
2 l. Answer any eight from the following questions. lx8 = 8 s-4q d{qltq{ fu stsbt< se fi"rs r (a) What is new media?.ffijflstft? (b) What is USP? usp$c{ft? (c) What is the full form of AIR? alpq'1"fq'ftdfrr (d) What is a copy policy? +Fi<ft&wqfrr (e) What is the name of the oldest advertising agency of the world? fr{q q-{cstn "Fft fiqqq q{ei6tk lts ft r (0 Who was the first person to run a professional advertising agency? {tff< eu6t c"rq-fft Rst"iq qqt mtrq E-oFRE r (g) What is the name of the first Indian Newspaper to carry advertisement? q<s3 EqFFFT frsl"r{ ersh T-{ <m s $w 4r ft? (h) What was the name of the first advertising agency of India? eks{ EaffiDt RgI"F ciqf qt{ ft \ilfu r (i) When was social marketing started? qqr&-{ R{qa ro&{t qlcs?&q r C) Name any matrimonial advertisement company of India? stss< ffi.sb R<fq R-et"tq< 4t{ fr"ls r 470-ADV-1
3 2. Answer any eight from the following quesrions (each within 50 words) 2xg = 16 se{ E{cRq ft.ttc{l qtsik B-s< fr1f (q&zb e{e qq co h r.i-qq &E{s RR<) (a) What is the difference between Broadsheet and Tabloid? <s@ \fl$ F+qxvk qtss ft "ttef{r qrresq T-{s r (b) What is copy writing? TT4 qt{i6( to? (c) What is client servicins? sl{s c{fl fr? (d) What are the tools that we can use for direct mail? cffiqffil Rq <r<qr< s-<l.iqfrcsl< ft ft r (e) What is the difference between classified and display advertising? En ffiqa'+ fispn q+ cqfr16 1?g1"ffq "maf$r ft r (0 What is an advertising agency? fret"rqet$trfr2 (g) What are the primary tasks of a space seller? Er{ Rdt{ qr< Elqfr-+ +-<fix ft r (h) Which cominunication channels are generally used for advertising? Rwt+lE <ir< <rg{< qd Rnlcltn cfrqqqtt fr ft? (D Define film advertisement? frsfist"fftz () What is a layout? What are the two functions of layout? cq qtw :ftq fr r cq qfffi{ Bbf s]{$e< oq+ r 470-ADV:3
4 3. Answer any five from the following questions (each within 10d words) 4x5 = 20 s-q< ddq{q< frmr{l ffik Bs< fr.ts (EGrbt s l< s< >oo bt.i<i-{ Gs-<s Gft{) (a) What is client tumover? What are the reasons of client tumover? srtb {qfi rtn ft I ptcst mfr{ skqq{{ (F{ q{s I (b) What is direct action advertisement? enrrw ftntftq R@t'F 6, (c) What is slogan and how many types of slogan are there? dlfl{frq$ rs?effi-{< c$5ilr cqft< c't {!t{? (d) What are the different types of outdoor adverlising? < fiet"n< e+v{er+nqqq Bcsq o-++ r (e) Discuss the impofiance of research in advertisement campaigh? Fsl"rq EERg rlt<{"lk esq <lfllt T<ts? (0 What do yo mean by media? What is the relation between media and advertising? {tfl lrre ft $q? {l{]{ qs fu" T{ qlq"o i{-46 fr r (g) Who is an advertising manager? fr-g.f*qarbt{s mtar 47&ADV-6
5 4. Answer any two from the following questions (each within 250 words) gx2 = 16 Ed< sdq{q{ ffi Ft< sr fi.rs f qfutl sd{ Us< qco Bt +q-{ &\9{e lqft{) (a) What is the impact of advertising on society? qtlst< s'rs fuew< ft qq< q(qqr{ff-{t s-{$ r (b) Explain the concept of media buying and space selling. q-s 5R fr"ffq {<qi )r.'r6 qra1t{ s-{s I (c) What are the types of advertisement agency? 1?el"nq<qlq*< erq<frfrr 470-ADV-12
6 5. Answer any two from the following questions (each within words) lox2 = 20 qffi ehq{{< frror{t XbK E< fr"lo (qg6l Enf< s< 'eoo-coo fi qqq fts<s ftftq; (a) Do you think the rapid expansion of intemet advertising has hindered the growth of other electronic media advertising? Discuss. q't1fi qu<lq Rffi Rst'nq <fu qe{r("t qri?fqoefr-+ {lfi< fu"fd< 1fr8 <I{ uaft6q7 q6a6a1qqe 1 (b) What are the various functions of an advertisement agency? ftwla+qqrtq{kntqftftr (c) Discuss the duties and responsibilities of an advertising manager. cq{ fuqa 4ftfi-aqq +i6rj qs fiffiqek Rrm qtrqtrqt nq+ r 470-ADV-18
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