a) Explain the term ‘Publicity.

’
b) What do you mean by institutional advertising?
c) What is DAGMAR approach?
d) Define Gross Rating Point and CPM.
e) Define Ad copy.
f) Discuss 5 M’s of advertising.
g) Discuss Pre and Post Testing of a copy.
h) What is media scheduling?

1. What is the role of PR in developing a corporate image?

2. Explain the PACT principle of copy testing?
3. Differentiate between personal selling and advertising.
4. Discuss the various objectives of advertising.
5. What do you mean by advertising research?

a) Define AIDA model consideration for creative idea visualization. Discuss the important creative
execution elements that go into preparing an ad
b) What is advertising appeal? Discuss the various types of appeals and their characteristics.

a) What major approaches can be used in determining advertising budget? What factors should be
taken into consideration while determining advertising budget?
b) Discuss the role of ethics that should play in creation of the marketing communication strategy.

a) Explain the various types of advertising media what factor would you consider before selecting any
media.
b) What are the factors to be considered while selecting an Advertising agency? Explain the
functions of Advertising Agency and discuss the various methods of compensation in client
agency relationship

a) Discuss the role of sales promotion as a part of promotion mix and major steps involved in
designing a sales promotion campaign
b) Explain the various methods for controlling and disseminating for companies publicity.

a) How does an organization sustain the Global Competition? Explain by considering the competitive
advertising strategies adopted by companies for ad campaign in different countries.
b) Why is it important to measure advertising effectiveness? Discuss pre and post measures to
evaluate effectiveness.